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."
"Very insightful with solid and
workable ways to grow and improve your business."
"The Category Management Workshop was
enlightening and empowering. I am very impressed with the workshop. It
provided processes and strategies which will allow me to implement
initiatives which will benefit my organization. I have the scientific,
proven solutions to many of the issues that have been so challenging to
DMSRetail Success Guides
Big Glossary of Terms
Certificate of Achievement
Dates & Locations:
October 22-23-24, 2015 - Sheraton Denver, CO, US
November 15-16-17, 2015 - Sheraton Dubai Creek, Dubai, AE
November 29-30-Dec 1, 2015 - Sheraton Cairo, Cairo, EG
December 14-15-16, 2015 - Sheraton Atakoy, Istanbul, TR
Who Should Attend:
This workshop is suited to Category Managers,
Buyers, Brand Managers, Marketing Managers, Product Managers, Product Development Managers, Marketing Research Managers. Entire marketing and product team participation is encouraged.
Why You Should Attend:
Practical, applicable and actionable content delivered by top experts in
Retail Brand & Category Management and in driving sales, productivity and
Value: Apart from acquiring complete knowledge, participants will enjoy a
30-Day unlimited Q&A through email after the workshop (A $1,000 value by itself)
ROI: Return on investment can be as high as 1,000 times the registration
fee based on your company revenues.
Guarantee: If you feel that for whatever reason this workshop is not
suitable to your needs by the end of the first morning, we will refund your
registration fee right on the spot.
The Retail Brand & Category Management Workshop is led by senior members
of DMSRetail as well as members of Senior Management from leading
companies in the industry, with extensive know-how in Retail
Management and with 135 years of combined experience.
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.
Regular – US$2,495 for one individual;
Group -- US$2,295 per person in a group of 3 or more
Groups of 6 or more, please inquire at (firstname.lastname@example.org )
or call +1 (312) 239-0919
Workshop fees include presentations, practical exercises and case studies, continental breakfast, full lunch, all-day refreshments, all workshop materials and all take away materials
including Retail Success Strategies (DVD) and Open-to-Buy (DVD) .
Individual Registration US$2,495
Group Registration US$2,295
(Min. 3 Attendees)
The Organizations listed below
are entitled to a discount. Visit
page for full list.
ABC | ACCENTURE | ACE MART | ADIDAS |
ADVENTURE HQ | AL DAWAA | AML FOODS | ANN FONTAINE | ARAMARK | AVON |
BEST BUY | BOSE | BOSTON COLLEGE | BROOKSTONE | BROWN SHOE | CALVIN
KLINE | CANADIAN TIRE | CAPGEMINI | CHICO'S | COLE'S | ST. JOHN'S
UNIVERSITY | COLUMBIA | CON AGRA FOODS | COURTS | CRATE & BARREL | CRAYOLA | CVS | DACOSTA MANNINGS | DATAWAVE | DFS GALLERIA | DICKIES |
DIGICEL | DISNEY | DOLLAR GENERAL | DOLLAR TREE | DOW JONES | DRESSBARN | DU | DUBAI DUTY FREE | EAGLE LEATHER | ELIE TAHARI |
ETISALAT | FERRARI WORLD | FOOD LION | FORZANI GROUP | FOSSIL | FRED
MEYER | FRUITS & PASSION | GAP | GENERALELECTRIC | GENWORTH
FINANCIAL | GEORGETOWN UNIVERSITY | GRACE KENNEDY | HANES BRANDS |
HARLEY DAVIDSON | HEINEKEN | HP | HINES | HOME DEPOT | IBM | IKEA |
INFOSYS | KELWOOD | KELLOGGS | KENNETHCOLE | KIRKLAND"S HOME | KRAFT |
KUNOOZ AL SEHA | LIDS | LIME | LIMITED BRANDS | LIZ CLAIBORNE |
L'OREAL | LOWE'S | LUCY | LULULEMON | LVMH | MASSY STORES | MAYTAG |
MICHAELS | MIGROS | MOBILY | MOBINIL | NAHDI | NATURE'S WAY | NEW
BALANCE | NINE WEST | NORDSTROM | NORTHWESTEL | OAKLEY | ORACLE |
PIER1IMPORTS | PUMA | QUICK SILVER | RAGAB SONS | RALPH LAUREN | REEBOK
| RING | RITZ CARLTON | ROYALDOULTON | SALT LAKE COLLEGE | SAMSUNG | SAP
| SAS | SEARS | SERVIS | SHARAF DG | SIEMENS | SKETCHERS | SONY | STANFORD
UNIVERSITY | STAPLES | STARBUCKS | STEVE MADDEN | SUPER CENTRE |
SWAROVSKI | SWATCH | TARGET | TATA | TESCO | PRINCETON REVIEW |
TIFFANY | TIMBERLAND | TOY'S'R'US | UNICOMER | UNIVERSAL |
UNIVERSITY OF LOUISVILLE | UNIVERSITY OF WISCONSIN | VERIZON | VF | VICTORINOX | VIDEOTRON | WALMART | WHOLE FOODS | WYNN RESORTS | YANKEE
CANDLE | YM | ZALE | ZAIN | ZAPPOS
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:
here for information
"The price of education is paid just once. The price of ignorance is paid forever!" Anonymous