Is category management in small supermarkets worth the effort?

Insper Instituto de Ensino e Pesquisa

Ano: 2013


Leandro Angotti Guissoni

Category management (CM) is an important tool to strengthen the relationship between manufacturers and retailers. This process has traditionally been associated with large corporate retailers; however, some recent researches show that CM is open to companies of any type or size. This possibility is of importance in emerging markets, where neighborhood independent supermarkets are still representative and are often considered an alternative for manufactures to achieve higher margins compared to big chains. In this context, we analyze the results of a category management initiative in small neighborhood supermarkets from a manufacturer perspective. Data for the study comes from a food manufacturer in Brazil that implemented a CM process with 180 small retailers. A quantitative analysis was conducted in order to analyze the effect of the program on the food manufacturer’s sales and market share. Our analysis suggests an overall positive effect of the program on both, sales and market share.

Data: 30 de abril de 2013 (terça-feira)

Horário: 12h

LocalCampus Insper Instituto de Ensino e Pesquisa
Rua Quatá, 300 – Vila Olímpia
Sala 205 – 2º andar


linkedin facebook twitter youtube flickr


Rua Quatá, 300 - Vila Olímpia
- São Paulo/SP -
| CEP: 04546-042
| Tel:
(11) 4504-2400

Webmail | Intranet Corporativa
Todos os direitos reservados

Mapa do site Notícias Acessibilidade Fale conosco