Category Management

Robenny - School of Business is at the leading edge of category management and has developed a business game aimed at improving the understanding and skills of account managers, trade marketing managers and consumer marketers alike.

How You Will Benefit

As a result of this course, participants will gain knowledge of:

• Use category understanding to develop sales
• Persuasively present your rationale
• Effective management of the in-store points of purchase variables
• Identify a way to create a competitive edge
• Have an action plan to ensure follow through

What You Will Cover

• What is category management?
• Definition of categories
• Category segmentation
• Consumers versus shoppers
• Using data and information to support and guide decisions
• Range, merchandising and promotional activity
• Business game
• Developing a category presentation
• Personal action plan