Over the last few years, everything has become focused on ‘the now’, with little long-term planning or priority given to longer-term projects. Over time, resources (people and money) have moved from category growth initiatives that require time (category development) to short-term tactical shopper marketing that delivers an immediate return. The concept of ‘grow the pie’ […]
Category Management & Shopper Marketing Solutions
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Rebalancing Resources. Explores the effectiveness of the category and shopper marketing discipline within the CPG sector (Release date - January 2020)
Introducing the BRSCx, a SaaS engineered enterprise platform developed to deliver category management and shopper marketing resources online.
Often the starting point to such work is a frank appraisal of the current situation and then the creation of a roadmap to upskill the organisation.
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Big River Solutions have repeatedly proved to be the perfect partner when challenged with maintaining a category leadership position is a dynamic segment, impacted by rapid changes in consumer tastes and competitive actions.
In the first article in our series, we consider the blue sector, which is Category Development. To quote Henry Ford – “If you always do what you’ve always done, you’ll always get what you’ve always got.” This is a quote I love and for me highlights the output from category management. To quote our website […]
In the fourth and final article in our series, we consider the green box, which is strategic shopper marketing. Our premise is that over the last few years everything has become focused on ‘the now’, with little long term planning or priority given to longer term projects. This image identifies the four key activity areas […]