Making brands easier to find and buy is the defining purpose of Shopper. As such, Category Management — which focuses on category organization — is part of Shopper. It is also the framework retailers use to organize their operations, which must be fully considered.
For these reasons, brand manufacturers sometimes position Category Management as the foundation of their Shopper initiatives. This, however, is a mistake.
Link: What is Category Management?
Remember: Shopper is premised on the alignment of retailer and brand objectives, based on blended consumer and shopper insights. Category Management is predicated solely on the retailer and its financial objectives. It operates largely outside the interest of both brands and shoppers.