CatMan 101 Training develops strong foundations in data, insights and analytics through concepts, hands-on workshops, and group discussions. If you would like to have your own facilitators within your organization training this topic, click here to learn more about our “Train the Trainer” session.
There are 3 perspectives that should be considered in category management:
Many of us spend time and money on driving the tactics (assortment, space management, pricing, promotion), ultimately to drive sales and profits for our brands / categories / business.
But how do you know that the recommendations that you are making are the right ones for your business? Most Retailers do not (or should not) make decisions on each of the tactics on a brand-by-brand basis.
We have more access to data than we have ever had in the past. In some regions / markets / industries the set of data may not be as robust, but you most likely have more data than ever before.
It's better to make fact-based decisions that tie in with our knowledge of the business, rather than to rely only on intuition or experience to make decisions"
A big area of opportunity for many organizations is to develop fact-based presentation and selling skills across their teams. Traditional sales approaches are no longer working, and we can't rely on relationships alone to sell our ideas anymore.
It's important to have a strong understanding of category management, how it works, and why it's important for a business. Your audience will learn what category management is and the key steps of the process.
Category management is a retail-driven process, so you need to understand overall retailer strategies in order to be successful while practicing it. Your audience will learn what should be included in a retailer's overall strategy and the importance of both articulating and understanding the strategy (from both a retailer and supplier's perspective).
One of the important catman foundations is proper category definitions and segmentations based on the consumer decision tree. Your audience will learn how to define a category from the Shopper's point of view, and then segment the items that are assigned to the category to reflect the CDT.
By establishing category roles, a retailer will determine the most important categories for their Shoppers, as well as the corresponding tactics that match best with each category role. Your audience will learn how to assign category roles across a retailer's categories, and how these role assignments should be reflected in a store layout; as well as which tactics should be strategically applied to each category role for an aligned approach.
Before you analyze data, you need to ensure that you have a solid foundation of understanding the key data sources and how to use them. Your audience will develop these data foundations and review the different types of standard catman data and their strengths & watch outs (retail POS, retail measurement, consumer panel and other data sources).
Now that the strategic foundations are in place, your audience is ready to analyze the category through a category assessment. They'll learn how to drill down through data, determine the most and least developed brands & segments, and learn many calculations that are included in a standard category assessment. You'll guide them through some hands-on workshop to try out some of the calculations and learn how to draw insights from the data.
Each tactic influences volume and share within a brand or category, and create action in the category once the biggest opportunities have been identified through the category assessment. In this module, your audience will learn the different strategies for each tactic, understand how to analyze them as part of the category assessment, and how to identify tactical opportunities for a category.
Development of the category plan is the ultimate goal of the category assessment, and sets up the category for success. Your audience will learn what should be included in the category plan and how to develop an implementation plan to ensure it’s success.