This is how categories can perform better

These days category performance can only be improved temporarily if one relies on short-term examinations. Ever since the start of the economic recession the market has been changing faster. Nielsen inspects the changes in various market factors in many ways.

For instance our Shopper Trends survey applies standard methodology in more than 50 countries to learn about consumer attitude and behaviour. Market players can compete with changes if decision makers see clearly what the prevailing trends are, because optimal category management cannot be done without relevant market information and the methodology to profit from them. Nielsen experts reckon that it is worth establishing a long-term category management strategy. Nielsen’s category management service combines retail turnover data with up-to-date, detailed knowledge of important consumption and purchasing habits. We model and analyse future sales trends using scientific methods. On 14-15 May 2014 Nielsen will once again organise its category management workshop. Ágnes Szűcs-Villányi, Nielsen’s head of retail relations will speak about optimising product selection, pricing and planning promotions. Consumer market research specialist Zsolt Abonyi’s presentation will be about changing consumption and purchasing habits, looking at them from in-store sales promotion’s perspective. I will summarise those marketing methods and factors that can help marketing managers improve their products’ retail performance.