Strategic Category Management - The Australian Grocery Academy
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Strategic Category Management

Commencing on 27th October 2021

Build an understanding of how to develop and execute a category growth strategy & be supported to apply the learnings.

I have what it takes

KEY OBJECTIVES:

1. Create a common understanding of the benefits of & role of category development.
2. Understand how to complete a category assessment & identify category insights for growth.
3. Understand the core components of a category growth strategy.
4. Identify how to execute a category strategy across marketing & point of purchase levers.
5. Understand how to engage & sell in a category centric way.

Relevant and Ready for Action

The Australian Grocery Academy programs have been designed specifically for FMCG, with real FMCG case studies and the latest Australian and global insights and practices.

PROGRAM DETAIL

3 x 2.5 hour virtual sessions to be delivered in consecutive weeks

  • SESSION 1

  • OBJECTIVE:
    Learn how to analyze category dynamics to create a category growth strategy


     

    LEARN:
    How to define your competitive frame & segment the category.

    How to analyze category performance.

    How to develop a category strategy that balances Category, Customer & Company objectives.

  • SESSION 2

  • OBJECTIVE:
    Learn how to unlock category opportunities


     

    LEARN:
    How to define your role in the category.

    How to unlock category growth drivers – through marketing levers & across the shopper journey.

    How to develop a POP strategy & key POP initiatives.

  • SESSION 3

  • OBJECTIVE:
    Learn how to engage customers in category opportunities


     

    LEARN:
    How to engage customers in category thinking, tailored to their business.

    Major retailers approach to Category – what you need to know.

    How to sell initiatives in a category led way.