At Ter Beke we follow a seven-principle guide to category management and shopper marketing which underpins the goal to win at the moment of purchase for our retail partners, shoppers and consumers.
We shape our group category vision by following macro shopper and consumer trends. We use data sources such as GfK, IRI, Kantar Worldpanel and Nielsen for in-depth analysis of our categories, along with shopper and consumer research to give us the understanding we need to create compelling and meaningful category strategies. This gives our marketing, sales and NPD teams the necessary focus and information to continue to develop products and concepts that will drive growth for our retailers in existing and new categories.
We work proactively and collaboratively with our retail partners to develop short and long term category plans that fit with their business objectives and target shopper segments. Our aim is to grow our customers’ categories across a number of KPIs – volume, value, market share, fair share, profitability etc. We provide category and cross category shopper marketing recommendations on product assortments, price, promotions, presentation and communication strategies. The process is one of continual evaluation, adaption and improvement.
We apply these principals across Ter Beke: branded retail, private label retail, wholesale channel and service slicing activities.