Range Reviews
8-Step Category Management Process
Our structured category management methodology follows the proven Nielsen framework, delivering comprehensive range reviews that drive category growth.
Our Methodology
The 8-Step Category Cycle
A proven, systematic approach to category management that delivers measurable results.
Define Category
Establish the scope and boundaries of the product category, identifying all relevant products, sub-categories, and market segments.
Define Role of Category
Determine the strategic role the category plays for the retailer — whether it's a destination, routine, convenience, or seasonal category.
Assess Performance
Deep-dive analysis of current category performance including sales data, market share, distribution, pricing, and promotional effectiveness.
Set Objectives & Targets
Establish clear, measurable objectives and KPIs for the category based on performance assessment and strategic priorities.
Create Strategies
Develop data-driven strategies across key levers: assortment, pricing, promotion, placement, and new product development.
Set Category Tactics
Translate strategies into specific tactical plans with timelines, responsibilities, and resource allocation for execution.
Implementation
Execute the tactical plan across all retailer touchpoints, managing the ranging process, shelf placement, and promotional activation.
Review
Continuous monitoring and review of category performance against objectives, iterating and optimising for ongoing improvement.
Range Review Scope
What Our Range Reviews Cover
Each range review is a comprehensive deep dive into the product category, encompassing market analysis, competitive positioning, and strategic recommendations.
Range Review Deliverables
Complete Retail Sales Plan
Tailored for your chosen retailer and product category
Marketing Strategy
Comprehensive go-to-market plan for retail activation
Product Positioning
Pricing, packaging, and shelf placement recommendations
Retailer Presentation
Professionally prepared presentation for buyer meetings