Category Growth through Collaboration

Paul Nightingale,Global Customer Marketing Manager, Diageo

We are building brands with rich heritage

* Arthur Guinness signed lease on St James’s Gate Brewery 250 years ago

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** We trace the origins of our Smirnoff brand to P.A. Smirnov’s Moscow distillery established in 1864

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

THREE barriers to success

1.Low level of trust 2.Short-term perspective3.Too much store autonomy

THREE keys to unlock this opportunity

1.Understand customer/shopper needs

2.Cross-functional teams3.Test it out

THREE recommendations for Russia

1.Cat Man as process rather than ad-hoc2.More collaborative relationships3.Optimise range

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

Inspire, partner, grow with us

Learn moreabout Shopper Insight

and Category Managementat ECR CatMan Conference official site

andat ECR Forum 2011 official site