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Category Growth through Collaboration

Category Growth through Collaboration. Paul Nightingale , Global Customer Marketing Manager, Diageo. We are building brands with rich heritage. 147 **. 192. 83. 72. 252 *. 38. 253. YEARS OF AGE. 37. 262. 8.

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Category Growth through Collaboration

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  1. Category Growth through Collaboration Paul Nightingale,Global Customer Marketing Manager, Diageo

  2. We are building brands with rich heritage 147** 192 83 72 252* 38 253 YEARS OF AGE 37 262 8 ** We trace the origins of our Smirnoff brand to P.A. Smirnov’s Moscow distillery established in 1864 * Arthur Guinness signed lease on St James’s Gate Brewery 250 years ago

  3. The Category Management fundamentals of Range and Layout are like the painting of the Forth Bridge, there are always some improvements that can be made

  4. THREE barriers to success Low level of trust Short-term perspective Too much store autonomy

  5. THREE keys to unlock this opportunity Understand customer/shopper needs Cross-functional teams Test it out

  6. THREE recommendations for Russia • Cat Man as process rather than ad-hoc • More collaborative relationships • Optimise range

  7. See how this will look in your store with Virtual Reality technology

  8. Inspire, partner, grow with usLearnmoreaboutShopperInsightandCategoryManagementatECR CatMan Conference official site andat ECR Forum 2011 official site

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