This Master Class explains why category management is more relevant than ever and offers an in-depth immersion into the 8 steps process of category management.
After following the 4 day Essentials program you will:
- Know how to work out the 8 steps of the category management process:
- how to define the category and the category structure.
- how to determine the strategic role of the category.
- how to assess the category in order to define the growth opportunities and the category strategy and category plans to address these opportunities.
- how to use Nielsen and GfK data in the category assessment.
- how to enrich the assessment with shopper insights.
- …
- Understand why category management represents the ideal platform to win at the moment-of-purchase, the crucial touch-point within the customer journey.
- Understand how category management can bring the collaboration between retailers and suppliers to a higher strategic level.
Program:
The different building blocks of the program will be delivered by a selection of trainers who are experienced experts in their field:
- Luc Desmedt (managing director LD&Co and coordinator of the program)
- Tom Penninckx (Client Business Partner Nielsen)
- Tom Cornelis (Commercial Lead Consumer Panel Belgium GfK)
Introduction and 8 step category management process
- Importance of the moment-of-purchase in the commercial strategy.
- How can category management help to effectively address this challenge?
- Definition and content of category management, tips and tricks, hands-on workshop.
→ Luc Desmedt, managing director LD&Co
How to use Nielsen-data to deliver r effective category management?
- The use of trade panel data: how can Nielsen help to measure, analyze and optimize your category management efforts?
→ Tom Penninckx, Client Business Partner Nielsen
How to use GFK-data to deliver r effective category management?
- The use of household panel data: how can Nielsen and GfK help to measure, analyze and optimize your category management efforts?
→ Tom Cornelis, Commercial Lead Consumer Panel Belgium GfK
Practical information
Participation fee:
- GS1 Belgilux Members for 4 days: € 1.290 excl. 21% VAT
- GS1 Belgilux non-Members for 4 days:€ 1.590 excl. 21% VAT
Participants are requested to bring a laptop.
This training is given in English, but all trainers can answer questions in Dutch and French.
Questions? Contact us via support@gs1belu.org
This course is subject to our cancellation policy.
Practical information
Type:
Training @ GS1
Location:
Ravensteingalerij 4 B10 - 1000 Brussels
Galerie Ravenstein 4 B10 - 1000 Brussels
Access:
GS1-members: € 1.290
Non-members: € 1.590