Benefits of this Course
You’ll leave with an understanding of category management and how it relates to different channels and accounts including retail, wholesale and direct. You’ll be able to work through the steps within a classic category development approach. And you’ll see what the right blend of business, category and shopper data focus can achieve for your commercial advantage.
You will be able to construct different category roles. This will see you applying customer/shopper needs and decision-tree knowledge and demonstrating how they affect the plan.
Who should attend this course
For marketing practitioners and key account managers, new to post delegates and delegates with limited experience of managing products within a challenging category context. Ideally suited to marketing and sales team members who are looking to build new category approaches and better align sales and marketing account approaches.
What you will learn
Develop understanding of what Category Management is and how it relates to different channels and accounts including retail, wholesale and direct
Able to work through the steps within a classic category development approach and see what the right blend of business, category and shopper data focus can achieve in terms of your commercial advantage
Understand importance of – and construct- different category roles, applying customer/shopper needs and decision tree knowledge and demonstrating how that affects the plan
Learn about the key optimisation techniques that strengthen planning and success (including a tool to support objective setting around ranging, assortment, pricing, promotion and service areas),
Challenge and stimulate new thinking around using key data sources to translate mutual objectives into superior account concepts