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* Category Management & Shopper Marketing 2011 Date Published: 18/01/2011 *
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Category Management & Shopper Marketing 2010  
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Responding to the changing nature of Category Management

  

Category Management & Shopper Marketing 2011 is a comprehensive report examining the continually changing nature of Category Management and highlighting best practice from the industry. It contains the findings from our comprehensive industry survey of 180 companies and features practical case studies from leading suppliers and retailers to bring the subject material to life.

The report will keep you up-to-date with best practice application of Category Management as well as understanding what retailers expect from suppliers and how suppliers are responding to the challenge.
 
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Category Management & Shopper Marketing 2011 will help you to:

Obtain a comprehensive understanding of the benefits and barriers Category Management presents

Find out how Shopper Marketing is starting to impact Category Management

Understand the barriers to implementation of strategies at outlet level

See how having a long term category vision is starting to shape ‘day to day’ category planning

Discover the international influence on Category Management

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Executive summary

 

Research Methodology

  •  Category Management Research Methodology
  • Customer Engagement Research Methodology

Category Management in Practice

  • Summary
  • Category Management Evolution
  • Emergence of Shopper Marketing
  • New Full Strategic Category Management Process
  • Process Used and How Long
  • Barriers and Benefits

Category Relationships

  • Summary
  • Retailers Expectation from Suppliers
  • Deciding who to work with
  • Deciding how to work with retailers/suppliers
  • Supplier Capability
  • Building Category Relationships
  • Benefits of Category Partnerships
  • Changing Category Partnerships

Team Structures and Capabilities

  • Summary
  • Supplier Structures - Reporting and Responsibilities
  • Retailer Structures– Reporting and Responsibilities
  • Capability Requirements
  • Training Requirements

Shopper Marketing

  • Summary
  • What is Shopper Marketing and why has it become so important?
  • Shopper Marketing Process
  • Responsibility for Shopper Marketing
  • Shopper Marketing Investment
  • Shopper Marketing Activities
  • Shopper Marketing Case Study – Coca Cola FIFA World Cup

Data Usage

  • Summary
  • Types of data used and level of investment
  • When and how to use data
  • Insights Process

Category Visions and their application

  • Summary
  • What is a Category Vision?
  • Adoption of a Category Vision
  • Application of a Category Vision
  • Example of a Category Vision

Implementation

  • Summary
  • Improving Implementation
  • Measurement of In-store Activities
  • Current Evaluation of Return on Investment
  • Implementation Resource
  • Shopper reaction to in-store availability

International

  • Summary
  • Sharing best practice internationally
  • Methods for Sharing Best Practice
  • Advantages of an International Category Management Approach
  • Challenges to Implementation of Global Programmes
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Each IGD report is available in PDF format. The report will be sent via email once your purchase has been confirmed. For any queries please contact publications@igd.com

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GBP £ 1200 £ 1800 N/A
EUR € 1600 € 2400 N/A
Additional Information:

All reports are subject to VAT at 20%. Each report is licensed for up to 50 users. For additional users, please contact IGD. This report is promoted by IGD as agent for IGD Services Ltd. Cheques should be made payable to IGD Services Ltd.
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* * Category Management & Shopper Marketing 2012 *
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