Category planning (includes new products) | Assent Consulting Group

Marketing Courses

Channel, Category and Key Customer Courses

Category planning in retail (5.0)

5.0 Category planning (includes new products)

Increase the success of new products and reduce the failure rate. Ensure that BPPCA is optimised to sell more to more Shoppers on more occasions.

Objective:

Increase the success of new products and reduce the failure rate.
Ensure that BPPCA is optimised to sell more to more Shoppers on more occasions.

Content:

Identifying and addressing the challenges of introducing new lines to ever-shrinking space in store.
Ensuring Marketing and Innovation are in the loop re Shopper and Retailer needs.
Ensuring incremental growth from new products.
Engaging stakeholders in your company around category requirements and guidelines from Retailers.

Category planning process

Capabilities:

Make specific recommendations to Brand, R&D/Innovation and Key Customers about how best to lodge new products.
Predict (very early) and prevent failure.
Provide compelling business cases to engage Retailers and prevent “one in, one out” type policies being deployed against your category.

Questions you will be able to answer:

What types of new products are needed in the category by Shoppers and Retailers?
Where should the new product sit in the store and in the range and on the shelf?
What role will they play in the Consumer and Shopper’s purchases and path to purchase?
What is the best way to talk to Shoppers about products in store and online?
Who is going to buy it and re-buy it and refer it to friends?
How best do we engage Retailers?

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