When we think of marketing, we tend to envision positions like marketing analyst, marketing manager, brand manager, and so on. Surprisingly, roles like Associate Category Manager (which are integral to marketing), often go unnoticed.
What exactly does an Associate Category Manager do?
They analyze market trends to spot opportunities and products that can boost revenue and enhance a store's profitability. Have you ever wondered what goes on behind the scenes to get your favorite products onto store shelves? I had the opportunity to job shadow Alpha Kwong, an Associate Category Manager.
The Retail Battlefield
I was fascinated to learn about the competitive landscape of retail marketing. Our host, Alpha Kwong, explained how his role involves strategizing to outmaneuver other brands, and to secure prime space on store shelves. It's a constant battle to ensure that their products stand out among the competition. For example, products strategically positioned at eye-level on shelves represent prime placement. Companies fiercely compete for this spot; recognizing its pivotal role in capturing consumer attention. One aspect that particularly intrigued me was the importance of market research in driving decision-making processes. The host emphasized the need to stay ahead of consumer trends such as monitoring market shifts and doing trend analysis.
Exploring The Shelf Strategy
For our activity, we had to photograph a captivating store shelf for analysis. I chose the snack aisle at Costco. Our host pointed out that Costco does product placement testing by placing them in corners of the aisle to assess the brand recognition from a distance; ensuring visibility for consumers. Another approach involves categorizing items without specific placement planning, resulting in randomized product positioning within each category to entice the consumers every so often.
My job shadow experience was incredibly enjoyable. It provided me with a glimpse into the dynamic world of retail marketing and the challenges and opportunities it presents. I am inspired to explore further in this field!