For as long as your business has operated in the FMCG industry it has been ‘doing’ Category Management, what is ‘new’ - or more appropriately what sets the successful apart - is how effectively categories are now being managed. Category Management is the evolution – and not revolution – of current business practices and it works by creating:

Greater synergy.
Internal teams can often be working in different – and at times opposite – directions. This can be down to communication, understanding or quite simply a differing agenda. What is sure however is that unless your consumer and customer teams are heading in the same direction, the chances of success at the point of purchase are severely limited from the get go.

Fact based decision making.
We’ve all been in those situations where a new idea is proposed and everyone in the room is nodding in agreement. Unfortunately we’ve also been in those where the floor or ceiling become suddenly interesting…. The difference between the two situations? An idea that is based on robust, factual and objective understanding versus one that isn’t.

Clear success measures.
Why is that customer / consumer facing teams always seem to be the ones that get hit first - and worst - when budget cutting comes around. Being able to clearly demonstrate a return on investment from applying different tactics ensures that the incidence of this reduces and is focussed in the priority areas.

Customer & consumer satisfaction.
A business that does not hold the consumer at the centre of their decisions will not survive into the future in which we are heading and whilst your business may know heaps about the brand consumer, looking to the evolution of the category consumer and the customer’s target shopper will ensure that your business anticipates & drives the road ahead.