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Course Overview This workshop is for individuals looking to enhance their understanding of category management (CM) principles. CM's evolution since the mid 1990's has altered the focus for many managers from individual brands to overall categories defined by consumer needs. This workshop provides a clear and practical approach to finding better category understanding and perspective to enable more relevant, category strategies to be formulated. Audience This workshop is designed for individuals taking up CM responsibilities who need to be more CM literate. New managers looking to learn more about how to manage and develop target retail accounts will benefit. The workshop is helpful for existing brand focused individuals and teams involved in key accounts who need to stand back from the daily workload and examine different approaches against a category set of objectives or criteria. Skills Gained Your organisation will benefit from the improved understanding of category perspective, enabling demonstration to retailers that the business can manage categories to mutual advantage. Appreciating the benefits of what CM can and cannot deliver, recognising trends, barriers and implementation issues as they relate to your category will help avoid common pitfalls and aid overall understanding. You will be able to identify and understand the key elements of category management and its role within the value chain. The principles of the day should relate back to your own category issues and provide you with an understanding of the appropriate steps to formulating a good category strategy. Trends towards CM have required brand managers to adjust their focus from a traditionally narrow brand perspective towards adding value from a category perspective. Practical tools and tips from this day will help you skill up in these areas. Course Outline - Discover opportunity areas from a category perspective
- Understand the nature of successful relationships and partnerships in store
- (Re)define, segment and vision for a category and identify opportunity areas
- Explore the role of merchandising, point of purchase and store visits
- Structure and build the components of a coherent category strategy
- Relate the core principles of CM back to your own business
- Flex the retailer/supplier/consumer dynamic
- Focus on consumer needs for brand and category advantage
How to make a booking for the 1149 course
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