What is Category Management?
Category management is a key strategy for increasing sales, improving the customer experience, and maximizing profitability for both manufacturers and retailers. With a data-driven approach, this methodology enables the identification of opportunities, the optimization of product assortments, the improvement of distribution, and the development of effective promotional strategies.
Who is it aimed at?
This course is designed for:
Category Managers
Sales Directors
Trade Marketing Managers
Business Development Managers
Sales Teams of Consumer Goods and Retail Companies
Benefits of the Category Management Course
At the end of this course, you will be able to:
Develop winning strategies based on data and analysis of purchasing behavior.
Optimize product assortment and pricing strategies.
Implement action plans to improve execution at points of sale.
Increase sales and profitability in the categories under your responsibility.
Collaborate effectively with retailers and manufacturers in building Joint Business Plans (JBP).
Course Content
Fundamentals of Category Management: Importance and Definition
Introduction to category management. Category definition. Relevance for buyers, retailers, and manufacturers.
Analysis of Trends in Consumption and Purchasing Behavior
Understanding existing trends in consumption and purchasing habits of the category and alternative products.
The Role and Positioning of Categories for Strategic Clients
Understanding the Role of Category for Strategic Clients. Category Positioning and Definition.
Application of Machine Learning in the Analysis of Purchasing Patterns
Ticket analysis using machine learning to describe purchasing habits and identify opportunities.
Shopper Behavior Study: Challenges and Potential
Observation of the target shopper's behavior. Barriers and opportunities; in-store navigation and purchase sequence.
Category Performance Assessment: Identifying Risks and Opportunities
Consolidation of category performance. Assessment of opportunities and risks. Definition of growth drivers for strategic categories.
Categorical Implementation Strategies by Store Type
Definition of category execution guidelines by store type: pricing structure, product segments, format, and packaging size. Selection of suppliers and category captain.
Creating an Omnichannel Category Plan: Goals, Actions, and Success Metrics
Design an integrated Category plan for physical and digital channels: objectives, activities, responsible parties, budget and ROI.
Meet the Instructors
Carlos I Alfonzo
Partner Director
Ms. Behavioral Neuroscience
PUCRS, Brazil
Ms. Marketing
IESA, Venezuela
Juan M. Domínguez
CEO
Ms. Marketing
Arizona State University
IESA, Professor
UNIMET, Professor
