Category Visions
20 May 2026 - 21 May 2026
Dates
20-21 May, 9:00-16:30 BST (In-person)
Tickets
Tickets start from £899 with reduced rates available for small businesses. More details on pricing can be found here.
The most successful businesses look beyond current demands, focusing on future possibilities and evolving consumer and shopper needs. Future business success lies in anticipating shifts—whether in technology, category demands, or global priorities.
We will help you ensure you and your teams transform future uncertainty into opportunity, turning insights into an impactful vision for the future for your category. Helping you to build this vision into compelling proposals and plans for you and your customers.
Learning outcomes
An understanding of the key requirements of a robust and relevant category vision, to drive plans for sustained future growth
How to identify long term future growth opportunities from your available information and research
How to build a category vision for your business through prioritising the future opportunities for the category
How to collaborate successfully to drive plans to deliver the category opportunities
What it takes to deliver an impactful delivery, to gain agreement for your plans.
Who’s it for?
This course is suitable for both retailer and supplier-side professionals, such as Category Managers, Category Controllers, Heads of Category Management, and Shopper Marketing Controllers, who are looking to build impactful visions and compelling proposals for their categories and customers.
Venue
IGD, Grange Lane, Letchmore Heath, Watford WD25 8GD
Meet the trainer
Simon Attfield
Senior Consultant
IGD
Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 25 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.
Day one: Foundations of developing a long-term category vision for your business
Understanding the purpose and role of a category vision for your business; what is best in class and what are the common challenges of building a long-term strategy
Tools to understand current and future micro and macro trends and identifying the threats and opportunities they offer for the category
Applying the +1 model to drive creative thinking as part of a vision development process
Apply assessment frameworks to identify the size of opportunities and how to prioritise to maximise likelihood of success
Day two: Successfully deploying a category strategy
Building implementation plan by channel, mission, occasions and customers. Building realistic timelines to deliver change
From category vision to customer shared vision; how to flex your future vision to build relevancy and traction with your customer
Inspiring engagement; how to deliver your vision internally and externally with maximum impact to set up for success.
Putting in place measurement and review into your strategy planning process
Dates
20-21 May, 9:00-16:30 BST (In-person)
Tickets
Member Discount: £899
Non-Member: £1,199
Small business rate: To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 Million. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.
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.
Cancellation Fees
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]
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