From Understanding Consumer Behaviour to Testing Category Strategies

Abstract

The benefits of Category Management for a supplier organisation are mamimised when there is a purchase marketing strategy in place for the category. Purchase marketing is essentially using the store as a marketing medium, via tools such as position on shelf, pricing, communications and in-store promotions. This paper highlightsvarious research approaches used for category management and, using case material drawn from different geographic markets - from Brazil to Canada and the UK - discusses the dynamics of purchase marketing in different contexts. It describes how manufacturers can successfully develop an alternative strategy for managing their brands in the face of retailer pressure to price discount.