Category Management & Insights

Greene King needed a Category vision for Ale. I created this and got buy-in among key stakeholders. One of the strategic levers in this vision was then brought to life in the launch of a range of Craft Beers, which addressed key barriers​ for non-drinkers and proved successful in-market.

Co-op asked Lactalis McLelland to review their Cheese Range; I identified a number of under-performing regional SKU's that could be delisted, and other lines which would drive their category growth (based on analysis of shopper data)​. This was readily accepted by the customer and also led to incremental distribution for Lactalis McLelland. 

Through a robust Insight program, I identified a route for Greene King to enter the Craft Beer category in an authentic manner. ​This was done through a series of projects to identify best solution in terms of product, packaging, POS, comms.​ The launch was a success, taking GK to #4 position (from #7) within 2 years.​

I identified key barriers to a category being selected at Point of Purchase. I then spotted a potential  technological solution to one of these barriers, which delivered significantly increased sales in a trial outlet. ​