Reference no: EM133294273

This case looks at Category Captaincy from the point of a consumer packages goods (CPG) company called Freezer Foods. They supply to many supermarket chains in Midwest United States. One of big chains, BigCity Grocers, wants one of the two companies in the frozen foods category to take over that aisle and be the category captain. That is a significant responsibility, but also an opportunity for the company that gets to play that role. There are two main players in the category - Freezer Foods and TV meals. Chen has to made a proposal for BigCity Grocers that addresses several points, which are outlined in the case. Chen has several questions and doubts, as outlined in the last page of the case. Your task is to draft a proposal that Chen can submit to BigCity Grocers. In the proposal address the following:

1. How can BigCity Grocers benefit from a category captain in the frozen foods category?

2. Why should Freezer Foods be chosen to play this role?

3. How would Freezer Foods play this role as category captain? What are the things they would not that BigCity Grocers is currently not able to do or do very well.

4. Is there a financial arrangement (does either party pay the other party)

5. What ethical guidelines will be followed? (including fair competition)

6. How would the success of the category captaincy be measured after one year?