Q: I’ve heard Category Management is very labour intensive. Is this true?

A: It can be if it is not done right. The key to successful Category Management is:
  reduce labour intensive, non-value adding tasks
  concentrate on interpretation and insight
  anticipate the future consumer

Q: We don’t have a lot of data and research; does this mean we cannot do Category Management?

A: No, as we have proven in Asia, where data sophistication is scarce. Category Management is expertise not data. Key to success is:
  know how to use data that is available
  use knowledge to drive the business Category Management is the tour guide, highlighting where you are now
  critical steps to get you where you need to be
The basic map is built on as data increases. Without a map how do we know where to go?

Q: What do I do once the Category Management project is finished?

A: Category Management doesn’t finish, it is a path of continual improvement. As you improve, the bar gets higher. As you understand your consumer more and more, you realise that you can target them more effectively and efficiently.

Q: Is Category Management a concept that is really going to take off in Australia?

A: Yes, it already is.



Q: How can I ensure that the whole business embraces Category Management?

A: Excellent question.
Category Management affects all areas of the business. Key success factors are:
  understanding
  role clarity
  vision Involvement
 = Sign On = Ownership = Success

Early attempts at Category Management focused only on sales and marketing, the two departments that have the most involvement, however the principles apply to the whole business. The consumer & shopper are not people that simply that the brand manager needs to worry about, they should be central to the whole business strategy.

For example, a large utility firm in the UK increased it’s bottom line +$50million PER YEAR as a result of understanding, and acting upon, consumer input on existing payment methods.

Q: How can I be sure that introducing Category Management will not be detrimental to my brand?

A: Category Management is not detrimental to brands, consumers are!
Consumers decide:
  Why
  What
  When
  Where
If there is no consumer need, or if the need is not correctly anticipated, the product / brand will not survive.
Category Management identifies the consumer need and delivers the shopper