Introduction to
Category Management
Training Overview
Collective Stories is proud to introduce our dynamic and impactful training workshops, aimed at harnessing the immense power of storytelling in the professional landscape. We are dedicated to bringing together our collective energy and expertise to empower marketers, category managers, account managers, and senior leaders through the art of storytelling.
Our tailored workshops offer bespoke FMCG (Fast-Moving Consumer Goods) training options focused on Category Management, Storytelling for Business, and Account Management. These workshops are meticulously designed to cater to the specific needs of individuals and commercial teams within the category management sphere. From Category Executive to Director level, we collaborate with you to foster capability and proficiency within your team in the most efficient and cost-effective manner possible.
Recognizing that a one-size-fits-all approach is inadequate, we take a personalized approach to crafting content. Your business's strategic direction, aspirations, and relationship with retail customers are integral considerations in the development of our workshop content. Our sessions encompass a spectrum of storytelling concepts, including trusted, reframed, and brand-new methodologies, complemented by actionable tips for execution and best practices.
Moreover, our workshops provide a unique perspective by examining the power of storytelling through the lens of the retail industry. This allows participants to gain insights and strategies specifically tailored to leverage storytelling within this context, enhancing their effectiveness in engaging and influencing retail customers.
At Collective Stories, we are committed to equipping you and your team with the tools and insights necessary to elevate your storytelling abilities and drive impactful results in the competitive marketplace. Join us on this transformative journey as we unlock the potential of storytelling together.
Reach out to us today to explore how our workshops can revolutionize your team's storytelling prowess and contribute to your business's success.
Learning Outcomes
Appreciate category management history and understand category management core principles today and over the next three years.
Understand the importance of retailer strategy: Unknowing what you know/ recency.
Identify the right use of data to support category plans and provide context. We also focus on doing this well with less.
Differentiate between analytics and tactics, to develop a dynamic and positive approach to Category Management.
Appreciate and be confident with category definitions and clear segmentation.
Understand the true category lens and techniques.
Develop, implement and report back on the category plan.
Understand the importance of retailer strategy: Unknowing what you know/ recency.
Understand the touchpoints and support required to manage your colleagues and team during category assessment and review (new and existing).
Who would this benefit?
Early stage and curious Category Managers.
Suppliers to Grocery, High Street & Variety Discount Retail
Those who are keen to learn core Category Management techniques and best practice along with the latest emerging thinking in this key discipline.
Established Category Managers who want to refresh key techniques and shape and springboard their stories.
Compelling selling fans, who need to elevate and reframe their propositions.
Dates Available:
All our Workshops take place at the The Knowledge Exchange, Leeds Beckett University. 10am - 5pm.
“Inspiring & educational, it was interactive & the right mix of listening to Helen sharing her expertise along with opportunity to have a go using her strategies & ideas by writing for our own business and then receive feedback”
Venue
The Knowledge Exchange
Located in the heart of Leeds Business School in their iconic Rose Bowl building in Leeds city centre.
FMCG Category Management Training delivered by our founder: Helen Hepworth, experienced category and commercial professional with over 2o years of experience working within the FMCG space. Academic and associate of Leeds Business School