The new ECR Community Webinar Series offers a look at the 8-step Category Management (CM) approach, designed to help professionals understand and apply each stage effectively. This series will guide participants through the full CM process, from strategic alignment and gathering category insights to defining category roles, performing assessments, setting goals, implementing tactics, and reviewing performance outcomes.

Each session features expert insights and global case studies, demonstrating how these CM practices are used to enhance business results and shopper satisfaction. Hosted by ECR experts from various regions, the webinars aim to build a strong, collaborative community of CM professionals.

ECR Community is expanding the Category Management Network (#CatManNetwork) to create a global online hub. This network will serve as a resource for CM practitioners, offering access to a best-practices library, industry insights, and opportunities for knowledge sharing among retailers, suppliers, and service providers. This initiative supports the ongoing growth of CM skills and encourages collaboration across the industry.

Steffen Rutter,

Course Director Category Management

GS1 Switzerland

Christian Belz,

Key Account Manager & National Field Sales Force Manager

Wander AG

The webinar focused on WANDER AG's & GS1 Switzerland approach to Category Management through the classic 8-step CM process, with particular emphasis on the first two steps: Strategic Alignment and Category Insights & Definition. These steps enable WANDER AG to better understand and serve shopper needs, collaborating with major Swiss retailers like Coop and Migros to drive the RTD category forward.

  1. Introduction to Category Management and the 8-Step Process
    • Category Management is presented as a structured, data-driven process aimed at maximising shopper satisfaction and category growth.
    • The 8-step CM process includes strategic alignment, category insights, category role definition, assessment, objective setting, tactics, implementation, and performance review.
  2. Strategic Alignment (Step 1)
    • Goal: Align WANDER AG and retailers on common goals and strategies for the RTD category.
    • Key Elements:
      • Framework for Cooperation: Establishes expectations and responsibilities, identifies potential conflicts, and outlines cooperation methods.
      • Challenges: The Swiss market presents unique hurdles, including high private-label competition and limited data availability, as not all retailers share detailed sales data.
      • Brand Positioning: Although Ovomaltine is a well-loved brand, it competes with strong private-label products. WANDER must navigate this competitive landscape by emphasising Ovomaltine's unique selling points, like its malty flavour and energising effect.
  3. Category Insights & Definition (Step 2)
    • Goal: Gain a deep understanding of shopper needs and expectations in the RTD category.
    • Research Approach:
      • Primary Research: Since panel data is often limited, WANDER AG conducts extensive primary research, including surveys, focus groups, and observational studies, to build a robust picture of shopper preferences.
      • Insights Gathering: WANDER uses a mix of qualitative and quantitative methods, such as eye-tracking, in-depth interviews, and virtual experiments, to map the shopper's journey and understand factors like taste, packaging, and consumption occasions.
      • Shopper Needs: Research reveals that consumers value Ovomaltine's functional benefits, such as energy and satiation, and its emotional appeal, such as indulgence and reward. This insight guides WANDER's product positioning and communication strategy.
    • Challenges and Learnings:
      • High Private Label Share: Switzerland's RTD market is heavily skewed toward private-label products, driven by local retailers like Coop and Migros.
      • Data Access Issues: Limited access to real-time data and dependence on panel data hinder immediate insights, making it essential for WANDER to invest in proprietary research.
  4. Key Learnings and Takeaways
    • Importance of Strategic Alignment: Ensuring all stakeholders, from management to sales teams, are aligned on category goals fosters a stronger, more cohesive approach to CM.
    • Holistic Research Approach: A blend of different research methods yields a comprehensive view of the shopper's journey and decision-making process.
    • Retailer Collaboration: Building strong partnerships with key retailers is critical in Switzerland's highly consolidated market. Understanding each retailer's needs and constraints helps WANDER create effective category strategies