Name the Category Role Before You Fund the Promo
Use the category role to choose a trade-marketing objective before selecting a promotional mechanic.
Do not fund a mechanic until you know the category's job. Category role comes first Category management asks what the category is meant to do for the retailer and shopper. Traffic driver, basket builder, margin builder, seasonal excitement, and convenience roles create different promotion choices. The marketing mix then lines up Once the role is named, the 4 Ps stop competing. Range, price, placement, and promotion can point to the same behavior instead of creating a noisy activation. The buyer conversation improves A role-based plan lets you discuss category growth, shopper missions, and store economics. That is harder to dismiss…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in