Describe the eight-step process in category management.

Eight Steps To Category Management are -

1. Define category

This step is perhaps the most important, as it will define your understanding of the retailer, their customers and the consumers who buy your brand.

The key question – How do customers shop the category?

• The consumer decision tree identifies the choices and the order of decisions customers make when they shop the category.
• Do they choose brand, sub-brand, quality, flavor/scent, packing, etc.?
• Do they choose complementary products during the same trip? For example, a customer shopping for your 24-oz. bottle of vanilla scented shampoo might also purchase your 24-oz. bottle of vanilla scented _______ ______ ___ __________ _______ _____.
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