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!*


Throughout the workshop you will have to interpret data to develop strategies that will inform decisions you will apply at each stage of the game. You will then review your ‘performance’ and have the opportunity to revise them if appropriate. The ‘aim of the game’ is to make the best set of decisions for the category and drive its growth for the benefit of the retailer and manufacturer, through meeting shopper needs.

Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm on both days.

Day one

Introduction to the IGD six-step process

Briefing case study

Category assessment

  • Setting category objectives
  • Understanding different data types and sources
  • Comparing, contrasting and assimilating a range of data
  • Comparing, contrasting and assimilating a range of data

Use the IGD insights process and tools to interpret a range of data sources and develop category insights

Category segmentation and decision hierarchies

Identifying opportunities

  • Different tools to identify and quantify category opportunities
  • Prioritising opportunities to best deliver the category objectives
  • Tailoring opportunities by the different needs of the shopper by different store formats

Using the game in conjunction with the IGD opportunity assessment templates to input and test a range of business building scenarios. Are you going to meet your KPIs?

Category strategies

  • Identify the category strategies to deliver your objectives
  • Which shoppers? Which missions? What behaviour change?
  • Validating your category strategies

Will the strategies you choose and enter into the game, deliver your scorecard?

Category visions

  • What is a category vision?
  • Build a joint, retailer-focused vision for the category

Day two

Category tactics

  • Range of category tactics available electing tactics and developing clear objectives that will deliver your category strategy

What tactics will you use to achieve your strategy objectives?

  • Differentiating tactics by store format
  • Understanding the barriers to execution and how to overcome

Refining how to use each of the tactics to deliver your strategies and objectives.

  • Implement your tactics in line with your strategies
    • Assortment
    • Space
    • Fixture layout
    • Pricing
    • Promotions
  • Enter your tactical recommendations into the game to see if they deliver your strategy and ultimately drive the sales and margin to surpass the objectives

Compelling category selling stories

  • Commercial category-based proposition structure
  • Using the case study to develop the selling story
  • Identifying key features and benefits of proposal
  • Informing the numeric argument

Review of learning’s and key takeaways from the workshop

Find out who came out on top in the IGD business simulation…


IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise.


Essential information

  • Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm on both days
  • A light breakfast will be available on both mornings with unlimited tea, coffee, water and fruit on offer, plus homemade cookies, cakes and chef-cooked lunches
  • The dress code is smart casual
  • We have free parking at IGD, however please check the venue details when booking as we do deliver sessions at other venues from time to time
  • You can find our address, local train station details and other travel information here


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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.