The Role Of Category Management

Loretta Martinis

This article describes how Coors have instituted a structure of category management to control and develop the relationship between distributor and supplier.

The Role of Category Management

Coors creates beneficial bonds with its distributors and retailers

Loretta Martinis Coors Brewing Company

Understanding your customers' buying habits and ultimate needs has become the driving force behind companies becoming actively involved in category management. This is a mutually beneficial process for both manufacturer and retailer. Knowing who your ultimate consumer is and what it is that initiates his or her purchase of your product will open the door for greater opportunity to supply that product in the most opportune places.

Category management

Category management is the relationship between the...

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