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In the 21st century, branding ultimately will be the only unique differentiator between companies.
Brand equity is now a key asset." Fortune Magazine
Category Management is a process that involves managing product categories as business units and customizing them (on a store by store basis) to satisfy customer needs. Nielsen
Category management does more than contribute to the success of a retail organization. It is an essential component. In fact, it is difficult to imagine a retailer winning in the marketplace without relying on the direction that this valuable process provides. Expertise in Category Management is certainly a competitive advantage. Some Category Management Benefits: (Source: AMR Research)  Better In-Stock Rates: 2 - 8%
Lower Inventory Levels: 10 - 40% Higher Sales: 5 - 20% Lower Logistics Costs: 3 - 4% Retail Trends Driving Category Management Practice: Changes in Customer Behavior Economic Environment Higher Efficiency Requirements Strong Competition Advances in Information Technology, specifically, Business Intelligence Program Outline DAY ONE Brand Management in Retail:  Strategic brand management process
Lessons from the world’s strongest brands Eight keys to branding excellence Brand Planning Models: Positioning-Resonance-Value Chain Brand Hierarchies and How to Profit from them 3 Key Drivers of Brand Equity How to Design and Implement a Brand Equity Measurement System Effective Brand Extension Strategies Using the marketing mix to effectively deliver the brand to the marketplace Category Management Fundamentals: 8 Stages of Category Management Process Developing a Business Case with High ROI Category Growth & Efficiency Drivers Utilization of Consumer Decision Trees in Category Development Cross Category Analysis Integration of Customer Relationship Management with Category Management DAY TWO Category Analytics: Validation of Hypotheses: Retail-Brand/Consumer-Shopper-Supply Perspectives Data Sources Construction of Balanced Score Card for the Category How to Develop Category Insights in Limited Data Environments A Review of Leading Category Management Technologies  Category Strategies & Tactics: Maximizing Frequency of Purchase Shopper and Consumer Education-Awareness-Persuasion Price Optimization to Deliver Maximum Gross Margins Assortment Planning for Top Profit Effective Space Planning, Shelf Presentation and Use of Planograms Winning Promotions to Maximize Sales and Inventory Turns Drivers of Store Execution Excellence How to Re-build/Adjust Tactics at Store Level after Implementation of the Category Plan DAY THREE Category Management Best Practices: Case Studies from World's Leading Retailers Customizing Categories according to Customer Segmentation A Success Framework for Integration of Customer, Product and Functional Strategies Improving category performance by clustering Next generation category management review process Closing Remarks Certificate Awards Ceremony 
Here are comments from some of the previous participants: "Very interesting and useful training. Materials are excellent. The Instructors were very smooth in explaining the course; really very professional with strong experience. I would like to have more training with DMSRetail." "Simply everything was great...the venue, atmosphere, workshop agenda, etc. The Instructors were great, passionate, helpful." "Excellent training, to the point, material is great (slides, videos, etc.) It's a very interactive workshop. The trainers are excellent." "Very useful, knowledgeable training. Great group interaction, excellent venue selection." "The content is really rich, presenters are experienced and able to deliver and explain the points." "I think everything was great. The instructors were very professional and well prepared." "Everything was perfect. The training topic was great and added value to me. I hope to enjoy similar training in the near future." "Course was very organized; materials were very good and professional. Instructors were excellent." "Going back with a lot of ideas to implement wherever possible." "An extensive workshop on Brand & Category Management covering all aspects of branding in a retail environment, a must for all retailers." Program Features:  Slide Presentations
Video Presentations Participant Exercises DMSRetail Success Guides Glossary of Terms Reading Suggestions Certificate of Achievement Who Should Attend: This workshop is suited to Brand Managers, Category Managers, Marketing Managers, Product Managers, Product Development Managers, Marketing Research Managers. Entire marketing and product team participation is encouraged. Please note: Class size is strictly limited to 25 people. First come, first served. Group discount applies to 3 or more participants from the same company registering at the same time. Please also note: Non Disclosure agreement with the participant will be required; agreeing to the use of the information obtained in this workshop for their own or their company's purposes only. Outside dissemination of the Workshop content is strictly prohibited. Workshop Fees: Regular – US$2,495 for one individual; Group -- US$2,195 per person in a group of 3 or more Groups of 6 or more, please inquire at (training@dmsretail.com ) Workshop fees include presentations, practical exercises and case studies, continental breakfast, full lunch, all-day refreshments, all workshop materials and all take away materials.
February 19-20-21, 2012 - Sheraton
Dubai Creek, Dubai, UAE
March 27-28-29, 2012 - JW
Marriott, Sharm El-Sheikh, EG
April 23-24-25, 2012 - Sheraton
Manhattan, New York, NY,
USA
May 16-17-18, 2012 - Sheraton
Maslak, Istanbul, TR
June 13-14-15, 2012 - Sheraton
Chicago, IL, USA
July 18-19-20, 2012 - Sheraton
Park Tower, London, UK Register Now: 
Individual Registration US$2,495 
Group Registration US$6,885 (3 Attendees) 
"The price of education is paid just once. The price of ignorance is paid forever!" Anonymous
If you can not attend The Retail Brand &
Category Management Workshop for whatever reason, your next best option
is to get the Retail Brand & Category Management
YourTime Study Course:
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