16-17-18 MAR

09:45AM-11:30AM GMT

Sold out

18-19-20 MAY

09:45AM-11:30AM BST

19-20-21 JUL

09:45AM-11:30AM BST

13-14-15 SEPT

09:45AM-11:30AM BST

Workshop Overview

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.

Learning outcomes


Practical understanding of the IGD Category Management process

Category Management

How to deliver a range review and shelf layout


Understanding the key tactics associated with category management



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

Workshop format

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.

Simon Attfield

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]