Services

Categoracle believes there are four key levers to driving growth at the point of purchase:

The range strategy
The pricing strategy
The promotional strategy
The layout or floor plan strategy

Each of our services focus on utilising consumer insights to optimise one or more of these levers with a view to mutually driving growth in your and your retail partners' businesses.

Levers of manufacturer-retailer mutual profit growth:

Lever

Description

Example of Action

Range

Managing and optimising the number of brands/SKUs available to consumers

Reduce range of non value-add SKUs despite sales rates

Expand range of brands with > category average profits

Price

Positioning brands to optimise category profits by leveraging relative brand equities

Increase price to drive category profit and retailer support

Rollback price to shift share to higher category profit SKUs

Promotion

Selection of type, frequency and products for promotional campaigns

Reduce promotions not driving increased category profit/value

Promote SKUs that maintain category volume at higher profits

Layout

Efficient space management and improved product/ segment presentation

Rearrange in-store layout to differentiate key segments

Preferential treatment of key category profit/value drivers

Lever	Description	Example of Action
Range	Managing and optimising the number of brands/SKUs available to consumers	Reduce range of non value-add SKUs despite sales rates Expand range of brands with > category average profits

Price	Positioning brands to optimise category profits by leveraging relative brand equities	Increase price to drive category profit and retailer support Rollback price to shift share to higher category profit SKUs

Promotion	Selection of type, frequency and products for promotional campaigns	Reduce promotions not driving increased category profit/value Promote SKUs that maintain category volume at higher profits

Layout	Efficient space management and improved product/ segment presentation	Rearrange in-store layout to differentiate key segments Preferential treatment of key category profit/value drivers