Practical Category Management

Develop a joint trade business process between retailers and manufacturers to manage categories as strategic business units. This workshop includes several topics and case studies covering the eight steps of Category Management, elements to create joint trade processes between retailers and manufacturers, roles and responsibilities, category definition, assessment, scorecard, strategies, tactics such as product range, merchandising, price and promotion as well as review metrics.

In this workshop, you will learn how to:

  • Understand what Category Management is, its responsibilities and benefits.
  • Get to know each step of the Category Management process.
  • Comprehend which tools and information are needed for the process.

Day 1


Market Trends Overview

What is Category Management?
Definition and relevance, 4 key outputs, What benefits it brings to retailers, manufacturers and shoppers

Roles, Responsibilities and Benefits
Organizational change, Category captaincy and collaborative relationship

Category Management Process
Retailer strategy, Efficient Consumer Response 8 step process

Step 1: Category Definition
Definition, Shopper decision tree

Step 2: Category Role
4 category roles, Which strategies assign to a category based on its opportunities?

Day 2

Day 1 Review

Step 3: Category Assessment
4 assessment areas to drive opportunities

Step 4: Category Scorecard
Which KPIs to consider?

Step 5: Category Strategy
7 options to evaluate

Category Management Trends and Shopper Understanding

Step 6: Category Tactics
Assortment, Merchandising, Price, Promotion

Category Implementation
What should include an implementation plan?

Category Review
Results and corrective actions

Tools and Data Needed
Market, retailer, shopper and software information

Who should attend?
Who should attend?

Level: Beginner to Intermediate


Category managers, merchandising managers, space and range planners, buyers, business information analysts, operation managers, store managers & their team.

Manufacturers / Suppliers / Distributors:
Category managers, key account data managers, shopper marketing managers, trade marketing managers, marketing managers, brand managers & their team.& teams.