Advanced Category Management Techniques (Virtual)
Advanced Category Management Techniques

11-12-13 April

9:45-11:30 BST | Virtual

4-5-6 July

9:45-11:30 BST | Virtual

5-6-7 December

13:45-15:30 BST | Virtual

10-11 May

9:00-16:30 BST | In-person

13-14 September

9:00-16:30 BST | In-person

Workshop Overview

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.

This workshop will review the 6 stages of a category management process from analysis and opportunities to engaging partners and implementation.

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.

If you have attended our Successful Category Management workshop, then this is the next step in your learning journey.


The online training session will be delivered by our industry experts in high energy, bite-sized sprint

Day 1
Duration: 1hr 45mins

Analytical tools for understanding performance

Identifying and measuring opportunities process

Building future first plans and prioritising tactics

Day 2
Duration: 1hr 45mins

bullet pointAdvanced ranging techniques

bullet pointIncorporating productivity and profitability

bullet pointCategory management led innovation

Day 3
Duration: 1hr 45mins

Implementation and review

Productive external engagement

Learning outcomes

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

Unlock opportunities that bring value for your business and partners.

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.


A great course well thought through with a teacher that was able to talk through real-life examples and issues from the food industry.

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Led by IGD's category management expert Simon Attfield, he 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

Book your virtual place today!