Category Management: 02. Definitions and Roles

In Category Management: Definitions and Roles, you’ll delve into the foundational steps of category management. Categories aren’t just simple product groupings; they can have subcategories and segments, which vary from one retailer to another. You’ll discover how defining a category from a shopper’s perspective is essential for effective category management. Explore how understanding shopper behavior and perceptions can drive successful category strategies. Next, you’ll unravel the significance of category roles. Retailers assign roles like “destination,” “routine,” “occasional,” “impulse,” and “convenience” to categories based on their strategic importance. Understanding these roles is key to making informed decisions about price, promotion, assortment, and shelf placement. Gain insights into how different roles impact a retailer’s overall business objectives and your role as a category manager.

Part of the Category Management series, this course will help sharpen your category management skills and enhance your ability to align strategies with shopper needs, ultimately driving success in the competitive retail landscape.