Review – Category Vision Webinar

Category Vision is a strategy for anticipating future changes in the market and foreseeing market trends. It moves beyond traditional pricing and promotion tactics, providing a holistic approach to category management that ensures long-term success. By developing a clear Category Vision businesses can better align with their customers' needs, create brand experiences and drive profitability.

Check out the speakers who presented on this webinar

🔹 Ruth Hankin MSc, Modern Trade and Trade Marketing Capabilities Manager, The HEINEKEN Company.

Topic: "Are there any current trading conditions that are impacting on category vision?"

"If you don't have a category vision to talk about then you find yourself just in pricing conversations with your customer… and no one wants to be there"

🔹 Steffen Schöne, Chief Operating Officer, Yagora GmbH & Nils Doehring, Managing Director Consulting, Scholz & Friends.

Topic: "Demystifying Category Vision"

"Category Vision is a concept that is often misunderstood and underutilized. Scholz & Friends and Yagora will show the current understanding of Category Vision based on expert survey and later show why it is so important and how it is driving business growth."

🔹 Sofia Allerby, Senior Manager Shopper Experience, GS1 Germany GmbH.

Topic: "Category Vision: Preparing for Tomorrow, Today"

"The presentation introduces the concept of Category Vision. Showing how to anticipate market, shopper and consumer changes and drive long-term growth by preparing for tomorrow, today."

🔹 Efe Kurak, Lead Category Management DACH, Essity.

Topic: "Unlock Growth: How we turned Category Vision into Reality"

"Explore the practical implementation of Category Vision, where we collaborate with retail partners to drive joint growth."

Our interactive panel discussion also featured:

Jan-Jaap Jansen, Trade Marketing Manager Benelux at Perfetti Van Melle
Brian Harris, Global Thought Leader in Retail Management.
Declan Carolan, ECR Community