ICMW OVERVIEW

This two day workshop will improve your knowledge of category management, your analytical thought process, and your ability to think strategically. You will gain a greater understanding of consumer behavior and how to use the elements of the marketing mix (4Ps) to write powerful category plans.

Who Should Attend

Analyst to manager level associates who work in the CPG/FMCG industry for a manufacturer, wholesaler or retailer, and have limited to intermediate knowledge of category management.

What You Will Learn

• Learn core category management skills to gain a competitive advantage
• Move from the theory of category management to understanding "where do I begin?"
• Dive into an in-depth, hands-on training program that teaches you the "A to Z" of category management
• Enhance your skills to create actionable and measurable strategies and tactics

The class starts with a one-day hands-on workshop, focused on understanding the 8-step category management process, and then working in teams students applying it to a case study. In the 2nd day a variety of experts will present on the trends shaping category management, targeted consumer focus, trip/aisle management and micro-marketing, as well as the future business trends that affect the entire industry.