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Category Management Analysis: Are Your Brands “Over” or “Under” Developed?

by Sue Nicholls, Category Management Knowledge Group

Category Management Analysis

As a category manager working for a retailer, you may have heard  “You are underdeveloped in Brand X or Segment Y in the category, and there’s an opportunity for you to grow in this brand or segment”.  As a category management analyst or sales person working for a supplier, you may have heard “Your retailer is underdeveloped in Brand X, and there’s an opportunity for this retailer to increase development in our brand”.  In both of …

Category Management Training: Turning Your Presentations from “Drab” to “Fab”

by Sue Nicholls, President, Category Management Knowledge Group

Category Management TrainingThis week’s blog is an extension of some of my other blogs over the past few months that have focused on Fact-Based Selling and Presentation Skills.  At Category Management Knowledge Group, we run many live category management training sessions with clients and students.  We also run optional, added-value live webinars with all of our students that are participating in one of our training programs (including a …

Category Management Training: Increase ROI on Your Data Investment

by Sue Nicholls, Category Management Knowledge Group

 

Many organizations spend many millions of dollars on providing data and data access to their organization.  The purchase results in a data-rich organization.  The problem is that, for many organizations, they are not getting the expected return on investment, with low data usage across the organization.  This is because data is just data – it doesn’t build capability on its own.  This blog posting will talk about the 4 requirements to maximize your data investment, for both …

Category Management: Addressing data gaps in a limited data environment

Category Management on Limited DataIn category management, data is one of the key requirements (some other requirements are organizational alignment, collaborative mindset and technical tools/automation).  In today’s world, as manufacturers, retailers, brokers and consultants, we are bombarded with new and different data sources all of the time.  But ironically, at the same time, most organizations find themselves in one – or possibly many – “data-poor” scenarios.  In scenarios where there is limited data, some of the …

Category Management Presentations: Merging Art & Science

I ran a live webinar last week on fact-based selling, based on our accredited eLearning course (you can view the recorded version of the webinar here).  It prompted me to write this week’s blog (and a few after this!), which is one of the areas where the science and art of category management meet:  the presentation.  The tendency in category management is to spend most of the time completing the analytics (after all, we are unbiased, objective and impartial, right?) and little …

Category Management Training: Dissecting Baseline and Incremental Sales

Category Management TrainingIn last week’s blog, my category management training tip talked about the need for category management, sales and marketing professionals to have the skills to drill through basic data to move to insights, and then determine the recommended changes to drive action.  This approach helps in making more strategic day-to-day business decisions, through the ability to quickly pinpoint the business issue or opportunities, and then make changes using the tactics.  We reviewed some of the measures and benchmarks that should be …

Measuring and fixing distribution gaps can lead to increased sales & profit!

A big opportunity for many retailers and suppliers is to “fix” their distribution on currently listed items – we spend so much time doing efficient assortment analysis, when sometimes the biggest and easiest opportunities lie within products already carried at the retailer!  Distribution data relates to the availability of the item across a specific geography.  There are two different options that you may have available in your data to measure the availability of items as a measure:

1.  % of stores carrying: 

Based on # of retail outlets, or store count, in the retail universe
Calculation:  # …

Category Assessment: All Commodity Volume (ACV) and Index vs ACV

All Commodity Volume:

All Commodity Volume is an important term to understand for both retailers and suppliers.  Simply put, All Commodity Volume (or “ACV” or “All Sales Volume”) is a sum of all category sales in a total store.  The categories that are included in the ACV definition depends on the channel composition (for example, is it the “Total Market” or “Grocery Channel” or “Drug Channel” or “Mass Channel”).  If you are unsure as to the categories that are included in the ACV number, you should check with your third party data provider.

ACV Measures:…

Category Management Series Tip #16: The 4 P’s

Product, Placement, Pricing and Promotion.  Each of these P’s influences volume and share within a brand or category. They are the key drivers.

The 4 P’s need to be monitored, in order to understand how they impact volume growth or decline within a brand or category. It’s really about Putting the right product in the right place, at the right price, at the right time.

For suppliers, the 4 P’s tie in with the Marketing decisions under the supplier’s control that can affect …

Category Management Series Tip #15: Turning Data Into Insights Part 2

 

This week’s tip is part 2 on turning data into insights.  My last tip (Part 1) focused on drilldown of the data, or the more scientific side.   Part 2 focuses on the second requirement for turning data into insights – by using experience, knowledge and insights.   I’ve been doing category management for over 20 years, and sometimes students or clients will ask “how did you know to look at that or consider that”?  That’s where tapping into all your past experience really pays off (at least it’s one advantage – possibly …

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