Category management

Here’s Why Category Managers are Turning to VR Technology

Today’s responsibilities as a category management professional have never been so expansive. As Professor Janet Hartley told the told attendees at the Institute for Supply Management (ISM) conference in April, category management is a “really interesting mix of skills… You need someone who’s analytical, as well as someone who is creative and entrepreneurial.” Category managers …

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Optimizing a Category Layout

During a category review, a retailer’s category captain presented a new shelf arrangement which would improve penetration, while maintaining or growing sales, a mutual goal. To address the retailer’s own brand objectives in addition, they developed a hybrid shelf concept with the intent of also growing own brand sales. The Challenge Introduce a category arrangement that increases penetration and own-brand …

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Midan Pork Study: How InContext helped recommend ways to increase pork sales without negatively affecting other meat sales

The Challenge On behalf of the National Pork Board, Midan Marketing wanted to determine if increasing the number of pork SKUs could increase sales of fresh packaged pork products and of the overall fresh packaged meat category (including pork, beef, and chicken). They also wanted to ensure that increasing the number of pork SKUs would …

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