CATEGORY MANAGEMENT & REVIEW FOR FMCG MANUFACTURERS & RETAILERS – CHERRYAID MARKETING
Gain a clear picture of your product category, and make data-driven decisions that boost your bottom line.
The in-depth market knowledge you need.
CATEGORY MANAGEMENT PACKAGES
You know your product and your customer – but category can be where things get stuck.
You’re under pressure to deliver data-led rationale to buyers. To know the numbers. To have a story. To make your product stand out. . . and stay there.
But you’re also trying to manage a team.
Or do everything solo.
Or build retail relationships.
Or develop NPD.
Or handle a million other things.
Category should support that — not sit in a separate box.
That’s where I plug-in to support you as a
category marketing consultant
specialising in manufacturing and retail.
Category management is a dedicated service that identifies market gaps, delivers robust shopper insights, and presents clear, practical findings, giving you the market knowledge needed to thrive.
Whether you need hands-on support, insight-ready storytelling, or a commercial sounding board, I can help you:
Understand your market and where you fit
Tell the right story to retailers
Make confident, data-led decisions.
My work is collaborative, flexible, and grounded in experience across multiple FMCG categories and UK retailers. I don’t just deliver PowerPoints and disappear — I work alongside you to deliver the thinking, structure and outcomes you need.
CATEGORY MANAGEMENT PACKAGES
BEFORE WE GET INTO THE NITTY-GRITTY. . .
Let’s talk about your current scenario as a manufacturer or retailer.
A big opportunity has come knocking.
Your product — or products — could be welcomed into the arms of a household name, go-to brand or established retailer.
But there’s just one thing. To secure the deal, you need to prove your value and that your product meets the criteria.
Category review serves as proof to the retailer
It shows that you don’t just know your stuff, you know how to apply it to your product offering. But how you frame and present this information — think easy-to-understand and engaging — is key to your success in front of a big-name retailer.
My service plugs this gap, takes the stress off your shoulders — and makes sure your wholesale opportunity is underpinned by data, insight and reasoning.
Retailers may ask you to provide a category review before stocking your products. This is your opportunity to evidence the gaps your product can fill, and how well your product can perform.
Or you’re the one creating the opportunities.
From dreaming up exciting innovations to sourcing new products for your range, you’re bubbling with ideas, and your track record proves you achieve impressive results.
You’re ready to take bold steps forward, but while passion drives you, you know that tangible evidence and data are essential for informed decision-making.
You need impartial insight
It shows that you don’t just know your stuff, you know how to apply it to your product offering. But how you frame and present this information — think easy-to-understand and engaging — is key to your success in front of a big-name retailer.
My service plugs this gap, takes the stress off your shoulders — and makes sure your wholesale opportunity is underpinned by data, insight and reasoning.
If you’ve had success in a category, but it feels like innovation is paramount to maintain growth, this is your time to review the status quo — and look for any emerging trends and gaps in the market that you can fill.
CATEGORY MANAGEMENT PROFESSIONAL SERVICES
Collaborative category support
Plug-in support when you need extra hands, insight, or strategic thinking. Whether it’s preparing for a major retailer pitch or analysing market trends, I work integrated with your team — side-by-side, not in the background.
This service is typically for
Businesses with a category manager or team that needs extra capacity or specialist support.
Included
Retailer-specific range review decks
New product launch support: category rationale, insight, pack claims
Sales team tools: data-led sell-ins, top-line summaries
Competitor & category landscape analysis
Ad-hoc retailer data pulls and interpretation
Participation in internal strategy sessions or customer meetings
Example activities
- Preparing slides for buyer meetings
- Reviewing sales data for insight
- Benchmarking your range
- Shaping your category story for trade shows
Package options
Ongoing support partnership
Consistent, strategic support each month — tailored to your team’s needs.
from £3,250/month
Retailer review pack and pitch
Tailored, insight-led deck with a commercial narrative ready to present.
from £2,000 per project
Strategic support bundle
Two key projects over 6–8 weeks (e.g. NPD insight + performance deep dive), with collaborative check-ins.
from £3,800
External category reviews
Objective, insight-led reviews tailored to your commercial goals. Clear, actionable, and retailer-ready.
This service is typically for
Businesses with or without internal category/marketing teams who need an external, objective lens.
Included
Full category performance review
Brand & product summary
Opportunities & threats
Competitor mapping
Strategic recommendations
Optional: presentation version
Example activities
Range planning using insights
Competitor watch & pricing analysis
Retailer meeting briefings
Package options
Quarterly insight subscription
Four seasonal reports to stay ahead of market shifts.
from £3,255/quarter or £1085 per month
Retailer ready insight pack
Polished buyer-facing deck built from your data.
from £3,000 per project
Category health check review
One-off top-line performance check.
from £2,500
Outsourced category management
A fully outsourced category function — monthly insight, reporting, planning, and support, tailored to your pace.
This service is typically for
Businesses without an internal team who want a full-service solution that feels like it’s in-house.
Included
Monthly performance reports
Insight decks (retailers/NPD/internal)
Competitor tracking
Planning sessions
Sales & marketing input
Optional: meeting attendance, training
Example activities
Managing input across 2–3 UK retailers
Trade meeting support
Strategic guidance on range, pricing & space
Package options
Insight essentials
Light-touch dashboard and summary plus a monthly call.
from £1,100 per month
Growth partner
Hands-on insight, deck support, and planning.
from £2,500 per month
Partnership package
Fully integrated delivery across insight, meetings, comms and strategy.
from £3,575 per month
Team development & mentoring
Support to mentor new or developing team members.
This service is typically for
Businesses building or upskilling internal category/commercial teams.
Included
Mentoring/coaching for new hires
Team skills audits
Bespoke workshops
Example topics
Intro to category management
Category for sales & marketing
Custom workshops based on need
Package options
New hire mentoring
Two monthly 1:1s tailored to the individual.
from £680 per month
Team training workshop
90–120 minute session + follow-up resources.
from £950 per session
Opional support options
Not sure which package is right for your business? Take a look at my optional add ons and custom plans:
Optional add ons
Kickoff workshop to align goals & ways of working
Wrap-up summary with key insights and next steps
Need a blend of support?
I can create a custom plan combining project delivery, retained support, and mentoring — tailored to your growth stage and goals.
from £950 per session
Meet Gill Bishop — that’s me!
A professional marketing de-muddler (ok, marketing strategist, if we’re being formal)
I understand the complexities of manufacturing for retail, whether it’s food and drink or arts and crafts. I partner with businesses to provide tailored, insight-led category support that aligns with their goals.
I don’t just deliver decks and disappear. I become part of the team — building relationships, providing structure, and helping you grow with clarity and confidence.
QUESTIONS ABOUT CATEGORY MANAGEMENT
FAQs
If you don’t see your question here, or simply would like some more information before booking, enquire here — and I’ll come back to you in a tick.
We would like to use your category management service on a quarterly basis and for seasonal changes. Is it possible for this to be a retained service?
Yes, I would recommend this, as it will allow you to have up-to-date information regularly. Knowing category changes as soon as they happen can help you stay ahead of the game. Please enquire here to find out about the retained service.
We need to present the category review to a customer. Can you create a presentation for us?
Yes, the information is provided in a branded presentation for you to use — that’s to say, you’ll receive a presentation using your brand colours and logomarks. There will also be a reference to CherryAid Marketing on each page. Depending on the customer, additional changes are possible, but there would be an admin fee.
Can you present the category review to a retailer?
Yes, I am happy to attend meetings with you to present category reviews. This service is in addition to the review cost and would also need to include travel expenses if the meeting is in person.
Where are you based?
I’m in Northwich, a friendly Cheshire town in the North West of England. However, I am available to support retailers and manufacturers nationwide.
CATEGORY MANAGEMENT & REVIEW FOR FMCG MANUFACTURERS & RETAILERS – CHERRYAID MARKETING
Gain a clear picture of your product category, and make data-driven decisions that boost your bottom line.
The in-depth market knowledge you need.
CATEGORY MANAGEMENT PACKAGES
You know your product and your customer – but category can be where things get stuck.
You’re under pressure to deliver data-led rationale to buyers. To know the numbers. To have a story. To make your product stand out. . . and stay there.
But you’re also trying to manage a team.
Or do everything solo.
Or build retail relationships.
Or develop NPD.
Or handle a million other things.
Category should support that — not sit in a separate box.
That’s where I plug-in to support you as a
category marketing consultant specialising in manufacturing and retail.
Category management is a dedicated service that identifies market gaps, delivers robust shopper insights, and presents clear, practical findings, giving you the market knowledge needed to thrive.
Whether you need hands-on support, insight-ready storytelling, or a commercial sounding board, I can help you:
Understand your market and where you fit
Tell the right story to retailers
Make confident, data-led decisions.
My work is collaborative, flexible, and grounded in experience across multiple FMCG categories and UK retailers. I don’t just deliver PowerPoints and disappear — I work alongside you to deliver the thinking, structure and outcomes you need.
CATEGORY MANAGEMENT PACKAGES
BEFORE WE GET INTO THE NITTY-GRITTY. . .
Let’s talk about your current scenario as a manufacturer or retailer.
A big opportunity has come knocking.
Your product — or products — could be welcomed into the arms of a household name, go-to brand or established retailer.
But there’s just one thing. To secure the deal, you need to prove your value and that your product meets the criteria.
Category review serves as proof to the retailer
It shows that you don’t just know your stuff, you know how to apply it to your product offering. But how you frame and present this information — think easy-to-understand and engaging — is key to your success in front of a big-name retailer.
My service plugs this gap, takes the stress off your shoulders — and makes sure your wholesale opportunity is underpinned by data, insight and reasoning.
Retailers may ask you to provide a category review before stocking your products. This is your opportunity to evidence the gaps your product can fill, and how well your product can perform.
Or you’re the one creating the opportunities.
From dreaming up exciting innovations to sourcing new products for your range, you’re bubbling with ideas, and your track record proves you achieve impressive results.
You’re ready to take bold steps forward, but while passion drives you, you know that tangible evidence and data are essential for informed decision-making.
You need impartial insight
It shows that you don’t just know your stuff, you know how to apply it to your product offering. But how you frame and present this information — think easy-to-understand and engaging — is key to your success in front of a big-name retailer.
My service plugs this gap, takes the stress off your shoulders — and makes sure your wholesale opportunity is underpinned by data, insight and reasoning.
If you’ve had success in a category, but it feels like innovation is paramount to maintain growth, this is your time to review the status quo — and look for any emerging trends and gaps in the market that you can fill.
CATEGORY MANAGEMENT PROFESSIONAL SERVICES
Collaborative category support
Plug-in support when you need extra hands, insight, or strategic thinking. Whether it’s preparing for a major retailer pitch or analysing market trends, I work integrated with your team — side-by-side, not in the background.
This service is typically for:
Businesses with a category manager or team that needs extra capacity or specialist support.
Included
Retailer-specific range review decks
New product launch support: category rationale, insight, pack claims
Sales team tools: data-led sell-ins, top-line summaries
Competitor & category landscape analysis
Ad-hoc retailer data pulls and interpretation
Participation in internal strategy sessions or customer meetings
Example activities
- Preparing slides for buyer meetings
- Reviewing sales data for insight
- Benchmarking your range
- Shaping your category story for trade shows
Package options
Ongoing support partnership
Consistent, strategic support each month — tailored to your team’s needs.
from £3,250/month
Retailer review pack and pitch
Tailored, insight-led deck with a commercial narrative ready to present.
from £2,000 per project
Strategic support bundle
Two key projects over 6–8 weeks (e.g. NPD insight + performance deep dive), with collaborative check-ins.
from £3,800
External category reviews
This service is typically for:
Businesses with or without internal category/marketing teams who need an external, objective lens.
Included
Full category performance review
Brand & product summary
Opportunities & threats
Competitor mapping
Strategic recommendations
Optional: presentation version
Example activities
Range planning using insights
Competitor watch & pricing analysis
Retailer meeting briefings
Package options
Quarterly insight subscription
Four seasonal reports to stay ahead of market shifts.
from £3,255/quarter or £1085 per month
Retailer ready insight pack
Polished buyer-facing deck built from your data.
from £3,000 per project
Category health check review
One-off top-line performance check.
from £2,500
Outsourced category management
A fully outsourced category function — monthly insight, reporting, planning, and support, tailored to your pace.
This service is typically for:
Businesses without an internal team who want a full-service solution that feels like it’s in-house.
Included
Monthly performance reports
Insight decks (retailers/NPD/internal)
Competitor tracking
Planning sessions
Sales & marketing input
Optional: meeting attendance, training
Example activities
Managing input across 2–3 UK retailers
Trade meeting support
Strategic guidance on range, pricing & space
Package options
Insight essentials
Light-touch dashboard and summary plus a monthly call.
from £1,100 per month
Growth partner
Hands-on insight, deck support, and planning.
from £2,500 per month
Partnership package
Fully integrated delivery across insight, meetings, comms and strategy.
from £3,575
Team development & mentoring
Support to mentor new or developing team members.
This service is typically for:
Businesses building or upskilling internal category/commercial teams.
Included
Mentoring/coaching for new hires
Team skills audits
Bespoke workshops
Example topics
Intro to category management
Category for sales & marketing
Custom workshops based on need
Package options
New hire mentoring
Two monthly 1:1s tailored to the individual.
from £680 per month
Team training workshop
90–120 minute session + follow-up resources.
from £950 per session
Optional support options
Not sure which package is right for your business? Take a look at my optional add ons and custom plans:
Optional add ons
Kickoff workshop to align goals & ways of working
Wrap-up summary with key insights and next steps
Need a blend of support?
I can create a custom plan combining project delivery, retained support, and mentoring — tailored to your growth stage and goals.
Meet Gill Bishop — that’s me!
A professional marketing de-muddler (ok, marketing strategist, if we’re being formal)
I understand the complexities of manufacturing for retail, whether it’s food and drink or arts and crafts. I partner with businesses to provide tailored, insight-led category support that aligns with their goals.
I don’t just deliver decks and disappear. I become part of the team — building relationships, providing structure, and helping you grow with clarity and confidence.
QUESTIONS ABOUT CATEGORY MANAGEMENT
FAQs
If you don’t see your question here, or simply would like some more information before booking, enquire here — and I’ll come back to you in a tick.
We would like to use your category management service on a quarterly basis and for seasonal changes. Is it possible for this to be a retained service?
Yes, I would recommend this, as it will allow you to have up-to-date information regularly. Knowing category changes as soon as they happen can help you stay ahead of the game. Please enquire here to find out about the retained service.
We need to present the category review to a customer. Can you create a presentation for us?
Yes, the information is provided in a branded presentation for you to use — that’s to say, you’ll receive a presentation using your brand colours and logomarks. There will also be a reference to CherryAid Marketing on each page. Depending on the customer, additional changes are possible, but there would be an admin fee.
Can you present the category review to a retailer?
Yes, I am happy to attend meetings with you to present category reviews. This service is in addition to the review cost and would also need to include travel expenses if the meeting is in person.
Where are you based?
I’m in Northwich, a friendly Cheshire town in the North West of England. However, I am available to support retailers and manufacturers nationwide.