If you're a Category Manager are you the next CEO or stuck for life? “Let’s be realistic, if you stay in Category then the best you can hope for is heading up the Category Team. After that if you want to go up, you’ll have to get out.” You might not have been told
About the author: Bill Bean is Vice President of Insights and Research at Shopper Intelligence USA. He is a nationally recognized American senior marketing executive with expertise in marketing analytics, shopper insights and innovative tech solutions in shopper research. This article was first published in Quirk's Media in July/August 2020, posted here with permission.
Dairy is a versatile department. Categories that sit side by side play very different roles for shoppers and for retailers. By comparing categories, we better inform our category management strategies. Using the latest shopper insights from Shopper Intelligence UK's recent survey (June-September 2020) here we shall focus on two categories within Dairy: Yoghurts vs.
Van Halen. Jump. Great Song. One of the greatest. But what does it teach us about business? More than you’d think! Let me explain. Bear with me (by the way it helps to listen along for full value for money). At the get go, it’s like a start-up company. It has to punch through
Home Baking - a new trend with need for innovation After the sudden rise of cooking at home resulting from the initial lockdown measures, consumers are returning to old habits and we see this trend returning to pre-lockdown levels. However, the opportunity still exists for brands and retailers to retain trialists of the home
I hear more and more often about the need for shopper marketers and category managers to think about shopping missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopping mission is a kind of the shopping equivalent. Of course, at the macro level,