Colgate moved from brand management (Colgate toothpaste)to category management (toothpaste product line). Under Colgate's new system, a category manager would have:

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Quizplus · Accepted Answer

Under category management, the category manager has profit-and-loss responsibility for all products within a category, including the toothpaste product line. This is different from brand management where the brand manager is only responsible for their specific brand. The category manager has authority over all functions that affect the toothpaste products, not just marketing. Persuasion may still be used, but the category manager has more direct authority to achieve goals.

Colgate Moved from Brand Management (Colgate Toothpaste)to Category Management (Toothpaste