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Catman: Category Management Mastery: The Key to Growth

Catman: Category Management Mastery: The Key to Growth

Febrero 2, 2017

👤Periodista: Jairo E Becerra M Fuente: http://catman.global/directories-white-papers 🕔02.Feb 2017

 

Mastering Category Management is critical to your company’s growth because Category Management addresses the three most important trends of the millennium:

  • The ever increasing power of retailers who focus on growing CATEGORIES instead of BRANDS.
  • The digital empowerment of shoppers who seek need state satisfaction at the CATEGORY level.
  • ‘Big data’s’ propensity to yield its most valuable insights at the CATEGORY level.

Mastering Category Management addresses these trends by:

  • Ensuring you speak your customer’s language of category growth.
  • Assuring you speak your shopper’s language of category satisfaction.
  • Organizing big data at the category level where insights naturally emerge.

Prepare to invest more resources in Category Management, especially in a larger, better trained staff and the software they will need to succeed in a more complex environment. These incremental resources will be needed to:

  • Mine gigabytes of household-level data for insights
  • Respond to retailers’ demand for individual store assortment solutions, and
  • Manage a more complex supply chain

The Category Management Association is solely responsible for the paper’s findings and conclusions; we would like to acknowledge and thank the following companies for their contributions: Acosta Sales & Marketing, Ahold, CMKG, Coca-Cola, Colgate Palmolive, Dr. Pepper Snapple Group, DunnHumbyUSA, General Mills, Georgia Pacific, Interactive Edge, JDA Software, KMart, Nestle, PepsiCo, 7-Eleven, Unilever

See this paper here. 

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