Category Management

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Course objectives

After 30 years of gradual changes in Retail, the market is facing a significant shift

  • Understand the Category Management fundamentals and what C.M. brings to Suppliers and Retailers: positive differentiation, optimisation, fuel for growth
  • Get inspired from market leaders Category Management best practices
Learning outcomes

After having taken this course, participants will be able to know and understand

  • Practical use of a structured Category Management Assessment
  • Digest each step of the Category Management, from Assessment to action plan
  • Understand the impact of the Omni channel Shopper
Who is it for?
High potential talent at a new entry level in a FMCG company
Junior Category Manager, Junior Omnichannel Category Management

No pre-requisite: Our courses do not mandate any requirement or pre-requisite.

Course content

  • Category Management basics: definition, goal, in a retailer and in a supplier perspective, the roles, the process
  • Shopper centric basics: Customer and Shopper journey, path to purchase
  • Category framework
  • Pre requisites & KPIs
  • Market assessment
  • Retailer assessment
  • 3, 4, 6 Levers, with focus on Assortment, Promotion, merchandising
  • OOS, optimisation
  • Output of the Assessment Case Study
  • Category Management Strategy, Category Management structured action plan,
  • Overall best practices of leader companies
  • Profile, Main tasks, and counterpart
  • Category Management today and tomorrow
Learning methods


  • Face to face lectures
  • Participative method
  • Class discussions
  • In class Auditing of current players
  • Group work on Case studies
  • Bringing Testimonies
  • Best practices


  • delivered in French English, Italian
  • Online, face to face or blended


  • Q&A
  • Oral presentations
Plan your training


  • 2 days, 14 hours
  • From 9:00 to 12 :30 and from 14:00 to 17:30
  • Dates on request


  • We can come to your preferred location
  • We also offer a location (+150 euro/p/day), with wheelchair access


  • 1600 € per person excl. VAT. Excl. logistics costs.
  • Minimum 5 people
Contact us

Interested in our training programmes?

Let us know which training you are looking for. We will respond as soon as possible, usually within a few business days.
Contact us