{"id":88631,"date":"2025-09-25T19:32:04","date_gmt":"2025-09-25T17:32:04","guid":{"rendered":"https:\/\/actin-co.com\/?p=88631"},"modified":"2026-03-12T16:43:08","modified_gmt":"2026-03-12T15:43:08","slug":"formation-category-management-efficient-responsable","status":"publish","type":"post","link":"https:\/\/actin-co.com\/fr\/formation-category-management-efficient-responsable\/","title":{"rendered":"Formation Category Management Efficient &#038; Responsable"},"content":{"rendered":"<p>Le <strong data-start=\"344\" data-end=\"367\">category management<\/strong> est aujourd\u2019hui confront\u00e9 \u00e0 une nouvelle \u00e9quation : continuer \u00e0 d\u00e9velopper la performance des cat\u00e9gories tout en int\u00e9grant les enjeux de responsabilit\u00e9 et de durabilit\u00e9.<\/p>\n<p data-start=\"539\" data-end=\"688\">Les attentes des consommateurs \u00e9voluent, les enseignes structurent leurs strat\u00e9gies RSE et les marques doivent adapter leurs approches cat\u00e9gorielles.<\/p>\n<p data-start=\"690\" data-end=\"887\">Cette formation ACTINCO permet aux <strong data-start=\"725\" data-end=\"746\">category managers<\/strong> d\u2019int\u00e9grer ces enjeux dans leur m\u00e9tier, sans perdre de vue l\u2019objectif central : <strong data-start=\"827\" data-end=\"886\">d\u00e9velopper la performance des cat\u00e9gories et des marques<\/strong>.<\/p>\n<h2 data-section-id=\"juiode\" data-start=\"894\" data-end=\"909\">S\u2019inscrire \u00e0 la formation<\/h2>\n<p data-start=\"941\" data-end=\"1017\">\ud83d\udc49 <a href=\"https:\/\/actinco.catalogueformpro.com\/7\/category-retail-management\/2328261\/formation-category-management-efficient-et-responsable\"><strong data-start=\"944\" data-end=\"1017\">S\u2019inscrire \u00e0 la formation Category Management Efficient &amp; Responsable<\/strong><\/a><\/p>\n<h2 data-section-id=\"2br7rq\" data-start=\"1024\" data-end=\"1066\">Vous \u00eates un bon category manager, MAIS\u2026<\/h2>\n<ul data-start=\"1068\" data-end=\"1421\">\n<li data-section-id=\"1xdw8zw\" data-start=\"1068\" data-end=\"1169\">\n<p data-start=\"1070\" data-end=\"1169\">vous \u00eates tiraill\u00e9 entre les objectifs business et les objectifs de durabilit\u00e9 de votre cat\u00e9gorie<\/p>\n<\/li>\n<li data-section-id=\"1w2dfyc\" data-start=\"1170\" data-end=\"1313\">\n<p data-start=\"1172\" data-end=\"1313\">vous ma\u00eetrisez parfaitement votre march\u00e9 et vos marques mais vous ne vous sentez pas toujours \u00e0 l\u2019aise pour parler <strong data-start=\"1287\" data-end=\"1311\">RSE avec vos clients<\/strong><\/p>\n<\/li>\n<li data-section-id=\"16990bw\" data-start=\"1314\" data-end=\"1421\">\n<p data-start=\"1316\" data-end=\"1421\">vous ne savez pas comment int\u00e9grer la responsabilit\u00e9 dans votre <strong data-start=\"1380\" data-end=\"1421\">strat\u00e9gie cat\u00e9gorielle et dans les 4P<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1423\" data-end=\"1503\">Ces situations sont aujourd\u2019hui fr\u00e9quentes dans les \u00e9quipes category management.<\/p>\n<p data-start=\"1505\" data-end=\"1677\">Les enseignes structurent leurs d\u00e9marches de <strong data-start=\"1550\" data-end=\"1574\">commerce responsable<\/strong>, tandis que les marques doivent adapter leurs strat\u00e9gies pour continuer \u00e0 d\u00e9velopper leurs cat\u00e9gories.<\/p>\n<div style=\"width: 720px;\" class=\"wp-video\"><video playsinline data-keepplaying class=\"wp-video-shortcode\" id=\"video-88631-1\" width=\"720\" height=\"720\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/actin-co.com\/wp-content\/uploads\/2025\/09\/TEMOIGNAGE-ELISE-FORMATION-ACTINCO-CATMAN-EFFICIENT-ET-RESPONSABLE.mp4?_=1\" \/><a href=\"https:\/\/actin-co.com\/wp-content\/uploads\/2025\/09\/TEMOIGNAGE-ELISE-FORMATION-ACTINCO-CATMAN-EFFICIENT-ET-RESPONSABLE.mp4\">https:\/\/actin-co.com\/wp-content\/uploads\/2025\/09\/TEMOIGNAGE-ELISE-FORMATION-ACTINCO-CATMAN-EFFICIENT-ET-RESPONSABLE.mp4<\/a><\/video><\/div>\n<h2 data-section-id=\"1kijrbi\" data-start=\"1684\" data-end=\"1712\">L\u2019objectif de la formation<\/h2>\n<p data-start=\"1714\" data-end=\"1791\">La formation <strong data-start=\"1727\" data-end=\"1774\">Category Management Efficient &amp; Responsable<\/strong> vous permet de :<\/p>\n<ul data-start=\"1793\" data-end=\"2032\">\n<li data-section-id=\"19fsfx5\" data-start=\"1793\" data-end=\"1874\">\n<p data-start=\"1795\" data-end=\"1874\">renforcer vos connaissances sur les enjeux de durabilit\u00e9 et de responsabilit\u00e9<\/p>\n<\/li>\n<li data-section-id=\"1wf3fcp\" data-start=\"1875\" data-end=\"1945\">\n<p data-start=\"1877\" data-end=\"1945\">comprendre l\u2019impact de ces enjeux sur les strat\u00e9gies cat\u00e9gorielles<\/p>\n<\/li>\n<li data-section-id=\"f4di2u\" data-start=\"1946\" data-end=\"2032\">\n<p data-start=\"1948\" data-end=\"2032\">int\u00e9grer ces dimensions dans vos <strong data-start=\"1981\" data-end=\"2032\">analyses et recommandations category management<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2034\" data-end=\"2210\">L\u2019objectif n\u2019est pas de r\u00e9volutionner votre m\u00e9tier, mais de <strong data-start=\"2094\" data-end=\"2209\">vous donner les cl\u00e9s pour int\u00e9grer ces sujets dans vos pratiques professionnelles et dans votre discours client<\/strong>.<\/p>\n<h2 data-section-id=\"1piz2zr\" data-start=\"2217\" data-end=\"2265\">Comprendre les nouveaux \u00e9quilibres du commerce<\/h2>\n<p data-start=\"2267\" data-end=\"2357\">Les entreprises de grande consommation doivent aujourd\u2019hui concilier plusieurs objectifs :<\/p>\n<ul data-start=\"2359\" data-end=\"2488\">\n<li data-section-id=\"1am5knd\" data-start=\"2359\" data-end=\"2386\">\n<p data-start=\"2361\" data-end=\"2386\">performance commerciale<\/p>\n<\/li>\n<li data-section-id=\"1tqn5io\" data-start=\"2387\" data-end=\"2410\">\n<p data-start=\"2389\" data-end=\"2410\">attentes soci\u00e9tales<\/p>\n<\/li>\n<li data-section-id=\"17nyyfh\" data-start=\"2411\" data-end=\"2444\">\n<p data-start=\"2413\" data-end=\"2444\">contraintes environnementales<\/p>\n<\/li>\n<li data-section-id=\"1t91j49\" data-start=\"2445\" data-end=\"2488\">\n<p data-start=\"2447\" data-end=\"2488\">\u00e9volution des comportements consommateurs<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2490\" data-end=\"2663\">Ces enjeux sont souvent repr\u00e9sent\u00e9s par la <strong data-start=\"2533\" data-end=\"2553\">th\u00e9orie du donut<\/strong>, qui propose de trouver un \u00e9quilibre entre d\u00e9veloppement \u00e9conomique et respect des limites environnementales.<\/p>\n<p data-start=\"2665\" data-end=\"2847\">Dans le contexte de la grande consommation, cela signifie identifier les leviers permettant de <strong data-start=\"2760\" data-end=\"2846\">d\u00e9velopper la cat\u00e9gorie tout en int\u00e9grant progressivement les enjeux de durabilit\u00e9<\/strong>.<\/p>\n<h2 data-section-id=\"1jc5cfu\" data-start=\"2854\" data-end=\"2899\">Appliquer ces enjeux au category management<\/h2>\n<p data-start=\"2901\" data-end=\"3008\">La formation propose une approche concr\u00e8te pour int\u00e9grer ces dimensions dans le m\u00e9tier de category manager.<\/p>\n<p data-start=\"3010\" data-end=\"3056\">Les participants travailleront notamment sur :<\/p>\n<ul data-start=\"3058\" data-end=\"3291\">\n<li data-section-id=\"okgjs2\" data-start=\"3058\" data-end=\"3128\">\n<p data-start=\"3060\" data-end=\"3128\">l\u2019int\u00e9gration de la responsabilit\u00e9 dans les <strong data-start=\"3104\" data-end=\"3126\">analyses cat\u00e9gorie<\/strong><\/p>\n<\/li>\n<li data-section-id=\"1qe3m97\" data-start=\"3129\" data-end=\"3171\">\n<p data-start=\"3131\" data-end=\"3171\">l\u2019\u00e9volution des attentes des enseignes<\/p>\n<\/li>\n<li data-section-id=\"zqt3kr\" data-start=\"3172\" data-end=\"3236\">\n<p data-start=\"3174\" data-end=\"3236\">les impacts sur la strat\u00e9gie de d\u00e9veloppement des cat\u00e9gories<\/p>\n<\/li>\n<li data-section-id=\"1ufj30v\" data-start=\"3237\" data-end=\"3291\">\n<p data-start=\"3239\" data-end=\"3291\">l\u2019adaptation des recommandations category management<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3293\" data-end=\"3445\">Ces \u00e9l\u00e9ments permettent d\u2019enrichir les discussions avec les clients et de <strong data-start=\"3367\" data-end=\"3444\">mieux int\u00e9grer les enjeux de durabilit\u00e9 dans les strat\u00e9gies cat\u00e9gorielles<\/strong>.<\/p>\n<h2 data-section-id=\"cwvboh\" data-start=\"3452\" data-end=\"3492\">Int\u00e9grer la responsabilit\u00e9 dans les 4P<\/h2>\n<p data-start=\"3494\" data-end=\"3620\">La formation aborde \u00e9galement l\u2019int\u00e9gration de ces enjeux dans les leviers classiques du marketing et du category management :<\/p>\n<ul data-start=\"3622\" data-end=\"3731\">\n<li data-section-id=\"1poptml\" data-start=\"3622\" data-end=\"3659\">\n<p data-start=\"3624\" data-end=\"3659\">assortiment et structure de gamme<\/p>\n<\/li>\n<li data-section-id=\"ffsnnc\" data-start=\"3660\" data-end=\"3681\">\n<p data-start=\"3662\" data-end=\"3681\">strat\u00e9gie de prix<\/p>\n<\/li>\n<li data-section-id=\"gagt0b\" data-start=\"3682\" data-end=\"3695\">\n<p data-start=\"3684\" data-end=\"3695\">promotion<\/p>\n<\/li>\n<li data-section-id=\"1bh5iym\" data-start=\"3696\" data-end=\"3731\">\n<p data-start=\"3698\" data-end=\"3731\">communication et discours produit<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3733\" data-end=\"3869\">L\u2019objectif est d\u2019identifier <strong data-start=\"3761\" data-end=\"3868\">des leviers pragmatiques permettant d\u2019int\u00e9grer la responsabilit\u00e9 dans les d\u00e9cisions category management<\/strong>.<\/p>\n<h2 data-section-id=\"993bov\" data-start=\"3876\" data-end=\"3898\">Approche p\u00e9dagogique<\/h2>\n<p data-start=\"3900\" data-end=\"3922\">La formation combine :<\/p>\n<ul data-start=\"3924\" data-end=\"4080\">\n<li data-section-id=\"grgy40\" data-start=\"3924\" data-end=\"3951\">\n<p data-start=\"3926\" data-end=\"3951\">apports m\u00e9thodologiques<\/p>\n<\/li>\n<li data-section-id=\"1z0qzpo\" data-start=\"3952\" data-end=\"3996\">\n<p data-start=\"3954\" data-end=\"3996\">exemples issus de la grande consommation<\/p>\n<\/li>\n<li data-section-id=\"u5vd0w\" data-start=\"3997\" data-end=\"4028\">\n<p data-start=\"3999\" data-end=\"4028\">\u00e9changes entre participants<\/p>\n<\/li>\n<li data-section-id=\"1yznirs\" data-start=\"4029\" data-end=\"4080\">\n<p data-start=\"4031\" data-end=\"4080\">mise en perspective avec les pratiques du secteur<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4082\" data-end=\"4203\">Cette approche permet aux participants de <strong data-start=\"4124\" data-end=\"4202\">repartir avec des cl\u00e9s concr\u00e8tes pour int\u00e9grer ces enjeux dans leur m\u00e9tier<\/strong>.<\/p>\n<h2 data-section-id=\"juiode\" data-start=\"894\" data-end=\"909\">D\u00e9couvrir le Programme<\/h2>\n<p data-start=\"941\" data-end=\"1017\">\ud83d\udc49 <a href=\"https:\/\/actinco.catalogueformpro.com\/7\/category-retail-management\/2328261\/formation-category-management-efficient-et-responsable\"><strong data-start=\"944\" data-end=\"1017\">Programme et inscription<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le category management est aujourd\u2019hui confront\u00e9 \u00e0 une nouvelle \u00e9quation : continuer \u00e0 d\u00e9velopper la performance des cat\u00e9gories tout en [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":88633,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[225,227,228,229],"tags":[183,219,220,221,223,224],"class_list":["post-88631","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-actinco-2","category-formation","category-catman","category-rse","tag-rse","tag-formation","tag-catman","tag-efficient","tag-actinco","tag-academy","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Formation Category Management Efficient &amp; Responsable - Actinco<\/title>\n<meta name=\"description\" content=\"La formation ACTINCO \u00ab Category Management Efficient &amp; Responsable \u00bb aide les category managers \u00e0 int\u00e9grer les enjeux de durabilit\u00e9 et de RSE dans leur 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