Category Management

A retail and brand management process in which product categories are managed as strategic business units. In FMCG, category management involves analysing shopper behaviour, optimising assortment and shelf layout, and aligning promotional strategy to maximise category performance for both the retailer and the brand.

Why it matters

Retailers judge a brand by what it does for the whole category, not only for its own products. A KAM who brings category data and a clear category story has a stronger case at range reviews.