Wednesday, June 01, 2016

Category Management Series: Good Example Of How To Promote A Category

Promotion is one of the most powerful tools to grow a category. But promotion may have different prospectives:
  • For retailers the main priority at the time is to grow markeshare, for the shopper to get the products at their place instead of the competition.
  • For suppliers, mostly, it is to grow their volumes at specific occasions.
  • It could also be to promote innovation, by cutting down the threshold of price for example.
  • It could be to reward loyal customers.

But in a category management prospective, I believe that there is most of the time very few initiative on the retailer side.

I found this promotion in a Carrefour flyer. I find it very interesting. Indeed:
  • You have tips and advices on how to use the products.
  • You have the right promotions that fit the cocktail proposal.
  • The products are owned by different suppliers. And that is what I like: The retailer take the initiative to grow the category by being the leader of the initiative.

Some good food for thoughts.