Embedded Files
Duration of the course / workshop
Duration of the course / workshop
3 Days (24 hours)
Program Overview
Program Overview
This course is designed to review the purpose, rationale and evolution of the industry’s best practices in Category Management. Participants will build awareness on the initial need for Category Management, the initial focus of Category Management and the resulting industry impact. Participants will also explore the changes in the industry landscape that drove the need for an updated approach to Category Management (Category Leadership) with a brief overview of the new process.
In the age of growing retailer strength, shopper empowerment, and new insights from big data analytics, the 20-year-old discipline of Category Management is suddenly more important than ever.
Why should student/ professional will do this course ?
Why should student/ professional will do this course ?
1) Do you want your product category to grow?
2) Are you interested to better control over your category?
3) Are you interested in the efficient use of category management tools?
4) Are you interested in understanding the right channels for your category?
5) Do you want to improve your procurement for category management?
6) Are you interested in understanding/ identifying future category growth areas?
7) How do you stay up-to-date on industry news, to be well-informed about current trends in the industry?
Target Audience
Target Audience
Retailers
Entrepreneurs
Managers
Supervisors
Sales department staff
Employees
Outcomes and benefits
Outcomes and benefits
Better plan and execute your merchandising and promotional strategies.
Better understand your return on investment
Keep ahead of your competitions
Course Outline/content
Course Outline/content
1. The principles of Category Management
What is category Management and What is its impact?
National Category Strategy (Category Leadership Planning Process)
The consumer and the shopper
Defining and segmenting a category
Understanding the Purchase & Consumption Cycle
2. Creating Profitable change in the Category
Success through POP Management
Category assessment
Category Growth Tactics
o Assortment
o Price
o Promotions
o Merchandising product supply
o Company’s Opportunity Identification
Financial Analysis of (Shopper & Category) Concepts & Initiatives
3. The customers Perspective
Retailer’s Financial Measures
The Customer Decision Making Process
4. Category Strategies
Housekeeping
Consultative Selling Structure
Category Tactics -Developing Category Based Customer Arguments
Category-Selling Business Game & Role Plays
Category Readiness Self-Assessment
Category Agenda Planning
Field visit
5. Category Tactics
Housekeeping
Structured Analysis
Category Growth Strategies
Structured Selling
6. Plan Implementation
Key Course Learning’s (Debrief of category strategies)
Category Readiness Self-Assessment
Category Agenda Planning
Action Planning
Course Review and Close
Google Sites
Report abuse