Category Management Process

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10 Ways to Increase Profits on Supermarkets’ Promotion Plan

Darren A. Smith

May 20, 2015

10 Ways to Increase These Profits: Supermarkets and suppliers have promoted their products since time began. Unfortunately, promotions have always…

Fruit basket held by a male customer in a supermarket isle

Customer vs. Consumer: Is There an Alternative to the Term?

Andy Palmer

May 5, 2015

Shopper, Preparer or Eater? We notice that in published articles and when we first begin working with clients, that they…

Kantar Market Data: Consumer Panel Data Terms Explained

Andy Palmer

April 28, 2015

Decode the Kantar Market Data Panel The Kantar consumer panel data can be confusing. Below is an overview of the…

7 Ways to Get Better Traction With Your UK Supermarket Buyer

Darren A. Smith

April 2, 2015

How to Improve Your Traction You’ve met your buyer, you’ve agreed some stuff and then nothing happens. ‘7 Ways to…

Businesswoman drawing market share pie chart on the office whiteboard

Is Your Category Achieving its Fair Market Share?

Darren A. Smith

March 24, 2015

Are You Achieving a Fair Market Share? Achieving a fair market share is an absolute target. As a Category Manager…

Young woman with an I don't know expression and both palms open with yellow background

Consumer Decision Tree: How the Shopper Shops the Category

Andy Palmer

March 5, 2015

Clarifying Terms These terms are used by Category Managers; Purchase Decision Hierarchy/Shopper Decision Tree/Consumer Decision Tree/Customer Road Map, but what…

3 yellow and black posters on shop windows advertising a sale

9 Things to Include in Your Post Christmas Category Review

Darren A. Smith

January 7, 2015

Include in Your Post Christmas Category Review: As the roar dies down in the Christmas aisles and the New Year…