Category Management & Shopper Marketing Solutions

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Category Management – a perspective

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’ […]

Rebalancing Category Management and Shopper Marketing – Part 1 – Category Development the blue box

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 […]

Rebalancing Category Management and Shopper Marketing – Part 4 – Shopper Marketing the green box

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 […]

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