Effective Category Management
Effective Category Management.

About the Course:
Understanding how all suppliers can effectively apply best practice Category Management principles to improve consumer understanding and category development. This module is designed for National Account Managers, Business Account Managers, Sales Managers, Marketeers, Retail Buyers and Merchandisers wishing to gain a thorough understanding of Category Management. It will also benefit cross-functional team members (e.g. logistics, finance, production, I.T.) wanting to understand the terminology and processes used by commercial colleagues and highlight the part they have to play.

Delegates will examine each stage of the Category Management process, associated issues and techniques, and the need for a faster more results-orientated process. Also, how to make research and analysis more effective and the necessity of producing practical plans that deliver results.

Programme Contents:
- Category Management Origin, Definition and Core Principles
- Current Status and Issues with Category Management in the U.K.
- The Benefits of Adopting Category Management Principles
- Building Sustainable Collaborative Relationships
- Making the Eight Step process more Effective
- Delivering Actionable results and Improved Performance by Focusing on what the Consumer really Wants.
- Making Consumer Research and Data Analysis more Cost Effective
- Developing Well-focussed Category Strategies and Tactics to Satisfy Target Consumers and gain Competitive Advantage.
- Best Practice examples to Improve Implementation in-store
- Simplifying the way Forward for Category Management
- Making Category Management a day to day activity
- Interactive Workshop using Practical, applicable Case Studies
- Evening Self Study
- Individual Action Plans

Who Will Benefit From This Course?
For everyone working in the FMCG market who wants to fully understand the principles and practice of Category Management.

Description of the Course:
Category Management is now widely used, predominately by retailers and wholesalers in the FMCG market. Suppliers to retailers will benefit from having a full understanding of the terminology and processes of Category Management.

This two day course covers all aspects of the subject with a case study running through the course to illustrate the key issues. The course begins with the origin of Category Management and then moves on to how it is used in the UK.

Delegates are taken step by step through the processes of Category Management. The strategy and tactical use of the system are discussed and how they are used to gain a competitive advantage. Delegates will finish the course with an individual action plan relating to their market sector.

Course Objectives:
-To provide delegates with a sound understanding of Category Management by examining each stage of the process and techniques.
-To ensure delegates appreciate the future for Category Management is a more effective, faster and results-orientated process.
-To understand how all suppliers can apply best practice principles to improve consumer understanding, category development and day to day trading.
-To appreciate the need to build sustainable collaborative relationships.
-To provide the opportunity to practice and develop some of the processes and techniques using case studies based on category plans developed by leading grocery multiples and their key partner supplier.

What You Will Gain:
- A full understanding of what Category Management is and how it is used by major retailers.
- You will gain the confidence to talk the "language" of Category Management and how to use the principles to enhance your supplier profile.
 
Course Dates
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Key Details
Provided by:
Spearhead Training


 
Duration2 days
 
£975
per delegate