Category Management — Retail Mix

The dynamics of assortment, merchandising, space, price and promotion differ considerably depending on the role of the category. For instance, a destination category is likely to have an exhaustive assortment, attractive prices and many red-hot deals. On the other hand, a convenience category is likely to have a limited assortment of products that afford good margins.

The retail mix needs to be aligned with category roles and strategies and it should reflect the retailer’s action plans.

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