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Shopper & Category Development - The Evolution of Category Management
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This seminar is a solid foundational course that reviews the evolution of Category Management into today's focus on a shopper insight-grounded category plan. TPG is recognized as an Industry pioneer and leader in Category Management who, over several years and intensive global experience, has transformed Category Management into the newly released Industry best practice of Shopper and Category Development (S&CD). Participants will build their awareness of, and enthusiasm for, practicing the S&CD planning process while learning how collaborative manufacturers and retailers apply core principles to stand out in the crowded marketplace.
Actual CPG industry Best Practice examples are shared throughout the seminar to enable attendees to be grounded in realistic application of each process step in order that they can then visualize use in their own work. The coursework allows individuals to prepare for practicing Category Development, the next day, with or without a formal company-wide program. This seminar intends to drive from Category Management theory to Category plan development and deployment to enable participants, and their companies, a strong foundation in successful Best Practices.
On the seminar's final half day, participants will be expected to prepare their personal activation plan to begin driving Shopper & Category Development back in their roles. Additional learning value is provided by the participants' selection of an initial training module that is directly related with the Shopper & Category Development process. Participants will choose to attend either a "Retailer & Manufacturer Finance" or a "Consumer/Shopper Analysis & Insights" overview module based on their own development needs and /or role.
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Any person from a Manufacturer, Retailer, Broker or Distributor of Consumer Product Goods who seeks a basic understanding then pragmatic application at developing collaborative and insight-grounded Category plans. Typical participants include roles such as Category Managers, Buyers, Account Managers, Consumer Brand and Trade Marketing Managers, Merchandisers, Operations Managers, Retail or Sales Strategy Managers, Category Analysts, etc. |
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To provide participants with the:
Knowledge and skills necessary to work within a Category Management environment.
Purpose, rationale and Best Practices of Category Management and its evolution to Shopper & Category Development (S&CD).
- Techniques, tools and role expectations to most effectively collaborate as Retailers and Manufacturers in developing then implementing an insight-grounded Category Plan.
- Understanding of breakthrough contemporary category strategies and initiatives driven by consumer, shopper, and category insights.
- Examples of current Best Practices in the implementation of successful Shopper & Category Development Plans in the CPG industry.
- "Next day" plan to begin use of the Shopper & Category Development process in their roles upon return from seminar.
- Appreciation and basic understanding of either core finance metrics used by Retailers & Manufacturers/Distributors or core analytics used to generate Insights, based on participant module selection.
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- An understanding of the evolution from Category Management to the newly released Shopper & Category Development Best Practice process.
- Introduction to the various data sources necessary to do effective Shopper & Category Development planning
- Best Practices of Shopper & Category Development application principles for use immediately following the seminar.
- Techniques for analyzing category and manufacturer performance.
- Key watchouts, tools and enablers as participants plan their activation in their roles upon return from the seminar.
- Introduction to key financial measures or analytics used in CPG to enable development of robust category plans.
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The Seminar is delivered as a highly interactive workshop involving each and every person in order to optimize the rich and diverse mix of participants. Participants will learn by doing as they review each of the Best Practice Category Development process steps and then apply the principles during workshop assignments. The seminar is facilitated by senior TPG Partners who combine their CPG retailer and manufacturer backgrounds with current Category Management practitioner experience across TPG's Global client base. Attendees will be expected to fully participate, to challenge themselves/others and to leave the seminar with a pragmatic action plan to apply Shopper & Category Development in the real world.
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Participants will receive a participant guide and a Glossary of Category Management and ECR related terms. |
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