Pepsi Category Manager, Ken Gronholm speaks in professor Kirthi Kalyanam's Multi-Channel retailing class. |
On May 7, 2002, Ken Gronholm, category manager for Pepsi, came and spoke to the Juniors in Dr. Kirthi Kalyanam's Multi-Channel Retailing class. Upon graduation ten years ago from Penn State, his career began with Hershey Foods. For four years, Gronholm worked in sales before moving to Hershey's corporate environment to be part of marketing new brands. After spending eight and a half years at Hershey Foods, Gronholm relocated and went to work for WebVan, where he stayed for a little over a year before beginning his career with Pepsi.
Based on Mr. Gronholm's experience as a category manager, he discussed the evolution of his position from a technological standpoint to a partnership between the manufacturer and the retailer. Ken Gronholm stressed the importance of objectivity, as he must take into consideration established relationships between the retailer and other manufacturers. Ken's main concern is increasing sales and visibility of his product category by increasing shelf space among independent grocers. Gronholm focused much of his presentation on the Connondale Report, which completes an annual assessment of how manufacturers and retailers rank in both the eyes of the retailer and the manufacturer.
Gronholm walked us through an actual presentation that he had given to a major retailer a few months prior. He shared with us that he uses both syndicated and primary research to formulate his decisions. Most of us were surprised to hear that it only takes him 2-3 days to compile such an in depth report.
Ken Gronholm was extremely insightful, offering us a plethora of information not only about Pepsi, but also about his role as a category manager. His presentation allowed all of us to have a first hand look at what it takes to be a reputable category manager, based on the amount of information needed to make a proper decision for a specific retailer.
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