Advanced Category Management

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

28-29 July

12-13 August

14-15 October

2-3 December

5 for 4 tickets available!*


About this workshop

Extensively revised and updated! This two-day course will help you meet the current challenges in category management and prepare you for the future.

It 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.

Will your team be crowned the category management champions?

You will work in groups for the simulation. This provides feedback on the impact of your decisions and creates a fun and competitive element to the two days.

Who is it for?

It’s aimed at category managers, trade marketing managers, commercial managers or marketing managers who have had previous experience of category management and want to develop their strategic category management capability and improve their influence with their retail partners.

What is gained from attending?

  • An in-depth understanding of the IGD six-step category management process, and use the process across the two days using our category management simulation
  • The ability to use a broad range of complex data sources as part of an end-to-end process to develop compelling shopper insights
  • An understanding of how shopper insights will inform the category opportunities and strategies that will underpin your category growth plans
  • The skills needed to turn your plans and strategies into clear and effective category tactics that can be implemented to maximise profitability and return on investment
  • A better understanding of the retailer’s needs and expectations of strategic category relationships to better tailor your approach and initiatives
  • The knowledge to develop compelling category-based commercial propositions
  • The competence to apply a more commercial focus to category projects and proposals
  • A range of new category management tools and techniques
  • Understand the current focus of category management and how this will change over the next few years

What key skills are covered?

  • Applying a systematic process to all your category management projects
  • Processing an extensive, diverse set of data into a coherent strategy and plan
  • Developing category tactics that are better aligned to deliver the category vision, strategies and objectives, including ranging, layout and promotions.
  • Building compelling category commercial proposals that better deliver retailers’ needs.
  • Devising business questions, using data to create insights, activating decision trees, improving category strategies, aligning category tactics to strategies, category scorecards, forming compelling proposals, implementing and evaluating category plans

What practices are involved?

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 category performance and profit.

Sharing of IGD category management research to understand the needs, expectations and frustrations of current collaborative category management, and discover how this will evolve over the upcoming years.

It incorporates a high level of category decision making informs 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 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"

Advanced Category Management




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.


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]


As part of IGD’s commitment to help small businesses to grow, IGD is offering a small business rate for this event.

To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 Million. Please note this is not your annual turnover with this retailer and is only available to manufacturing businesses. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.

* To take advantage of our 5 for 4 offer, please contact [email protected] stating which events you’d like to attend. Our team will assist you in registering these places.

Note: To activate the offer you must register all five places under the same invoice at one time.


NON-MEMBERS: £1,495 

Prices displayed ex-VAT. 

To take advantage of our 5 for 4 offer, please contact [email protected] stating which events you’d like to attend. Our team will assist you in registering these places.

Note: To activate the offer you must register all five places under the same invoice at one time.

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

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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.