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:

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• 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, as well as 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.

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• 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.

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Program:

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Day 1 and 2: Introduction and 8 step category management process:

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• Importance of the moment-of-purchase in the consumer journey.

• 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

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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 Tom Cornelis - Senior Business Consultant Consumer Goods GfK

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Who:

Professionals with no or limited experience in the field of category management.

We recommend seasoned category managers or trade marketeers to look at our 3-day Advanced Master Class.

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When:​

Tuesday April 20 and 27, May 5 2021 

From 9.00 AM until 5PM

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​Participation fee:

GS1 Belgilux members:

Day 1 and 2: € 995 excl. 21 % VAT 

Full 3 day program: € 1.195 excl. 21% VAT

Non-members:

Day 1 and 2: € 1.295 excl. 21% VAT

Full 3 day program: € 1.495 excl. 21% VAT

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Participants are requested to bring a laptop.

This training is conducted in English, but all trainers can answer questions in Dutch and French.

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Where:

Ravenstein Galerij 4 b10

1000 Brussel - Bruxelles

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We hope to meet you in person at the GS1 offices in Brussels, where we will provide a Covid-proof learning environment.

Should circumstances require it, an online format that ensures interactivity will be proposed. 

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