Introduction to Category Management

The Value Chain has evolved. From source of supply to the customer interface the innovation of product management and ranging has meant more and more suppliers, distributors and retailers are adopting the principles fundamental to Category Management - put another way, the ability to tell stories based on how customers shop is dictating how we range, merchandise and present our categories. All players in the value chain have a role to play and this course is designed to introduce these concepts.

Content includes:

• Defining Category Management
• The customers shopping schema
• Store design
• Product Ranging principles
• Strategic Category Management
• Understanding Customer Decision making
• Merchandising Principles
• Range planning, Price Planning and POS
• Defining new categories—what and why
• Measuring and Monitoring Category performance
• Implementing a category plan
• Organisational Principles