STILL HAS A HIGH GROWTH POTENTIAL…
Nielsen JJ 2018, Euromonitor International
*estymacje oparte o rosnące trendy
“A process occurring between the producer and the buyer which consists in managing a category of products in a strategic manner in order to satisfy the consumer’s needs and maximize the profitability of the sales of the entire category.”
“Strategic management of a category of products for the purpose of maximizing profit and satisfying the customer’s needs”
Institute of Grocery Distribution
The Category Management is aimed at the most effective formating and placement of selected product groups on the shelves in the manner that guarantess optimal satisfaction of consumer requirements. It is a process, in which the retailer manages a product category jointly with the producer (supplier), using each other’s knowledge on the market consumer behaviours.
A PRODUCT CATEGORY
The basic goal of the category management project is its overall growth, not the growth of a specific brand or segment.
3 APPROACHES TO CATEGORY MANAGEMENT PROJECTS
– OUR RULES
When implementing a Category Management project, we always look at business from a very wide perspective.
We draw on current and historical market data for particular sales channels of selected segments.
The market data is developed, inter alia, based on the detailed Nielsen and Euromonitor data.
When implementing an advanced project, we also analyse resale data of the customer.
Despite such detailed and objective approach to each project, the final decision always belongs to our customer.