Category Management Based On Consumer Knowledge

Orvokki Knuutinen
Arla Foods


From the very beginning the purpose for our Category Management study on cheese was to find a structured way to run Category Management projects in general. Our targets for the project were as follows:

  • clarify the importance of the category for retailers;

  • identify a strategy to optimise the category in store, the outcome of which should benefit all actors; consumers, retailers and Arla as provider; and