11. CatMan/Trade/Shopper marketing
Shoppers
Category A
Category B
Category C Category management
Category D
Category E
Category âŚ
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12. CatMan/Trade/Shopper marketing
Shopper Shopper Shopper
Segment Segment Segment
1 2 âŚ.
Category A m
S a
Category B
h r
Category C o k
p e
Category D p t
e i
Category E
r n
Category ⌠g
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13. 7 Guiding principles
2
3 retailers manufacturers 1
retailer manufacturer
objectives and objectives and
strategy strategy
4 shopper 5
6 category vision
price promotion assortment
in-store presentation in-store communication co-marketing
trade communication
7 implementation and evaluation
Š Copyright, LD & Co 2011â confidential
14. Prerequisites
ⲠTop management commitment & support
ⲠInvest in the right organisation and the right data
ⲠA dedicated team with the right skills
ⲠFocus on the shopper and the retailer
ⲠOptimal synergy between all the elements of the
commercial strategy
ⲠClear priority setting
ⲠPro-active â Fact based â complete approach
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