Educational Session

Applying Category Management to Grow Your Micro Market

Date: Wednesday, April 19th, 11:00am - 12:00pm

Join the Kellogg’s Category Management team for a timely discussion on the fast-growing, ever-changing Micro Market industry. Understanding the Micro Market customer can be a challenge, especially with a wide variety of locations from colleges and universities, hospitals, and office settings. In this session, Kellogg’s will look at who the shopper is, their need states and behaviors, and how to best maximize revenues through a data-driven approach to product selection and placement.



Sam Baffes
Kellogg Company

Sam Baffes is a member of the Kellogg’s category management team. She graduated from Illinois Wesleyan University in 2009 with a Bachelor of Arts degree, and has worked for Kellogg’s for the past 6 years. Sam grew up in the food industry, helping her family at their independent grocery store in the Chicagoland area. From a young age, she gained valuable learnings of how important having the right assortment, merchandising, and shelving is to the overall sales of the store. Sam further developed that knowledge at Kellogg’s working with the category management team. Today, Sam is responsible for identifying trends and insights and implementing strategy to execute with excellence. Her knowledge of loyalty card and consumer insight work helps create insights to resolve shopper barriers/challenges. Sam has been recognized a number of times both internally and externally for the work she has done to drive sales through category management practices and principles.



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