Consumer-Centric Category Management

Beschreibung

In some parts of the world, especially in developing markets,category management today remains a stretch goal - a new ideafull of untapped potential. In other areas, the original eight-stepprocess that emerged in the late 1980's forms the foundationof many companies' approach to category management. In stillothers, particularly in developed countries like the U.S., theU.K., and others, refinements are being made - most of themdesigned to place consumer understanding front and center. New ideas are emerging - from "trip management" to "aislemanagement" to "customer management." Whether a new descriptoremerges to replace "category management" is yet to be seen. Even ifthat does happen, what won't change is the overall objective- to help retailers and their manufacturer partners succeedby offering the right selection of products that are marketed andmerchandised based on a complete understanding of the consumersthey are committed to serving. This book, which explores both the state of and thestate-of-the-art in category management, is for everyone with avested interest in category management. It can serve such a broadaudience because category management is about bringing a structuredprocess to how executives think and make decisionsabout their businesses, no matter what information and informationtechnology they have access to.

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"It provides an insight into how they [companies such as Hershey and Hewlett-Packard] have used category management to succeed and how to apply their methods in your own organisation." (Supply Management, April 2006)
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