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)
Local: Campus Insper Instituto de Ensino e Pesquisa
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