Onset of the category management phenomenon

Colin Buckingham

The balance of power between manufacturers of fmcg products and retailers has been shifting for years; world-wide, the clout of the multiples has tended to expand, providing new challenges for brand owners.

Onset of the category management phenomenon

A warmer relationship for retailers and manufacturers may now be on the cards...

Colin Buckingham

For years the balance of power between fmcg manufacturers and retailers has been shifting. Worlwide, the clout of the multiples has tended to expand, providing new challenges for brand owners. Traditional relationships are often characterised as adversarial. But a new phenomenon, category management, could radically redefine the relationship, may put it on a healthier basis, and (this paper suggests) must anyway improve individual store performance.

Now attracting European interest, the concept involves a focus on categories rather than...

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