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Managing Categories is both Science as well as an Art and not science / Art alone. It is Art, becoz you need to understand the product design /specification, consumer behaviour and usage, which will help you to cater to customer requiremnet effectively. It is science, when you Analyse sales and get insights about the historical sales trend. One has to manage the product lifecycle,either by reinvent the product or introduce new / upgraded range to keep the customer interest alive. A buyer's job is to maintain the balance between the two. How effectively the balance is maintained, reflects in the category performance....
Analyse the cause of decline
Re-position the product
Boosting on the marketing is required to increase the awareness among the target customers. The campaign requires to highlight the salient features of the product.