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Capability building

Capability building

Our masterclasses provide participants with the knowledge and competences needed to win with shoppers and enable them to create the organizational conditions to effectively apply those. The masterclasses reflect our vision on sell-out management and are a pragmatic interpretation of the Category Management theory and principles. The delivery combines interactive presentations and hands-on workshops.

IN-HOUSE masterclasses

These masterclasses are delivered to a team of one client and therefore taking into account the development needs, organizational context, business challenges and data availability of the client.

  • Category vision: understand the importance of a compelling category vision and how to develop this vision

  • Shopper communication:  learn how to define which message to communicate to the shopper and how to effectively communicate these messages

A masterclass can be followed up by coaching sessions to ensure an effective implementation of the acquired competences within the organisation.

The following masterclasses are available:

  • Basic Category Management: introduction into the relevance, basic principles and 8 steps of Category Management. 

  • Advanced Category Management: deep dive into the development and implementation of the 8 steps of Category Management

  • e-Category Management:  learn how to apply the Category Management process to win online

  • Category Management for Field Sales force: ensure excellence your in-store execution by  empowering your Field Sales force with the right Category Management skills

OPEN masterclasses

LD&Co partners with GS1 Belgium and is in charge of the content and delivery of a 4-day Category Management masterclass, featuring a selection of highly experienced guest speakers.


Next class: April 16 & 23, May 14 & 21

Consulting & coaching

Consulting & coaching

Winning with shoppers requires the right focus, mindset, business processes, data, skills,…   LD&Co offers consulting and coaching services to assist suppliers and retailers in optimising the development and implementation of effective Category Management practices.  These services can consist of providing advice and support with regard to various key enablers of successful Category Management:

  • Internal way-of-working (senior management support, interaction between different departments, business planning process…)

  • Availability of the right profiles

  • Clear definition of Category Management deliverables

  • Retailer understanding and knowledge

  • Availability and use of key category data

  • Availability and use of easy-to-use tools

To assess to which extent these elements are present, we can perform a readiness assessment. The assessment is done on the basis of a pre-defined checklist of topics.  These topics are assessed via a combination of interviews and an analysis of data and documents, which are gathered during the interviews.

The output of the assessment consists of a detailed report, specifying the identified strengths and weaknesses, as well as a list of recommendations on how to address the detected areas for improvement.

Hands-on support

Hands-on support

LD&Co offers the qualified resources to address your project management needs in case the required resources or skills are not (yet) available.  We can support in performing the following tasks:

  • Business analysis (translating data into insights into actions)

  • Development of engaging trade presentations (for retailer HQ and/or store level purposes)

  • Conducting a Category Management process

  • Development of Business Reviews to be shared with retailers

  • Translation of the marketing objectives and plan into sell-out objectives and plan per key retailer

 Consulting        Training

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