Podcast Neil Wilkins

Category Management: A Comprehensive Tool for Prioritisation, Targeting, Growth, and Big Data Analysis What is Category Management? "Category Management is essentially a strategy that manages product categories as separate business units with an aim to produce better results by focusing on consumer value." (Source: Nielsen, "Fundamentals of Category Management", 2018) Brief history and evolution of Category Management. "The birth of Category Management can be traced back to the 1980s. It was conceived as a response to the shifting focus from brand-centric strategies to an emphasis on categories as strategic business units. This concept further evolved to encompass not just products, but a holistic approach to delivering value based on market trends, shopper behaviour, and data analysis." (Source: Progressive Grocer, "The Evolution of Category Management", 2016) The role of Category Management in Marketing. "Category Management holds a pivotal role in marketing.