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Category Management First, Collaboration Second (Part 2!)

Posted in category: Category Management

by Sue Nicholls, Category Management Knowledge Group

My last blog posting, which was written based on a free live webinar (“8 Essentials to Know About the Category Management Foundations”) that I facilitated the week before, has been incredibly popular with our network.  In net, as the industry tries to move forward with more collaborative efforts between retailers & suppliers, they need to make sure they have solid foundations in place.  And many of these foundations directly relate to category management strategy and capabilities within your organization.  Without these foundations, your collaborative efforts are going to be …

Category Management Foundations First; Collaboration Second

Collaboration is one of the buzzwords of 2014.  If your organization has “collaboration” as one of its key focus areas this year, you should ensure your category management foundations are right first.  In this blog, I’ve put together eight “essentials” required for more strategic category management.  These category management essentials will help create a platform from which collaboration will be much more achievable between retailers and suppliers.
1.  Know the Retailer’s Strategies:
The Retailer Strategy is an umbrella that drives all the different components of …

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: There’s Nothing “Fair” About a “Fair Share Index”

by Sue Nicholls, President, Category Management Knowledge Group

In today’s world, there is much emphasis on deriving effective and strategic insights in category management.  With all of the incredible data sources available to both retailers and suppliers, there are certain measures that are consistently used to derive these insights.  For some of these more commonly used measures, there’s a tendency to generalize the interpretation of the numbers, or not scratch below the surface and think about what the numbers really mean.

One example of this is “index”, which …

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 …

5 Category Management Barriers to Collaboration For Retailers /Suppliers

by Michelle Patterson, Director of Training & Development, Category Management Knowledge Group

I’ve been asked a number of times this year for my “Insider Perspective” on the challenges facing retailers and manufacturers in their attempt to move to a more collaborative approach in their business.  More specifically, I’ve been asked for examples on how to overcome those barriers through capability development.   There are many great studies and papers available on the topic, most of which I’ve read, in areas like  Big Data, Retailer-Supplier Collaboration, and Shopper Insights, but the industry is crying for examples….

Measuring Value Delivery from Procurement and Category Management

We have a guest blogger in today’s post.  Allison Ford-Langstaff works for Future Purchasing, a leading UK based procurement consultancy that focus on Category Management transformation. Future Purchasing have worked with many large organizations in the UK and Northern Europe including Diageo, Vodafone, Barclays, Nestlé and Novo Nordisk.


Catgory Management ValueCategory Management is important and should be a key business priority but whether Category Management is new to an organization or is already established, it can only ever …

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 …

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