{"id":7988,"date":"2023-11-23T14:19:25","date_gmt":"2023-11-23T14:19:25","guid":{"rendered":"https:\/\/www.datama.io\/?p=7988"},"modified":"2024-01-26T12:54:01","modified_gmt":"2024-01-26T12:54:01","slug":"category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes","status":"publish","type":"post","link":"https:\/\/datama.io\/fr\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\/","title":{"rendered":"Category Management: l&rsquo;analyse objective pour renforcer la relation entre marques et enseignes"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Category: Category Management |Solution: DataMa Compare,&nbsp; Solution d\u2019Analyse | Type : Recurring | Instries: all ie FMCG, Beaute, Jouets, Luxe | Extension: None<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tags<\/strong>:&nbsp;<em>Tags: #CategoryManagement #PerformanceEnseigne #RelationFournisseurXRetailer#OpportunitesBusiness#waterfall#Quantification#Escalierdecroissance#Bridge<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le contexte<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Enseignes et marques ont un m\u00eame objectif : g\u00e9n\u00e9rer de la croissance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seulement, dans un march\u00e9 \u00e0 maturit\u00e9, cette croissance est difficile \u00e0 aller chercher. Cela passe donc par une co-construction de l\u2019offre produit et promotionnelle en fonction des sp\u00e9cificit\u00e9s des shoppers de chaque enseigne (qui peut\/doit ensuite \u00eatre adapt\u00e9e au magasin).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il faut donc proposer des produits qui r\u00e9pondent aux attentes des consommateurs, en termes de go\u00fbt, de qualit\u00e9, de prix, de format, de conditionnement etc<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces attentes se d\u00e9finissent en amont notamment via des \u00e9tudes shoppers et quand les produits sont en magasin, il est primordial d\u2019analyser les performances.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et autant en amont il est cl\u00e9 que les marques apportent de la valeur \u00e0 la cat\u00e9gorieXretailer via leurs produits et leur communication, autant il est aussi&nbsp;<strong>crucial que les marques apportent de la valeur aux retailers au travers des analyses de performance.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Analyser les performances peut prendre de nombreuses orientations subjectives<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019analyse de performance cat\u00e9gorielle est particuli\u00e8rement complexe car il faut expliquer les tendances de la cat\u00e9gorie \u00e0 travers les tendances de tr\u00e8s nombreux drivers<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les KPIS : distribution, lin\u00e9aire, offre, demande, prix (le tout en promo vs hors promo)<\/li>\n\n\n\n<li>Les business drivers : segments, marques, sous marques, gammes, conditionnement, format, poids\/volume etc<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Or, avec les dashboards qu\u2019utilise la majorit\u00e9 des marques et enseignes, il est extr\u00eamement compliqu\u00e9 et chronophage de faire une analyse approfondie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Et il est facile de rater des drivers importants de la performance.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est pour cela que de nombreux directeurs du category management sont certains<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>De rater des opportunit\u00e9s business<\/li>\n\n\n\n<li>Et de manquer d\u2019impact aupr\u00e8s des retailers avec des histoires trop similaires d\u2019une p\u00e9riode \u00e0 l\u2019autre<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Cela a donc ces 2 r\u00e9percutions directes<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Croissance limit\u00e9e<\/li>\n\n\n\n<li>Relation avec les enseignes sous-exploit\u00e9e<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>DataMa, une solution d\u2019analyse qui fournit les drivers de la performance<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">DataMa apporte une&nbsp;<a href=\"https:\/\/www.datama.io\/fr\/category-management-comment-identifier-les-plus-grosses-opportunites-business\/\">solution cl\u00e9 en main<\/a>&nbsp;\u00e0 cette complexit\u00e9 et subjectivit\u00e9:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Quantification des impacts<\/strong>&nbsp;de chaque business driver sur chaque KPI<\/li>\n\n\n\n<li><strong>Visualisation rapide et impactante<\/strong>&nbsp;de l\u2019ensemble de ces impacts<\/li>\n\n\n\n<li><strong>Mise en avant des impacts les plus int\u00e9ressants et donc prioritaires<\/strong>&nbsp;d\u2019un point de vue data<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Le bridge exploratoire DataMa permet donc d\u2019aller plus vite et plus profond\u00e9ment dans l\u2019analyse, mais surtout d\u2019avoir confiance dans le diagnostic car chaque category mananger ou business analyst&nbsp;<strong>identifie les m\u00eames menaces et opportunit\u00e9s les plus fortes de mani\u00e8re juste et pr\u00e9cise.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>DataMa permet de renforcer la relation entre marques et enseignes<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Au-del\u00e0 des b\u00e9n\u00e9fices directs pour les marques et enseignes provenant d\u2019une analyse plus rapide et plus fine,&nbsp;<strong>DataMa permet de renforcer la relation qu\u2019ont les marques avec les enseignes \u00e0 travers 3 aspects cl\u00e9s de toute analyse<\/strong>&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Objectivit\u00e9<\/li>\n\n\n\n<li>Transparence<\/li>\n\n\n\n<li>R\u00e9activit\u00e9 \/ imm\u00e9diatet\u00e9<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>L\u2019objectivit\u00e9<\/strong>&nbsp;des conclusions est cl\u00e9 pour que&nbsp;<strong>les enseignes aient totalement confiance dans le diagnostique de la performance de leurs fournisseurs<\/strong>. Ces conclusions doivent \u00eatre bas\u00e9es sur des faits av\u00e9r\u00e9s et non subjectifs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or dans 99% des cas, les analyses se concentrent sur des % d\u2019\u00e9volution, qui peuvent \u00eatre tr\u00e8s trompeurs et qui ne font pas ressortir la volum\u00e9trie que ces % impliquent. On peut donc facilement rater des drivers importants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici un exemple type o\u00f9 l\u2019on aimerait comprendre comment chaque format impacte chaque KPI et les ventes valeurs totales.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1786\" height=\"595\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2023\/11\/table-DataMa-jpg.webp\" alt=\"\" class=\"wp-image-8007\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2023\/11\/table-DataMa-jpg.webp 1786w, https:\/\/datama.io\/wp-content\/uploads\/2023\/11\/table-DataMa-jpg-300x100.webp 300w, https:\/\/datama.io\/wp-content\/uploads\/2023\/11\/table-DataMa-jpg-1024x341.webp 1024w, https:\/\/datama.io\/wp-content\/uploads\/2023\/11\/table-DataMa-jpg-768x256.webp 768w, https:\/\/datama.io\/wp-content\/uploads\/2023\/11\/table-DataMa-jpg-1536x512.webp 1536w\" sizes=\"(max-width: 1786px) 100vw, 1786px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>DataMa rend les analyses objectives en calculant une contribution \u00e0 la croissance\/d\u00e9croissance<\/strong>&nbsp;de chaque % d\u2019\u00e9volution observ\u00e9 sur chaque KPI X Business driver.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces contributions sont mises en avant dans notre escalier de croissance exploratoire.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Pouvoir montrer ces contributions au sein d\u2019une enseigne, sur toutes les caract\u00e9ristiques d\u2019une cat\u00e9gorie jusqu\u2019\u00e0 l\u2019ean, en \u00ab&nbsp;live&nbsp;\u00bb devant le client, dans un seul graphique, est aussi&nbsp;<strong>un gage de transparence<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La marque et l\u2019enseigne sont donc certaines de concentrer leurs actions et strat\u00e9gie sur les drivers les plus forts.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et l\u2019on sait \u00e0 quel point objectivit\u00e9 et transparence sont primordiaux pour cr\u00e9er des relations fortes entre une enseigne et un fournisseur.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2023\/11\/Boissons-article.gif\" width=\"1828\" height=\"831\" alt=\"\"><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Le dernier facteur de renforcement de la relation est la&nbsp;<strong>r\u00e9activit\u00e9<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En effet, il est impossible de pr\u00e9parer un deck PPT qui couvre tous les aspects de la performance. Cela prendrait trop de temps et rendrait la pr\u00e9sentation indigeste tout en minimisant fortement son impact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec DataMa, vous avez acc\u00e8s directement \u00e0 l\u2019ensemble des data d\u2019une cat\u00e9gorie au sein de notre escalier de croissance dynamique, ce qui permet \u00e0 la marque de r\u00e9pondre imm\u00e9diatement \u00e0 une question de performance non pr\u00e9par\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finis les moments de g\u00eanes \u00ab ah non je n\u2019ai pas regard\u00e9 ce point \u00bb et la possible perte d\u2019impact \u00ab je reviens vers vous rapidement (mais pas pendant cette discussion)\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez donc r\u00e9pondre directement \u00e0 votre interlocuteur, encore une fois de mani\u00e8re objective et transparente, et continuer la discussion de la meilleure des mani\u00e8res possibles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><em>Conclusion<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019objectif N\u00b01 de l\u2019analyse de performance est naturellement de permettre aux marques et enseignes de trouver des leviers de croissance de mani\u00e8re pr\u00e9cise et rapide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais elle doit aussi permettre de renforcer les partenariats entre les marques et les enseignes afin de g\u00e9n\u00e9rer une croissance pour les 2 parties.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour que ce soit le cas de mani\u00e8re forte et continue, au-del\u00e0 de la pr\u00e9cision des analyses, les analyses doivent \u00eatre objectives et transparentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ajoutez imm\u00e9diatet\u00e9 et interactivit\u00e9 de l\u2019outil, et vous avez une base solide pour trouver des solutions de croissance mutuelle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alors si vous aussi vous avez envie d\u2019impacter le business de mani\u00e8re encore plus forte gr\u00e2ce \u00e0 la data, n\u2019h\u00e9sitez pas \u00e0 me contacter !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pourrez tester gratuitement DataMa sur vos data pour en valider la puissance&nbsp;!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cyril@datama.io<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Category: Category Management |Solution: DataMa Compare,&nbsp; Solution d\u2019Analyse | Type : Recurring | Instries: all ie FMCG, Beaute, Jouets, Luxe | Extension: None Tags:&nbsp;Tags: #CategoryManagement #PerformanceEnseigne #RelationFournisseurXRetailer#OpportunitesBusiness#waterfall#Quantification#Escalierdecroissance#Bridge Le contexte Enseignes et marques ont un m\u00eame objectif : g\u00e9n\u00e9rer de la croissance. Seulement, dans un march\u00e9 \u00e0 maturit\u00e9, cette croissance est difficile \u00e0 aller chercher. Cela [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":8025,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[139],"tags":[153],"class_list":["post-7988","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-fr","tag-datama-fr-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Category Management: l&#039;analyse objective pour renforcer la relation entre marques et enseignes - Datama<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datama.io\/fr\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Category Management: l&#039;analyse objective pour renforcer la relation entre marques et enseignes - Datama\" \/>\n<meta property=\"og:description\" content=\"Category: Category Management |Solution: DataMa Compare,&nbsp; Solution d\u2019Analyse | Type : Recurring | Instries: all ie FMCG, Beaute, Jouets, Luxe | Extension: None Tags:&nbsp;Tags: #CategoryManagement #PerformanceEnseigne #RelationFournisseurXRetailer#OpportunitesBusiness#waterfall#Quantification#Escalierdecroissance#Bridge Le contexte Enseignes et marques ont un m\u00eame objectif : g\u00e9n\u00e9rer de la croissance. Seulement, dans un march\u00e9 \u00e0 maturit\u00e9, cette croissance est difficile \u00e0 aller chercher. Cela [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/datama.io\/fr\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\/\" \/>\n<meta property=\"og:site_name\" content=\"Datama\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-23T14:19:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-26T12:54:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/datama.io\/wp-content\/uploads\/2023\/11\/Article_RenforcerMarqueEnseigne.png\" \/>\n\t<meta property=\"og:image:width\" content=\"435\" \/>\n\t<meta property=\"og:image:height\" content=\"278\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Cyril L\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@datama_solution\" \/>\n<meta name=\"twitter:site\" content=\"@datama_solution\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cyril L\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\\\/\"},\"author\":{\"name\":\"Cyril L\",\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/#\\\/schema\\\/person\\\/34036d941eadc1a05c23bb9da9a5506a\"},\"headline\":\"Category Management: l&rsquo;analyse objective pour renforcer la relation entre marques et enseignes\",\"datePublished\":\"2023-11-23T14:19:25+00:00\",\"dateModified\":\"2024-01-26T12:54:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\\\/\"},\"wordCount\":1044,\"publisher\":{\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/datama.io\\\/wp-content\\\/uploads\\\/2023\\\/11\\\/Article_RenforcerMarqueEnseigne.png\",\"keywords\":[\"DataMa\"],\"articleSection\":[\"Articles\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/datama.io\\\/fr\\\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\\\/\",\"url\":\"https:\\\/\\\/datama.io\\\/fr\\\/category-management-lanalyse-objective-pour-renforcer-la-relation-entre-marques-et-enseignes\\\/\",\"name\":\"Category Management: l'analyse objective pour renforcer la relation entre marques et enseignes - 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Seulement, dans un march\u00e9 \u00e0 maturit\u00e9, cette croissance est difficile \u00e0 aller chercher. 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