Category Management

Category Management

Context/Client expectations

Our client needed to develop a strong category management approach to support a new distribution approach

He requested assistance on several key challenges:

the definition of handset categories
he design of retail space to optimize the use of available shelf-space (merchandising)
point of sales advertising and communication to address competitor offers

He aimed to set up a coherent segmentation that would be aligned with the brand strategy and customers’ behaviours.

Key Questions

Which handsets meet customer needs ?
How to define the best product segmentation ?
How to elaborate and optimize the merchandising ?
How to set up a change management strategy ?

Greenwich Insight/Greenwich Solution

Support the client in setting up a new category management strategy :

• Define and analyse customers needs regarding mobile and broadband products
• Identify key products that could satisfy customer needs
• Define a marketing segmentation and merchandising approach
• Design optimized shelf spaces

Prepare and facilitate a seminar to present the new strategy to the distribution teams and enrich it
Organise workshop sessions in small groups to let people contribute and let new initiatives appear
Align the category management strategy to the seminar outputs

Client benefits

A clear and shared vision of the customer needs and the best handset segmentation to optimise range revenues
A tool kit for setting up a category management approach