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Selling to retail chains, retail category review & management

Category Review Content & Presentation

selling to supermarkets, retail category management, category management plan, how to sell new product, how to sell new products Retail Marketing no longer tolerates weak marketing. Category Management is a science and those without the scientific knowledge of Category Management are quickly exposed when Category Reviews are presented.

A Category Review is an opportunity to star, or to strike out, but the rewards are plentiful for those that undertake diligent analysis in their Category.

What is Category Management?

Evolving out of grocery retailing, Category Management is a retail management approach of dividing a business into distinct groups by product categories and managing the retail dynamics productively to optimise retail efficiency and maximise customer satisfaction .

What is a Category Review?

The process a Category Manager uses to objectively assess each participant in his/her category to determine the validity of the win/win relationship shared between trade partners.

The future of brands can be decided in the period of a week or less, so it is crucial to employ every piece of knowledge you have from the market research and analysis, to present the perfect permutation of products for the Category.

Using knowledge you have gained from market research, performance analysis, customer experience feedback, and trade partner intelligence, it is up to the Key Account Manager, Marketing Consultant or Food Broker to construct a Category Review Assessment that assist the Category Manager to draw up the best possible Category Plan.

The Category Review Presentation

Helpful Category Management Category Review advice, Category Management Category Review help, new product development and launch, Category Management Category Review strategy A formal Category Review Presentation should include salient market research, analysis, range review and business development plan. It is vital to remember that retailers do "not have rubber walls" and the limitations on their space is exceed by the demands of aspiring marketers to win shelf presence. You must demonstrate hat the Category Manager is best serving their existing customers and potential new customers with the retail offer you are proposing.

Category Management

Best category management is built around working with the Category Manager. Key account management, when selling to major accounts and national retailers, relies upon accurate market information, reflected in their own data, interpreted logically to demonstrate insightful category planning and legitimate win/win opportunity....   Learn More>>

What is Marketing planning

8 Category Review Analysis & Planning Steps

  • 1. Define the Win/Win Business Opportunity - SWOT & Critical assessment of any contingencies, Consider Macro/micro issues, PESTLE, Industry, Competitive and market forces.
  • 2. Develop the Plan - Minimize assumptions validate data identify sensitivities
  • 3. Assemble organise and collate and evaluate data
  • 4. Analyse & interpret data
  • 5. Identify & Summarize key findings & Issues
  • 6. Develop treatment, implementation and action program
  • 7. Review the Analysis & Action Steps with the Decision Maker Review purpose, approach, conclusions & tactics for implementation
  • 8. Refine and distribute action program with monitoring feedback & control mechanisms and checklist.

Common Category Management Category Review Mistakes

  • Believing your buyer knows less than you do
  • Trying to push buyers into buying stock that will not turn over fast enough
  • Presenting without sophisticated market research and information analysis
  • A shoe-string budget
  • Not understanding the purpose of a Category Management Category Review

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Category Review Template

To deliver a comprehensive Category Review Presentation, download this helpful Category Review Template in PowerPoint format Category Review Template

Category Review template

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