Category Vision is a strategy for anticipating future changes in the market and foreseeing market trends. It moves beyond traditional pricing and promotion tactics, providing a holistic approach to category management that ensures long-term success. By developing a clear Category Vision businesses can better align with their customers’ needs, create brand experiences and drive profitability.

Check out the speakers who presented on this webinar

🔹 Ruth Hankin MSc, Modern Trade and Trade Marketing Capabilities Manager, The HEINEKEN Company.

Topic: “Are there any current trading conditions that are impacting on category vision?”

“If you don’t have a category vision to talk about then you find yourself just in pricing conversations with your customer… and no one wants to be there”

🔹 Steffen Schöne, Chief Operating Officer, Yagora GmbH & Nils Doehring, Managing Director Consulting, Scholz & Friends.

Topic: “Demystifying Category Vision”

“Category Vision is a concept that is often misunderstood and underutilized. Scholz & Friends and Yagora will show the current understanding of Category Vision based on expert survey and later show why it is so important and how it is driving business growth.”

🔹 Sofia Allerby, Senior Manager Shopper Experience, GS1 Germany GmbH.

Topic: “Category Vision: Preparing for Tomorrow, Today”

“The presentation introduces the concept of Category Vision. Showing how to anticipate market, shopper and consumer changes and drive long-term growth by preparing for tomorrow, today.”

🔹 Efe Kurak, Lead Category Management DACH, Essity.

Topic: “Unlock Growth: How we turned Category Vision into Reality”

“Explore the practical implementation of Category Vision, where we collaborate with retail partners to drive joint growth.”

Our interactive panel discussion also featured:

Jan-Jaap Jansen, Trade Marketing Manager Benelux at Perfetti Van Melle
Brian Harris, Global Thought Leader in Retail Management.
Declan CarolanECR Community

Ruth Hankin,
Ruth Hankin, Modern Trade and Trade Marketing Capabilities Manager, Heineken
Are there any current trading conditions that are impacting on category vision?
Steffen Shone, Chief Operating Officer, Yagora &
Steffen Shone, Chief Operating Officer, Yagora & Nils Doring, Managing Director Consulting, Scholz & Friends
“Demystifying category Vision”
Sofia Allerby,
Sofia Allerby,Senior Manager Shopper Experience, GS1 Germany
Category Vision: Preparing for Tomorrow, Today
Efe Kurak,
Efe Kurak,Lead Category Management DACH, Essity
Unlock Growth: How we turned Category Vision into Reality