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Тренинги, Курсы, Обучение — Agile, Scrum, OKR
Тренинги, Курсы, Обучение — Agile, Scrum, OKR
Тренинги, Курсы, Обучение — Agile, Scrum, OKR
21 October, 2022 г.
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8 step category management process

Category management is a process by which a business works to ensure that they are meeting the needs of its customers. This can be done by…

8 step category management process

Category management is a process by which a business works to ensure that they are meeting the needs of its customers. This can be done by analyzing the product or service's market, identifying the target audience and their needs, and then creating a plan to meet those needs. The first step in this process is to determine how your business compares to its competitors.

This comparison helps you understand how your product or service fits into the market as well as how it compares to other similar offerings on the market. Once you have an idea of where your product or service stands relative to its competitors, you can move forward with developing a strategy for success.

The second step in category management is determining who your target audience is. This will help you understand what type of person would use your product or service and how they would use it most effectively. After this has been determined, you'll be able to create an effective marketing campaign that appeals directly to these consumers.

Once these two steps have been completed successfully, it's time to move onto developing a plan for success! The first part of this involves creating goals based on what needs have been identified during previous steps along with any other information that may help guide future decisions such as upcoming events or holidays that might influence consumer behavior during certain seasons each year.

  1. Define the Category

The first step in the category management process is to define the category. This means defining the product or service that is being sold, and what makes it unique from other products or services in this space. This means defining what products are in the category, defining how those products are similar to one another and different from other products, and identifying any other relevant variables that could affect how a customer thinks about their purchase decision.

The definition of a category is the most fundamental concept in the entire process, and it must be carefully thought out before any other steps can be taken. Without a clear understanding of what a particular category is and how it should be defined, managers will have difficulty determining how to proceed with their categories, as well as how to compare and contrast different categories.

The purpose of defining a category is to create a common understanding among all members of an organization about what constitutes that particular product or service. This may seem obvious at first glance, but when you think about it more deeply, one realizes just how much time and effort goes into this simple task. Consider all of the different types of products that exist within any given industry: food items like apples, oranges, or bananas all fall under one broad category called "fruit"; clothing items like socks or hats can also be categorized according to type (e.g., socks are also part of footwear). Even though both clothing items are considered apparel by consumers because they're worn on top of one's body rather than underneath it like underwear would be (which would require another term altogether)

Define the Category steps:

  1. Write down the 5 most important words that describe the category, and make sure they are relevant to your business.

  2. Write down 3-5 attributes for each of the 5 words, and make sure they are relevant to your business.

  3. What are the top 5 uses for this product? How often are people using it?

  4. How does this product fit in your customer's life? Why is it important to them? What is their story?

  5. What is your target customer's lifestyle like? Where do they live? What do they do for fun? How old are they? What kind of car do they drive or what kind of house do they live in? What kind of music do they listen to? What kind of clothes do they wear? What kind of TV shows or movies do they watch? What magazines or books do they read? Who is their spouse or significant other and how many kids do they have in their family?

Also this is done by answering three questions:

  • What is this product?
  • Who is the customer?
  • Why should customers buy it?

Once you have defined your category, you can begin to develop strategy for competing within it.

  1. Assess the Category's Role

The step in creating a category management process is to understand the role of the category you're managing in your organization. What is its purpose? What are its goals? How do you define success for this category? Are there any specific challenges that must be overcome in order to succeed?

What are your primary objectives? Are you trying to increase sales, expand your market share, or improve customer satisfaction? Once you've identified your goals, you can start thinking about how each of those goals might be achieved through marketing efforts within that specific category.

Before you can determine how to manage a category, you have to understand what role it plays in your company's overall strategy. There are three main categories:

Core Categories are those with which the company has a long-term relationship and for which it will compete aggressively. These categories may be large or small. They may be growing or declining, but they will always be important to the company.

Strategic Categories are those that are important to the company's strategic goals and that are likely to expand, grow, or decline in importance over time. They will likely become Core Categories at some point in the future.

Functional Categories are those that fulfill an important function for the organization but do not necessarily provide much competitive advantage if left unmanaged. If these functional categories are managed well, they can increase sales and profits without costing much money or effort on their own behalf; if they aren't managed well, they can become liabilities instead of assets because they drain resources from core businesses instead of contributing positively towards them.

Types of category roles:

  • Destination category is a type of category that represents the most important and valuable products, services, or content in your catalog. It's the highest-converting product in your catalog, and it has the most potential for future growth.

Destination category role is the most important role in category management. It is responsible for defining and communicating the benefits of the product or service to consumers. They also develop the value proposition, which is a description of how the product or service will add value to the customer's life. They also determine where or how consumers can purchase the product or service, as well as how they can be marketed.

  • The routine category is a category that has a high level of predictability, and within that category, there is a high degree of consistency in customer preferences.

Routine categories are the bread and butter of category management. They have predictable demand patterns and are always in demand, which makes them easy to manage.

Some examples of routine categories include: toothpaste, paper towels, light bulbs and laundry detergent.

Routine category management can help companies reduce costs and increase profits by improving processes and operations. The focus is on improving the efficiency of existing products and services in the market, rather than developing new ones.

A routine category is a product line that offers low customer involvement, low price sensitivity, and is purchased frequently. These products are often considered as commodities, which means that they are interchangeable with other brands. Examples of routine categories include: paper towels, toothpaste, and cereal.

A routine category has consistently high sales volume and stable margins, with products that have relatively low price points, low levels of technological or product differentiation, and high levels of competitive parity.

Routine category is based on the idea that customers have routine purchases, and as such, they require less attention than non-routine purchases. Routine category management provides a framework for managing the purchase of products in a category that are predictable and repetitive.

The routine category is a group of products that have the same characteristics and are used in the same way. These products can be grouped into one category because they have similar target customers, distribution channels, and price points.

  • Seasonal category is a category that has a high amount of sales during a particular time of year. For example, holiday decorations are typically purchased during the fall and winter months.

The seasonal category is a product category that has a cyclical nature. Cyclical categories include seasonal products, like winter coats and swimsuits, as well as products that are tied to holiday traditions, like candy canes and Christmas trees.

Seasonal category management is a way of categorizing products based on their seasonality.

Seasonal categories are typically separated into two types: seasonal and non-seasonal. Seasonal products are those that are available only during certain times of the year, such as Christmas decorations or Valentine's Day cards. Non-seasonal products are always available at all times of the year.

Seasonal category is a category that has a high turnover of products and a high sales volume.

In seasonal categories, you can see a decline in sales from one year to the next, but the overall volume of sales remains high. Seasonal categories usually have an impact on sales figures, but not necessarily to the same degree as non-seasonal categories.

Seasonal category is a category that changes with the seasons. For example, in the winter, a company may sell sunglasses and snow boots. In the summer, they would sell flip-flops and sunscreen.

  • Convenience is a category that is designed to make the customer's life easier. It can be used for both personal and professional use. Convenience items usually come in small packages, have long shelf lives and are less expensive than other categories.

The convenience category is a segment of products that are easy to purchase and use. This category includes food, beverages, and household products that can be purchased quickly and easily at any store.

The convenience category is also known as the impulse buy section of the grocery store. The products in this category are typically small enough that they can be taken home without having to be packed into a larger container or bag.

  1. Assess Performance

Assess your performance in the category based on the goals you established in step 3. This will help you determine if you need to change your strategy, or if you are on track to meet your objectives.

Look at what you have done so far and compare it with the original plan. If there are any gaps between what was planned for and what has happened, identify them and figure out why they occurred. Was there something that changed unexpectedly? Is there a problem with your strategy? Or did something change within the industry?

If nothing unexpected happened, then congratulations! You're on track! If there is a gap, consider whether or not it can be addressed internally (e.g., by adjusting your pricing model), or externally (e.g., by changing how you advertise).

How to assess Performance

  1. Measure performance of the category against the objectives and goals set out in the business plan.

  2. Make sure that sales, profits, costs and returns are in line with expectations.

  3. Evaluate the competitive position of your product or service against its competitors in terms of price, quality and service.

  4. Check that you have a good supply of stock to meet demand and ensure that your delivery times are as promised or better than your competitors' deliveries.

  5. Analyze customer satisfaction surveys and other qualitative market research data to see whether there are any problems with your customers' perception of your product's quality or service levels.

Every company should start with an assessment of its current performance. This is the key step in your category management process, and it will determine whether or not you need to change anything.

If you're seeing good sales and customer satisfaction, then congratulations! You don't need to make any changes. But if you're not seeing good sales or customer satisfaction, then we strongly recommend that you look at how your company performs in each category before moving on to the next steps in our process.

4. Set objectives and targets

Objectives are what you want to achieve and targets are the measurements of success. Objectives should be SMART (specific, measurable, achievable, relevant and time-bound).

You should have a clear objective for each category. For example, the objective should be to grow revenues by 5% in the next year. Your target is your measure for success. It might be sales revenue per store or sales revenue per customer visit.

Objectives and targets are the goals that you want to achieve in your category management. They are the basis for all of your other activities. You should have a clear understanding of what you want to achieve, how much time it will take, and how much it will cost.

  1. Develop strategies

The most important step in category management is developing strategies. A strategy is a plan of action that will be used to achieve an objective. The objective of category management is to create a market-leading product or service in your category. While you can't predict the future, you can predict how people will react to certain stimuli, such as pricing changes or marketing campaigns. You can also predict what competitors will do based on past behavior and their resources (financial, human, technological).

Once you have developed your strategies, you need to decide how much time and resources should be allocated to each strategy. Strategies need to be prioritized so that results are maximized while resources remain finite.

You must develop strategies for your product or service to be competitive in the marketplace. You can do this by performing a SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is a useful tool that helps you identify the strengths of your company and its products or services, as well as any weaknesses or threats that might exist. This is important because it allows you to focus your efforts on areas where they will have the greatest effect. In addition, it helps you understand where opportunities exist so that you can capitalize on them.

Strategies are the foundation of category management. They are the core of how you will approach your product, and they dictate how you will manage it.

When developing strategies, consider the following questions: How do we want to position our product relative to the competition? What is our brand promise? Who is our target customer? How can we differentiate ourselves from the competition in a meaningful way? How should we allocate resources (time and budget) over the course of this year?

Once you've answered these questions, it's time to start strategizing! You can use brainstorming, mind mapping, or other creative methods to come up with ideas for strategies. Once you have some solid ideas in place, evaluate them based on their feasibility and likelihood of success. If any strategy seems like an obvious winner after this evaluation process then go ahead and implement it! If not then keep trying new ideas until one sticks out from the rest as being particularly effective.

Category management is a marketing strategy that can be used to increase sales and profits by developing a complete understanding of the customers, competitors, and market conditions. It involves the selection of the right product mix and promotion mix to meet customer needs and achieve organizational goals.

Category management is the process of managing a category in a way that allows you to increase sales and improve profitability. The goal is to maximize profit while minimizing risk and customer satisfaction. As a marketer, you're responsible for making sure that your product or service fits into the needs of your target consumer.

There are many different strategies that can be used to manage a category, such as:

  • Creating a Brand Identity: This involves creating an identity for your product or service that makes it stand out from competitors' offerings. This can be done by using unique colors, fonts and logos on packaging or advertisements. You can also create an advertising campaign that highlights how your product or service is different from others on the market.
  • Creating an Image: You can use tactics like celebrity endorsements or magazine ads to create an image for your product or service. For example, if you want people to think of your brand as sophisticated and high-end, then you might hire actors who are known for being well-dressed and elegant in order to get this point across through their advertisements.
  • Developing Brand Loyalty: You can develop loyalty by offering incentives like free shipping or discounts if customers purchase multiple items at once from your website store front page
  1. Category Tactics

The only way to win in the category management space is to be a category expert.

If you're not an expert in your category, you're going to have a hard time competing with other companies who are. When it comes down to it, your customers are looking for someone who knows their stuff and can help them get what they need.

In order to effectively manage your categories, you need to think about what you can do to improve the performance of each one. The following is a list of tactics that you can use to manage your categories:

  • Decrease the number of items in each category
  • Increase the number of products in each category
  • Modify or add products in each category
  • Increase the amount of time spent on tasks related to categories

Category tactics are a set of strategies that help you manage your product or service in a particular category.

A category tactic is a strategic approach that you can use to help your brand stand out from the competition. It's a way of marketing your product or service in a way that helps it stand out from its competitors, while at the same time staying true to your brand's values.

Here are some examples:

  • Highlight the ways in which your product is different than the competition. This could be by highlighting specific features or benefits of your product, or by highlighting what makes it unique.
  • Focus on customer experience and value proposition rather than price point. Customers often choose products based on their experience with the brand, not just on price. So if you can provide an excellent customer experience and make sure customers know why they should buy from you, then customers will be more likely to buy from your company than another company who may have lower prices but not as good of an overall customer experience.
  1. Implementation

  • Define the scope of the project: what are we doing? What are the goals? What are our expectations?
  • Identify the target audience: who is this project for? Who will be reading it? Who will be taking action and implementing these changes?
  • Determine how you're going to deliver your content: what are you going to write, how will it be organized, and where will it be published?
  • Be consistent with your tone: if you use contractions in one place, use them everywhere. If you start sentences with "there" somewhere else, don't use "it" here. Make sure your tone is consistent throughout your entire piece of content!
  1. Step Eight: Review

The first step in developing a category development strategy is to conduct an analysis of the category. This can be done by researching industry trends, reviewing existing product offerings, and conducting interviews with potential customers. The second step is to create a business plan based on the research conducted in the first step. The third step is to implement the business plan by creating a detailed timeline that outlines when specific tasks need to be completed by. The fourth step is to evaluate your progress against this timeline, making adjustments as needed until you achieve your goals and objectives.

Category development strategy is a key part of the marketing mix, which includes product, price, place and promotion. A strong category development strategy is vital to the success of any business, because it allows you to create a product that will meet the needs of your customers while also meeting your financial goals.

When you are reviewing your category development strategy, you should consider the following factors:

  • What is your target customer profile?
  • What are their needs and wants?
  • Who are your competitors?
  • How can you differentiate yourself from them?