Category Review Template Your brand name Remove this
Category Review Template
Your brand name Remove this & insert a png image of your brand logo CATEGORY REVIEW
TOTAL MARKET CATEGORY REVIEW
MARKET SEGMENTS CATEGORY REVIEW
BRAND PERFORMANCE CATEGORY REVIEW
CATEGORY PROBLEM CATEGORY REVIEW
Analytical Model Only 50% of household consume these type of products Research shows that the remainder do not understand the added value or misunderstand the opportunity costs Focus group studies of these target groups reveal high awareness of brands but low knowledge of product Indicators identify the need for knowledge/liking/preference based marketing communications effort Price inelasticity exists in the target group The ‘offer’ to this group needs to be ‘value’ based on utility, not price
ISSUES CATEGORY PROBLEM
CONSUMER PERSPECTIVE CATEGORY PROBLEM
SHOPPER PERSPECTIVE CATEGORY PROBLEM
CATEGORY SUMMARY
![[Your Company Name] STRATEGY](http://slidetodoc.com/presentation_image_h2/06ddbd03f5e2596eea0ee6643a548e38/image-12.jpg "[Your Company Name] STRATEGY")
[Your Company Name] STRATEGY
THE BUSINESS CASE/SOLUTION CATEGORY REVIEW
Hero Statement
![[Range shot & USP]](http://slidetodoc.com/presentation_image_h2/06ddbd03f5e2596eea0ee6643a548e38/image-15.jpg "[Range shot & USP]")
[Range shot & USP]
CATEGORY REVIEW EVIDENCE & SUPPORT - MARKET RESEARCH
CATEGORY REVIEW EVIDENCE & SUPPORT – PRODUCT INNOVATION
CATEGORY REVIEW EVIDENCE & SUPPORT – SALES FORECAST
Marketing Plan Marketing Communications Traditional Media Online
Marketing Plan Product Portfolio Branding: Contents: Labelling: Packaging: Merchandising: Sizing: Ranging:
SOLUTION SUMMARY • Consumer Benefit 1 • Consumer Benefit 2 • Consumer Benefit 3 STRATEGY
TRADE BENEFITS FINANCIAL & NONFINANCIAL 1. INCREASE IN BASKET SIZE at checkout 3. SHELF UTILISATION: INCREASE IN RETURN ON SHELF SPACE 4. CROSS CHANNEL CONVERSION 2. INCREASE IN SHARE OF WALLET 5. OTHER
SUMMARY CATEGORY REVIEW
BUSINESS CASE SUMMARY • Reasons to ratify proposed ranging, shelf position, promotional spend, grading, stock portfolio, etc. • Review of sales, profits, positioning, customer satisfaction gains and benefits.
Additional Information Charts Tables Advertising Media Schedule Storyboards Consumer Behaviour Model Gantt Chart Sales Forecasts Contingency Plans Market Research Publicity New Line Submission forms Supplier information & support docs Terms & Conditions Etc.
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