Shopper insights, Retail buying pattern data, FMCG research Australia, Category Management Sydney, FMCG business strategies Sydney, Melbourne, Shopper insights, Retail buying pattern data,
SYDNEY AUSTRALIA
What is Category Management?
"Growing the category via anticipating , driving and meeting the current and future needs of both consumers and shoppers" - Oblique 2007
Looking at a basic example.
Brand X is the market leader in the pie category – represented here by the green slice of the blue pie.
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Growing the green slice within the pie = No.1 priority & target for the brand manager |  |
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Growing the number of stores that sell the pie = No 1 Account Management / Retailer Priority |  |
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Growing the whole - for the benefit of all: = No 1 CM Priority |  |
What's better? Growing the slice? The number of pies? Or the size of the pies?
We believe you want all three - this is CM
CM is the evolution, not revolution of current business processes. It's simply a broader way of thinking about, and approaching the issues we face on a daily basis.
Traditional structures can be narrow and blinkered to wider opportunities. Category Management is simply a broader way of thinking about, and approaching the issues that we face on a daily basis. 'Achieve your potential, not just your objectives'