B. Channel and Shopper Strategic Insights

When we know what categories we want to grow in a clear category vision and strategy, we can then ensure that we develop route to market, channel and shopper insights. So we know the ‘how, when, where, why and who’ about our category shoppers. Any route to market or channel strategy has to be done for each category we sell in our portfolio since there will be many differences between categories.

Ultimately as a customer manager we integrate all these insights through the lens of our customer and our customer’s shoppers. The key questions to answer are:
 

So, who do you need to be?

We think you need to be a CHANNEL EXPERT and SHOPPER SAVVY: