Are You a Great Category Manager?

Use these 7 self assessment questions to find out


#1. Do you have a S.M.A.R.T. target for your category? This is Specific, Measurable, Achievable, Relative, and Timely.

By not having a S.M.A.R.T. target for your category you will lack direction and therefore progress.

#2. Do you know the motivations & barriers for each of the 3 parts of your ‘Whole Consumer’? The Shopper, Preparer, and Eater.

By not knowing the motivations and barriers for each of the 3 parts of the whole consumer you will struggle to know how to get them to buy more.

#3. Do you know the targets of your Buyer for their category and their category boundaries? For example; Number of promotions, range churn %, etc.

By not knowing your Buyer’s target or boundaries you will struggle to engage them because you might be proposing recommendations that do not fit with what they want.

#4. Do you turn a mountain of data into easy to understand category recommendations?

By just regurgitating data you will find that the Buyer does not implement your recommendations because they need a lot of work to make them happen.

#5. Do you present using a variety of different formats in order to engage your Buyer and to stop them getting bored?

By continually using powerpoint slides to present your audience will stop engaging.

#6. Do you understand the challenges a store has to merchandise, sell, and manage your product?

By not understanding the processes in a store you will not be able to advise your Buyer and your launches will land less well and be less successful.

#7. Do you evaluate your category executions and use the learnings to improve going forward?

By not continually learning you will continue to make the same mistakes, and not increase your value.

#8. Do you positively influence a large network of people?

By not influencing a lot of people you will not gain support for when you do need to influence individuals, because your reputation will have a limited reach.