Category Leadership

It's not about who's biggest, it's about who's BEST

2-3 September

5 for 4 tickets available!*

About this workshop

Be honest: do your retailers see you as a category leader? That means…

  • They look to you for inspiring category solutions.
  • They see you as the category experts and thought leaders.
  • They look to you first for future growth opportunities.
  • You have open and honest category conversations.
  • You have joint projects with mutually beneficial objectives.

If you’re not already a category leader, don’t worry; whatever the size of your business or budget, you can be seen as one!

This ground-breaking course provides you with the tools you need to move away from chasing growth through the same old commercial relationships, to becoming category leaders with a brand-new approach.

It naturally builds on what we cover in our Successful and Advanced Category Management courses but is suitable for all senior category professionals.

Topics covered across the two days include:

  • Developing category visions
  • Category drivers as part of strategic business planning
  • Choosing the right tactics
  • Build great category relationships
  • Creating compelling proposals
  • Generating excitement and energy behind your plans
  • Embedding category leadership within your business

View the full programme here.

Who is it for?

This workshop has been designed for anyone who has responsibility for creating the business approach to category management and developing the longer term strategy.

As a result of attending our ‘Category leadership’ workshop, you will:

  • Know how to create an end-to-end category leadership process for your business
  • Create category strategy and drivers based on shopper/consumer ‘pull’
  • Generate your business solutions to capitalise on the category drivers
  • Choose where to play and how to win with consumers, shoppers and retailers
  • Decide the strategy for taking your category plan to the retailer
  • Understand how best to structure your team to deliver your category plan

Key skills covered at this workshop

Building a category leadership plan, using data to create insights, turning insights into category growth drivers, making strategic choices, developing category vision and strategies, aligning category tactics to drivers, implementing and evaluating category plans, determining category relationships, identifying category team roles and responsibilities, developing compelling category based proposals.

What will I experience at this workshop?

Using a combination of facilitated learning, best practice examples and personal planning, this workshop will give you the stimulation and time to start developing the category leadership approach for your business.

A series of tools and templates will be provided to you as we walk through each stage of the process in order to help you build your own program as we progress throughout the two days.

You will work through the end to end process from insight generation to effective tactical solutions, identifying priority customers and relationships along with the team capability needed to deliver your strategy.

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

Graham Dorrington

Graham Dorrington has over 25 years' experience working for FMCG companies such as Diageo and Golden Wonder in customer facing commercial roles as well as commercial planning, category management and customer marketing. At IGD he is responsible for designing and delivering a range of commercial capability and business planning programmes.


Category leadership




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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"A thorough course to help advance strategic thinking within Category Development. The inclusion of lots of examples from market, relevant exercises and useful tools made it easy to learn from and to apply these learnings back in real business."