In a recent post, I wrote about the importance of including competitive benchmarks in retailer category assessments. In this post, I’ll build on this concept by showing you how to construct an Opportunity Gap Analysis. This analysis examines whether the retailer is getting its fair share of category sales, compared to competitors. And, more importantly, […]
category management
Why You Need Competitive Benchmarks in a Category Assessment
Many CPG manufacturers invest in Nielsen and IRI data to create category assessments for individual retailers. These analyses are one component of the category management process. The most compelling and accurate category assessments compare individual retailers against their competitors. And the best benchmark for this comparison is the Nielsen or IRI “remaining market.” The remaining […]