Abstract:
Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing strategy is in place for the category. Purchase marketing is essentially using the store as a marketing medium via tools such as position on shelf pricing communications and in-store promotions. The relationship between suppliers and retailers is changing steadily on a global scale: the shift towards a mutually beneficial approach to the supply and presentation of products is gaining momentum. This paper documents the various approaches to category management research and illustrates the applications via case material from both a retailer and a manufacturer perspective. The paper looks at how manufacturers are testing hypotheses generated by these studies using new virtual reality systems.
Research Papers
Advances in category management research
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bill Bean, Stephen P. Needel
Company: PepsiCo
September 22, 2002
Research Papers
Turning swords into plough shares
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Danielle Pinnington, Maureen Johnson
 
September 1, 1996
Research Papers
Marrying marketing research and virtual reality
Catalogue: Seminar 1995: Information Technology- How Can Research Keep Up With The Peace Of Change
Author: Stephen P. Needel
 
January 1, 1995
