EXCELLENCE IN CATEGORY MANAGEMENT
From developing a joint trade category management process between retailers and manufacturers, to evaluating and managing your categories on the ground, our category management training programs are designed to help transform your strategic business units into producing positive results while delivering value to your shopper.
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OUR EXPERIENCE
The content of our program brings together the best of many practices. Category management fundamentals, shopper behavior understanding, efficient assortment analysis, space planning, and price and promotion assessment are just some of the core elements for category success at the point of sale, covering brick and mortar and more recently online channels. Check out our workshop programs for more details.
THE WORKSHOPS
Duration: 2 days
This hands-on workshop includes several topics and case studies covering the eight steps of category management, elements to create joint trade processes between retailers and manufacturers, roles and responsibilities, category definition, roles, assessment, scorecard, strategies, tactics such as product range merchandising, price and promotion, as well as review metrics.
Duration: 2 days
This workshop is designed to teach you how to apply a more shopper-centric approach to your category management process. The topics covered include, a shopper-centric framework that will walk you through segmentation types, shopping missions, channel choice, store clustering, decision trees, category opportunities, shopper needs evaluation creating insights to reflect them in the in-store tactics like assortment, merchandising, price and promotions.
Duration: 2 days
This classroom program has been designed to teach you a collaborative framework to achieve an optimal assortment management and understand the benefits it offers to retailers, manufacturers and shoppers. This session will guide you to make decisions based on the category management process, perspectives from different data sources, analysis techniques and KPIs that are essential for achieving enhanced business results. The training is interactive with hands-on exercises and case studies.
Duration: 2 days
This workshop pivots around the means to design store and category layouts. The program also covers topics related to shopper time optimization, where to expose more profitable categories, ease to navigate in a shelf, space allocation, in-store shopper behavior, traffic flow and the planogram creation process. It aims to enable executives to be more effective operating stores and to use space management techniques to make practical and impactful decisions.
Duration: 2 days
This interactive two-day session integrates Nielsen’s accumulated knowledge of effective pricing strategies, enhanced promotion planning with the key drivers reflected in the successful category management process. Moreover, neurological findings are built into simulators to run exercises, providing an opportunity to convert theory to action.
Duration: 2 days
This critical classroom program focuses on understanding how to adapt category management to omnichannel businesses. Starting by defining what category management for e-commerce means, by the end of the two-day program you will be able to develop, execute and monitor streamlined processes that are shopper-centric and bears return on investment of your e-commerce channel.
OUR TRAINERS
ALLAN AMADOR
Allan Amador is a passionate CatMan professional who has led Nielsen’s relationships with more than 60 retail chains in Central America. He was in charge of the consultancy team, working across supermarkets, convenience and drug stores. With a career spanning more than 11 years, he has been in charge of CatMan services in Latin America, servicing manufacturers, retailers, and wholesalers across 15 countries. Since August 2019, Allan has moved to Kuala Lumpur and is now leading our CatMan services across Asia Pacific, injecting his CatMan knowledge and experience from Latin America into the region here. Considered an expert in his field, Allan led Nielsen Thought Leadership projects for CariCAM.
CHRYSSA ASMATZI
Chryssa has more than 20 years of experience in retail, with expertise in all facets of marketing, branding, communications, business development and e-commerce, and category management for key retailers in Greece. She is specialized in strategic planning and analysis, shopper marketing, customer insights, digital marketing and has a passion for e-business and innovative communications strategy development.
EVROS KASTANAS
Evros has more than 17 years of brand marketing and market research experience across the Middle East, Africa and Europe region. He has held brand management, customer management, and marketing services management positions with CPG manufacturers and retailers, and specializes in analyzing marketing performance efforts. He has a passion for marketing management applications and training, and provides an integrated perspective that combines research, manufacturing, distribution, and retailing.
Annie Muñoz
Annie Muñoz has been in charge of leading the relationship between Nielsen and various strategic partners in Latin America. Her role has included the leadership of teams in commercial areas of Nielsen in charge of developing consultancies for the most important manufacturers of various industries of mass consumption in the Central American region. Additionally, She is responsible for the creation and organization of Thought Leadership materials for Central America. Her career in Nielsen extends for more than 8 years, and is currently the leader of the business of seminars in category management for Latin America.
Vivian wong
has immense hands-on experience in leading teams from category-to-channel planning and execution across different consumer and healthcare products for over ten years. She currently leads our workshops in the Asia Pacific market, offering insightful and actionable consultations and services to different international FMCG clients.
jana volovika
has more than 10 years of experience in retail, with expertise in-store operations, category management to private label development, and brand management. Currently, she leads our workshops in North-East Europe. She delivers a series of training workshops with an integrated perspective that combines manufacturing, retailing, and the use of Big Data.