Author Question: List the criteria used by Progressive Grocer to determine the best category captains. What will ... (Read 207 times)

MGLQZ · **on:** Sep 11, 2018

List the criteria used by Progressive Grocer to determine the best category captains.

What will be an ideal response?

Question 2

Explain the difference in brand management and category management.

What will be an ideal response?

fwbard · **Reply #1 on:** Sep 11, 2018

Answer to Question 1

Product innovation, creativity in merchandising, marketing, promotion, and advertising; consumer insights, innovative, dynamic category management tools; demonstrating commitment to meeting the retailer consumers' specific needs; effectiveness at differentiating a line or brand within a category; effectiveness at lifting sales for a brand's products in the category; and hard evidence of market-specific or account specific sales results that support the vendor's claims of excellence.

Answer to Question 2

Brand management focuses on a single SKU whereas category management focuses on the well being of the entire category. They have an opposite perspective, in category management the focus is first on the category, then the sub-category, then the vendor and finally the SKU. Brand management is the opposite.