Is category management in small supermarkets worth the effort?

Revista de Administração de Empresas

Leandro Angotti Guissoni²  Matheus Alberto Consoli¹  Jonny Mateus Rodrigues¹ 

[1] ,Fundação Getulio Vargas Escola de Administração de Empresas de São Paulo São Paulo SP ,Brazil

关键词: Category Management;    Marketing;    Distribution Channels;    Food Retailing;    Emerging Markets;    Gestão de categorias;    mercado;    canais de distribuição;    varejo de alimentos;    mercados emergentes;    Gestión de categorías;    mercado;    canales de distribución;    minoristas de alimentos;    mercados emergentes;   

DOI  :  10.1590/S0034-75902013005000005

来源: SciELO

【 摘 要 】

Category management (CM) is an important tool to strengthen the relationship between manufacturers and retailers. This process has 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 important in emerging markets, where neighborhood supermarkets are still representative and are often considered an alternative for manufacturers to achieve higher margins compared to big chains. In this context, the aim of this research was to analyze the results of a CM 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.

【 授权许可】

CC BY   
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