Progressive Grocer - November 2008 - (Page 40)

MARCHING ORDERS With category management services a given in the upper echelons of the food business, marketers today have got to be more driven than ever to meet retailers’ needs. These are among the companies doing their best to stay in lockstep with their customers Methodology PROGRESSIVE GROCER’S annual Category Captains competition is intended to shed light on the outstanding category management initiatives implemented in the retail grocery market over roughly the last 12 months. As such, we trust this list of winners, based on our judges’ selections from among the many entries we received, to reflect some of the best strategic thinking and execution in the category management field. The contest relies on the accuracy and completeness of the entries submitted for consideration. Each entry is considered on an equal footing. As such, the best entries deliver not only a selection of facts relating to a manufacturer’s or a brand’s most recent category management achievements over the past 12 months or so, they also tell a compelling story of challenges confronted, strategies developed and implemented, and results enjoyed by partners from the manufacturing and retailing worlds, working together toward a common goal. In essence, the actual entry submitted is the key to the judging process in this competition. In winning entries, a company’s importance and influence in a given category was represented as comprehensively as possible. This keeps the awards process dynamic from year to year, as well as keeping intact the possibility that up-and-comers can be recognized, as well as well-established players. Each of the following award criteria was figured into the judging of each entry, and given a weighted score based on level of innovation and results. Scores were added up to arrive at a total, to qualify each entry for the award of Category Captain, Category Advisor, or neither. Entries were to describe new category management initiatives over the past 12 months. The factors that figured into judging were: • Product innovation • Creativity in merchandising, marketing, promotion, advertising • Consumer insights • Innovative, dynamic category management tools • Demonstrated commitment to meeting retail customers’ specific needs • Effectiveness at differentiating a line or brand within the category • Effectiveness at lifting sales for a brand’s products in the category • Effectiveness at lifting an entire category’s sales for a retailer or retailers • Hard evidence of market-specific or account-specific sales results that support the vendor’s claims of excellence To win the premier award, Category Captains, contestants had to demonstrate excellence in all of the above criteria in their entries. Category Advisors also exhibited excellence, but scored lower overall than the threshold set for Category Captaincy. Both designations reflect outstanding contributions to the industry at the category level. 40 • Progressive Grocer • November 2008 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - November 2008

Progressive Grocer - November 2008
Contents
Front End
Nielsen’s Shelf Stoppers/Spotlight
Market Snapshot
Lempert Report
Independents Report
Cover Story: Store of the Month
PG Industry Event
Private Label: What Economic Downturn?
Private Label: Critical Mass
2008 Category Captains Awards
Beverage Alcohol
Meat Snacks
Meat Trends
Produce
Holiday General Merchandise
Equipment Innovations

Progressive Grocer - November 2008