Category Management


A One-Day Programme

Course Aim

We offer in-house training only – we do not run public courses

Companies providing products and services to consumers have benefited from category management tools since the mid 1990s. This course shows delegates how to maximise efficiency and optimise sales whilst delivering exactly what the customer wants. This course is designed for individuals in a marketing or buying role who would benefit from understanding the tools, techniques and processes used in effective category management, to ensure their product ranges are developed and presented to consumers for maximum profit.

We offer short, focused, strategic, high-value interventions

Course Objectives

By the end of this course delegates will be able to:

  • Increase sales and profit margins by developing a clear relationship with the consumer focusing on the needs of the most profitable customer segments
  • Integrate market intelligence, customer relationship management and innovative new product development, for a significant impact on the organisation’s competitive position

Course Content

  • How to research and develop more effective categories for your business
  • Align your new product development and innovation with customer needs
  • Redefine, segment and position categories to maximise sales
  • Create a measurable return on investment whilst achieving objectives
  • Align plans with category management to minimise budget wastage
  • To explore the role of sales promotion and merchandising in store
  • Evaluate the potential of e-category management for your business
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