What does the term "category captain" refer to?

The term "category captain" refers specifically to a supplier that leads the category management process. This role typically involves collaborating closely with the retailer to develop strategies that optimize product assortment, pricing, promotions, and product placement within the category. The category captain works to enhance the overall performance of the category by leveraging their expertise and insights about the products and market trends.

In contrast to the correct answer, a retailer managing multiple categories or a manager overseeing a specific product line does not embody the comprehensive, leadership-focused responsibilities associated with category management. Similarly, a consumer research firm does not directly engage in category management but rather provides insights that can inform the strategies developed by category captains and retailers. Therefore, the notion of a category captain lies firmly with suppliers who take an active role in managing and improving category performance in partnership with retailers.