Category Expertise
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 is a way of thinking. Available on Amazon
Category Management
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. Winning range reviews, improving category performance and building strong buyer relationships requires more than good products — it requires a clear commercial strategy grounded in category insight and shopper behaviour.
Supermarkets review a number of factors during a category review – not just the physical product. They build optimal ranges based on shopper behaviour, category growth and retail profitability. Suppliers can improve their outcomes by ensuring their offer aligns with shopper demands and supermarket expectations.
Tim partners with suppliers and supermarkets to ensure the CM process delivers the potential results. As outlined in my book many people complete a process labelled CM whilst still using a ‘trading mindset’. This limits the long-term results for both suppliers and supermarkets.
The major supermarkets in Australia (Aldi, Coles, Costco and Woolworths) all have different processes labelled CM. Tim 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. This may include managing shopper research projects.
Collating and analysing all relevant data about the category performance of the supermarket. This may include analysing supermarket scan data.
Creating presentations (the deck) that creates mutually beneficial relationships between suppliers and supermarkets
Presenting to supermarket buyers
If you are new to the industry my blog, Category Management is a way of thinking, will help explain CM.