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How To Review Category Performance

The document outlines a framework for conducting a Category Review between retailers and manufacturers, proposed by the ECR Ireland Category Management & Shopper Marketing Workgroup in 2013. It emphasizes the importance of a Kick-off Meeting and a Category Review Meeting, with a detailed checklist for the latter. Key components include agreeing on objectives, analyzing market performance, and identifying opportunities and insights for better consumer fulfillment.

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39 views3 pages

How To Review Category Performance

The document outlines a framework for conducting a Category Review between retailers and manufacturers, proposed by the ECR Ireland Category Management & Shopper Marketing Workgroup in 2013. It emphasizes the importance of a Kick-off Meeting and a Category Review Meeting, with a detailed checklist for the latter. Key components include agreeing on objectives, analyzing market performance, and identifying opportunities and insights for better consumer fulfillment.

Uploaded by

pendejitus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

HOW TO REVIEW CATEGORY PERFORMANCE

A FRAMEWORK FOR RETAILERS AND


SUPPLIERS TO USE WHEN CONDUCTING A
CATEGORY REVIEW
Working together to fulfil consumer wishes better, faster, at less cost and in a sustainable way

ECR Ireland Category Review Framework 2013


This is a framework for a Category Review between a retailer
& a manufacturer.

It is a best practice proposed by the ECR Ireland Category Management


& Shopper Marketing Workgroup 2013.

The framework requires a Kick-off Meeting followed by a Category Review Meeting.

An agenda for each meeting is advised.

A detailed checklist is proposed for the Category Review Meeting.

Kick-off Meeting Category Review Meeting

Agree scope /
Executive Summary
objectives

Agree timings Macro Trends

Agree any big Category Market


opportunities Performance

Agree any big issues Range Performance

Agree data time period Shopper Decision Tree

Agree value, volume


Customer SWOT
or both

Next Generation
Working together to fulfil consumer wishes better, faster, at less cost and in a sustainable way

Category Review Meeting – Checklist


Executive Summary 5 bullet points

Top line grocery trends and


insights

Grocery market
Macro Trends performance
Customer vs. Market

Consumer/shopper trends
and insights

Customer vs. the Market Category/sub category

Category Market Customer market share Category/ sub category


Performance
Customer vs. Market
Manufacturer Share
Category /sub category

Key brand Share Customer vs. Market

Category/Segment/
Customer vs. Market
brand space v share

Range Performance Range gaps

NPD

% sold on promotion

Detail by category

Shopper Decision Tree By segment

By SKU

Customer SWOT

New Insights

New Ideas

Best practice from other


Next Generation markets
Best practice from other
categories

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