Category Management - Essentials Master Class

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 3 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:

​Day 1 and 2: 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.

By Luc Desmedt - Managing Director LD&Co

​Day 3: How to use data for effective category management? 

• How to effectively use trade panel and consumer panel data within the category management process?
• The use of Nielsen and GfK data: how can Nielsen and GfK help to measure, analyze and optimize your category management efforts? 

By Tom Penninckx - Client Business Partner Nielsen

By Davy Van Raemdonck - Research Director - Shopper GfK​

Practical information

This training will be given in English​. But the trainers speaks also Dutch and French and can answer your question in the language you prefer. 

Participation fee:

Questions? Contact us via support@gs1belu.org