Category Management is used in retail as part of the product mix policy and is a strategic business unit managing product clusters. Their goal is react efficiently to consumer demand (Efficient Consumer Response). Categories are seen as business units and are marketed as a whole, instead of single products or brands. In Category Management, industry and retail, meaning the producer and the seller, are working closely together. Fundamental data for Category Management, CM in short, is qualitative and quantitative market research. Based on consumer demand products are clustered by their usage or by search behaviour of customers.