This two-day workshop provides the tools, processes and skills required to develop compelling channel or customer category growth plans that will deliver profitable growth for your organisation.
The workshop brings ‘end to end’ strategic category management to life using an engaging, practical and interactive combination of facilitated learning and our unique category management business simulation model.
This workshop is aimed at category managers, trade marketing managers, commercial managers or marketing managers who have had previous exposure or experience of category management and want to develop their strategic category management capability.
As a result of attending our ‘Advanced category management’ workshop, you will:
- Have a practical and in-depth understanding of the IGD five-step
category management process
- Be able to use a broad range of complex data sources as part of an
‘end to end’ process to develop compelling shopper insights
- Know how shopper insights will inform the category opportunities and
strategies that will underpin your category growth plans
- Learn to turn your plans and strategies into clear and effective
category tactics that can be implemented to maximise profitability and
return on investment
- Experience both the retailer and supplier category plan dynamics
- Know how to develop compelling category-based commercial
- Be able to demonstrate your organisations category leadership
- Go away with a range of tools and techniques you can apply as soon
as you get back into the workplace
Key skills covered at this workshop
Developing business questions, using data to create insights, activating
decision trees, developing category strategies, aligning category tactics to
strategies, category scorecards, developing compelling proposals,
implementing and evaluating category plans
What will I experience at this workshop?
This workshop uses a combination of facilitated learning and our unique
category management business simulation model to record and illustrate the
impact of your decisions on the category performance and P & L.
It incorporates a high level of category decision making which is used to
inform the inputs for a ‘real life’ category that are applied to the
business simulation model.
A series of category reports will enable you to understand the potential
impacts of your decisions and course correct as you endeavour to drive
profitable category growth and deliver your category objectives.
You will have the opportunity to understand how your decisions impact the
target shoppers and financial KPIs as well as looking at a range of
This is an opportunity to build your confidence in category management
decision making through developing and executing your category strategies
and tactics in a ‘safe and risk free’ learning environment in conjunction
with a like-minded group.
Developed in association with Do>Learn>Do.