During the training, we discuss comprehensively the topic of category management. We will present a general description of various types of store formats (convenience, super / hypermarkets) and customer behavior. We will discuss the main points of the store strategy (pricing strategy, promotion, merchandising), the product offer definition process (various methods), the strategic category plan, tactics to implement the strategy in each category. We will propose the tools used in the process.

---

Program:

1. What is category management

 2. Definition of the product category

 3. Decision tree

 4. Category hierarchy

 5. The role of categories

• Functional structure
• Strategic structure

6. Retail Mix

• Customer perspective
• Range of products strategy
• Pricing strategy
• Promo strategy

7. Building an offer

8. Merchandising

• The rules of the floor
• Shelf rules

9. Building a range of products

• Benchmarking
• Building a range based on market data
• Market coverage
• A measure of the performance of the range
• Customer needs analysis
• The role of the supplier in the process

10. Assortment structure and range structure

11. Analysis of the existing range of products

• Product profitability analysis
• BCG analysis

12. Category profitability analysis

• Supplier performance mapping

13. Strategic plan for the category

• The next steps in building a plan for a product category
• An example of a well-built plan, from category needs analysis to strategy and tactics.

 

Training duration: 2 days

Big Fish trainers who provide hard purchasing knowledge are active professional people associated with procurement for over 20 or more years. They have experience in large international organizations, managing procurement on the regional or global scope. Experts cooperating with us have experience in managing both indirect and direct categories. Big Fish training, in addition to pure purchasing knowledge, contains elements that increase soft skills. We will provide clients who are interested in our services with full profiles of trainers dedicated to a given training program.