Turning swords into plough shares

Date of publication: September 1, 1996


Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help identify target consumers for their category, understand these consumers needs, and develop strategies to drive the category. Drawing on information from interviews with key players engaged in Category Management, this paper identifies the issues and information requirements relating to the partnership. It then goes on to illustrate two research techniques used by manufacturers to support Category Management and facilitate a profitable business partnership with the retailer.

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