As Category Managers have a focus on data, numbers, analysis, trends and insight this can be thought of as a role that has a technical skill set. But Category Managers are also very creative, providing ideas, solutions and driving change.
Innovation
Category Managers are constantly looking for ways to improve and innovate products to meet the changing needs and preferences of consumers. This can involve ideation sessions: considering which new trends are relevant and should be incorporated into category plans. Engaging others to help with ideas and turning ideas into product solutions for their categories which they would then take to consumer testing.
Storytelling
Understanding data and insight is one thing, getting someone to act on it is even more important. Crafting stories to engage people in creating change in the category is critical to drive change. Who, what, when, where and why are things happening? And what will happen as a result of the change. Why is this important?
Problem solving
Sizing markets where you can’t buy or source the data is one that sticks in my mind. When you have a niche market it can be quite hard to get the size of that market. How much pepperoni is used on pizzas? How much bacon is in ready to go sandwiches? These numbers are hard to get to but you can come up with a sensible methodology to get an answer. Buying the products, weighing the ingredients and toppings and calculating what the could mean for the size of the whole market.
Finding solutions to changes in behaviour. A shift in the market meaning the usual decision making process for your shopper has changed, they aren’t visiting your aisle as often perhaps because they are shopping with a list more. How do you get on the list? How do you get them down your aisle? How do you appear places where they are still shopping. Coming up with solutions to this requires a deep understanding of the customer and creative problem solving.
Commenti