Produced by the UBA (United Brands Association), this training is made available to ACA members as part of a collaborative initiative.
Chapters
1. Introduction – 6m
2. Category definition – 7m
3. Category Roles – 13m
4. Category assessment – 10m
5. Category scorecard – strategy – tactics – 5m
6. Plan implementation – category review – 6m
7. Conclusion
About this training
Category management is thé key method to win at the moment of purchase.
Luc Desmedt, managing director of LD&Co thoroughly explains the basics of category management, taking you through all 8 steps of the process.
In this training you will learn what category management is all about and how to get started.
This will give you the framework and the tools to develop an effective category plan in order to win at the real moment of truth: when the shopper takes the final purchase decision instore or online.
About the teacher
Luc Desmedt – Managing director, LD&Co
Luc Desmedt has more than 30 years of sales & marketing experience and is a passionate expert in category management and shopper marketing.
Managing director of LD&Co , offering training and consulting services to both retailers and suppliers. Foundations of expertise built with P&G (1985-2000). Luc is a member of the board of Fairtrade Belgium.