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Discover Something New: Understanding Category Management

Discover Something New: Understanding Category Management

Grocery Accelerator ‘Discover Something New’ events are for ambitious food and drink brands to network and learn together. There is no sales pitching, it’s simply a meet-up for good people with good ideas from the food and drink world.

‘Discover Something New’ October theme was Category Management at Mintel’s London HQ to hear invaluable stories from retail experts and FMCG analysts. Our aim was to enable young food and drink brands to learn the basic of building a compelling category story and learn the golden rules of what to do when designing a pitch for retailers.

We were joined by retail expert Jo Walker of Purple Basil Consulting and Kiti Soininen, Mintel’s Head Analyst for Food and Drink. They demonstrated the importance of designing your brands category story with research in to your customer, category and competition, before pitching to a buyer.

How did Belvita’s breakfast biscuits become so huge? Because they did the research, they found people were looking for on-the-go food and often forgot to eat breakfast and it was born from that consumer need. Without doing the research and developing their category story no buyer would have seen the gap and known to stock their products. It is not up to the buyer to know to stock your product it is up to you to show them.

Know Your Customer, Category and Competition

  • Who are your customers?
  • What is the consumer need you’re addressing?
  • Where and when will they use your product?
  • Where will it be displayed in store? (Take a picture of it on that shelf to allow the buyer to see how it fits in there and stands out)
  • What is happening in the category?
  • How are you different/better than your competitors?

You can download the event slides here: Understanding Category Management Slides

Thank you to everyone who attended and we look forward to hopefully hosting you again soon!

The next GA Discover Something New is on the 27th of November, follow us on Twitter or our Eventbrite page for updates on GA events.

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