Successful Category Management

Get ready for growth: what category management can do for you


About this workshop

Category management, what is it all about? This two-day workshop will introduce delegates to the tools, processes and methodology required to deliver growth opportunities through adopting category management. Delegates will learn how to build category relationships between suppliers and retailers, put together effective category plans and develop compelling shopper focused in-store propositions and tactics.

Who is it for?

This workshop is aimed at individuals who are new to category roles, or those in other commercial roles who want to understand what category management can do for them.

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

  • Understand what category management is and the benefits of adopting category management ways of working
  • Learn how to use a range of category management tools to start delivering business results
  • Understand the category management process and how to implement each stage
  • Harness the importance of shoppers and see what affects their behaviour
  • Learn how to develop compelling category plans and initiatives by channel and format
  • Understand how to build retailer and supplier category relationships and joint category plans

Key skills covered at this workshop

Analysing data, range planning, designing a category layout, influencing the shopper, identifying opportunities, developing compelling proposals, building category relationships, developing category tactics, defining a category, decision trees.

What will I experience at this workshop?

This workshop is interactive and involves getting hands-on with a range of data, tools and processes. The workshop involves team breakout sessions that enable the skills, tools and processes taught to be practised, and ensures delegates can then replicate back in the office.

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.


"I found the course really useful and have certainly come away with lots of ideas to apply to my accounts! It was very useful to be able to put what we had discussed in to practice and it's also great to have a process to work with that is easily applicable to "real life". Also, the trainer’s passion for category management and anecdotes throughout the two days really helped the theory come to life."

"I’ve been working in category for six months and have learnt some very useful tools, I would recommend to anyone new to the discipline"

"Really interactive course with great mixture of theory and challenges. Would fully recommend."

Free insights

Top tips

Category management top tip

You have the biggest chance of success in any category initiative when you deliver for the shopper, retailer and you.



A day in the life of a senior category manager

Want to know what it takes to be a senior category manager? Find out what you need to be successful in this vital role.



Category management glossary

If you are confused by category management jargon, this handy guide to some of the key terms and phrases should help.



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.

Successful Category Management

Successful Category Management

10-11 September 2019, Watford
24-25 September 2019, Manchester
6-7 November 2019, Watford



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.

Multiple dates
Our two-day simulation game workshop will help you understand how to turn the theory of category management into growth plans for your organisation.

Free online video, infographics and tools.

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