From commodity marketing to category management: insights from the Waitrose category leadership program in fresh produce

Abstract

Looks at how Waitrose deals with commodity marketing and category management by examining its category leadership strategy, which aims to reduce costs and align its network to the needs of the consumer. Seeks to shed light on how this was achieved and the key lessons to be learned from this procurement strategy. Concludes that the category leadership strategy requires a fundamental shift in the role of the retailer and supplier as well as a redesign of the performance measurement systems, but once these are achieved there are significant and guaranteed rewards.

Citation

O’Keeffe, M. and Fearne, A. (2002), "From commodity marketing to category management: insights from the Waitrose category leadership program in fresh produce", Supply Chain Management, Vol. 7 No. 5, pp. 296-301. https://doi.org/10.1108/13598540210447737