Successful Category Management
Successful Category Management

6-7-8 June

09:45-11:30 BST | Virtual

5-6-7 September

13:45-15:30 BST | Virtual

5-6-7 December

09:45-11:30 GMT | Virtual

26-27 July

09:00-16:45 BST | In-person

18-19 October

09:00-16:45 BST | In-person

Virtual Workshop Overview

Our most popular workshop is the first step in your category management learning journey. In a virtual setting, you will learn how to use category management to build meaningful relationships with your retailers in a changing landscape. Our industry experts will help you understand the principles of category management, the IGD process and how to apply key category management tactics.

You’ll get hands on with the data and partake in real-time exercises to build your knowledge and skills.

This workshop will prepare you to build and deliver category management proposals and solutions.


The online training session will be delivered by our industry experts in high energy, bite-sized sprint

Day 1
Duration: 1hr 45mins

What is category management?

The IGD 6 step category management process

The different ways to define a category

Data assessment and the shopper

Purchase decision hierarchy

Day 2
Duration: 1hr 45mins

What is a category strategy and category vision

The IGD Range review process

Optimising the layout and planograms

Day 3
Duration: 1hr 45mins

Category pricing and the shoppers' value equation

Promotions in category management

Optimising in-store communications

Learning outcomes

Practical understanding of the IGD Category Management process

How to deliver a range review and shelf layout

Understanding the key tactics associated with category management

Who is it relevant for

Those just starting a career in category management

Those working in commercial sales, who want an understanding of category management


Brilliant course, really useful and engaging content and the exercises were fun and educational.

Simon was great at keeping it interesting and I really enjoyed the group activities. I am new to category management and feel that I have gained a lot of valuable knowledge that I will be able to use in my work.

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield

Book your virtual place today!