Objective:
Engage with the Retailer to establish a fully Shared Category Vision which puts the
Shopper Insight central. In the end it is the shopper that drives the category. Doing
this well produces the best possible decorating results for the consumer, and
optimal profit growth for the Retailer and Producer.
How to unlock our full potential?
- Live our brand positioning: The smart start to great finishes.
- Develop full category management projects as strategic enablers
for growth (in existing markets). - Prioritize with focus on penetration, frequency and trading-up.
- Make use of the centrally developed and appropriate tools.
- Allocate resources.
Choose the right model for the right customer. Not all customers are equipped to engage in the deep collaborative Full Scale
category management model. Some will even accelerate with a strong activation package.
