In some parts of the world, especially in developing markets,
category management today remains a stretch goal – a new idea full
of untapped potential. In other areas, the original eight-step
process that emerged in the late 1980’s forms the foundation of
many companies’ approach to category management. In still others,
particularly in developed countries like the U.S., the U.K., and
others, refinements are being made – most of them designed to place
consumer understanding front and center.
New ideas are emerging – from "trip management" to "aisle
management" to "customer management." Whether a new descriptor
emerges to replace "category management" is yet to be seen. Even if
that does happen, what won’t change is the overall objective – to
help retailers and their manufacturer partners succeed by offering
the right selection of products that are marketed and merchandised
based on a complete understanding of the consumers they are
committed to serving.
This book, which explores both the state of and the
state-of-the-art in category management, is for everyone with a
vested interest in category management. It can serve such a broad
audience because category management is about bringing a structured
process to how executives think and make decisions about their
businesses, no matter what information and information technology
they have access to.
關於作者：
ACNielsen, a VNU business, is the world''s leading marketing
information provider. Offering services in more than 100
coun-tries, the unit provides measurement and analysis of
marketplace dynamics and consumer attitudes and behavior.
JOHN KAROLESKI is Editor of an e-magazine called CPGmatters.com.
It covers in-store marketing and category management. He is the
coauthor of two books, Target 2000: The Rising Tide of
TechnoMarketing and All About Sampling. He was formerly senior
editor of Supermarket News and editor in chief of Brand
Marketing.
AL HELLER, President of Dis-tinct Communications, LLC, is the
author of numerous consumer packaged goods industry studies and
three books. He was formerly editor in chief of Nonfoods
Merchandising and Supermarket HQ Quarterly, and executive editor of
Drug Store News.
目錄：
Chapter 0: Introduction—Why Category Management Is More
Important Than Ever.
PART I: IN THE BEGINNING—THE PURPOSE OF CATEGORY MANAGEMENT.
Chapter 1: The Evolution of Category Management and the New State
of the Art.
Chapter 2: Category Management Begins with the Retailer’s
Strategy.
PART II: THE EIGHT FOUNDATIONAL STEPS OF CATEGORY MANAGEMENT.
Chapter 3: Step One: Define the Category Based on the Needs of Your
Target Market.
Chapter 4: Step Two: Assign a Role to the Category That Best
Supports the Retailer’s Strategy.
Chapter 5: Step Three: Assess the Category to Find Opportunities
for Improvement.
Chapter 6: Step Four: Set Performance Targets and Measure Progress
with a Category Scorecard.
Chapter 7: Step Five: Create a Marketing Strategy for the
Category.
Chapter 8: Step Six: Choose Tactics for Category Assortment,
Pricing, Promotion, Merchandising, and Supply Chain
Management.
Chapter 9: Step Seven: Roll Out the Plan.
Chapter 10: Step Eight: Review the Category’s Performance Regularly
and Make Adjustments as Needed.
Chapter 11: Bringing the Consumer into Category Management—A New
Take on the Eight Steps.
PART: III: CATEGORY MANAGEMENT SUCCESS STORIES.
Chapter 12: General Mills—Going Beyond the Categories.
Chapter 13: Big Y—Focusing on Implementation.
Chapter 14: SUPERVALU—The Last Three Feet of Category
Management.
Chapter 15: CROSSMARK—Just the Facts.
Chapter 16: Acosta—Multiplying the Impact of Category
Management.
Chapter 17: Chiquita—Extending Category Management to
Perishables.
Chapter 18: The Hershey Company—Linking Consumer Insights and
Customer Strategy.
Chapter 19: Miller Brewing—Tapping Category Management for
Competitive Advantage.
Chapter 20: Hewlett-Packard—Taking Category Management beyond
Traditional CPG.
PART IV: THE WAY FORWARD.
Chapter 21: Lessons Learned from the Real World.
Chapter 22: Proactive Category Management Shan Kumar.
Chapter 23: Linking Category Management and Loyalty Marketing
Glenn Hausfater.
Chapter 24: The New Category Management Emerges Dirk
Seifert.
Acknowledgments.
Index.
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