--- title: "Meaning & Key Takeaway of: Category management is something of a…" description: "\"“Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see the mar..." image: "https://sms4smile.com/quotes/i/461/greg-thain-1820_category_category-management-is-something-of-a-mi_241572.jpg" --- # Category management is something of a misnomer; category… ![“Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see the market from the retail point of view, and offer brands/SKUs that retailers want to stock. The idea is not to sell to retailers what you want to…” quote by Greg Thain](https://sms4smile.com/quotes/i/461/greg-thain-1820_category_category-management-is-something-of-a-mi_241572.jpg) [Download](https://sms4smile.com/quotes/i/461/greg-thain-1820_category_category-management-is-something-of-a-mi_241572.jpg) [Open image](https://sms4smile.com/quotes/i/461/greg-thain-1820_category_category-management-is-something-of-a-mi_241572.jpg) > ““Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see the market from the retail point of view, and offer brands/SKUs that retailers want to stock. The idea is not to sell to retailers what you want to produce, but produce what they want to sell and their shoppers want to buy.”” [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Effective retail planning focuses on understanding the market from the retailer’s perspective and supplying products they need, rather than pushing one’s own ideas. **In simple terms:** Know the retailer’s needs and supply accordingly. Key Takeaway Align product offerings with retailer demand. Themes retail strategy market insight product alignment Mood analytical pragmatic Type business strategic When to use this quote - product development - category planning - inventory decisions - store negotiations Key Concepts consumer behavior supply chain management Questions to Reflect On - How can brands balance retailer demands with their own innovation? - What data best reveals retailer needs? A Different Perspective Retailers may have conflicting priorities that limit flexibility. ★ ★ ★ ★ ★ No ratings yet [Customer](https://sms4smile.com/quotes/about/customer/) [Goals](https://sms4smile.com/quotes/about/goals/) [Learning](https://sms4smile.com/quotes/about/learning/) [Management](https://sms4smile.com/quotes/about/management/) [Point of view](https://sms4smile.com/quotes/about/point-of-view/) [Understanding](https://sms4smile.com/quotes/about/understanding/) ## Related quotes > [Time management is a misnomer, the challenge is to manage ourselves.](https://sms4smile.com/quotes/stephen-covey/time-management-is-a-misnomer-the-challenge-is-to-manage-ourselves/) [Stephen Covey](https://sms4smile.com/quotes/author/stephen-covey/) > [“Category 6 supermassive hurricanes will likely result from global warming.”](https://sms4smile.com/quotes/steven-magee/category-6-supermassive-hurricanes-will-likely-result-from-global/) [Steven Magee](https://sms4smile.com/quotes/author/steven-magee/) > [Normally, if you have a huge category that leads a bear market all the way down to the bottom - like tech after 2000,…](https://sms4smile.com/quotes/kenneth-fisher/normally-if-you-have-a-huge-category-that-leads-a-bear-market-all-the/) [Kenneth Fisher](https://sms4smile.com/quotes/author/kenneth-fisher/) > [“I put the “cat” in category. And not only do I put it there, but I pet it too.”](https://sms4smile.com/quotes/jarod-kintz/i-put-the-cat-in-category-and-not-only-do-i-put-it-there-but-i-pet-it/) [Jarod Kintz](https://sms4smile.com/quotes/author/jarod-kintz/) > [Many people find their calling very early in their lives. These are the kind of people we read about in school books and newspapers.…](https://sms4smile.com/quotes/dhanush/many-people-find-their-calling-very-early-in-their-lives-these-are/) [Dhanush](https://sms4smile.com/quotes/author/dhanush/) > [Bavaro's probably as tough of a - physically and mentally as tough a football player as I've ever coached. So, I would put him…](https://sms4smile.com/quotes/bill-belichick/bavaro-s-probably-as-tough-of-a-physically-and-mentally-as-tough-a/) [Bill Belichick](https://sms4smile.com/quotes/author/bill-belichick/) > [Despite the best efforts of apologists like William Lane Craig, the 'evidence' for Christianity's truth is, in truth, not the kind that science will…](https://sms4smile.com/quotes/francis-spufford/despite-the-best-efforts-of-apologists-like-william-lane-craig-the/) [Francis Spufford](https://sms4smile.com/quotes/author/francis-spufford/) > [I'm thrilled that country music fans like my stuff, but so do a lot of people outside of country music, people who just love…](https://sms4smile.com/quotes/kacey-musgraves/i-m-thrilled-that-country-music-fans-like-my-stuff-but-so-do-a-lot-of/) [Kacey Musgraves](https://sms4smile.com/quotes/author/kacey-musgraves/) > [I saw an Emmy ad that AMC took out with all the 'Breaking Bad' nominees' photos, and there's my picture from the show. It's…](https://sms4smile.com/quotes/mark-margolis/i-saw-an-emmy-ad-that-amc-took-out-with-all-the-breaking-bad-nominees/) [Mark Margolis](https://sms4smile.com/quotes/author/mark-margolis/) > [I have friends who are in the posh category and some who are in the not-at-all-posh category, and some who you would find it…](https://sms4smile.com/quotes/jools-holland/i-have-friends-who-are-in-the-posh-category-and-some-who-are-in-the/) [Jools Holland](https://sms4smile.com/quotes/author/jools-holland/) > [I'm trying to get the terrorist out of the bugaboo category and into the category of a fellow human being.](https://sms4smile.com/quotes/john-updike/i-m-trying-to-get-the-terrorist-out-of-the-bugaboo-category-and-into/) [John Updike](https://sms4smile.com/quotes/author/john-updike/) > [There are politicians who seethe with ambition all the time, and there are a lot of other politicians who don't. I'm in the second…](https://sms4smile.com/quotes/neil-kinnock/there-are-politicians-who-seethe-with-ambition-all-the-time-and-there/) [Neil Kinnock](https://sms4smile.com/quotes/author/neil-kinnock/) > [I have come to terms with the fact that it's called pop music - that's what I play, and that is what I write.…](https://sms4smile.com/quotes/tyler-hilton/i-have-come-to-terms-with-the-fact-that-it-s-called-pop-music-that-s/) [Tyler Hilton](https://sms4smile.com/quotes/author/tyler-hilton/) > [Using a broad brushstroke, I think Libertarian - most of America are socially accepting and fiscally responsible. I'm in that category. I think, broadly…](https://sms4smile.com/quotes/gary-johnson/using-a-broad-brushstroke-i-think-libertarian-most-of-america-are/) [Gary Johnson](https://sms4smile.com/quotes/author/gary-johnson/) > [People like Sam Cooke and Otis Redding - I do not put myself in that category.](https://sms4smile.com/quotes/lewis-capaldi/people-like-sam-cooke-and-otis-redding-i-do-not-put-myself-in-that/) [Lewis Capaldi](https://sms4smile.com/quotes/author/lewis-capaldi/) ## More by Greg Thain > [“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…](https://sms4smile.com/quotes/greg-thain/marketing-aims-image-a-retailer-that-has-positioning-aims-e-g-trying/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position. However, things…](https://sms4smile.com/quotes/greg-thain/every-dominant-brand-such-as-those-listed-in-table-5-1-has-had-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on…](https://sms4smile.com/quotes/greg-thain/consolidation-coupled-with-a-desire-among-the-survivors-to-restore/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second…](https://sms4smile.com/quotes/greg-thain/if-the-manufacturer-can-convince-the-retailer-that-delisting-will/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…](https://sms4smile.com/quotes/greg-thain/as-retailers-have-become-competitors-of-manufacturers-in-many-product/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“High fixed costs mean that high volumes are an ever-essential objective. One”](https://sms4smile.com/quotes/greg-thain/high-fixed-costs-mean-that-high-volumes-are-an-ever-essential/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Importance of price: Price is imperative for FMCG retailers, much more so than for manufacturers. Retailers must constantly keep their real prices competitive and put…](https://sms4smile.com/quotes/greg-thain/importance-of-price-price-is-imperative-for-fmcg-retailers-much-more/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers, launched a…](https://sms4smile.com/quotes/greg-thain/hoping-to-create-a-little-prestige-some-retailers-develop-and/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…](https://sms4smile.com/quotes/greg-thain/the-shift-of-power-to-retailers-is-not-an-inevitable-phenomenon/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…](https://sms4smile.com/quotes/greg-thain/because-retail-brands-are-barely-differentiated-they-are-relatively/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“There are some FMCG categories where retailers are destined to control mindspace. These are the low-technology, low-image, low-novelty areas. Retailers are likely to be…](https://sms4smile.com/quotes/greg-thain/there-are-some-fmcg-categories-where-retailers-are-destined-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“In markets where consumers are sensitive to quality differences (e.g. washing powder, instant coffee, sanitary protection) the share for generics and copycats usually plateaus…](https://sms4smile.com/quotes/greg-thain/in-markets-where-consumers-are-sensitive-to-quality-differences-e-g/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Direct consumer contact is an advantage for retailers, as 70% of shoppers make purchase decisions in stores and are thus open to last-minute persuasion. The”](https://sms4smile.com/quotes/greg-thain/direct-consumer-contact-is-an-advantage-for-retailers-as-70-of/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Fresh produce and other ‘destination’ products can create a sustainable differential advantage, as they have the potential for deciding the destination of the shopper.…](https://sms4smile.com/quotes/greg-thain/fresh-produce-and-other-destination-products-can-create-a-sustainable/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of the growth…](https://sms4smile.com/quotes/greg-thain/private-label-is-booming-in-europe-and-the-united-states-during-the/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) [Explore all 206 Greg Thain quotes ](https://sms4smile.com/quotes/author/greg-thain/) ## More Category quotes > [People like Sam Cooke and Otis Redding - I do not put myself in that category.](https://sms4smile.com/quotes/lewis-capaldi/people-like-sam-cooke-and-otis-redding-i-do-not-put-myself-in-that/) [Lewis Capaldi](https://sms4smile.com/quotes/author/lewis-capaldi/) > [Using a broad brushstroke, I think Libertarian - most of America are socially accepting and fiscally responsible. I'm in that category. I think, broadly…](https://sms4smile.com/quotes/gary-johnson/using-a-broad-brushstroke-i-think-libertarian-most-of-america-are/) [Gary Johnson](https://sms4smile.com/quotes/author/gary-johnson/) > [I have come to terms with the fact that it's called pop music - that's what I play, and that is what I write.…](https://sms4smile.com/quotes/tyler-hilton/i-have-come-to-terms-with-the-fact-that-it-s-called-pop-music-that-s/) [Tyler Hilton](https://sms4smile.com/quotes/author/tyler-hilton/) > [There are politicians who seethe with ambition all the time, and there are a lot of other politicians who don't. I'm in the second…](https://sms4smile.com/quotes/neil-kinnock/there-are-politicians-who-seethe-with-ambition-all-the-time-and-there/) [Neil Kinnock](https://sms4smile.com/quotes/author/neil-kinnock/) > [I'm trying to get the terrorist out of the bugaboo category and into the category of a fellow human being.](https://sms4smile.com/quotes/john-updike/i-m-trying-to-get-the-terrorist-out-of-the-bugaboo-category-and-into/) [John Updike](https://sms4smile.com/quotes/author/john-updike/) > [I have friends who are in the posh category and some who are in the not-at-all-posh category, and some who you would find it…](https://sms4smile.com/quotes/jools-holland/i-have-friends-who-are-in-the-posh-category-and-some-who-are-in-the/) [Jools Holland](https://sms4smile.com/quotes/author/jools-holland/) > [I saw an Emmy ad that AMC took out with all the 'Breaking Bad' nominees' photos, and there's my picture from the show. It's…](https://sms4smile.com/quotes/mark-margolis/i-saw-an-emmy-ad-that-amc-took-out-with-all-the-breaking-bad-nominees/) [Mark Margolis](https://sms4smile.com/quotes/author/mark-margolis/) > [I'm thrilled that country music fans like my stuff, but so do a lot of people outside of country music, people who just love…](https://sms4smile.com/quotes/kacey-musgraves/i-m-thrilled-that-country-music-fans-like-my-stuff-but-so-do-a-lot-of/) [Kacey Musgraves](https://sms4smile.com/quotes/author/kacey-musgraves/) > [Despite the best efforts of apologists like William Lane Craig, the 'evidence' for Christianity's truth is, in truth, not the kind that science will…](https://sms4smile.com/quotes/francis-spufford/despite-the-best-efforts-of-apologists-like-william-lane-craig-the/) [Francis Spufford](https://sms4smile.com/quotes/author/francis-spufford/) > [Bavaro's probably as tough of a - physically and mentally as tough a football player as I've ever coached. So, I would put him…](https://sms4smile.com/quotes/bill-belichick/bavaro-s-probably-as-tough-of-a-physically-and-mentally-as-tough-a/) [Bill Belichick](https://sms4smile.com/quotes/author/bill-belichick/) > [Many people find their calling very early in their lives. These are the kind of people we read about in school books and newspapers.…](https://sms4smile.com/quotes/dhanush/many-people-find-their-calling-very-early-in-their-lives-these-are/) [Dhanush](https://sms4smile.com/quotes/author/dhanush/) > [“I put the “cat” in category. And not only do I put it there, but I pet it too.”](https://sms4smile.com/quotes/jarod-kintz/i-put-the-cat-in-category-and-not-only-do-i-put-it-there-but-i-pet-it/) [Jarod Kintz](https://sms4smile.com/quotes/author/jarod-kintz/) > [Normally, if you have a huge category that leads a bear market all the way down to the bottom - like tech after 2000,…](https://sms4smile.com/quotes/kenneth-fisher/normally-if-you-have-a-huge-category-that-leads-a-bear-market-all-the/) [Kenneth Fisher](https://sms4smile.com/quotes/author/kenneth-fisher/) > [“Category 6 supermassive hurricanes will likely result from global warming.”](https://sms4smile.com/quotes/steven-magee/category-6-supermassive-hurricanes-will-likely-result-from-global/) [Steven Magee](https://sms4smile.com/quotes/author/steven-magee/) > [The whole Hollywood thing where people want to put me into this 'quirky-fashionista, daughter of' category makes me mad because it's promoting something that…](https://sms4smile.com/quotes/zoe-kravitz/the-whole-hollywood-thing-where-people-want-to-put-me-into-this/) [Zoe Kravitz](https://sms4smile.com/quotes/author/zoe-kravitz/) Browse all 158 Category quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“Category management is something of a misnomer; category understanding may be a better goal. 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