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Category Management

To support Irish food, drink and horticulture companies in delivering profitable growth with their customers, Bord Bia has developed a Category Management support to develop client capabilities in this space.

This content should be used by any company looking to grow its sales by building better customer proposals, as well as any company that has the opportunity to pitch, present or negotiate with a current or potential customer. It can be used by any company – regardless of category position or size – to present winning category growth proposals to their customers.


What is Category Management?

Category Management is a framework that helps customers and suppliers to collaboratively work through their shared business challenges, with the goal of creating a consumer and shopper centric strategy that is mutually beneficial to both sides.

The core objective of the Category Management process is to create mutual value for both parties by growing the total category – a true win-win.


Bord Bia’s Category Management Process

Bord Bia has created a Category Management process that draws on international best practice, to aid creation of a Category Management strategy and plans.

This nine step approach is a framework for a collaborative business practice between customers and suppliers that will enable mutually beneficial business growth for both parties.

Our ambition is that this will lead to the development of better longer-term business objectives and plans that help drive sustainable growth.


Category Management Supports : Category Management Guidebook

Our Category Management Guidebook has been developed exclusively for Irish food, drink and horticulture companies. It will clearly prove how Category Management is an essential business development framework for all companies and provides guidance and support for the development of Category Management strategies. The principles within are appropriate to businesses in the retail, foodservice and B2B sectors.

To access the guidebook, please contact Adam Baker.

Category Management – Driving success and growth with your category

This webinar shows how Category Management is an essential business practice to enable the delivery of business growth for Irish food, drink, and horticulture companies, regardless of sector and customer.

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Category Management and Challenger Brands

This webinar will guide you through how to develop a winning Category Management solution – no matter your category position or size. Category Management is a consumer-focused business practice and is a crucial element of retailer negotiations. It is imperative that all business now speak in this language and we want to support you in building your capabilities in this space.

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