Components of Category Foresight™

Kraft’s streamlined Category Management process, designed to quickly identify category opportunities, is segmented into 3 key areas:

1. Category and Consumer Overview
2. Analysis & Opportunity Identification
3. Category Plan

• Deliverables center on Category Assessment and practical strategic & tactical recommendations to move the category
• The analysis focuses on key items and segments and their importance/impact to the category

Category Foresight™ Focuses on the Core Insight Drivers within the Category Management Process

Category Overview

• Category and segment size trends
• Consumer profile

Category Analysis and Opportunity ID

• Promotion
• Assortment
• Pricing
• Space Management

Category Plan

• Implementation plan / Scorecard

Contact your local Kraft Category Analysis Manager or Category Insights Manager for more information and demonstration of how Category Foresight™ can help you address Category Management opportunities.