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Measuring Category Health (Baseline & Incremental Drivers)
Measuring Category Health (Baseline & Incremental Drivers)

Measuring Category Health (Baseline & Incremental Drivers)

Course Overview

Participants learn how course time a category health assessment, including an exploration of internal and external influences. An in-depth understanding of baseline and incremental sales volume, drivers and measures are included in this assessment. Participants acquire the ability to address important questions that relate to a category’s health, including those associated with the consumer, trends, the economy, competition, and tactics associated with winning segments and brands. A SWOT analysis introduced as means to captures the most important strengths, weaknesses, opportunities, and threats in the category as the health assessment is completed. Calculations include seasonality index, quadrant analysis, baseline sales and incremental sales measures, tactics % change results, temporary price reduction, and shopper measures.

Learning Objectives

  • Complete a category health assessment;
  • Complete a multi-dimension SWOT analysis;
  • Understand baseline vs. incremental volume and the key drivers;
  • Calculate different measures that relate to a category health assessment; and
  • Relate category results back to category and retailer strategy for assessment.

  Approximately 4 hours course time

Training Course Package, $79 USD
  • 30-day Access via CMKG's Online Training and Resource Center. Desktop, Laptop and Mobile Device compatible. 
  • Hands-On Workshops
  • Downloadable Notes & Reference Guide
  • Knowledge Checks
  • Course Test
CMKG's Online Training and Resource Center includes many resources you can use in your day to day work: a Resource Library with whitepapers, articles, tips and tricks and more, as well as a dynamic Industry Glossary with >1300 terms, each with a definition, and formulas and links to other related descriptions.