True Category Management

A strategy, and then a means to link its goals to a set of processes to achieve them.

The foundation of True Category Management     By Daniel Lohman, CPSA

Organic & CPG Strategic Advisor | cms4cpg.com

Category management is the great equalizer between small brands and their most sophisticated competitors. Is your brand using it to the fullest?

Small natural brands have a substantial disadvantage compared to large brands. What if I told you that there is a way to level the playing field. Would that get your attention? Small brands can take advantage of the best practice strategies used by the big guys. Here’s the best part! Small brands can be agile and flexible in the same way they built their brands. This can give them a significant advantage IF they know when and how to use these strategies effectively.

There is a night-and-day difference between natural and mainstream when it comes to category management, how it is defined, and how it is used. I use the term “true category management” to differentiate the difference.  True category management is an essential business strategy that, when done properly, can exponentially increase your growth and help you better satisfy your core customers.  ... "