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Nà © stor DarÃo Ahuad and Horacio Ruda, TMT executives, Trade Marketing Technologies, a company specializing in trade marketing, trade and marketing consultorÃa, How to analyze how to get the juice on every square meter of the gondolas. The concept of category management is relatively new in retail and is a shared process between manufacturers and retailers to assess and manage product category manager as individual business units, focused on delivering greater value NDOS consumer and developing strategies for profitable growth of the category. The purpose of Category Management is developing the provision of the category, ordering model for exhibició ³ n dà © the maximum of results. Bitos and comprasAhora Hà  ¿How has this changed in ltimos à º aà ± os? Previously, retailers managed to bundled products in ndolo product type: dry or warehouse © n, cold cuts, breads, meats and frozen foods. As better data became available tools and ana lysis of the behavior of consumers from the gondolas, went deeper research on this point. The channels developed mà s are those who have used this concept better. Large supermarket chains apply category management in Argentina a few aà ± os and Wall Mart is one that has developed mà s concept. The Category Management © n also applies in other channels such as the Chinese supermarket, pharmacies Farmacity type, kiosk or veterinarians, but aà º n the app is very new concept ³ n in these channels mà s boys. Pairing rendidoresEl Category Management has as its premise that consumers buy by Category, and taking all the brands and products together, they make shopping easier. Retailers offer in each section n to each customer segment, product type that best meets their need for Category: own brand, premium or second mark. Another trend is to group by consumption situations: for example, that fine wine is © with cheese or food paired with drinking. Or in the case of products for Babies ©, that the mother is in one place the Paa ± ales, pacifiers, strollers for Babies © s, milk, food and even clothing. The Category Management takes into account issues such as the standardization of the format ³ n, or segmentacià ³ n of the premises. Quad-l is considered is the type of family in ques ³ n (may be numerous, sà ³ of the one or two members or the prototype of the Dinks – double income no kids, double income no nià ± os-), purchasing power and the profile competitive. ExpertosPara organize the implementation of the system, retailers appoint a captain of Category, responsible for recommending and arm the gondolas, from a deep understanding of the category of products that drive and the dynamics of the retail outlet . This person usually belongs to the category leading brand and the idea is that compliance with the win to win: that all brands win. Mà the category is appealing and motivates s momentum, tempting consumption.  ¿How to buy? There are studies that say that certain locations of the products that facilitate the purchase: the privileged mà s are the tips of gondolas, which is located in n the beginning of the street and facing product family trà meaning of the Public nsito. The height of the consumers’ eyes is 1.60 meters and tend to look first to the right, so that’s the Ubicación mà s required. The à à reas are divided into client area, which is the location you generate sales mà s: between the eyes and waist, the tibia is à rea above the eyes to the fingertips and under waist to mid-thigh. The rea à FRAA is above the eyes, so comfortable reach of the hand and mid-thigh to the floor. Moreover, there are also © n mà s hot category manager are planned purchase products such as milk, eggs, and staples. Other products, mà s Fraos and exiting the shopping list are the mà s difÃciles to sell and need for greater strategy exhibició ³ n. That’s why some chains begin the journey for such products. Request Auto ticoEl Category Management is mainly governed under the system informs tico EDI (Electronic Data interchange Data Electrà ³ nico) with maintaining the entire system of Information Careers connected: the chain cuà uncertain and quà © nt ³ sold and transfers this Information Careers supplier, and places an order automatically, by vía Electronics. No Strings is investing significant resources in development of databases of customers, recorded quia © nes are your consumers, quà © often buy this or that product. This kind of information is critical n for sustained aà º n greater of Category Management and can be applied not Only in the big chains. This is a great opportunity to achieve substantial improvements in business through © s of the entire value chain, looking at distributors, suppliers and customers. By Nà © stor DarÃo Ahuad and Horacio Ruda Trade Marketing Technologies, especially for Infobrand