Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs

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.