What CatMan needs to be prepared for!

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Industry trends point toskills Category Managerswill need to master!

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FIVE mega trends that will affect CPG

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• Demographic shifts

• Technology• Channel blur

• Grocery store perimeter growth• Health and wellness

Acosta, “The Why Behind the Buy”

Category Management needs to understand

Category Management should understand

Category Management nice-to-know

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Top TEN industry challenges for CPG

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1. Finding growth2. Private label3. Consumer trust4. Online shopping5. Consumer engagement6. Mobile and omnichannel7. Cybersecurity8. Health and wellness needs9. Trading partner relationships10.Understanding millennials

Supermarket News: GMA Leadership Forum

Category Management has direct impact

Category Management has in-direct impact

Category Management has limited to no impact

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What is ‘Category Management 2.0’?

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The Category Management Association announced new initiative in September 2015

Development of Category Management 2.0 Goal: Enable "every practitioner in every channel globally to better meet the needs of the world's shoppers.

Learning Evolution is on the steering committee

“The principles of category management remain true today, but the world the practice was built upon has changed, such that grocery retail now competes in a vastly different marketing environment, one where shoppers are empowered by smartphones, and the world has gone digital. In addition, Big Data and a slew of new software and analytical tools mean there is more information and more ways to access it than ever before. Category Management 2.0 will address these changes and disruptions.”

Shopper Centric Retailing report (FMI, Win Weber and Deloitte) Validates that the 20-year old category management process is stagnant, too product-focused and too narrow in approach.

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Skills Category Managers must master!

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• Translating data and research into effective insights

• Knowing how to craft the right story for retailers

• Getting comfortable with the uncomfortable (big data)

• Influencing shoppers beyond brick/mortar (path to purchase)

• Prioritizing the work that matters most to win (complexity)

to remain competitive in 2020

Category ManagementShopper Sciences

our focus We specialize in shopper sciences

understanding points of shopper influence

Which in turn helps you drive salesby understanding & activating opportunities