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Category Leadership

About this workshop

Category leadership workshopWith accelerated change in the retail landscape, true category growth is becoming increasingly difficult to achieve. To find it, retailers often look for a supplier to adopt a category leadership position.

By taking category leadership, you can move the conversations with buyers away from price and promotions on to activities that drive incremental value for your brands and your customers through mutually beneficial category growth. Category leadership is not owned by those with the biggest category share or the deepest pockets; it is founded on the quality of the insights, the supporting strategies and tactics, and people capabilities. Whatever the size of your business or budget, you can be seen as a category leader through the quality of what you do.

Building on our long-established Successful Category Management and Advanced Category Management courses, this groundbreaking new workshop has been designed to provide you with the process and tools to create genuine category leadership in your business.

Who is it for?

This workshop has been designed for anyone who has responsibility for creating the business approach to category management and developing the longer term strategy.

As a result of attending our Category Leadership workshop, you will:

  • Know how to create an end-to-end category leadership process for your business
  • Create category strategy and drivers based on shopper/consumer ‘pull’
  • Generate your business solutions to capitalise on the category drivers
  • Choose where to play and how to win with consumers, shoppers and retailers
  • Decide the strategy for taking your category plan to the retailer
  • Understand how best to structure your team to deliver your category plan 

Key skills covered at this workshop

Building a category leadership plan, using data to create insights, turning insights into category growth drivers, making strategic choices, developing category vision and strategies, aligning category tactics to drivers, implementing and evaluating category plans, determining category relationships, identifying category team roles and responsibilities, developing compelling category based proposals.

What will I experience at this workshop?

Using a combination of facilitated learning, best practice examples and personal planning, this workshop will give you the stimulation and time to start developing the category leadership approach for your business.

A series of tools and templates will be provided to you as we walk through each stage of the process in order to help you build your own program as we progress throughout the two days.

You will work through the end to end process from insight generation to effective tactical solutions, identifying priority customers and relationships along with the team capability needed to deliver your strategy. 

Essential information

  • Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm
  • A light breakfast will be available in the morning 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.


Graham DorringtonGraham Dorrington has over 25 years' experience working for FMCG companies such as Diageo and Golden Wonder in customer facing commercial roles as well as commercial planning, category management and customer marketing. At IGD he is responsible for designing and delivering a range of commercial capability and business planning programmes. 


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

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Grange Lane
Letchmore Heath
WD25 8GD

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