Successful Category Management (Virtual)
Successful Category Management
9-10-11 July 2024

13:45-15:45 BST | Virtual

1-2-3 October 2024

09:45-11:45 BST | Virtual

10-11-12 December 2024

09:45-11:45 GMT | Virtual

15-16 May 2024

09:00-17:00 BST | In-person


Workshop overview

Our most popular workshop is a vital to the start to any category management career.

This workshop will give you the tools, techniques and processes to ensure you develop your skills in category management to build meaningful strategies and solutions to build category sales. Our industry experts will help you understand the principles of category management, the IGD process and how to apply key category management tactics.

You’ll get hands on with the data and partake in real-time exercises to build your knowledge and skills.

This workshop will prepare you to build and deliver category management proposals and solutions.

Learning outcomes

Have a practical understanding of the IGD Category Management process.

You’ll have gained new category management tools and techniques that you can adopt when back in the office.

Know how to make robust compelling category recommendations born out of information and insight.

Be confident in building an effective range recommendations, based on current performance and future opportunities.


Who is it for?

For those in their first year of category management or those commercial managers looking to understand and apply category management ways of working in their own roles.

This workshop is just the beginning of your learning journey and can be used in conjunction with the following workshops and courses to support your first year in category management.

Testimonials from recent participants

The format of the course was perfect - 2 hours over three days meant it was manageable, engaging and I could attend to the day to day post the course.

The workshop is perfectly paced and logically delivered.

The session ran well and was very organised. Simon clearly had a lot of industry knowledge and was able to give lots of real-world examples which aided understanding.

The workshop is perfectly paced and logically delivered.



This virtual workshop will be delivered across three bite-sized sprints.

Day 1
Duration: 2 hours
Data to strategy

Defining Category management and introducing the IGD 6 Step category management process.

You will get to consider diverse ways of defining categories, to unlock new opportunities.

How to conduct a data assessment, and identify category opportunities. Key focus on balance demand sales and profitability.

You will understand the importance of a collaborative strategy and how to build one.

Know what is a category vision and its importance in driving growth in the category.

Day 2
Duration: 2 hours
Close to the shopper

The importance of the shopper in driving category growth, how they may differ from the consumer.

You will understand the shopper’s journey to purchase, from store selection to trial and the different opportunities to influence along the journey.

You will get to understand the subconscious shopper process to selecting a product; how this process and the linked decision tree can unlock new opportunities.

How to communicate to shoppers in-store.

Day 3
Duration: 2 hours
Range, space and layout

Introduce the IGD range management process and use it to build an efficient range, that delivers growth in line with the category strategy.

You will be able to ensure the right space to drive the strategy and ensue products are visible and available for the shopper

Understand the key dynamics that are at play at the fixture that influence the shopper, and how to leverage on your own store layouts.

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield