Course Advanced Category Management

focused on Fresh Produce and related categories

Learn to work with standardised models to manage and grow the category to an optimum. Put the shopper of the retail brand central, with the aim to add value, by developing your own category vision that suits the consumer and the shopper. This leads to higher sales and profit and/or a better image.

The course includes several workshops and many practical examples.

Key skills covered at this two-day course 

Assortment/range planning, designing a category layout,  identifying market opportunities, building category relationships, developing category marketing tactics (p’s), defining a category, shopper decision trees.


This two-day course can also be tailored to suit your requirements and can be offered at your place of business. Tailored to your specific market situation, company profile and team structure.

The course is intended for:

commercial managers and employees who want to know how an assortment will best suit the shopper. For example buyers, marketing/product managers, sales/account managers, new business and project managers of suppliers, wholesalers and retailers in the fresh food sector.


You will gain answers to the following questions:

  • What is the use and benefit of category management?
  • How can category management be organized effectively?
  • Information need of the category manager
  • What is needed to develop a good category vision?
  • How do you translate the category vision to the shop floor (planograms, training, etc.)
  • Why is there an increasing use of category roles and what does that mean in practice?
  • What is the use and benefit of shopper marketing and how can this be implemented?
  • How can retailers and suppliers work together to make the category grow?
  • Application of CM within online/ omni-channel


Day one

  • Retailing
  • Retail format strategy
  • Category Management
    • process/roadmap
    • application
    • necessary information
  • Supermarket visits
  • Translate trends to your category (including online shopping)

Day two

  • In depth training
    • category definition and segmentation
    • category analysis
    • category tactics
  • Category plan of a retailer
  • Development Category vision
  • Shopper Marketing
  • Cooperation between retailer and supplier


€ 1.500,- per person, including lunches and reference book, excluding VAT.


These intensive days are scheduled on:

  • March 4 – 5th  2020 (week 10)
  • March 18 – 19th 2020 (week 12)


Week 10: Office InQuality, Knut Påls väg 13 A, 256 69 Helsingborg, Sweden

Week 12: Stockholm region, Sweden

Register here

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