Target Audience

Business Account Managers, Commercial Account Managers, Customer Account Managers, National Account Managers, National Account Executives and Trade Marketing Managers.

Purpose

This Programme provides delegates with an understanding of category management and the "HOW TO" for implementation of the Category Management Process within Multiple Retail, Food Service and the Wholesale sectors.

Programme Contents

• Category Management definition
• What are customers looking for from their Suppliers in Category Management?
• What is the Consumer looking for
• What is Category Management, why should we Implement the Process?
• What are the benefits and the problems?
• Delivering true Partnerships of Category Management through Internal Cross Functional Working.
• Delivering the consumer, customer, and supplier process for all Trade sectors.
• Building Trade Sector Strategies for category growth.
• How do we define the Category what is a category?
• Research and Data collection
• The next decade, how far ahead are we in our thinking?
• Using data and Consumer Research for effective business growth
• Category Management as a Production Process working tool
• Category Management linked to improving the supply chain.
• Offering the consumer product availability through the trade channel.
• Profit analysis from the category within the Trade Sector
• Category Management linked to improving the Stock Inventory and Business working capital.
• Business exercises and Evening Self-Study sessions
• Post-course Action Plan
• Post-course Tutor Assessment and Academy Report

Methodology

This two day programme sets the parameters for the understanding of the Category Management process. It delivers key learning sessions, along with practical exercises related to today's competitive trading environment.

Outcomes

The programme equips delegates with foundation knowledge and an understanding of Category Management. Delegates will be able to construct category driven plans that deliver category growth on their return to "day to day business" and understand how to implement and deliver the plan via internal cross functional working and customer partnering in order to sustain long term growth.

Venue

The Mill House Hotel, Kingham, Oxfordshire

2006 Dates

23-24 November

2007 Dates

1-2 February | 2-3 May | 22-23 August| 22-23 November