Successful Category Management (in-person)
Successful Category Management

26-27 July

09:00-16:45 BST | In-person

18-19 October

09:00-16:45 BST | In-person

18-19-20 April

09:45-11:30 BST | Virtual

6-7-8 June

09:45-11:30 BST | Virtual

5-6-7 September

13:45-15:30 BST | Virtual

5-6-7 December

09:45-11:30 GMT | Virtual

In-person Workshop Overview

Our most popular workshop in the first step in your category management learning journey. You will learn how to use category management principles to build meaningful relationships and plans with your retailers, identifying and delivering opportunities for the retailer, your business that benefit the category. Our industry experts will help you understand the principles of category management, the IGD process and how to apply key category management tactics.

Two days of in-person training at the IGD office allows you more time to practice applying the principles of category management, working in groups with peers from other businesses, to develop deeper knowledge and skills.

Led by IGD's highly experienced commercial experts, with decades of experience, you will complete a programme of interactive tasks and scenarios. Examining case studies and best practice, you will get to grips with what is expected of commercial teams and how success is measured.


Day 1
Duration: 7hr 30mins

An introduction to category management

What is category management? and how to define a category

The IGD 6 step category management process

Full category assessment and identifying the size of the opportunity

Building a category strategy to deliver your opportunities

Day 2
Duration: 7hr 30mins

Category collaboration and implementation

Optimising the range through the IGD ranging process

Building an optimised fixture layout for stores and shoppers

Category pricing and the shoppers' value equation

Category growth and promotions

Engaging the shopper through in-store media

Category collaboration and implementation

Learning outcomes

Practical understanding of the IGD Category Management process

How to deliver a range review and shelf layout

Understanding the key tactics associated with category management

Who is it relevant for

Those just starting a career in category management

Those working in commercial sales, who want an understanding of category management


IGD, Grange Lane, Letchmore Heath, Watford, Hertfordshire WD25 8GD, UK

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield

Book your place today!