You'll learn how to complete a category health assessment, including an exploration of internal and external influences. An in-depth understanding of baseline and incremental sales volume, drivers and measures are included in this assessment. You'll also acquire the skills to address important questions that relate to a category’s health, including those associated with the consumer, trends, the economy, competition and tactics associated with winning segments and brands. A SWOT analysis introduced as means to captures the most important strengths, weaknesses, opportunities and threats in the category as the health assessment is completed. Calculations include seasonality index, quadrant analysis, baseline sales and incremental sales measures, tactics % change results, temporary price reduction, and shopper measures.
Buy Measuring Category Health (Baseline & Incremental Drivers) Course Package ($125) or Value Course ($59) from CMKG.ORG