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Category Management and Private Labels Course code: RMM 405 credit 3 Session Plan Course guide : Pankaj

Priya Objectives : • To understand the need for category management • To understand the underlying principles and concepts of category management • To appreciate the strategic role of Category management in satisfying the customers • Understanding the importance of Private labels in managing the category Session(s) 1-2 Topics Introduction, Importance and relevance to India Factors affecting the Growth of category management. Category management and retailer’s strategy Category management Process : Category definition, roles, strategies Category management process: category tactics for product assortment. Category tactics for pricing and promotion Managing Category Mix. Presentation of literature review. Category assessment and Feedback, Creating marketing strategy for the category Category Management : ECR approach, Merchandise buying, Manufacturer’s role Vendor managed category management Presentation of real life projects Role of private label in category management and Retail branding Understanding the customer for Private labels Value proposition for private labels Mid –term test Hours 2.00

3 4-5

1.00 2.00

6-7 8-9 10 11-13 14-15 16-17

2.00 2.00 1.00 3.00 2.00 2.00 2.00


20-21 22-23 24 25-26 27-28 29-30

Purchase behaviour for private labels Presentation of Literature review Private labels and store loyalty Presentation of real life project Private labels vs. National Brands strategies of retailers vis-a vis manufacturers Presentation of real life project

2.00 2.00 1.00 2.00 2.00 2.00

Suggested Readings Books: Private label strategy-how to meet the store brand challenge, Nirmalya kumar, HBS press,2007 Retail product management : Buying and merchandising- Rose Mary Varley, Routledge , 2006. Category Killers: The retail revolution and it’s impact on culture- Robert Spector, HBS press,2005. Becoming a category of one- Joe Caloway, John Wiley& Sons, 2003. Store wars – J. Corstjens & M.Corstjens, J.Wiley.England, 1995. AC Nielsen India report on retail. AC Nielsen book on category management, J.Wiley,2005. Retailing- George H. Lucas, Robert Bush, Larry Gresham, All India Publishers and Distributors, Chennai, 1997. Articles : Desmet,P. & Renaudin,V.(1998 ) Estimate of product category sales responsiveness to allocated shelf space. International Journal of research in Marketing, 15(5). Zenor,M.J.(1994 )The profit benefits of category management. Journal of Marketing research,31(2), 202 -213. Dhar,S., Koch,S. &Nanda,K.(2001 ) Effective category management depends on the role of the category, Journal of Retailing, 77 (2). Basuroy,S., Mantrala,M. & Walters,G. ( 2001 )The impact of category management on retailer prices and performance : Theory and empirical evidence. Journal of Marketing, 65(4). Borin,M.,Farris,P.& Freeland,J(1994 ) A model for determining retail product category assortment and shelf space allocation. Decision sciences, 25(3), 359- 384. Chintagunta,P.(2002). Investing category pricing behaviour at a retail chain. Journal of Marketing research, 39(2).

Kaipiaand,R.& Tanskanen,K.(2003 )Vendor managed category management- an outsourcing solution in retailing. Journal of purchasing and supply management, 9(4). Baltas.G. & Argouslidis.P.C (2007) Consumer characteristics and demand for store brands International Journal of Retail & Distribution Management, 35(5). 328-341. Baltas,G.,(1997) Determinants of store brand choice : A behavioural analysis. Journal of Product and Brand management, 6(5), 315-324. Binninger,A.S.(2008) Exploring the relationship between retail brands and consumer store loyalty. International Journal of retail and distribution management, 36(2), 94-110. Dick.A., Jain.A. & Richardson.P (1996) How consumers evaluate store brands. Journal of Product and Brand Management, 5(2) 19-28. Dick,A.,Jain,A. & Richardson,P.( 1995) Correlates of store brand proneness : Some empirical observations. Journal of Product & Brand Management, 4(4), 15-22. Hansen,A., Singh,V & Chintagunta,P.(2006) Understanding store brand purchase behaviour. Marketing Science, 25(1), 75-90. Magazines : Images India Retail report. The Retailer Website : Case studies : 1) Girish Food store 2) Coop (Switzerland) 3) & 4) To be announced in the class Teaching pedagogy It will be a mix of lectures, case study discussions, presentations of recent research articles and real life projects involving industry interactions. All the sessions will be interactive in nature; hence appraisal system will heavily depend on the quality and consistency of interactions. Real life projects / research articles presentations will be group assignments whereas written assignments will be individual in nature. Evaluation Mid- term test Real Life presentations / Research Articles presentations Attendance Written assignments Total 15 15 05 05 ---------------------40