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    Product & Category Management

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    Vedant Sao
    This document provides an introduction to product and category management. It defines a product as anything offered by a company to satisfy customer needs, including physical goods, services, organizations, and ideas. A category is a group of interrelated or substitutable products that customers perceive as meeting the same need, such as dairy products or household cleaning items. Category management involves managing categories as business units, either from the perspective of a manufacturer with profit responsibility for a product line, or from the perspective of a retailer customizing categories on a store-by-store basis. The evolution of category management began in the late 1980s when Procter & Gamble combined brands into categories managed by a single category manager, and expanded to retailers in 1989 when Brian

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    Product & Category Management

    Uploaded by

    Vedant Sao
    9 views10 pages
    This document provides an introduction to product and category management. It defines a product as anything offered by a company to satisfy customer needs, including physical goods, services, organizations, and ideas. A category is a group of interrelated or substitutable products that customers perceive as meeting the same need, such as dairy products or household cleaning items. Category management involves managing categories as business units, either from the perspective of a manufacturer with profit responsibility for a product line, or from the perspective of a retailer customizing categories on a store-by-store basis. The evolution of category management began in the late 1980s when Procter & Gamble combined brands into categories managed by a single category manager, and expanded to retailers in 1989 when Brian

    Original Description:

    How to Manage Category in Marketing

    Original Title

    P&Catman_01

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    This document provides an introduction to product and category management. It defines a product as anything offered by a company to satisfy customer needs, including physical goods, services, organizations, and ideas. A category is a group of interrelated or substitutable products that customers perceive as meeting the same need, such as dairy products or household cleaning items. Category management involves managing categories as business units, either from the perspective of a manufacturer with profit responsibility for a product line, or from the perspective of a retailer customizing categories on a store-by-store basis. The evolution of category management began in the late 1980s when Procter & Gamble combined brands into categories managed by a single category manager, and expanded to retailers in 1989 when Brian

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    9 views10 pages

    Product & Category Management

    Uploaded by

    Vedant Sao
    This document provides an introduction to product and category management. It defines a product as anything offered by a company to satisfy customer needs, including physical goods, services, organizations, and ideas. A category is a group of interrelated or substitutable products that customers perceive as meeting the same need, such as dairy products or household cleaning items. Category management involves managing categories as business units, either from the perspective of a manufacturer with profit responsibility for a product line, or from the perspective of a retailer customizing categories on a store-by-store basis. The evolution of category management began in the late 1980s when Procter & Gamble combined brands into categories managed by a single category manager, and expanded to retailers in 1989 when Brian

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    of 10

    Product & Category

    Management
    Introduction

    What is a product?
    A product is any offering by a company to a

    market that serves to satisfy customer


    needs and wants.
    It
    includes physical objects, services,
    persons, places, organizations and ideas etc.

    What is Category?
    A category is distinct, manageable group

    of products or services that customers


    perceive as interrelated or substitutable
    in meeting a consumers need.
    Examples:

    Dairy
    &
    frozen
    foods,
    Household
    Cleaning,
    Consumer
    Electronics, Paper products, glassware,
    health and beauty products etc.

    Category Perspectives

    Manufacturer
    Retailer

    Category Management at
    Manufacturing Organization
    Category

    management
    :
    Product
    management system in which a category
    managerwith profit and loss responsibility
    oversees a product line.

    Category Management at
    Retailing Organization
    Category management is a process that

    involves managing product categories as


    business units and customizing them [on a
    store by store basis] to satisfy customer
    needs.
    It is an organizational approach in which the

    management of retail establishment is broken


    down into categories of like products.
    Examples: Hair Care, Oral Care, Back to
    school, Pooja Items/kits, Diwali gifts etc.

    Evolution of Category
    Management
    In the late 1980s, P & G management made a

    significant change in its brand management


    structure to improve co-ordination and
    efficiency.
    Multiple brands were combined into product
    categories, under the responsibility of a
    Category Manager, who managed individual
    brands as part of the overall category portfolio.
    In 1989, Brian Harris effectively invented
    Category Management concept in Retail by
    publishing an 8-step process which has guided
    collaboration between retailers and consumer

    Category Tree / Structure / Classification /


    Levels / Bifurcation / Merchandising Hierarchy

    Category Structure: Example

    Thank you

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