Category management, handled for you
Your category work done properly, by people who stay for the line review.
Edgewood Consulting Group is a sales and marketing strategy and analytics consultancy for consumer packaged goods manufacturers. When you have categories to grow and no category management team of your own, our specialists run the numbers, shape the case for the buyer and remain beside you until the new shelf is set.
Insights
How shoppers choose and what retail buyers expect, known before money is committed.
Innovation
Category strategy and platforms that give a buyer a reason to say yes.
Implementation
Assortment, price and promotion recommendations carried all the way into the reset.
No new hires required
What you get without building a team
Many manufacturers carry a category story alone, with sales leaders covering it between accounts. We give you the output of a full category function as a service, and our team does the work.
The analysis
Syndicated and retailer point-of-sale data worked through by our analysts: item performance, switching, duplication and space, reduced to the handful of findings that matter for your business.
The retailer-ready story
A clear, objective presentation built around the whole category, so a buyer reads it as good for the aisle and not as a supplier asking for more space.
The buyer's view
Direct interviews with retail buyers and category managers tell you what they want from the category before you walk into the meeting.
Support through the reset
We stay on after the recommendation is accepted, answering follow-up questions and helping your people see the plan through to the planogram.
Services
Services in plain terms
Six kinds of work, each described by the question it settles.
| Service | What it answers |
|---|---|
| Assortment optimization with AssortmentEdge® | Which items to keep, cut or give more facings at a particular retailer, and what the whole category gains from the change. |
| Retail buyer interviews (Trade Probes) | What senior buyers and category managers really think of your category, your competitors and your plans, before you spend. |
| Shopper Decision Hierarchy research | How shoppers make choices in your category, which products they treat as substitutes, and who leaves the store when an item is missing. |
| Full-market simulation for net revenue management | What a launch or a discontinuation does to units and margin once switching across the category is counted. |
| Pricing and trade promotion analysis | Where price-pack architecture, price gaps and promotional spend help profit and where they quietly cost it. |
| Category thought-leadership platforms | How to give buyers one objective category point of view that your sales, marketing and broker teams all present the same way. |
Where we work
Channels we work across
Every recommendation is shaped for the retailer in question and the way that channel buys.
Name the category. We will take it from there.
Tell us which retailer conversation is coming up and where the category stands today.