Category management is a process that involves managing product categories as business units and customising them to satisfy customer needs. It is a retailing concept in which the total range of products sold by a retailer is broken down into discrete groups of similar or related products.

Shanghai, China (May 23, 2008) /China Newswire/ — marcus evans Strategic Category Management training will be held on the 18th and 19th August, at Renaissance Pudong Shanghai Hotel in Shanghai. This workshop will provide a clear and practical approach to finding better category understanding and perspective to enable more relevant, category strategies to be formulated.

Increasing complexity in the retail industry has led to many companies taking a closer look at their category management efforts. Retailers and manufacturing companies are seeking higher levels of insights to drive category management, in order to effectively reach consumers who have more choices than ever in terms of channels, stores and products.

Those companies that are bringing to bear greater insights into their category management processes are finding that what began as simply as survival strategy is providing them with an improve competitive edge. Category management insights can help companies move away from using price as the sole motivator in dealing with their customers - both retail customers and consumers.

The course will be facilitated by international expert Mr. John Dranow who is the President and CEO of SmartRevenue, also Co-founder of New England Culinary Institute and Past chair of American Institute of Food and Wine. Also featuring are Alison Chaltas (Principal of Interscope), Louis-Michel Barbotin (President Global Shopper Insights of Information Resources Incorporated) and Dard Neuman (Ph.D.) (Senior Consultant of SmartRevenue).

Participants will gain insights in identifying the key elements of category management and its role within the value chain, Structuring and building the components of a coherent category strategy, Appreciating the benefits of what category management can and cannot deliver, Recognising trends, barriers and implementation issues to avoid common pitfalls and aid overall understanding and more.

Practical tools and tips from this course will help participants sharpen their skills in these areas. Regardless of the size or nature of an organisation this workshop will stimulate thoughts, ideas and new ways of working. It is a must-attend event for anyone involved in category management.

This event is supported by media partners: ChinRetailNews.com and ChinaNewswire.

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marcus evans is the world's leading provider and promoter of business summits and congresses, conferences, professional training and business intelligence. The Group's international network of offices provides a one-stop shop for all a company's business intelligence, market analysis, learning and training needs. Our Mission: To provide our clients with the information and insights they need to sustain a valuable competitive advantage.

 

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