CatmanGuide

The Category Management Concept from GfK

The days of rapid growth in the fast moving consumer goods markets are gone. Faced with sinking profits, it is essential to maximize the earnings potential of individual product groups and to generate long-term brand loyalty.  Only by introducing Category Management can manufacturers and retailers ensure that customers remain loyal to their outlet, product group and brand.

CatmanGuide, the Category Management concept from GfK, is the key to increased customer loyalty, and as a result, to improved retailers performance.

The principle of CatmanGuide constitutes a complete and integral approach, which functions like a measure and control tool. It not only analyses situation in terms of strengths and weaknesses, but also produces recommendations for improvement actions.   

CatmanGuide concept encompasses set of analyses providing information on changes in structure of retail trade and performance of particular retailers within  markets/segments/categories. It delivers also information on shoppers’ profile and characteristics of their buying behaviour in particular outlet formats.