Often there are many partners but there can only be one leader…
So, what are category leaders and how do they differ from category partners? If you are looking to develop your capabilities in category management and aspire to lead the category agenda, this virtual workshop is for you.
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.
Workshop overview
This workshop is for experienced category managers who want to demonstrate their leadership capabilities and are eager to be at the forefront of change.
Led by IGD’s category management expert Ray Leung, you’ll take part in a programme of interactive and engaging virtual workshops. That will introduce you to practical tools you can take away and implement in your day to day right away.
Learning outcomes
Understand what category leadership is.
Learn what you should embed into your strategic thinking and category development.
Ensure productive plans and meetings with your retail partners.
Develop collaborative category visions with your retail partners.
Lead the category agenda and keep a strategic focus.
Workshop themes and agenda
DAY 1
Defining category leadership
- Understand the difference between leaders and partners
- Introduce the leadership model
- Learn the key dimensions of leadership, and the business benefits of leadership
Engaging internal teams
- Understand the role of internal teams in category leadership
- How category leadership can help drive business planning
DAY 2
Developing a category vision and drivers
- Identifying shopper and consumer behaviour changes
- Turning category insights into growth drivers
- Identifying category opportunities and barriers
DAY 3
Build category plans
- Identifying the key events for delivering category visions
- Prioritising key category driving tactics
Better productive partnerships
- Prioritising customer relationships
- Ensuring effective meetings and engagements
- What does the retailer want, and how you can standout
Meet the trainer
Ray Leung, Strategy Solutions Manager
Ray Leung tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 12 years' 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 on understanding and developing what category management means within the online channel.
Do you need a tailored capability programme designed for your team?
Get in touch to find out how we can facilitate customised online training courses for you and your teams.