Sticky Learning Lunch 46: Increase Your Category Opportunities

Today's topic, Increase the Number of Category Opportunities Landed Part 3.

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:

Welcome to Monday. Welcome to Sticky Learning Lunches. And welcome to the first day of the week. We are gonna be diving back into the category Management funnel with Andy Palmer and myself, Nathan Simmons. We're just gonna give it 30 seconds while we wait for the last people to arrive in the room. And then we are gonna crack on with part three of this funnel. Let's just give us a moment to make sure everyone's here. Let's get everyone set up for success right now.

Nathan Simmonds:

First of all, before we get into introductions and, and the recaps, mobile phones, let's make sure they're on flight mode. Let's zero out the distraction and get a hundred percent attention what it is we're doing right here in this investment in ourselves and the businesses that we love and work in. Secondly, making sure that we've got our hydration in place, making sure we're staying hydrated, keeping the brain lubricated and making sure that we're just looking after ourselves.

Nathan Simmonds:

Temperature space, we're going up here. Again, let's make sure we're looking after ourselves physically so we can increase what we're doing mentally. Third part to this then is fresh page, fresh thinking. We're gonna be covering some new ideas that potentially you haven't seen before that may be there to support you, invigorating what it is you do inside your business. And this page is gonna be those things that you want to remember.

Nathan Simmonds:

So whether it's things that Andy says, or questions that I ask, or questions or ideas that we share with each other in this group, that we wanna take a note of that so that we can go back and remind ourselves and remember what it is by rereading these ideas. That just helps take our thinking up another level and keeps that learning sticky, which is the whole idea of MBM Ready for this. Andy?

 

7 Simple Ways To Understand The Category Management Process

 

Andy Palmer:

Ready? Nathan?

Nathan Simmonds:

Good. So, welcome to today's Sticky Learning Lunch with me, Nathan Simmons, senior leadership coach and trainer for MBM. Also joined by Andy Palmer, expert in category management, who's gonna be delivering part three of today's session. We are the leadership development and soft skills provider to the grocery and manufacturing industry, MBM making business Matter, and it's all about making that learning stick. As I said earlier, Andy, day three, all yours. Where are we going to next?

Andy Palmer:

Thank you, Nathan. Roy, as you said, we're gonna go stage three, which is getting into the crux of understanding our supermarket or our channel or whatever route to market that we've got. So, brief recap on what we covered at the back end of last week came in at the top of the funnel talking about agreeing targets, where we looked at this stuff around here, way of purchase frequency of purchase penetration, selecting a target that you can focus all your efforts and resources and time into achieving.

Andy Palmer:

From there, we then came down into Thursday and we talked about understanding your shopper, exploded that apart and started talking about shopper preparers and eaters. Those three very distinct group with a nice overlap. And again, more better understanding how we can use things like pen portraits or purchases and hierarchies to get into the crux of what their motivations are, what their barriers are.

Andy Palmer:

Today we're continuing down, and stage three, we are looking at knowing your supermarket or k...