Unlock Category Insights: Find Share Opportunities & Accelerate Growth
Live webinar on the art and science of managing a category across your own and competitive brands—grounded in a proven analytical framework that helps uncover category dynamics and develop category laws.
Why Attend:
- See beyond brand silos: Reveal trends, synergies, and threats at the category level that brand-only views miss.
- Make smarter growth bets: Identify whether initiatives build share, expand the category, or unintentionally cannibalize own business.
- Prove impact with confidence: Use transparent, and proven methods to quantify drivers, incrementality and ROI for complex category.
What You’ll Learn:
- The cost of inward, brand-only management: missed category trends, overstated share growth, and sub-optimal decisions.
- Category analytics fundamentals: source-of-growth, switching dynamics, cross-effects, and actionable “category laws”.
- Opportunity discovery: where to gain share, when to grow the category, and how to defend against closest competitive threats.
- Better decisions across the plan: innovation, pricing & trade, and advertising/media investment measured at the category level.
- Implementation playbook: data requirements, cadence, dashboards, and governance to embed category analytics into planning and decision making.
Who Should Attend:
CMO, CFO, Heads of Insights, and Directors across Finance, Marketing, Strategy, and Insights functions.
Industries:
Relevant to any organization with multiple brands, sub-brands, or business units—particularly CPG (and adjacent sectors such as Beverages, Retail, and OTC).
Key Takeaways:
- Diagnose common pitfalls of inward, siloed brand-level management that cap growth and share.
- Understand your true sources of growth: share-build vs. category-expand vs. cannibalization.
- Correct incrementality and share measurement errors with transparent, category-centric methods.
- Improve innovation and advertising decisions to drive volume, dollars, and sustained share gains.
- Execute more effective pricing and trade strategies with visibility into cross-effects in the category.
- Identify portfolio watchouts and closest competitive threats using category analytics.
- Apply practical steps to operationalize category analytics to gain insights and inform planning decisions.
Register Now
Hourly Schedule
Agenda
- 10:00 AM - 10:05 AM
- Welcome & goals
- 10:05 AM - 10:20 AM
- The cost of silos + category pitfalls
- 10:20 AM - 10:40 AM
- Category analytics frameworks & case examples
- 10:40 AM - 10:55 AM
- Implementation steps, templates, and Q&A
- 10:55 AM - 11:00 AM
- Key takeaways & next steps
Speakers
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Gloria RosenbergCEO and Founder, MFA -
Joshua KowalChief Commercial Officer - MFA -
Tamir ChoinaSenior Vice President, MFA
