Course overview

The most successful businesses look beyond current demands, focusing on future possibilities and evolving consumer and shopper needs. Future business success lies in anticipating shifts—whether in technology, category demands, or global priorities.

We will help you ensure you and your teams transform future uncertainty into opportunity, turning insights into an impactful vision for the future for your category. Helping you to build this vision into compelling proposals and plans for you and your customers.

Learning outcomes

Who’s it for?

This course is suitable for both retailer and supplier-side professionals, such as Category Managers, Category Controllers, Heads of Category Management, and Shopper Marketing Controllers, who are looking to build impactful visions and compelling proposals for their categories and customers.

Agenda

Day one: Foundations of developing a long-term category vision for your business

Understanding the purpose and role of a category vision for your business; what is best in class and what are the common challenges of building a long-term strategy

Tools to understand current and future micro and macro trends and identifying the threats and opportunities they offer for the category

Applying the +1 model to drive creative thinking as part of a vision development process

Apply assessment frameworks to identify the size of opportunities and how to prioritise to maximise likelihood of success

Day two: Successfully deploying a category strategy

Building implementation plan by channel, mission, occasions and customers. Building realistic timelines to deliver change

From category vision to customer shared vision; how to flex your future vision to build relevancy and traction with your customer

Inspiring engagement; how to deliver your vision internally and externally with maximum impact to set up for success.

Putting in place measurement and review into your strategy planning process