08-09-10 DEC 2020

09:45AM-11:30AM GMT

19-20-21 JANUARY

09:45AM-11:30AM GMT

16-17-18 MARCH

09:45AM-11:30AM GMT

18-19-20 MAY

09:45AM-11:30AM BST

19-20-21 JULY

09:45AM-11:30AM BST

12-13-14 SEPTEMBER

09:45AM-11:30AM BST

IGD’s Successful Category Management virtual workshop will introduce you to the tools and processes required to deliver growth within your organisation.

What to expect in our 2021 workshops

The food and grocery industry experienced big changes in 2020.

To help keep you at the forefront of these developments, our FMCG experts will highlight the latest best practice examples and innovation from around the world. They’ll also give you insight into what this means for your business.

Now, more than ever, online and digital solutions are playing a massive part in the industry. We’ve also made sure our latest workshop content focuses on what this means for your function today and in the future.

Workshop Overview

Through this workshop, you will learn how to use category management to build meaningful relationships with your retailers in a changing landscape. You’ll get hands on with the data and partake in real-time exercises to build your knowledge and skills. This workshop will introduce you to and prepare you for the evolving needs of category management.

You will also take part in breakouts sessions and group interactions...all in a virtual forum! The online training session will be delivered by our industry experts in high energy, bite-sized sprints. Over the course of three days, you will take part in live one and a half hour classes.

Learning outcomes


Understand the category management process and how to implement each stage.


Learn how to use a range of category management tools to start delivering business results.

Category Management

Understand what category management is and the benefits of adopting category management ways of working.


Explore the importance of shoppers and see what affects their behaviour.


Learn how to develop compelling category plans and initiatives by channel and format.


Learn how to develop compelling category plans and initiatives by channel and format.

Workshop themes and agenda

DAY 1 - Duration: 1hr 45mins

Introduction to category management and collaborative working

Defining the category

Understanding Data

DAY 2 - Duration: 1hr 45mins

Opportunities and strategy

Tactics: ranging, space and layout

DAY 3 - Duration: 1hr 45mins

Price and promotions

Shopper communication

Implications and next steps

Ray Leung

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.

Successful Category Management
Virtual Successful Category Management




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. To redeem your 5 for 4 discount across all workshops, email [email protected]


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]