Category Management, one of the four main tenets of the Efficient Consumer Response initiative, is the management of entire product categories as strategic business units, with assortment, inventory levels, shelf-space allocation, promotions and buying all managed as a whole. The practice has enabled many manufacturers to judge more accurately consumer buying patterns, product sales and market trends of that category. By emphasizing profits and sales for entire product groups rather than individual items or brands, manufacturers and retailers can often enjoy a longer-term, joint focus on marketing and merchandising.
GMA has approached category management with a series of programs to help trading partners practice category management the most effective way: together. GMA offered a Level One Workshop on category management for several years. GMA's Category Management One Seminar provided a comprehensive overview of the core and enabling components of category management. Attendees were able to learn the business process behind category management and walk away with a working knowledge of how to devise and implement a category management plan.
In 1999, GMA also offered a Level Two Workshop to take the learnings one step further. This seminar provided retailers and manufacturers with a comprehensive understanding of how to effectively implement category management within their organizations. Upon completion of the session, attendees had a thorough understanding of all the business, technology and resource requirements that encompasses all facets of the business from the importance of the brand to how to effectively collaborate with trading partners.
GMA co-sponsored the publication of several ECR reports on category management
