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, 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.
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.
Day 1 and 2: Introduction and 8 step category management process:
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
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
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.
Tuesday April 20 and 27, May 5 2021
From 9.00 AM until 5PM
GS1 Belgilux members:
Day 1 and 2: € 995 excl. 21 % VAT
Full 3 day program: € 1.195 excl. 21% VAT
Day 1 and 2: € 1.295 excl. 21% VAT
Full 3 day program: € 1.495 excl. 21% VAT
Participants are requested to bring a laptop.
This training is conducted in English, but all trainers can answer questions in Dutch and French.
Ravenstein Galerij 4 b10
1000 Brussel - Bruxelles
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.