We are experts in
Category Management

Our services

We do what it says in our name.
We are experts in delivering insight led category management consultancy solutions.
It’s that simple.

Strategic Category Management

Operational Category Management

If you need support in other related areas such as data sourcing, research, visualisation, space management, ecommerce/digital, we can manage this for you using our expert partners.
Just ask and we will do everything we can to help.

How we deliver

Consulting

Facilitation

One-off Projects

Training

What to expect from our service

All our services aim to help your business succeed. With over 55 years of experience, working with FMCG suppliers and retailers, we have learnt to balance flexibility and collaboration with a robust and structured approach. Always best practice, of course!

And when you work with us, you will also enjoy the benefits of:

Quality

Pace

Value

The leadership team

In their 55+ years of experience, Amit and Patrick have worked with over 100 FMCG businesses across a 100 different categories.

Amit Malhan
Managing Director

Over 20 years experience
in blue chip FMCG and consultancy

Amit has worked in large multi-national
businesses and also start-ups, gaining a
wealth of consultancy experience, having
previously worked in sales for ABF, Hasbro
and Dole Fruit. More recently, as
Head of Category at Bridgethorne
he has delivered countless major category
management and shopper marketing projects
for clients including WeightWatchers,
Tesco, Danone, Coty, and Ferrero.

Patrick Finlay
Managing Director

Over 30 years experience
in blue chip FMCG and consultancy

Patrick has worked in senior Sales,
Category Management and Marketing
capacities on brands including Mr Kipling,
Cadbury Cakes, Bisto and Sharwoods.
Most recently Director of Marketing and Strategy
at Bridgethorne, he has worked with clients
such as Sainsbury’s, Pladis, Bakkavor,
Johnson and Johnson,
Highland Spring and General Mills.

Opinion in the news

Are loyalty cards failing in their core objective?

The Grocer

December 2024

In a recent review of 50,000 loyalty-priced products, the Competitions and Markets Authority showed 92% offered genuine savings against the usual price with an average saving of 17-25% buying loyalty priced products at the five supermarkets examined: Tesco, Sainsbury’s, Waitrose, Co-op and Morrisons (source Gov.UK Nov 27th).

Clearly, done well, it pays dividends, especially for the likes of Tesco and Sainsbury’s, for whom market share is growing. So, a well-deserved pat on the back for them.

But not so fast! The report also highlighted that 55% of people think ‘usual’ prices are upped to make loyalty deals more appealing. This is in line with the 59% cited by Retail Week earlier this year.

This is worrying, as it demonstrates a lack of trust in retailers, and their suppliers, with 76% of shoppers saying that loyalty pricing has not changed where they shop; as loyalty cards, in their current form, are not designed just to reward and retain loyal customers. They exist as a vehicle for elevated competitiveness and market share, to attract new customers and encourage them to spend more.

So, more work needs to be done to win the hearts, minds and loyalty of shoppers. Getting under the skin of what motivates them by finding ways of creating meaningful connections particularly in a less than stable post budget environment. The role of loyalty cards must go beyond price, they need to have long-term ambitions to attract and lock customers in. This will require an in-depth understanding of what truly makes them tick.

And it’s not just about price. In the development of a range of category strategies over the course of this year by The Category Management Company, price rarely rears its head in terms of what really matters to them for long-term prosperity and happiness. It’s about the importance of family, mental wellness, the environment, health and security.

So, as an industry, we will always need to acknowledge the importance of price for short term gain but also look beyond it to build true loyalty and trust by looking deeper and beyond it. Perhaps only then can meaningful loyalty be achieved.

The Category Management Company helps businesses assess, refresh and develop category visions, strategies, category growth stories and plans that are future proof, relevant and ready for growth.

For more information or to arrange a chat with Patrick or Amit contact us on:

info@TheCategoryManagementCompany.com