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Advanced Category Management

About this workshop

Only one place remaining for 3-4 May
Please email to book

Advanced category management

This two day workshop provides the tools, processes and skills required to develop compelling channel or customer category growth plans that will deliver profitable growth for your organisation.

The workshop brings ‘end to end’ strategic category management to life using an engaging, practical and interactive combination of facilitated learning and our unique category management business simulation model.

Who is it for?

This workshop is aimed at Category Managers, Trade Marketing Managers, Commercial Managers or Marketing Managers who have had previous exposure or experience of category management and want to develop their strategic category management capability.

As a result of attending our ‘advanced category management’ workshop you will;

  • Have a practical and in-depth understanding of the IGD five step category management process
  • Be able to use a broad range of complex data sources as part of an ‘end to end’ process to develop compelling shopper insights
  • Know how shopper insights will inform the category opportunities and strategies that will underpin your category growth plans
  • Learn to turn your plans and strategies into clear and effective category tactics that can be implemented to maximise profitability and return on investment
  • Experience both the retailer and supplier category plan dynamics
  • Know how to develop compelling category based commercial propositions
  • Be able to demonstrate your organisations category leadership
  • Go away with a range of tools and techniques you can apply as soon as you get back into the workplace

Key skills covered at this workshop

Developing business questions, using data to create insights, activating decision trees, developing category strategies, aligning category tactics to strategies, category scorecards, developing compelling proposals, implementing and evaluating category plans

What will I experience at this workshop?

This workshop uses a combination of facilitated learning and our unique category management business simulation model to record and illustrate the impact of your decisions on the category performance and P & L.

It incorporates a high level of category decision making which is used to inform the inputs for a ‘real life’ category that are applied to the business simulation model.

A series of category reports will enable you to understand the potential impacts of your decisions and course correct as you endeavour to drive profitable category growth and deliver your category objectives.

You will have the opportunity to understand how your decisions impact the target shoppers and financial KPI’s as well as looking at a range of alternative approaches.

This is an opportunity to build your confidence in category management decision making through developing and executing your category strategies and tactics in a ‘safe and risk free’ learning environment in conjunction with a like-minded group.

Developed in association with Do Learn Do logo

Essential information

  • Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm on both days
  • A light breakfast will be available on both mornings with unlimited tea, coffee, water and fruit on offer plus homemade cookies, cakes and chef cooked lunches
  • The dress code is smart casual
  • We have free parking at IGD, however please check the venue details when booking as we do deliver sessions at other venues from time to time
  • To see our location, local train station details and other travel information, please see

The programme

To view the full programme details, please click here.

Meet the trainers

Simon AttfieldSimon Attfield tutors on our open workshops and works with a range of clients to develop and deliver bespoke programmes. Simon has 20 years experience across sales, trade marketing and category management. Prior to IGD he headed up the customer marketing team at Tata Global Beverages and has also worked with Britvic, Clairol and Procter & Gamble.



Philip AnnetsPhil Annets has been tutoring IGD’s category management workshops since 2011 and his wealth of experience helps bring the topic of category management to life through practical tools and examples. He has 25+ years of Category Management experience starting at Procter & Gamble in 1988 and since 2006 he has provided interim Category and Project leadership solutions for many FMCG manufacturers including, GSK, United Biscuits, Britvic and Mars Chocolate.  


Ray LeungRay Leung tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 12 years FMCG experience working for FMCG companies such as Associated British Foods, Britvic, Reckitt Benckiser, and most recently Mondelez. He has worked in marketing, trade marketing, and category management.  Ray is really keen in understanding and developing what category management means within the online channel.

Please note the trainers for each course may vary based on availability

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