Practical Category Management

During the workshop you will

  • Get to know each step of the Category Management process
  • Reveal your business opportunities in Category Management
  • Comprehend which tools and information are needed for the process
  • Understand the responsibilities and benefits for your business
  • Practice each step of the process as part of the exercise

The management is not a precise science. It is an applied one. It is very useful to refresh and accumulate CatMan knowledge especially when lector clearly presents text and topics.

Average rating 4,7/5
98% recommendation rate for this program around the world
Hundreds of FMCG professionals trained


Buyers, Category managers, Trade marketing team Analytics team, brand managers, merchandising, Consumer & Market insight team, Key account managers.


Beginners to intermediate (no prior CatMan experience required)


February 22-23, 2024 – Online, Multimarket, English
April 17-18, 2024 – face-to-face, Baltics market, English


Day 1

  • Introduction
  • Retail Landscape Overview and Market Trends
  • What is Category Management?
    Definition and relevance
    What benefits it brings to companies and shoppers
  • Roles, Responsibilities and Benefits
    Organizational change
    Category captaincy and collaborative relationship
  • Category Management Process
    Retailer & Supplier strategy
    Efficient Consumer Response 8 step process
  • Step 1: Category Definition
    Shopper decision tree
  • Step 2: Category Role
    4 category roles
  • Step 3: Category Assessment
    4 assessment areas to drive opportunities

Day 2

  • Day 1 Review
  • Step 4: Category Scorecard
    Which KPIs to consider?
  • Step 5: Category Strategy
    7 options to evaluate
  • Category Management Trends and Shopper Understanding
  • Step 6: Category Tactics
  • Category Implementation
    What should include an implementation plan?
  • Category Review
    Results and corrective actions
  • Tools and Data Needed
    Market and retailer information, shopper understanding and software

Fees & Discounts

Early bird discount if registration is formalized at least one month before the workshop takes place. Group discounts apply for 2 and more participants from the same company or a participant attending more than one workshop. Comprehensive course materials, case studies and individual certificates are included.

For more information

Aiste Kuke | | (+370) 681 63034 /LT, ENG, RU/