Category Management

Robinsons breaks down its deep variety of products and assortment into different departments for example Cosmetics, Ladies’ Wear and Men’s Wear. This way, each department’s marketing manager is able to judge consumers buying patterns and market trends better by focusing on the entire product category.

The introduction of category management is to ensure that promotion activities are consistent for all brands as these promotions would be beneficial to Robinsons and consumers, not just to a particular brand.




 A key reason for Robinsons to introduce category management is to collaborate with the supplier. The exchange of information and sharing of data with suppliers would help Robinsons draw on the supplier’s expertise about the market, therefore maximising profit and at the same time satisfying consumers’ needs.