Consumer-Centric Category Management: How to Increase Profits by Managing Categories based on Consumer Needs / Edition 1

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In recent years, new technologies, new approaches, and new research have significantly al-tered the category management landscape.

In addition to a comprehensive review of the discipline, Consumer-Centric Category Management offers guidance in the form of real success stories from top brands like General Mills, Chiquita, Hershey, and Hewlett-Packard. You'll learn how they use category management to succeed and how you can apply their success to your own efforts.

Arguing that category managerstoo often neglect the most important part of the equation—the consumer—this indispensable guide helps marketers keep up with the evolution of category management without abandoning the proven basics. Marketers who want to win in today's cutthroat marketplace should start here.

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Editorial Reviews

From the Publisher
"It provides an insight into how they [companies such as Hershey and Hewlett-Packard] have used category management to succeed and how to apply their methods in your own organisation." (Supply Management, April 2006)
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Product Details

  • ISBN-13: 9780471703594
  • Publisher: Wiley
  • Publication date: 12/7/2005
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 368
  • Sales rank: 510,204
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.50 (d)

Meet the Author

ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 coun-tries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior.

JOHN KAROLESKI is Editor of an e-magazine called It covers in-store marketing and category management. He is the coauthor of two books, Target 2000: The Rising Tide of TechnoMarketing and All About Sampling. He was formerly senior editor of Supermarket News and editor in chief of Brand Marketing.

AL HELLER, President of Dis-tinct Communications, LLC, is the author of numerous consumer packaged goods industry studies and three books. He was formerly editor in chief of Nonfoods Merchandising and Supermarket HQ Quarterly, and executive editor of Drug Store News.

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Table of Contents

Chapter 0: Introduction—Why Category Management Is More Important Than Ever.


Chapter 1: The Evolution of Category Management and the New State of the Art.

Chapter 2: Category Management Begins with the Retailer’s Strategy.


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.


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.


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).



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