Course Overview

Category Management is now widely used, predominately by retailers and wholesalers in the FMCG market. Suppliers to retailers will benefit from having a full understanding of the terminology and processes of Category Management. This category management Course covers all aspects of the subject with a case study running throughout to illustrate the key issues. During the course, delegates will examine each stage of the category management process, associated issues and techniques, and the need for a faster more results-orientated process. Also, how to make research and analysis more effective and the necessity of producing practical plans that deliver results.

Course Objectives

This course aims to provide delegates with a sound understanding of Category Management by examining each stage of the process and techniques. To ensure delegates appreciate the future for Category Management is a more effective, faster and results-orientated process.

It will help participants understand how all suppliers can apply best practice principles to improve consumer understanding, category development and day-to-day trading.

Learning Outcome

• A thorough understanding of Category Management
• Knowledge of how to use the principles to enhance your supplier profile
• Practice and development of key processes and techniques
• Confidence to talk the ‘language’ of Category Management
• A personalised practical plan that will deliver results

Learning Modules

• Category Management Origin, Definition and Core Principles
• The Benefits of Adopting Category Management Principles
• Building Sustainable Collaborative Relationships
• Delivering Actionable Results and Improved Performance by Focusing on What the Consumer Really Wants.
• Making Consumer Research and Data Analysis more Cost Effective
• Developing Well-focussed Category Strategies and Tactics to Satisfy Target Consumers and Gain Competitive Advantage.
• Best Practice Examples to Improve Implementation In-store
• Simplifying the way Forward for Category Management
• Making Category Management a Day-to-Day Activity

Who Should Attend

Designed for Account Managers, Business Account Managers, Sales Managers, Marketeers, Retail Buyers and Merchandisers wishing to gain a thorough understanding of category management. Logistics, finance, production, and I.T. personnel interested in understanding the terminology and processes used by commercial colleagues and highlighting the part they have to play.