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Growing Good Business by Applying a Balanced Category Management Approach
DecNovOctSept
Trial of Chefs Choice
Jan
Centra & SuperValu Conference
LEVEL 2
Director sign off
Frozen Plan
Aiza Foy, Range Planning Manager, Musgrave Retail Partners IrelandSarah Kearns, Category Manager, Green Isle Brands
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DecNovOctSept
Trial of Chefs Choice
Jan
Centra & SuperValu Conference
LEVEL 2
Director sign off
Frozen Plan
Musgrave Range Process
1. STRATEGY
2. PLANNING
3. EXECUTION
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Balanced Category Management Approach
Sarah KearnsCategory Manager
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The Process
CONSUMER INSIGHT STUDIES
PERFORMANCE TRENDS
UNDERSTAND SHOPPER BEHAVIOUR
STORE TRIALSCATEGORY RECOMMENDATIONS
FINAL RECOMMENDATIONS
STORE AUDITS
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DecNovOctSept
Trial of Chefs Choice
Jan
Centra & SuperValu Conference
LEVEL 2
Director sign off
Frozen Plan
Musgrave Range Process
1. STRATEGY
2. PLANNING
3. EXECUTION
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SuperValu Frozen Foods Journey - Snapshot
2016
AprJan
Consumer Insight & Supplier Insight
New “Look & Feel”
for Frozen
SV Blackrock
Average Plan Sign Off with Retailers
Plans Go Live
Trial Analysis
Commences
Feb
Centra & SuperValu Conference
Range Review Sign Off Meeting
Retailer Cluster Store
Meetings
Frozen Safaris
Instore Trials
Commence
Nov
Range Review Process
Commences
2017
Retailer & Supplier
Input
Mar Mar2016 May Jun DecNovJul
Range Analysis
Commence
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Frozen – The Shopper
58% CONSUMERS SAY FROZEN DOESN’T TASTE
AS GOOD AS FRESH (BORDBIA 2019)
4% ASSOCIATE FROZEN FOOD WITH HEALTH –LOWER FOR 18-25YR
OLDS (BORDBIA 2019)
CHALLENGES
OPPORTUNITIES80% CONSUMERS FEEL
THAT QUALITY & VARIETY HAS IMPROVED
(BORDBIA 2019)
30% ASSOCIATE FROZEN FOOD WITH
CONVENIENCE (BORDBIA 2019)
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What’s Next…..
CONSUMER INSIGHT STUDIES
PERFORMANCE TRENDS
UNDERSTAND SHOPPER BEHAVIOUR
STORE TRIALSCATEGORY RECOMMENDATIONS
FINAL RECOMMENDATIONS
STORE AUDITS
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SuperValu Frozen Foods Journey - Snapshot
2016
AprJan
Consumer Insight & Supplier Insight
New “Look & Feel”
for Frozen
SV Blackrock
Average Plan Sign Off with Retailers
Plans Go Live
Trial Analysis
Commences
Feb
Centra & SuperValu Conference
Range Review Sign Off Meeting
Retailer Cluster Store
Meetings
Frozen Safaris
Instore Trials
Commence
Nov
Range Review Process
Commences
2017
Retailer & Supplier
Input
Mar Mar2016 May Jun DecNovJul
Range Analysis
Commence
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DecNovOctSept
Trial of Chefs Choice
Jan
Centra & SuperValu Conference
LEVEL 2
Director sign off
Frozen Plan
OLD VS NEW….