COLLABORATION IS ON OF THE HOTTEST BUZZWORDS IN CATEGORY MANAGEMENT

If your organization has targeted collaboration this year, the “8 Catman Essentials Infographic” will help you get on track.
You’ll find the foundational requirements for creating better and more strategic category management relationships.

8 INFOGRAPHIC
Cat Man Essentials

Understand the Know Your

Retailer’s Strategies
The Retailer Strategy is the engine that drives every component of
the Category Management process, and the overall Category Plan.
The Retailer Strategy ensures that all the retailer’s departments are
working towards a united and consistent strategy. Check out the
“Retailer Strategy” Accredited Online Course for more
information.
Data Sources
For each CatMan Data Source, you need to know how it is sourced,
accessed (including how to use the data mining tool), and its
“watch outs” and strengths. Presenting the wrong data decreases
credibility and even worse, it can be the basis for wrong decisions if
errors are not caught. Check out the “Understanding and Using
Data” Accredited Online Course for more information.

Segment Your Data Know How to Drill

Based on Consumer
Whether it is supplier shipment, POS, or third-party data,
segmentation is adding fields to an item-level database based on
the consumer decision tree. While segmentation is a undertaking, it
is necessary to see and understand Categories from a Consumer
Perspective. Without segmentation, Category Managers’ insights
are limited. Check out the “Category Definition and
Segmentation” Accredited Online Course for more information.
Through Data
Learning to drill through data can only be done with the right
training and practice. Too often, we start too “low” and overlook the
“big picture”. Looking across short- and long-term trends or across
different segments in a category helps illuminate what’s driving
results and where opportunities are — and helps avoid
misinterpretation. Check out the “Completing a Category
Assessment” Accredited Online Course for more information.

Use Tactics Engage All

to Drive Action
The Retailer Strategy is the engine that drives every component of
the Category Management process, and the overall Category Plan.
The Retailer Strategy ensures that all the retailer’s departments are
working towards a united and consistent strategy. Check out the
“Category Tactics and Analytics” Accredited Online Course for
more information.
Functions in Catman
Some supplier organizations rely solely on relationship selling and
deep investments to get new products listed. Integration of
product development, marketing, sales, and category management
functions adds value for both the Supplier and Retailer by building
on a fact-based strategy. Check out the “How to Increase The Value
Of Your Shopper Insights” blog post and video.

Create Engaging, Have a Plan and

Excellent Presentations
The best presentations focus on customer conditions, needs,
limitations, and opportunities while also having a proper flow and
length. Too many good ideas and solutions get lost in 70-page
decks. Tell and support your story by presenting relevant content
and facts that your audience cares about. Now that’s a recipe for
engagement and excellence. Check out the “Fact-Based Selling /
Presentations” Accredited Online Course for more information.
Desired Outcomes
Failing to take important pre-planning steps often results in
projects not meeting expectations. A better plan is to: 1. Define the
Business Opportunity/Issue, 2. Develop the Plan, 3. Organize &
Assemble the Data, 4. Analyze the Data, 5. Summarize Key Findings,
6. Develop the Conclusions and Next Steps, 7. Revise the Analysis,
8. Summarize Results. Check out the “Increasing Your Effectiveness
in an Analytic World” Accredited Online Course for more info.

?
Did you find this
INFOGRAPHIC
CMKG offers training that builds
helpful or useful? Contact us.
capability and strategy based on
Check out our FREE Live Webinar
Recording on the same topic.
+1(403) 547-2376
info@cmkg.org
COLLABORATION + VALUE.

Category Management Knowledge Group (CMKG) is a category management training company that offers
accredited online, webinar, and live solutions and resources for individuals, teams, and organizations, including:

Accredited Accredited Gold Standard

403.547.2376 | info@cmkg.org | www.cmkg.org COURSES PROGRAMS Approach Clients Resources

© Category Management Knowledge Group, 2015