Category one-pagers define what great execution looks like by category, channel and retailer — built on the four questions every shopper asks: can I get it, can I find it, why this one, is it worth it — and turn them into clear, accountable tasks for every function.
The category one-pagers outline:
The key growth initiatives per pillar
The KPIs and success criteria per initiative
How these should show up in stores — physical and digitalThe one-pagers provide coordination and accountability across the organization for the initiatives required to win at the cabinet and on the screen.
Each initiative is translated into clear and actionable tasks for each function in the market.
Available
Visible
Desirable
Worth ItEvery initiative on a one-pager answers one of four questions the shopper asks — in store and online. The pillars are cross-functional on the face of the page: four pillars, four natural owners of the standard.
Listing, distribution, stock and the right pack for the mission.
Everything that governs whether the product enters consideration.
Every communication asset at the touchpoint.
Price position, pack-price architecture, promo and price communication.
Zero out-of-stocks on the top-10 singles in weeks 24–36; weather-triggered replenishment with the DC.
Every cabinet at −18 °C on visit; defective cabinets fixed within 48 hours.
Top-10 SKUs shown in stock on ah.nl, Collect&Go and Picnic all summer.
Summer cabinet planogram: Magnum, Cornetto and Twister front row, Magnum at eye level.
Second, impulse cabinet at the checkout in the top-300 stores.
Retail media on "ijs" and "ice cream"; hero SKUs in the category entry tile.
Refresh cabinet wraps, headers and summer stickers before week 18.
Hero pages on ah.nl, Colruyt and Delhaize.be with A+ module and claims above the fold.
Weekend sampling of Magnum Bon Bon and Solero Bon Bon in the top-40 stores.
Summer multibuy (3 for €5) with a promo header on every cabinet, four waves.
Hold Magnum within a 100–110 index of the reference premium competitor.
Shelf-edge and online prices match the price list; errors fixed within a week.
One page per category, channel and retailer: two to three initiatives per pillar, each with an owner, a success measure and the visual standard.
Build one in the demoPlan based on shopper, customer and category insights.
Category management defines the initiatives for the four pillars, with KPIs and execution standards. Signed off by the leadership team.
Translate the national initiatives to customer-specific activity plans and targets. Handshake the activities and ambitions with the key account teams.
Key account managers lock the customer-specific category priorities in the customer agreements, including trade terms.
Embed one-pagers in OKRs and business reviews / S&OP so delivery is tracked where decisions are made.
Category Leadership sits at the heart of a perfect shopping experience — for the shopper, for the retailer and for TMICC.
Define what success looks like in the Category One-Pager App. Execute your pillar. Measure progress in the dashboard. Improve through iterative cycles.
Market-leading growth for our customers’ ice cream categories and TMICC’s brands through consistent, high-quality execution.
