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* Successful Category Management: Getting Started Date(s) 11/11/2010


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Book your places today
 

One-day workshop

 

£400 member price (exc. VAT)

 

£600 non-member price (exc. VAT)

 

In-House Programmes available

 

Lunch and course materials included

   

A practical one day training course to get you started in developing effective category plans

Do you need to understand what category management is? Have you been tasked with developing effective category plans and you're not sure where to start? Or do you work with category colleagues and you just want to understand all the jargon they throw at you? Then IGD's Getting Started workshop is the solution for you.

Getting Started is a practical one day workshop that will ensure you understand the core principles and techniques used when developing category plans. You will learn about consumer decision trees, category roles, setting strategies and scorecards. You will also interrogate category data and assess the use of different tactics such as range and merchandising.

Combining the latest industry thinking with practical, applicable case studies, this step-by-step workshop will help you to understand what category management is, what benefits it can bring and how it relates to your role.
 

Benefits of this course

This workshop is designed for individuals who are new to category management, who want to understand the key elements and the steps to take when formulating an effective category strategy and plan. It is also ideal for individuals who don’t have day to day responsibility for category management but who need a good overview of the principles involved and want to understand the terminology and processes used by colleagues (e.g. finance, IT).
 

Recent attendees include:

  • Account Manager
  • Brand Manager
  • Business Development Manager
  • Category Analyst
  • Category Manager
  • Consumer Insight Analyst
  • Customer Marketing Manager
  • Marketing Executive
  • Merchandising Manager
  • Retail Analyst
  • Space Planner
  • Trade Marketing Manager

At the end of the course, you will be able to:

 IGD tutors share their expertise
 

 IGD tutors share their expertise

   
  Group exercises used throughout
 

 Group exercises used throughout

  • Appreciate what category management is and the benefits of taking a category approach
  • Understand the main components of category management and apply these to your business
  • Recognise the importance of the shopper and using the shopper decision-making process to build a decision tree
  • Identify opportunities from a range of data sources
  • Apply practical tools and techniques to help you deliver results
  • Appreciate the practical issues affecting the implementation of category plans and identify actions to overcome these
  • Understand the different requirements of retailers and manufacturers


Workshop delivery and materials:

This is an interactive and practical workshop with high levels of discussion and group exercises. Case studies and best practice examples are used throughout. Participants will receive a copy of the tutor's presentation slides and a comprehensive glossary of category management and industry related terms.

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DEFINING THE PROCESS AND CATEGORY DECISION TREES
  • Welcome - meet your course tutor and other delegates
  • What is category management? How will your business benefit?
  • Defining the different stages of the process.
  • Category Decision Trees - what are they and how are they used in practise?
  • Decision Tree Exercise
  • What is a category role? What does this mean for the category? How will knowing the role your category plays will enhance your plans.
CATEGORY ASSESSMENT AND DEFINING CATEGORY STRATEGIES
  • What questions do you need to answer? What does a buyer want to know?
  • Understanding the key market drivers, what is happening globally and locally that will have implications for your category?
  • Who is the shopper? What do they want? How does knowledge of the shopper and their needs can affect decisions in-store?
  • Shopper Missions Exercise
  • What data do you have? What do you need? Which questions will it answer? How do you  make it work for you?
  • Establishing a scorecard - what do you want to measure, how do you align it?
  • Setting category strategies - how do you maximise the opportunities? What consumer behaviour do you want to change?
  • Category Assessment and Strategies Exercise
CHOOSING TACTICS AND MAKING IT HAPPEN IN-STORE
  • Tactics – what are they?
  • How and when to use them to achieve your desired category strategy
  • How to choose the right mechanic to change shopper behaviour - range, merchandising, promotions, availability
  • Tactics Exercise - Builds on the results from the assessment and strategy exercise
  • Understand what is required to make your category plans happen in-store
  • Consider roles and responsibilities for implementation planning
CONSIDER WHAT APPROACH TO TAKE AND LEGAL IMPLICATIONS
  • How is category management being practised?
  • How do you prioritise who to work with and how to work with them.
  • Make sure you understand how to practise category management legally
  • What have you learnt and what will you do differently tomorrow?
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  • 11 November 2010 - 4 places remaining

Can't make these dates, or would like us to run it at your office? If you have a few participants that want to attend, but can't make any of these dates, or you'd prefer us to come and run the workshop at your premises, please contact us to discuss alternative solutions.
 

Customise a course to suit your team

If you don't see quite what you're looking for, why don't you let us develop something that meets your needs? Most of the workshops we deliver are customised to our clients requirements and often include our wider expertise on market conditions, retailer economics as well as consumer and shopper insight.
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Venue Details

  
     
 

IGD
Letchmore Heath,
Watford,
Hertfordshire
WD25 8GD,

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Cancellation Fees

  
     

Cancellations and name changes to be confirmed in writing

More than 30 days notice

- 90% refund

15-30 days notice

- 50% refund

Less than 15 days notice

- No refund/transfers

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* IGD Members Non-Members Academic Institutions
GBP £ 400 £ 600 N/A
EUR € 480 € 750 N/A
Additional Information:

All prices displayed exclude VAT at 17.5%. This workshop is promoted by IGD as agent for IGD Services Ltd. Cheques should be made payable to IGD Services Ltd. Please note that payment should be made before the date of the event (or within the usual 28 day invoice terms if earlier).
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* IGD Related Items *
* Reports *
* * Welcome to Category Management *
* Workshops *
* * Successful Category Management: Introducing Ranging and Merchandising *
* Factsheets *
* * Category Management Definition *
* * Category Management Glossary *
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