Category management dětské kosmetiky a vlhčených ubrousků

Category management is a process of managing special product groups based on the consumer’s needs definition and shopper’s behavior knowledge to maximize their satisfactions associated with higher profit for supplier and trader. The goal of this thesis is to propose optimization of assortment, promotional activities and shelf exposure in the category of baby cosmetics and wet wipes to increase category value at Customer X based on detailed process of category management at Customer X. The data are based on Customer X reports, Company XY reports and primary research. Primary data are represented by surveys, in-depth interviews and observations. Thesis shows, that category of baby cosmetic without wipes is underestimated due to its role in Customer X, the wipes category is doing well.