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GS1 Master Class Category Management - April-May 2024


Interested in mastering Category Management fundamentals or advancing your expertise? Our top-rated masterclass caters to both retailers and suppliers, providing a comprehensive understanding of the field. The masterclass is structured into two synergistic programs, each designed to enhance your skills and knowledge.


This masterclass consists of 2 complementary programs:  


  1. an in-depth introduction into Category Management (2 days) 

  1. a deep dive into some Category Management fundamentals (2 days) 

The 2 programs can be taken together or separately, each blending captivating presentations with hands-on workshops to transform theoretical knowledge into practical skills. 

The GS1 Category Management has been running for more than 10 years and is compiled and facilitated by Category Management expert Luc Desmedt (LD&Co).   


Program 1 – in-depth introduction into Category Management (April 16 and 23) 

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?  

  • Category Management definition  

  • In-depth discovery of the 8-step process 

  • Prerequisites for effective Category Management 

Luc Desmedt, Managing Partner LD&Co Pascal Deckers, Managing Partner LD&Co

 

Program 2 – deep dive into Category Management fundamentals 

May 14 - am 

How to use GfK-data to deliver effective Category Management? 

  • Trends and market update 

  • The use of household panel data: how can GfK help to measure, analyze and optimize your Category Management efforts?  

Tom Cornelis, Commercial Lead Consumer Panel Belgium GfK ​​

 

May 14 - pm 

  • Category assessment and tactics: how to generate the shoppers insights, needed for developing shopper based category plans data? What are the state-of-the art methodologies?  

Carine Vaeremans, CEO Profacts 

 

May 21 – am  

  • Presentation of the Category and Brand Building Framework, offering a targeted, omnichannel Category Management approach  

Luc Demeulenaere, Sr advisor Demeulenaere & Co

 

May 21 - pm 

  •  Category assessment and tactics: how to apply the Category Management principles to e-commerce as part of an omnichannel approach?  

Karel Demeester, founding partner CallebautCollective

 

After following the 4 day Masterclass program you will: 

  • Know the 8 steps of the Category Management process and how to implement them. 

  • 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. 

  • Comprehend the need for an engaging category vision and know how to develop this. 

  • Master some techniques and practices to strengthen the depth of the category assessment and the quality of category plans. 

  • Know the state-of-the-art shopper research methodologies and understand the strengths and limitations of each methodology. 

  • Understand the similarities and differences between Category Management in the physical store and the retailer webshop, from fixing the basics ("don't frustrate me") till more advanced activations ("guide & surprise me"). 

  • Learn how starting from the common brand & retailer omnichannel customer journey helps to identify and prioritize value adding Category Management initiatives. 

  • Understand the essentials of target shopper-based Category Management, delivered via a unique framework. 

  

Participation fee: 

 

Program 1 

Program 2 

Program 1 + 2 

GS1 Belgilux Members 

995€ 

995€ 

1.750€ 

GS1 Belgilux  non-Members 

1.250€ 

1.250€ 

2.250€ 


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



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