Category Management Seminar

Event Category Seminars
Date Tuesday, September 28, 2010
Time 9 a.m. - 5 p.m.
Duration 28 - 30 September
Venue LBS Ajah, Lagos
Category Management Seminar Description The business environment today has become so increasingly competitive that attempting to sell just through the media above or below the line will not achieve the desired result; more so with the influx of competing brands from the global market. The recent global financial/economic meltdown is equally having an impact on the world market economy, Nigeria being no exception.

Today, we must consistently strive to meet our customer needs faster and better while exceeding customer service expectations.

This programme will focus on designing, developing and implementing winning strategies that will be adopted and applied as a process to manage the manufacturer, product and the retailers with the overall goal of having competitive advantage.
 
Benefits:
At the end of the session participants should be able to:

•    Understand brand identity and positioning
•    Understand the category management process – eight steps
•    Understand how we can leverage category planning concepts in our daily activities
•    Identify category related opportunities in stores and develop category-based selling presentations to customers.
•    Develop a brand that customers truly value
•    Achieve in-store implementation and compliance levels in all four main areas of category management (range reviews, category planogram, category signage and category promotions)
•    Achieve and understand challenges of competitive brand building
•    Communicate more effectively and handle difficult customers



 
Programme Methodology:
This programme will be highly interactive and activity-based with the use of lectures, role plays, case studies and analysis, individual and group presentations, and management development films.

Phase 1: Category Management:
Institute of Grocery Distribution (IGD) Survey: Key Findings – Executive Summary-2006

•    Streamlined category management
•    Understanding shopper – purchase behaviour
•    Developing a brand that customers truly value
•    Category assessment techniques
•    Strategy integration and tactics
•    In-Store implementation levels and compliance levels
•    Effective marketing communication

Phase 2: Category Planning
Category Definition

•    Different approaches to category planning
•    Category planning eight-step process
•    Building financial proposition
•    Customer profitability measures
•    Category segmentation
•    The customer environment – category roles
•    Category objectives
•    The POP vision
•    Promotion and merchandising in category marketing
•    Retail pricing considerations
•    In-market activity
 
Partcipants Profile Brand managers, product managers, category managers, business development managers, commercial managers, marketing managers and first level sales and marketing or any other managers whose functions   have impact on the sales volume and market share.
Fee =N= 195,000.00


http://www.lbs.edu.ng/events/category-management-seminar/66