Sticky Learning Lunch 45: Increase Your Category Opportunities

Today's topic, Increase the Number of Category Opportunities Landed Part 2.

73% of your Category Opportunities Never Make it to Store.

You will learn: - Each of the 7 parts of the MBM Category Management Funnel. - How each part is essential to creating an effective Category Management approach. - Various tools and techniques to support each stage of the process.

You Can Read the Full Transcript Below:

Nathan Simmonds:

Good afternoon. Welcome to Sticky Learning Lunches with me, Nathan Simmons, and also the delectable Andy Palmer delivering to this week. And for the next week, we're just gonna give it a few minutes while the last people arrive, and then we're gonna dive into today's content. Just gonna give it another 30 seconds or so. While we're doing that, let's just make sure we're setting ourselves up for success. And I'll give people a reminder when we go back into this very briefly, let's make sure we're lighting up those phones.

Nathan Simmonds:

Get the little airplane, lift up, zero out the distraction, a hundred percent attention on what we're doing here today. The investment in yourself and the learning that you're about to get. Also, making sure that you've got a fresh sheet, fresh sheet for fresh thinking at the top of that page. You're gonna write keepers. Those keepers are gonna be the things that you want to remember and remind yourself about so that you can reread them and reignite that thinking.

Nathan Simmonds:

So as you are looking at the category management funnel, it's gonna help you get more clarity on what your targets are, know who your customer is, and knowing who your clients and your supermarkets are, all these key elements, by making sure you're documenting these key points can be absolutely vital, right? Today we're not gonna be doing too much screen sharing. So we've got Andy on camera one. We've got me on camera two.

Nathan Simmonds:

I'm gonna be here to be asking questions as we go through to making sure we get these points across. We're gonna start with a recap from part one just to make sure we're following that train of thought. And then what we're gonna do is we're gonna fly in and start looking at how to understand your shopper is absolutely vital for making this work. Andy, what have we got for day two?

7 Simple Ways To Understand The Category Management Process

 

Andy Palmer:

Excellent. So yeah, thank you Nathan. Today, absolutely more about understanding the shopper, keeping the shopper at the heart of all the decisions we make to help grow our category sales, our category profit, whatever measure we've got in place, which links us nicely. Back to what we talked about yesterday, right off the top of the funnel. Agreeing category targets the importance of having ideally a single focused point with a timeline that we want to achieve it and making sure we hit it focuses all our time and all of our efforts on getting what we want from this category.

Andy Palmer:

So yesterday we briefly talked about what f and pen, which was how much people are spending, how often they're buying, and how many people we've got buying, and maybe picking one of those as an example and targeting then our efforts towards achieving that. So yes, there was about agreeing a category target.

Andy Palmer:

Once we've got our category target, we can then start to move down and we'll continue to move down our funnel over the next few days. Kicking back off again on Monday. Today's about understanding the shopper. When we get into Monday, we're gonna be talking about understanding the supermarket or the channel that you are selling into. From there, it's about identifying opportunities, then about selling those opportunities, adding those opportunities down at stage six, and then coming all the way back round with evaluating and improving to keep this continuous cycles mythology absolutely alive.

Andy Palmer: