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Essentials of Category Management

Course Outline

This training course will provide the knowledge you need to identify category strategies that deliver superior account performance. The critical principles of managing and developing categories and tools that will help deliver collaborative planning will be highlighted to deliver better, more profitable business-partner relationships.

You’ll work through a category context scenario covering account, market and customer performance review-analysis. You will investigate how to improve results by planning and delivering powerful category account activations, which solve a customer/consumer issue or address an opportunity.

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

Downloadable Resources

Course Outline

How to take this course

In-company Training

E Learning

Public Courses

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