Successful Category Management

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



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

Category management

  • What are the benefits of category management to suppliers and retailers?
  • The IGD Five Step Category Management Process – we define this in detail and show how it is used in practice
  • Where retailers need supplier input
  • How shoppers make decisions and the importance of category definition and decision hierarchies

Information gathering and understanding

  • Understanding the bigger picture and the implications on your categories
  • What information do you have? What do you need? Where to go and get it?
  • The different areas – market, customer, consumer and shopper – that you need to analyse in developing your category plan
  • Understanding the shopper and the various shopping missions

Business planning and measurement

  • The questions you need to ask – and those which will be asked of you
  • Aligning category scorecards
  • Developing the category strategy – driving category value and the levers you can use

In-store activation

  • What tactics are available to you?
  • Aligning the appropriate tactics to deliver your category strategy
  • Choose the right mechanic to shape and influence shopper behaviour

Range and merchandising

  • Macro versus micro space
  • Retailer and shopper strategies
  • Deciding the range
  • Merchandising principles and operational rules
  • Merchandising best practices

Day two


  • Review the key issues surrounding promotion activity
  • Effective promotions planning – aligning to strategy forecasting and implementation
  • Promotion evaluation, why it’s important and how to measure the effectiveness and efficiency of each activity


  • Role of price to drive category growth
  • Category, product and pack price elasticity
  • Pricing strategies by channel and format


  • Impact of availability on shopper, retailer and brand
  • Measuring and influencing availability
  • Using learnings to course-correct

Visibility and communication

  • The shopper journey
  • Key points and approaches to influencing shoppers

Multiformat and multichannel

  • Understanding shoppers and missions by channel and format
  • Developing, tailoring plans and solutions

How companies are using category management and the role of category managers

Working inside a legal framework

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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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. 

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.

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.

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