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So, you’ve heard about it but need to know more? Have you the challenge of developing an effective category plan, but not sure where to start? Or do you just need to understand what it is and how it relates to your role? If that’s the case, IGD’s ‘Category Management – Getting Started’ has been developed with you in mind.
This is IGD’s most popular workshop. It’s a one day event that will ensure you understand the core principles and techniques our industry uses when developing effective category plans.
We do this by combining the very latest industry thinking, taking a step by step approach, backed up with several case studies which will help you understand what category management is and the benefits it delivers to you and your business.
- The benefits of adopting a category approach, supported by the tools and techniques to help you deliver results.
- How to apply the main components of category management within your business
- Focus on the importance of the shopper, how to engage with retailers to turn shopper insight into activation
- Using a range of different data sources, how you can unlock opportunities
- Develop compelling and creative category plans and tactics, by channel
The workshop is designed for people who are new to category management, who want to know to more about the key elements and the steps taken in developing a category plan. The workshop is especially useful for those people who may not have direct responsibility for category management, but who need a good understanding of the principles involved, the terminology and the processes used by the business.
- Category Manager
- Customer Insight Manager
- Customer Development Manager
- Merchandising Manager
- Assortment Planner
- Category Analyst
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- Customer Marketing Manager
- Category and Impulse Manager
- Brand Manager
- Sales Finance Manager
- Business Development Manager
- Buyer/Trading Manager
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We know that people learn in different ways: by sight, sound and touch. This workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout the day and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business. Case studies and best practice examples are used throughout.
Participants will receive a copy of the key training materials.
The workshop starts at 9.00am and finishes at 17.00pm
| CATEGORY MANAGEMENT |
- The 8 step process – defined in detail and how each are used in practice.
- Where retailers need supplier input
- How shoppers make decisions and the importance of decision hierarchies
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| Information Gathering and Understanding |
- Understanding the bigger picture and the implications on your categories
- The different areas – market, customer, consumer and shopper that you need to analyse in developing you category plan
- Understanding the shopper and the various shopping missions
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| Business Planning and Measurement |
- The questions you need to ask – and those which will be asked of you
- Aligning category scorecards
- Developing the category strategy – What information do you have? What do need? Where to go and get it?
- Driving category value and the levers you can use
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| In Store Activation |
- Developing the appropriate tactics
- How to choose the right mechanic to shape and influence shopper behaviour
- Range, promotions, merchandising, availability
- How companies are using category management
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| WORKING INSIDE A LEGAL FRAMEWORK |
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19 June 2012
18 Sept 2012 |
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