Growing Good Business by Applying a Balanced Category Management Approach

DecNovOctSept

Trial of Chefs Choice

Jan

Centra & SuperValu Conference

LEVEL 2

Director sign off

Frozen Plan

Aiza Foy, Range Planning Manager, Musgrave Retail Partners IrelandSarah Kearns, Category Manager, Green Isle Brands

DecNovOctSept

Trial of Chefs Choice

Jan

Centra & SuperValu Conference

LEVEL 2

Director sign off

Frozen Plan

Musgrave Range Process

1. STRATEGY

2. PLANNING

3. EXECUTION

Balanced Category Management Approach

Sarah KearnsCategory Manager

The Process

CONSUMER INSIGHT STUDIES

PERFORMANCE TRENDS

UNDERSTAND SHOPPER BEHAVIOUR

STORE TRIALSCATEGORY RECOMMENDATIONS

FINAL RECOMMENDATIONS

STORE AUDITS

DecNovOctSept

Trial of Chefs Choice

Jan

Centra & SuperValu Conference

LEVEL 2

Director sign off

Frozen Plan

Musgrave Range Process

1. STRATEGY

2. PLANNING

3. EXECUTION

SuperValu Frozen Foods Journey - Snapshot

2016

AprJan

Consumer Insight & Supplier Insight

New “Look & Feel”

for Frozen

SV Blackrock

Average Plan Sign Off with Retailers

Plans Go Live

Trial Analysis

Commences

Feb

Centra & SuperValu Conference

Range Review Sign Off Meeting

Retailer Cluster Store

Meetings

Frozen Safaris

Instore Trials

Commence

Nov

Range Review Process

Commences

2017

Retailer & Supplier

Input

Mar Mar2016 May Jun DecNovJul

Range Analysis

Commence

Frozen – The Shopper

58% CONSUMERS SAY FROZEN DOESN’T TASTE

AS GOOD AS FRESH (BORDBIA 2019)

4% ASSOCIATE FROZEN FOOD WITH HEALTH –LOWER FOR 18-25YR

OLDS (BORDBIA 2019)

CHALLENGES

OPPORTUNITIES80% CONSUMERS FEEL

THAT QUALITY & VARIETY HAS IMPROVED

(BORDBIA 2019)

30% ASSOCIATE FROZEN FOOD WITH

CONVENIENCE (BORDBIA 2019)

What’s Next…..

CONSUMER INSIGHT STUDIES

PERFORMANCE TRENDS

UNDERSTAND SHOPPER BEHAVIOUR

STORE TRIALSCATEGORY RECOMMENDATIONS

FINAL RECOMMENDATIONS

STORE AUDITS

SuperValu Frozen Foods Journey - Snapshot

2016

AprJan

Consumer Insight & Supplier Insight

New “Look & Feel”

for Frozen

SV Blackrock

Average Plan Sign Off with Retailers

Plans Go Live

Trial Analysis

Commences

Feb

Centra & SuperValu Conference

Range Review Sign Off Meeting

Retailer Cluster Store

Meetings

Frozen Safaris

Instore Trials

Commence

Nov

Range Review Process

Commences

2017

Retailer & Supplier

Input

Mar Mar2016 May Jun DecNovJul

Range Analysis

Commence

DecNovOctSept

Trial of Chefs Choice

Jan

Centra & SuperValu Conference

LEVEL 2

Director sign off

Frozen Plan

OLD VS NEW….