Shopper & Category Development - The Planning Process

Objectives

Provide up current best practices in category and shopper development, the evolution of category management. To review the overall improvements and benefits of the new approach relative to the original best practices. To complete an in-depth review of some of the key steps of the process and to demonstrate how successful practitioners have leveraged technology, innovative data sources, collaboration and analytical techniques to create category differentiation while enhancing shopper loyalty.

Description

This course will provide a step by step description of how top industry practitioners are approaching the next generation of category management - shopper and category development. Particular focus will be placed on the key steps and inputs that generate actionable, break through category (& brand) strategies and initiatives. The course will utilize case studies and actual industry examples that demonstrate the power of shopper and category development in delivering category differentiation and significant business results.

Key Learning

• The evolution of Category Management to SCD
• The overall process, key steps
• The development and utilization of insights
• Creating category strategies
• Tactical Blueprints
• Initiative Development
• Evaluating Initiatives - The shopper & financial analysis
• Plan Launch & Review
• Key watchouts, tools and enablers
• Practical steps for applying category development with the workplace the very next day
  • Retailer
  • Manufacturer
  • Advanced shopper and category development courses