IGD Category Management & Retail Analysis Training Events - 11th March 2009

Food Northwest is running a one day training workshop on Category Management and Retail analysis. This course is aimed at brand/ category managers, buyers, sales team members and marketing managers and is an excellent opportunity for Food professionals to gain a further understanding of retail category management, and also, to learn how to make most out of the retail analysis information from the IGD website www.igd.com

COSTS:

F ull day course (Cat Man & R. Analysis) Members: £100 – per person (+VAT) Non members: £200 – per person (+VAT)

Food Northwest Membership starts from £100 for further information please contact Alison Blackhall in the Food Northwest office on 01928 511011

IGD actively aims to help companies grow by bringing together intelligence, opinion and experience from the food and drink grocery chain. To achieve this they work with consumers, companies and individuals to provide information, research and leading edge best practice to help businesses grow and develop their people. Please remember that all Food Northwest members have access to the Food Northwest membership area of the IGD website through www.foodnw.co.uk  Please follow the link membership and login in with your membership details, and go to membership plus (second paragraph) and then click on the IGD blue globe icon.

The first session is hosted by Graham McClean, IGD’s Senior Account Manager and will show you how to make the most of the IGD retail analysis information on the IGD website and how to exploit the tools available to do this . Retail analysis profiles retailers, markets and channels and provides up to the minute news on the retailers that you want to or are currently dealing with. Graham will take you through the tools and ensure you have complete confidence in using this great resource. Graham will also present an overview of the UK Grocery market, it’s current dynamics and the issues which are affecting the shopping habits of 2009.

The remaining day is a workshop provided by IGD’s Senior Business Analyst, Carmel O’Brien and the main objective is to give participants an understanding of the category management process, with a particular emphasis on product ranging and merchandising, as well as an insight to the shopper. This course is aimed at SMEs and therefore the requirements of the buyer are covered and also the opportunities that exist with regards to local sourcing initiatives; such topics will include shopper insights, assessment, scorecard & strategies, ranging & merchandising, and in-store implementation.

Whilst the course will focus on best practice category management, often undertaken by the major multiples and large suppliers, it will also look at how this best practice can be translated on a smaller scale to SMEs and how some of the key tools can be applied.

The workshop will be interactive and practical. It will comprise case studies and examples of best practice and leading companies’ approaches. It will include facilitated discussions and interactive exercises in order to stimulate participants’ thinking, experience sharing and focused action. The workshop will finish with a short discussion session to encourage participants to pick up specific elements in more depth. To help them consider what the future implications might be for their organisation, or perhaps how they can take their new learning forwards to shape future company strategy.

• This workshop will help you understand the category management process and how retailers and suppliers can work towards meeting consumer needs more effectively.
• It will have a particular emphasis on ranging and merchandising i.e. what is the buyer looking for in terms of range recommendations? Have you considered where your products should be displayed in-store?
• Understanding shoppers is key to your success. We’ll reveal the latest UK shopper research and discuss what this might mean for you. What are UK shoppers looking for currently?  How can you tailor your offer to their needs?
• Buyers need to ensure they are meeting their shoppers needs, so what are buyers looking for from manufacturers, what are their key requirements in areas such as new product development and promotions.
• The workshop will be interactive and practical in order to stimulate your thinking and share your experiences
• The workshop will finish with a short discussion session to encourage you to consider what the future implications might be for your organisation.

TESTIMONIALS:

“ Retail Analysis is about knowing more about your customer than your buyer does” Jon Fleetwood, Global Account Director (Tesco), Coca- Cola

“IGD helps us to understand retailer strategies, keep in touch with new developments and ensure our plans are well targeted” Peter Franks, MD, Dr Oetker, UK

“The training program has been very useful in order to get an understanding of what category management is and how it can make the company more focused on delivering customer and consumer value. The training has inspired the whole team and brought an understanding of how our employees can use category management in their daily work.”   - President, Wines and Spirits Manufacturer

  “ The most useful bit of the course was ‘retailer expectations of suppliers and the language to use” this will be very helpful to me in my next buyer meeting”. – National Account Manager - Entertainment

“Understanding the need to establish contact with “real decision makers” and also using Market information to promote our products and services”. - National Account Manager – Packaging Supplier

  “I learnt lots, how retailers need to consider environment, demand and cost efficiency. Also the important role of Cat Man in the retailer and that we have to re-check our understanding of our customers” National Sales Manager – ambient food supplier

  “One of the key areas that stood out for me was understanding the arguments required for buyers in regard to category theory” – National Sales Manager – fresh food supplier