Help facilitate business results across your organization through category management

CatMan 101 Training for Trainers live training will prepare individuals within your organization to facilitate our “CatMan 101” training session in-person or via web conference.

How do I get started?

This program is designed as a 2-day live session. Sessions should have a minimum of 3 and a maximum of 6 aspiring trainers attendees. Multiple sessions are recommended if you plan to train larger groups. 


Learn, then Lead. Here’s what to expect.

Day 1: Learn as a student

A brief overview of the benefits of training within your organization followed by attending "CatMan 101" training as a student in an abridged format, facilitated by a CMKG trainer.  

Participants will receive:
  • Training exercises
  • Help with structuring goals
  • The latest training techniques

Day 2: Become a Trainer

Focused on learning how to lead our "CatMan 101" training as a trainer, including reviewing materials, hands-on exercises, role playing, audience training, and finding the best course of action for your learner. 

Participants will receive: 
  • Feedback on training performance
  • Detailed instructions moving forward
  • Applicable resources

What you’ll walk away with after the two live sessions

PowerPoint Presentation

The finalized deck you will use in the sessions, including all content and notes for each topic covered.

Facilitator’s Guide

Based on the PowerPoint deck you’ll be using, this guide contains notes that will walk you through the facilitation of the session, including instructions to organize and guide the workshops and group discussions.

Copy of All Workshops

You will receive a copy of the workshops the students will be completing and examples on the responses.

Presentation Tips

To help you prepare for your sessions, you will also receive a document with tips on presentations and a feedback form you can use to help you improve your performance.

What you will teach …

It's important to have a strong understanding of category management, how it works, and why it's important for a business.

Category Management Foundations

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. 

Retailer Strategy

­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). 

Category Definition & Segmentation

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.

Category Roles

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.

Understanding & Using Data

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).

Category Assessment

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.

Category Tactics and Analytics

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.

Develop & Implement a Category Plan

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.
Help facilitate a strategic approach in your business.  Book a call.