Webinar #4 – 05 Dec 2022


Know Focus. Grow.

Category Vision is a hot topic for Category Managers across the planet.
Elevated post pandemic, its importance & relevance is rising in the inflationary environment that currently prevails.
But what is it?
Who is effective at it?
How can it contribute to growth?
Join the final ECR #CatManNetwork Webinar 2022 to hear all about it.
Category Vision
Know. Focus. Grow.

DOWNLOAD Presentations from Webinar #3 below

“What about Category Vision?
Basics, purpose and value.”
In the current challenging marketplace, having a strong category vision is an absolute necessity. Birgit & Luc will explain what it is, what are the key components and how it can assist in collaborative growth generation.
Birgit Schröder
Lead Education + Consulting Services
GS1 Germany
Luc Demeulenaere
Category Management Expert

“Retailer perspective on Category Vision”
GPA is the largest retailer in Brazil. Aderson will focus on how GPA is using shopper segmentation methods and other tools to develop future oriented category visions that drive the company’s Category Management processes and the company’s growth. Examples of the impact of new category visions in several categories will be presented
Aderson Gomes
General Manager of Category Management, Market Intelligence and Omnichannel Catalogue
GPA Brazil

Supplier perspective on Category Vision
“More Enjoyment, More Refreshment, More Occasions”
Designing Growth Drivers within the framework of the Rotkäppchen-Mumm Category Vision.
Claudia Burgdorf
Head of Consumer and Market Knowledge
Rotkäppchen-Mumm Sektkellereien GmbH
Felipe Alonso
Country Manager Germany
GfK Consumer Panels & Services

Declan Carolan
ECR Community
The #ECRCatManNetwork is a forum to develop category management knowledge & expertise throughout the world.
The #ECRCatManNetwork was established following the publication of “Best Practices” in 2020 and hosting several webinars in 2021.
A Steering Group of leading retailers, manufacturers, service providers and category management experts drive the agenda for several webinars in 2022 … with extra activities ongoing.
The Steering Group debates the current “Hot Topics” for category managers throughout the world and represents these trends through relevant presentations in the webinars. Participating in the Steering Group allows for high-level peer-to-peer networking which in turn promotes discussion, debate and learning!
Webinar #1 examined the impact of inflation from a category management perspective.
Webinar #2 focussed on Omni-channel & eCommerce.
Webinar #3 highlighted break through tools & technologies relevant for Category Management.
Webinar #4 will concentrate on Category Vision.
View recordings of previous webinars and download presentations below.
Contact Declan to get involved with the ECR Community #CatManNetwork Steering Group.



DOWNLOAD the presentations below


Wed 15 June

Focus on the impact & implications of omni-channel & eCommerce

Join passionate pioneers of modern day cat man.
Understand how leading retailers & manufacturers are adapting cat man to for the digital & omni-channel world!
Learn how trading partners collaborate for eCommerce.
Hear about the upcoming trends in E-grocery
“Digital captaincy + flywheels + quick commerce”
DOWNLOAD the presentations below
Dr. Marc Knuff,
Global Director Retail, Consumer Panels & Serv.
Audrey Daffy, Global Category Manager,
Tara Colalillo,US Sr Insights & Solutions Mgr, Ecommerce,
Mars Pet Nutrition

Alessia Vercesi, Head of Trade Marketing & Category Dev.
Francesco Castellani, Category Dev Mgr Retail & eCommerce,
Red Bull Italy
Panel Discussion
An objective of the #ECRCatManNetwork is to act as a forum for discussion & debate. The panel discussion allows for a deeper dive and questions from participants.


Wed 06 April

Focus on the impact & implications of inflation & how Category Management can contribute

Download Presentations Below

Category Management Yesterday, Today & Tomorrow.
ECR released a global review of Category Management practices throughout the retail and CPG sector featuring 14 global case studies, 3 ECR Reports &insights


ECR Community has formed a global category management network. The objective is to provide a forum for category management peers to develop category management knowledge & experience throughout the world.
A Steering group has been assembled with leading international category management experts, retailers, suppliers &service providers.
Retailers, suppliers & service providers interested in joining this exclusive Steering Group Contact ECR Community Here

For further details on this project please contact declancarolan@ecrireland.ie