Category Management Case Study

Skin Care

INSIGHTS: The client was concerned with brand and item proliferation in the category. Edgewood Consulting analysis illustrated the critical nature of two core segments and how duplicative items were hurting performance and lowering productivity. Key shopper insight was the importance of size in purchase behavior and the role "power" brands in driving loyalty.

INNOVATION: Created a detailed tactical road map that leveraged key segmentation and behavioral insights to address soft category trends. Included critical evaluation of retailer assortment given that (a) Brand is second most important selection criteria and (b) many smaller brands interact strongly with Private Label.

IMPLEMENTATION: Strongly focused on the growth and importance of both "power" brands and Private Label to support retail partnership engagement with several accounts. Partnership engagements included collaboration and implementation of pricing, promotion and assortment recommendations.