Our most popular workshop is the first step in your category management learning journey. In a virtual setting, you will learn how to use category management to build meaningful relationships with your retailers in a changing landscape. Our industry experts will help you understand the principles of category management, the IGD process and how to apply key category management tactics.
You’ll get hands on with the data and partake in real-time exercises to build your knowledge and skills.
This workshop will prepare you to build and deliver category management proposals and solutions.
What is category management?
The IGD 6 step category management process
The different ways to define a category
Data assessment and the shopper
Purchase decision hierarchy
What is a category strategy and category vision
The IGD Range review process
Optimising the layout and planograms
Category pricing and the shoppers' value equation
Promotions in category management
Optimising in-store communications
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
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.
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