Tim has over 25 years experience in the FMCG industry working for a variety of suppliers to the major supermarket chains in Australia and the UK. In all these category, marketing and sales roles Tim has utilised a category management mindset to maximise long-term sales.
Whilst living in the UK Tim specialised in category management (CM) and dealt with major retailers such as Marks & Spencer, Sainsbury’s and TESCO. Tim is so passionate about CM he even wrote a book about it – ‘Category Management 2020’.
Tim has completed reviews utilising consumer insights for qualitative consumer research, e.g. focus groups, and quantitative research including scan / panel data (IRI Aztec, Nielsen, TNS).
CM can be described as a business model where manufacturers and supermarkets work collaboratively, in long-term mutually beneficially relationships, towards the common goal of maximising shopper and consumer satisfaction.
Bowen Consulting partners with suppliers and retailers to ensure the CM process delivers the potential results. As outlined in my book, Category Management 2020, many people complete a process labelled CM whilst still using a ‘trading mindset’. This limits the long-term results for both suppliers and retailers.
The major supermarkets in Australia (Aldi, Coles, Costco and Woolworths) all have different processes labelled CM. Bowen Consulting can partner with suppliers to explain how to engage in a category process with the major supermarkets in Australia.
This service normally includes:
Collating and analysing all relevant data about shoppers of your brand / category
Collating and analysing all relevant data about the category performance of the retailer
Creating presentations (the deck) that creates mutually beneficial relationships between suppliers and retailers
Presenting to retail buyers
If you are new to the industry my blog, Category Management is a way of thinking, will help explain CM.
For a free initial consultation, or meeting with Tim, simply complete this Contact Us form. I look forward to talking with you.