Consumer-Centric Category Management How to Increase Profits by Managing Categories Based on Consumer Needs

ISBN-10: 0471703591
ISBN-13: 9780471703594
Edition: 2006
List price: $48.00 Buy it from $29.99
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Description: In some parts of the world, especially in developing markets, category management today remains a stretch goal - a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980's forms the  More...

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Book details

List price: $48.00
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/9/2014
Binding: Hardcover
Pages: 368
Size: 6.50" wide x 9.25" long x 1.25" tall
Weight: 1.562
Language: English

In some parts of the world, especially in developing markets, category management today remains a stretch goal - a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980's forms the foundation of many companies' approach to category management. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made - most of them designed to place consumer understanding front and center. New ideas are emerging - from "trip management" to "aisle management" to "customer management." Whether a new descriptor emerges to replace "category management" is yet to be seen. Even if that does happen, what won't change is the overall objective - to help retailers and their manufacturer partners succeed by offering the right selection of products that are marketed and merchandised based on a complete understanding of the consumers they are committed to serving. This book, which explores both the state of and the state-of-the-art in category management, is for everyone with a vested interest in category management. It can serve such a broad audience because category management is about bringing a structured process to how executives think and make decisions about their businesses, no matter what information and information technology they have access to.

ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 coun-tries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior.JOHN KAROLESKI is Editor of an e-magazine called CPGmatters.com. It covers in-store marketing and category management. He is the coauthor of two books, Target 2000: The Rising Tide of TechnoMarketing and All About Sampling. He was formerly senior editor of Supermarket News and editor in chief of Brand Marketing.AL HELLER, President of Dis-tinct Communications, LLC, is the author of numerous consumer packaged goods industry studies and three books. He was formerly editor in chief of Nonfoods Merchandising and Supermarket HQ Quarterly, and executive editor of Drug Store News.

Introduction-Why Category Management Is More Important Than Ever
In the Beginning-The Purpose of Category Management
The Evolution of Category Management and the New State of the Art
Category Management Begins with the Retailer's Strategy
The Eight Foundational Steps of Category Management
Step One: Define the Category Based on the Needs of Your Target Market
Step Two: Assign a Role to the Category That Best Supports the Retailer's Strategy
Step Three: Assess the Category to Find Opportunities for Improvement
Step Four: Set Performance Targets and Measure Progress with a Category Scorecard
Step Five: Create a Marketing Strategy for the Category
Step Six: Choose Tactics for Category Assortment, Pricing, Promotion, Merchandising, and Supply Chain Management
Step Seven: Roll Out the Plan
Step Eight: Review the Category's Performance Regularly and Make Adjustments as Needed
Bringing the Consumer into Category Management-A New Take on the Eight Steps
Category Management Success Stories
General Mills-Going Beyond the Categories
Big Y-Focusing on Implementation
Supervalu-The Last Three Feet of Category Management
Crossmark-Just the Facts
Acosta-Multiplying the Impact of Category Management
Chiquita-Extending Category Management to Perishables
The Hershey Company-Linking Consumer Insights and Customer Strategy
Miller Brewing-Tapping Category Management for Competitive Advantage
Hewlett-Packard-Taking Category Management beyond Traditional CPG
The Way Forward
Lessons Learned from the Real World
Proactive Category Management
Linking Category Management and Loyalty Marketing
The New Category Management Emerges
Acknowledgments
Index

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