Module Overview

  • 1

    Welcome & Overview

    • Category Based Selling - the Basics

    • Eric Novel Message

    • Year Long Program

    • Insight Driven Value Training Series

    • A new module each month
  • 2

    Introduction - Why we need to Category Sell

    • Benefits of Category Based Selling

    • The Triple Win

    • Retailer Objectives

    • Insights drive Competitive Advantage

    • 4 levels of Retailer Engagement

    • Lucozade Case Study

    • Background of declining Sales

    • Using Insights to Reposition the Brand

    • Helping to create a new Category

    • Before / After - what Changed?

    • Exercise to check Understanding
  • 3

    Building a Category Sales Presentation

    • Introduction - 3 Steps to building a Category Sales Presentation

    • Step 1 - Identifying Category Opportunities

    • Start by Understanding Macro Trends

    • Example of Trends impacting Microwaves category

    • Key Drivers of Category Sales Value

    • Penetration - an overview

    • Rate of Replacement - an overview

    • Category Average Selling Price - an overview

    • Other Analysis required

    • Using a SWOT matrix to Summarise

    • Exercise to check Understanding
  • 4

    Steps 2 & 3 - Completing the Category Based Sales Presentation

    • Step 2 - Category Strategies

    • What is a Category Strategy?

    • Identifying the Target Measures

    • Example Strategy - Trade Up

    • Step 2 - Category Solutions

    • Tactics to deliver the Trade Up Strategy

    • Importance of Store Visits

    • How to Evaluate Potential Solutions

    • Do the Solutions deliver the Triple Win?

    • Building the Category Story

    • Recommended Structure for Category Story

    • Exercise to check understanding
  • 5

    Summary

    • Category Based Selling - downloadable checklist

    • Assignment - Take Action

    • Provide Your Feedback

    • Next Module