Sean RawApr 30, 20202 minWhat impact has the pandemic had on you - professionally and personally?Published on April 25, 2020As we all get used to the impact of the "lockdown" and begin to adjust to new ways of working, living and managing our relationships, it ...
Sean RawMar 18, 20201 minCategory Definition - The Category Consumer BenefitA category is a group of solutions (products and services) that are intended to deliver a defined consumer benefit in response to a defin...
Sean RawMar 13, 20202 minHave you mastered the essentials of Commercial Excellence in Category Marketing?What you need to excel at in order to win – our 16P model for FMCG / CPG businesses Whether your commercial objective is to survive or th...
Sean RawMar 13, 20203 minCategory Marketing in six stepsCategory Marketing is an integrated approach to consumer, shopper and customer marketing that results in aligned brand, channel, customer...
Sean RawMar 13, 20201 minDoes your Category Definition really reflect the consumer consideration set?A Category is a group of "solutions" (products and services) that meet a consumer need by delivering a defined benefit (the "Core Benefit...
Sean RawMar 4, 20201 minCategory Marketing : Targeting your marketIn "category marketing" we aim to influence all key decision makers in our market value chain. To do this we must first identify : WHO we...
Sean RawMar 2, 20201 minHave you embraced Category Marketing?To establish and maintain your company as "Category Leader" with your key customers you must embrace Category Marketing as the way you do...
Sean RawFeb 28, 20201 minHow well have you defined your target market?Knowing your target market lies at the very heart of marketing and sales. In CATEGORY MARKETING we need to understand the NEED that defin...
Sean RawFeb 25, 20201 minCategory Marketing - Setting the Growth AgendaCategory marketing, done well, sets the growth agenda for a company's brands and translates this into integrated consumer, shopper and cu...
Sean RawApr 7, 20181 minGrowing Pains -The challenge of growth in a debt laden, globalised economyA presentation and discussion guide delivered to MBA students in 2015
Sean RawMar 15, 20181 minHow to recognise an "Insight"Many businesses struggle to identify true insights - most conduct intensive "insight development" activities only to end up with a collec...
Sean RawMar 5, 20181 minWhere are you going?The first application of your knowledge and insight to your strategic planning should be the development of your vision of your category'...
Sean RawFeb 15, 20181 minIntegrate your Consumer, Shopper and Customer marketing efforts to earn more loyal brand consumersIntegrated Consumer, Shopper and Customer Marketing will drive higher revenue, profitability and brand loyalty 4 Tasks Communication of t...
Sean RawJan 30, 20181 minSo you want to be a Category Leader...Many supplier companies express the wish to be a category leader with their customers - in other words they aspire to a position of real ...
Sean RawJan 26, 20181 minCommercial Drivers : DefinedWhen completing a strategic plan for your category, a critical use of your "insights" is to determine the Commercial Drivers of your cate...
Sean RawJan 16, 20181 minCommercial Insights : DefinedHaving worked on many Category reviews around the world, helping teams mine their data to find those elusive insights that are the key to...
Sean RawJan 11, 20181 minCategory Vision : DefinedHaving helped clients all over the world develop a clear vision of their Category's development, we have put together this one pager to e...
Sean RawDec 23, 20171 minEmployer Branding - Essential AttributesYour Employer Brand is a critical determinant of the talent you attract, and the talent you keep. Failing to understand what your Employ...
Sean RawDec 11, 20171 minCommercial Excellence - Selling SkillsFor any company, how effectively it sells to its customers is a key determinant of top line growth and profitability. Raw Management Solu...
