Compelling Category Management
We help you create compelling, actionable commercial strategies and category reviews that get implemented and deliver results
Why do you need Compelling Category Management?
Compelling Category Reviews?
Does your business develop great plans, undertake lots of analysis, have a deep understanding of the shopper but struggle with getting customers to sign up and implement?
Compelling Capability?
Are your people great at digging into the data and gaining insight to what's going on but wrestle to translate this understanding into a compelling actionable story to communicate and gain buy in from customers?
Compelling Data & Insight?
Do you and your teams get lost in a mass of data and can't see the wood for the trees? Let alone develop actionable insights or even develop the right data and insight sources to meet your needs and available resources.
Compelling Shopper Marketing?
Is your point of purchase marketing rooted in deep insight to the shopper and their journey? Do the activities ever see the shop floor?
Compelling Channel Strategy?
One size no longer fits all - is your commercial approach tailored to the omni channel world and shopper?
Compelling Execution?
Not seeing the results you expect? Are your plans being implemented to gain traction in front of the shopper?
Sound familiar? Resonate with your frustrations? We've been there!
If any of these challenges feel familar to you don't despair! We've experienced all of these in our 20 plus years in FMCG and the art of supplier and retailer relationships.
We know that the dynamics have changed - just tipping up at head office and telling your customer what's going on and expecting them to do something is no longer enough. You need to sell your story its benefits to the retailer and their customers to gain buy in and traction to make it happen. Too many excellent ideas fall at the first hurdle of signing up, and many don't deliver results through mediocre execution.
We can help
Our expertise is in helping join the dots to deliver the complete picture:
⇒Understand the shopper and dynamics of performance and what needs to change.
⇒Develop an actionable plan and a compelling story to get your customer to by in.
⇒ Enable excellent execution by ensuring ease of implementation rooted in your understanding of the retail dynamics of your customer.
What do our clients say?
"Michala worked with myself and the Nomadic team on a number of commercial projects encompassing category strategy, range reviews and NPD development and launch processes. She demonstrated creativity and adaptability in utilising limited data and insight resources to help us develop, in line with our brand, a credible category strategy for key retail partners, which also helped us establish our ongoing ways of working."
Alan Cunningham
Managing Director, Nomadic Dairy Ltd
"Michala has wealth of category management knowledge and experience which she seamlessly aligns with the retailer and manufacturer needs to produce effective and deliverable category strategies, driving profitable growth for both the retailer and the manufacturer."
Diane Cronin
Director, AUTUS commercial Solutions Ltd
"Michala came into Hipp as an interim category lead to help develop and establish our category management credentials and capability and and to manage some pressing customer projects while we recruited a built our permanent category team. Her expertise and experience supported category reviews with Tesco, Asda and Sainsbury's, and in the development of a category story for NPD launches with customers. She helped us develop our internal category thinking and integrate this into our business planning quickly, and worked well with the team."
John Allaway
Managing Director, HiPP Organic
"Michala has an incredible depth of knowledge and expertise in category management and its practical application within the retail environment. she is also very creative in finding new and engaging ways of presenting category data and insight to highlight the key issues. Michala is great fun to work with and has certainly helped me in the development of my career."