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Occasion Management Series
Why Occasion Management
Makes the case for managing recurring consumption occasions as strategic demand platforms – the missing horizontal layer between enterprise strategy and Category Management.
Occasion Management Series
Framework in a Nutshell
The discipline: Where to Play, What Must We Win, Where Is the Gap, How Will We Win, and How Will We Deliver. Translates enterprise ambition into 2–3 year occasion growth platforms, category roles, digital and innovation priorities, and execution.
Occasion Management Series
Architecture: Discovery & Definitions
Proposes a consumer-led discovery of recurring consumption occasions through behavior, purchase evidence, context, and intent before building the Shopper Decision Tree and Occasion Need States.
Occasion Management Series
Measurement: Performance and Share
Defines the Occasion Scorecard using Occasion Need States as the atomic measurement unit. Combines reach, frequency, basket completeness, economics, leakage, and retailer Share of Occasion, with external competitive benchmarks and internal diagnostic data.
Occasion Management Series
Occassion Strategy to Category Execution
Shows how the Occasion Category Planning Brief converts the cross-category strategy into category and functional direction while preserving Category Manager ownership of commercial levers.
Occasion Management Series
Organizational Implications
Defines a new role as the horizontal strategic owner of the demand platform – analogous to a CPG Brand Manager – while Category Managers retain category ownership. Clarifies accountability, collaboration, and the contribution view of occasion economics rather than a second P&L.
Occasion Management Series
Framework to Implementation
Lays out a five-phase, pilot-first path from readiness and occasion selection through consumer-led Occasion Architecture, AI-enabled diagnosis, strategy and activation, measurement, and scale. Defines Intent AI’s facilitation role and the role of external research/panel and CPG partners.
Revolutionizing Retail: The Next Wave of ECR & Category Management: Personalized Consumer Response (PCR)
Authors: Dr. Brian Harris, Luc Demeulenaere, Julie Beck The CPG and retail grocery industry is at a pivotal moment, facing unprecedented challenges. The Category Management process, largely unchanged for over 30 years, has provided a sound platform for retailers and...