From a manufacturer’s perspective, category management stimulates the growth of their categories and their brands. The process allows them to collaborate with retailers to strongly influence consumers at the store. Moreover, as category captain or category advisors, participating manufacturers benefit from value added relationship with retailers.
Customers benefit from the improved shopping experience. They find the right mix of products, merchandised in a logical and attractive manner.
Category management helps retailers cope with the complexity of their operations and maximise their return on inventory investment. Improvements in product range and merchandising enhance shopper satisfaction and store loyalty and reduce stockouts. These factors help to lift sales.
In addition, retailers benefit from cost saving ensuing from the culling of poor performing items, optimization of inventory, and reduction of costs associated with inventory holding and working capital. These reductions in costs and the improvements in sales, combine to substantially improve profits for retailers.
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In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.