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
Higher Efficiency Requirements
Advances in Information Technology, specifically, Business Intelligence
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
Validation of Hypotheses: Retail-Brand/Consumer-Shopper-Supply Perspectives
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
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
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."
"Top notch, excellent material and
information. Presentations and videos were excellent."
"I feel that the knowledge I gained in
this workshop is going to change the way I deal with the business and
will help me get promoted to the top."
"DMSRetail enlightened my mind by
injecting amazing modern tools which is going to make me shine in my
"A very useful and fantastic workshop."
"A Golden way to manage and improve my
work as Category Specialist."
"The workshop was worth every dollar
invested and I am better skilled with this knowledge. My job became
easier. I recommend this workshop to all category managers, product
managers and merchandising managers."
DMSRetail Success Guides
Glossary of Terms