Category Management in 7 Minutes
Trying something different here. For a while now, I have been thinking about writing a blog about category management but not quite got around to writing it.
Recently, I was inspired by a video posted on Linkedin by Jenny Flintoft www.jennyflintoft.com talking about how to get started on something you might have been procrastinating about.
Based on this advice, I set a timer on my phone and started to type on the subject of category management for 7 minutes. The result is this blog. Honestly, it’s not perfect but really does show what you can achieve if you put your mind to it and more importantly, focus. Start with just 7 minutes.
The following blog is completely unedited however for the sake of common decency, I ran a quick spilling and grandma check because sometimes my spilling can be really turnips.
Here goes….
Category Management? When you explain to people that this is your area of speciality, the thing that really interests you and drives you, they often nod politely.
What exactly is category management? Even within the FMCG industry, category management is mis-interpreted and perhaps misunderstood. Some businesses see it merely as the source of information, an add on. Other businesses see it as a key strategic function. Let’s not forget the big inside joke around the confusion between retail category management and procurement based category management….most retail category managers wouldn’t know where to start when asked to buy substantial quantities of cement.
True retail category management is essentially creating and taking the vision for the category, putting it into practice through compelling selling stories, range reviews and activation. Truly successful category management is done with credibility at all times, credible interpretation of consumer needs/macro trends, credible alignment with retailer strategy and credible alignment with your needs as a business.
Category management is so much more than data and charts, it’s about being dynamic and credible at all times, knowing every aspect of your category story, now and in the future.
7 Minutes, mic drop. Kapow.
Photo by cody weiss on Unsplash
