Britvic Soft Drinks has integrated category management into the way it does business by restructuring its sales and marketing operations. It has combined brand management and category planning under one director, Andrew Marsden, who changes his title from marketing director to category director. The sales divisions have been restructured into two business units: take home, headed by Andrew Richards and on premise headed up by Jim Reade. Paul Moody becomes sales and operations director. The rationale behind this move is to bring the management structure in line with its £20m Right Choice category management programme introduced at the beginning of this year. {{NEWS }}