18-19-20 MAY

13:45PM-15:30PM BST

19-20-21 JULY

13:45PM-15:30PM BST

12-13-14 OCTOBER

09:45AM-11:30AM BST

IGD’s Advanced Category Management Techniques virtual workshop is the perfect solution to enhance your professional knowledge. If you are experienced in Category Management and have ideally attended our Successful Category Management workshop, then this is the next step in your learning journey.

What to expect in our 2021 workshops

The food and grocery industry experienced big changes in 2020.

To help keep you at the forefront of these developments, our FMCG experts will highlight the latest best practice examples and innovation from around the world. They’ll also give you insight into what this means for your business.

Now, more than ever, online and digital solutions are playing a massive part in the industry. We’ve also made sure our latest workshop content focuses on what this means for your function today and in the future.

Workshop Overview

Through this virtual classroom experience, you will develop your category management techniques and learn to build better proposals. Our experts will introduce you to new tools and techniques that will improve how you deliver your recommendations. And unlock opportunities that bring value for your business and partners.

This workshop will review the 6 stages of a category management process that IGD experts have identified. From analysis and opportunities to engaging partners and implementation.

Led by IGD's category management expert Simon Attfield, you'll take part in a programme of interactive and engaging virtual classroom sessions. If you are in a category management role with a few category reviews under your belt, then this is a great opportunity to develop your expertise and learn something new!

The online training session will be delivered by our industry experts in high energy, bite-sized sprints. Over the course of three days, you will take part in live one and a half hour classes.

Learning outcomes


New tools to analyse the data and size the opportunities in your category.


Build future thinking into every step of your category plans.

Category Management

Build more sophistication into ranging recommendations, including building composite ranks.


Develop a robust review process for category initiatives.


Ensure better implementation of your recommendations with your retail partners.

Workshop themes and agenda

DAY 1 - Duration: 1hr 45mins

Analytical tools for understanding performance

Identifying and measuring opportunities

Building future first plans and prioritising tactics

DAY 2 - Duration: 1hr 45mins

Advanced ranging techniques

Incorporating productivity and profitability

Category management led innovation

DAY 3 - Duration: 1hr 45mins

Implementation and review

Productive external engagement

Simon Attfield

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.

Advanced Category Management Techniques
Virtual Advanced Category Management Techniques




Prices displayed ex-VAT. IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to acceptance of IGD Terms & conditions.

IGD reserves the right to reject any order at its discretion. To redeem your 5 for 4 discount across all workshops, email [email protected]


Cancellations to be confirmed in writing

Over 30 days notice - Full refund

15 - 30 days notice - 50% refund

Less than 15 days notice - No refund/transfers

Please email [email protected]