So Just What Is Category Marketing?
Category Marketing focusses on the needs and preferences of specific customer, consumer and shopper segments,. Brands can create tailored category offerings designed to meet their unique requirements.
Category Marketing focusses on the needs and preferences of specific customer, consumer and shopper segments,. Brands can create tailored category offerings designed to meet their unique requirements.
Global brands have established reputations and track records that signal quality and safety to the shopper, reducing their perceived risk and increasing their confidence in their purchase decision.
Companies who appoint a team to develop a world-class category development project only to recognise the shopper activation element will be disappointed; there’s much more to a strategic category vision.
Category Marketing: Talking to a client who works in a global category team recently, we lamented the lack of focus on Category Marketing and Value Chain Marketing.
A detailed Category Vision will impact all organisational functions and steer operational plans and KPIs.
Isn’t it time to put your big brave pants on? It’s time to become the Category Captain. In this article we look at the attributes… Read More »What is a Category Captain?
As shoppers do more of their shopping online, the e-commerce channel needs to keep up with the changing demands of shoppers and evolving channel capabilities.… Read More »Online Category Management
With all the media hype around shopper marketing, technological advances and digital, brands need to make sure they remember to invest adequate time and effort… Read More »The four questions you should ask to check you’ve got your category management basics in place
Back to our series on ‘Back to Basics’, let’s look at why category management became such an important discipline. As retailer power increased due to… Read More »The Importance of Category Management
The eight steps to mastering category management have been guiding our industry since the early 1980s, when Dr Brian Harris first coined the term. We… Read More »Defining the Difference between Category Management and Category Development