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Category Captains 2010: Smarter, Faster, Stronger
Stagnito Media, Nov 2010, Pages: 28
PG’s 2010 Category Captains winners are breaking new ground with virtual technology and cutting-edge consumer research to help their grocery partners achieve growth. Today’s grocers have a lot on their plates, so any help that comes from their suppliers is most definitely appreciated. When that help consists of customized solutions involving the latest in technology to help grow profitability and win new customers — it’s even better.
That’s where the winners of this year’s Category Captains awards come in. This contingent of distinguished grocery suppliers, representing the breadth of the supermarket business — from soup to nuts, literally — is using consumer research and sophisticated, intuitive tools to find out what’s going on in the aisles, and predicting what likely comes next, with in¬novative programs to keep a range of cat¬egories — and the re¬tailers that sell them — relevant and thriving.
Sometimes, this work involves taking a long, hard look in the mirror. A growing number of suppliers are taking steps to better optimize their product portfo¬lios, weeding out redundant and/or laggard SKUs and taking private label into account more frequently. And when the whole category is taken into account (as opposed to merely their own brands), everyone wins.
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