Developing Shopper-Based Category Management Foundations

Developing Shopper-Based CatMan Foundations: Category Definition, Roles, and Strategies

Well-defined category foundations provide the rules, guidelines, and strategies for a category’s success or failure by aligning to how the Shopper most likely views the category; how items are segmented; and a solid category decision tree. Participants learn how to assign Category Roles and Strategies with the Shopper in mind, including their emotional needs, and be more creative when it comes to defining Retailer strategies.

 

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Learning Objectives for Developing Shopper-Based Category Management Foundations: Category Definition, Roles, and Strategies

Ways to improve category definitions and segmentation to reflect the Shopper;
Different options for developing category decision trees and discuss their importance to the category management foundations;
Examples of how to incorporate Shopper into category roles and strategy assignment;
Guidelines that will help you establish foundations for your category or categories.
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