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Successful Category Management

About this workshop

Successful Category Management

Category management, what is it all about? This two day workshop will introduce delegates to the tools, processes and methodology required to deliver growth opportunities through adopting category management. Delegates will learn how to build category relationships between suppliers and retailers, put together effective category plans and develop compelling shopper focused in-store propositions and tactics. 

We also run an Advanced category management training course.

Who is it for?

This workshop is aimed at individuals who are new into category roles or those in other commercial roles who want to understand what category management can do for them.

As a result of attending our ‘Successful Category Management’ workshop, you will:

  • Understand what category management is and the benefits of adopting category management ways of working
  • Learn how to use a range of category management tools to start delivering business results
  • Understand the category management process and how to implement each stage
  • Harness the importance of shoppers and what affects their behaviour
  • How to develop compelling category plans and initiatives by channel and format
  • Build retailer and supplier category relationships and joint category plans

Key skills covered at this workshop

Analysing data, range planning, designing a category layout, influencing the shopper, identifying opportunities, developing compelling proposals, building category relationships, developing category tactics, defining a category, decision trees.

What will I experience at this workshop?

This workshop is interactive and involves getting hands on with a range of data, tools and processes. The workshop involves team breakout sessions to enable the new skills, tools and processes to be practised and ensure delegates can replicate back in the office.

Essential information

  • Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm on both days
  • A light breakfast will be available on both mornings with unlimited tea, coffee, water and fruit on offer plus homemade cookies, cakes and chef cooked lunches
  • The dress code is smart casual
  • We have free parking at IGD, however; please check the venue details when booking as we do deliver sessions at other venues from time to time
  • To see our location, local train station details and other travel information, please see

The programme

To view the full programme details, please click here.

Meet the trainers

Simon AttfieldSimon Attfield tutors on our open workshops and works with a range of clients to develop and deliver bespoke programmes. Simon has 20 years experience across sales, trade marketing and category management. Prior to IGD he headed up the customer marketing team at Tata Global Beverages and has also worked with Britvic, Clairol and Procter & Gamble.



Philip AnnetsPhil Annets has been tutoring IGD’s category management workshops since 2011 and his wealth of experience helps bring the topic of category management to life through practical tools and examples. He has 25+ years of Category Management experience starting at Procter & Gamble in 1988 and since 2006 he has provided interim Category and Project leadership solutions for many FMCG manufacturers including, GSK, United Biscuits, Britvic and Mars Chocolate.  


Ray LeungRay Leung tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 12 years FMCG experience working for FMCG companies such as Associated British Foods, Britvic, Reckitt Benckiser, and most recently Mondelez. He has worked in marketing, trade marketing, and category management.  Ray is really keen in understanding and developing what category management means within the online channel.


Please note the trainers for each course may vary based on availability

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Successful category management

Successful category management

Taking place in Radisson Blu Edwardian, Kenilworth, London, this two day workshop will get you started with everything you need to know to start practising effective category management.

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A round up of videos, webinars and articles created to help people working in FMCG. Each month we’ll provide content and courses to help you upskill at your convenience.