Share the task of category management with retailers

Regarding your special report on retail marketing (MW last week), a key issue for retailers is that it will be categories as a whole that will grow, not single manufacturer branded initiatives.

One of the most successful strategies is for manufacturers and retailers to work in partnership on category management and grow sales together. By assigning a leading brand as “category captain” and drawing on their detailed shopper insights, meaningful communications can be created that drive sales often specifically within high margin areas.

Manufacturers such as Philips and Nestle have been following this approach globally for many years, gaining in-depth understanding of retailers’ ambitions and needs to reinvigorate their categories and stimulate growth.

Gideon Karmiloff
Managing director
Vivid Brand

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