Welcome to the EPC Category Development Portal
Your step by step guide to Category Planning.
The site is designed to be a journey along the stages you’ll need to take to create and execute a great category plan with your customer.
Each Stage (1-4) should take about 20mins to read, so you can work through it all to get a full picture or dip in and out as you need.
Plus, there’s a summary & best practice page with quick links to all the downloadable content from across the site.
Throughout the site you will find:
General principles and category planning techniques
Hints and tips to consider
Downloadable content to create your own plans
What is Category Planning?
Category work is made up of two areas: strategic and tactical
Category Development = using consumer & shopper insights to develop Category Strategies that are based on shopper behaviour change.
Category Management = day to day tactical actions and alignment on the activation of the plan with your customers.
This site will help you navigate between these areas
Who is the site aimed at?
New team members in developed markets & colleagues from developing markets
Which category?
Men’s & Women’s Shaving covering razors, handles and disposables
Principles are transferable to other areas of the category
Follow our step by step levels to guide you through the process:
Smart
Objective Setting
Getting the Range right
Getting the Merchandising right
Getting the
Activation right
Summary &
Best Practice