Category Management Masterclass: 1-Day Training Course

One-Day Category Management Masterclass

Transform how you think about categories. This intensive one-day training gives brand and category managers the frameworks, evidence-based tools, and strategic confidence to drive category growth and win at shelf.

What you'll cover:

• Category management fundamentals — why it matters and how retailers use it
• Share of voice and how brands can grow their category presence
• Category disruption — how to find a way in and challenge the status quo

What you'll learn:

• Category definitions and purchase decision theory
• Core, associated, and substitutable category distinctions
• Retailer assortment logic and what it means for your brand
• Shopper measures and fact-based evidence techniques
• Moving from Category Challenger to Category Champion
• Building category visions that show propensity and potential
• Merchandising rationale and disruption tactics

Who this training is for:

Brand managers, category managers, and commercial teams in FMCG and consumer goods looking to sharpen their category expertise.