About Us

We are THE Category Management Company and we do what it says in our name. Simple.

We are experts in delivering strategic and operational category management solutions.

From Category Visions to Channel Strategies; Range Reviews to NPD Sell-in, our 55+ years of commercial experience working with and for FMCG retailers and suppliers gives us a unique perspective leading to meaningful outcomes for all stakeholders. All best practice

Of course, we want to provide you with solutions that help you grow…let’s face it, who doesn’t? But, WE WILL ALWAYS work that bit harder to get you there.

So our promise to you is that we will provide you with solutions based on your ambition whilst staying true to our core client service principles of:

- quality of output
- pace in delivery and,
- value for money.

We are experts in Category Management

Our Team

Our team consists of highly qualified and motivated professionals, who are all experts in their field. With many years of experience in the industry, they have the expertise to provide comprehensive, first-rate services to our clients.

Managing Director

Amit Malhan

Over 20 years experience in blue chip FMCG and consultancy.

Managing Director

Patrick Finlay

Over 30 years experience in blue chip FMCG and consultancy.

In the meantime you can contact our team

Amit Malhan
Managing Director

Over 20 years experience in blue chip FMCG and consultancy.

 

Amit.Malhan@CatManCo.co.uk

Patrick Finlay
Managing Director

Over 30 years experience in blue chip FMCG and consultancy.

 

Patrick.Finlay@CatManCo.co.uk

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 20 years of experience in blue chip FMCG and consultancy. Previously in sales for ABF companies, 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, Cabdury Cakes, Bisto and Sharwoods. Most recently Director of Marketing and Strategy at Bridgethorne, he has worked with clients such as Sainsbury’s, Pladis, Johnson and Johnson, Highland Spring , Bakkavor and General Mills.

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 20 years of experience in blue chip FMCG and consultancy. Previously in sales for ABF companies, 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, Cabdury Cakes, Bisto and Sharwoods. Most recently Director of Marketing and Strategy at Bridgethorne,
he has worked with clients such as
Sainsbury’s, Pladis, Johnson and Johnson, Highland Spring , Bakkavor and General Mills.

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 20 years of experience in blue chip FMCG and consultancy. Previously in sales for ABF companies, 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, Cabdury Cakes, Bisto and Sharwoods. Most recently Director of Marketing and Strategy at Bridgethorne,
he has worked with clients such as
Sainsbury’s, Pladis, Johnson and Johnson, Highland Spring , Bakkavor and General Mills.

Why should you develop a Category Vision?

We always think about three key benefits in developing a strategy:

About Us

We are THE Category Management Company and we do what it says in our name. It's that simple.

We offer a full range of strategic and operational category management consultancy services.
 

In the meantime you can contact our team

Amit Malhan
Managing Director

Over 20 years experience in blue chip FMCG and consultancy.

 

Amit.Malhan@CatManCo.co.uk

Patrick Finlay
Managing Director

Over 30 years experience in blue chip FMCG and consultancy.

 

Patrick.Finlay@CatManCo.co.uk

How we deliver

Opinion in the news

A RACE TO THE BOTTOM HIGHLIGHTS THE NEED FOR CATEGORY VISIONS

January 2024

The announcement by ASDA that it is to be the first to price match against both discounters, Aldi and Lidl, across 287 products - a twist on Tesco and Sainsbury’s existing Aldi price match across 500 products - suggests the industry could be entering a new phase of the ‘race to the bottom’. 

 

This would see the shopper ostensibly winning on one hand (although food price inflation was 6.7% in December) and the retail infrastructure losing, with more than two thirds (69%) of the 120,000 retail job losses in 2023 (according to the Centre for Retail Research this week) coming from rationalisation.

 

We could say ‘it was ever thus’, where retailers must be seen to be competitive to maintain customer loyalty and will take all necessary steps to create perceived value.  But as we slowly emerge from the darkness of the past three years, surely green shoots will begin to emerge.

 

Notwithstanding another shock to the system (both US and UK elections this year have the capability of throwing a curved ball into the mix), raw material prices should start to fall, the labour market should settle, wages should stabilise, meaning inflation should also fall. So, whilst we will always need to respond to events, the industry - retailers and suppliers alike – also needs to keep an eye on the future.   

 

It could be argued that if the industry does nothing, it could just be waiting for the next wave of events to submerge it, unwittingly entering a new cycle of knee jerk commerce whether it likes it or not.

 

Or the industry could take control of its own outcomes.  Positive outcomes. Asking itself how it can add value? How can it create the conditions where we can grow our categories and businesses whilst providing consumers and shoppers with real as well as perceived value?

 

The answer lies in setting out a roadmap today and planning a strategic course for the next 3 - 10 years; devising a category vision and taking a proactive stance to help cushion some of the unforeseen events whilst maintaining direction and long-term purpose.

 

Never was there a time when the adage ‘fail to plan, plan to fail’ was more apt.

 

THE Category Management Company provide strategy development services such as Category Visions and Category Strategies.

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Services

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Consulting

500$ / month

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Sales

500$ / month

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Training

500$ / month

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Name of company

The Category Management Company Ltd
15258630

 

Contact details

Info@TheCategoryManagementCompany.com

Name of company

The Category Management Company Ltd
15258630

 

Contact details

Info@TheCategoryManagementCompany.com

Hourly fees

75$ / hour

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110$ / hour

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140$ / hour

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