Category Management and Business Development

Who should attend: All customer, and business development managers, Insight and analysis executives, and Trade / Channel / Customer Marketing teams.

The event is practical and built around exercise and role-plays with examples and case studies from Blue Chip FMCG (Fast moving consumer goods).

Modules:

• The Background of Category Management, ECR and CRM
• Processes and philosophies of category development
• Category Situation and Scope
   o Data gaps and boundaries.
   o Template driven approach
   o Insight / ideas driven approach
   o Customer interface
   o Category leading and moulding
   o Marketing Key Performance Indicators
• Category Strategy
   o Category Definition and Segmentation
   o Category scorecard / Objective Setting
   o Modular approach to strategy
   o Ranging and Merchandising
   o Pricing and Promotion
• Market Implementation
   o Structuring the presentation
   o Selling the concept
   o Enrolling customers
   o Project management
   o Monitor and review