Category management can be defined as the management of retail product categories that are compiled based on consumer needs. These needs include a great store layout, an easy way to find the desired products and meaningful product suggestions for example. The management of these product categories is based on economic principles, objectives, key performance indicators and measures. It is the quintessential mission of any retailer. Retailers can involve one or more manufacturers for support if it makes sense and they deem it worthwhile.
When it comes to marketing measures pertaining to category management, it essentially includes all retail marketing tools, complemented by tools of manufacturing marketing- if applicable. These tools also comprise displays at the point of purchase.