Advanced Category Management

A unique immersion in the deep end of decision-making for the experienced category manager


About this workshop

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.

Who is it for?

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 propositions
  • 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 alternative approaches.

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.

Meet the Trainers

Simon Attfield

Simon Attfield

Simon Attfield tutors on our open workshops and works with a range of clients to develop and deliver bespoke programmes. Simon has 20 years experience across sales, trade marketing and category management. Prior to IGD he headed up the customer marketing team at Tata Global Beverages and has also worked with Britvic, Clairol and Procter & Gamble.

Graham Dorrington

Ray Leung

Ray Leung tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 12 years FMCG 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 in understanding and developing what category management means within the online channel.


"A fantastic, fast paced training course that has hugely increased my skill sets"


"Great intensive workshop - now feel ready for my new category management role!"


"Really enjoyable and useful course which included a large amount of info that I will take back into everyday ways of working and drive strategy through my work"


IGD Members

£875.00 | €1050.00


£1450.00 | €1740.00

Prices displayed ex-VAT. 

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

Additional information

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.

Advanced Category Management

Advanced Category Management

7-8 August 2019, IGD
2-3 October 2019, IGD
26-27 November 2019, IGD



IGD Members

£875.00 | €1050.00


£1450.00 | €1740.00

Prices displayed ex-VAT. 

If you have a specific business challenge or training requirement we can tap into our expertise and put together something just for you.

Free online video, infographics and tools.

Get the latest industry news and insights straight to your inbox with our range of newsletters.


Capability needs in category management

Take a look at this free PDF to learn more about capability, development and progression in category management, shopper marketing and insight.


Multiple dates
This popular two-day workshop will ensure you understand and are able to implement the core principles and techniques our industry uses to develop effective category plans.

Multiple dates
Category leadership is founded on the quality of the insights, the supporting strategies and tactics, and people capabilities. Learn the processes, tools and ways of working for your business to be a genuine category leader.

Multiple dates
In this one-day workshop, you'll discover the key opportunities of online retailing and how to activate them as part of your overall category strategy.