Our team has put together a free, downloadable playbook for category management. View the playbook here.

Category management has evolved well beyond assortment planning and shelf strategy. In the consumer products industry today, category management plays a central role in shaping growth opportunities for your brands and organization, driving internal strategy and external relationships with customers across the entire channel and market landscape. As such, CP companies need to have a solid understanding of the important role category management holds in their organization as well as how to build the structure, capabilities, and alignment needed to successfully position their brand and product. To help our clients in this space, we’ve created a category management playbook.  

The Category Management Playbook offers a practical look at the function’s role today and where category management is headed in the future, outlining the fundamentals while helping organizations think more strategically about how to mature their capabilities and drive category growth. It emphasizes the importance of using data, insights, trends, and technology to guide decisions and explores how teams can prepare for the future by staying adaptable and connected. 

The playbook also covers how other functions in an organization are foundational for growth and profitability as well. Category management, sales, and RGM/TPO are the foundational pillars of modern CP organizations, so it’s important to align these teams to strengthen retailer relationships and maximize sales and margin opportunities.  Additionally, a Shopper Insights (SI) function in organizations is integral for category management success, as the teams should be in a constant consumer research feedback loop.

Category Management teams should be leading your organization into the future. Throughout the playbook, the message is clear: Category Management should be a central, strategic function that links customer needs with internal priorities and ensures brands are positioned effectively in the category and market.

Download the Category Management Playbook here, or reach out to one of our Category Management experts to chat more.