Category Review Management
It’s better to be one minute early, than one minute late.
One of the challenges facing Specialty Food Brands is the category review process. Missed opportunities can mean six months to year before you can get in front of that category buyer again. This process requires a coordinated effort with a real focus on timing.
Each retail chain has a review process for every product category. Buyers consider new entries for their planograms and decide who’s in and who’s out. There is a major review every year and several minor and seasonal ones as well. When you add up the number of chains and categories, it amounts to hundreds of appointments a year.
IFA’s Marketing Team collects and consolidates all retailers’ published category review schedules. Our Regional Sales Directors attend these appointments to insure that no opportunities are missed. IFA’s Marketing Team handles the follow-up by monitoring the success of each presentation. We report this information back to our brand owner/managers and sales team, keeping them fully informed of the outcome of each appointment.