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Category Growth through Collaboration Paul Nightingale, Global Customer Marketing Manager, Diageo.

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Presentation on theme: "Category Growth through Collaboration Paul Nightingale, Global Customer Marketing Manager, Diageo."— Presentation transcript:

1 Category Growth through Collaboration Paul Nightingale, Global Customer Marketing Manager, Diageo

2 We are building brands with rich heritage * Arthur Guinness signed lease on St James’s Gate Brewery 250 years ago * ** ** We trace the origins of our Smirnoff brand to P.A. Smirnov’s Moscow distillery established in 1864

3 The Category Management fundamentals of Range and Layout are like the painting of the Forth Bridge, there are always some improvements that can be made

4 THREE barriers to success 1.Low level of trust 2.Short-term perspective 3.Too much store autonomy

5 THREE keys to unlock this opportunity 1.Understand customer/shopper needs 2.Cross-functional teams 3.Test it out

6 THREE recommendations for Russia 1.Cat Man as process rather than ad-hoc 2.More collaborative relationships 3.Optimise range

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8 See how this will look in your store with Virtual Reality technology

9 Inspire, partner, grow with us Learn more about Shopper Insight and Category Management at ECR CatMan Conference official site and at ECR Forum 2011 official siteECR CatMan Conference official site at ECR Forum 2011 official site


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