Definition
A manufacturer-and-retailer practice of managing a product category (not a brand) as a business unit: assortment, pricing, shelf space and promotion, based on shopper data.
In practice
The question changes from "how do I sell more of my brand" to "how does the category sell more for the retailer". That's how manufacturers win shelf space.
Amplifik service related to this term
Consulting & planning
Diagnosis, annual plan, funnel, trade marketing and POS. Marketing direction as a service.
Related terms
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