Practical Category Management Workshop – Online

Föredragshållare:Christoph Michel (Independent Category Management and Sales Development consultant)
Plats: Online - links and instructions will be shared beforehand

In the effort to help prevent the COVID-19 coronavirus outbreak to keep spreading, we will implement virtual ONLINE Category Management workshops of the upcoming weeks across the world. This measure will help us reduce the risk of spreading any illness to our communities, while continue supporting our clients to be ready to face and unlock more retail landscape opportunities. We will rely upon technology to keep a good learning online environment for all participants.


In PCM you will learn how to work with CatMan, what for and how to go through each step of the process.

The PCM workshop lets you discover ways to foster stronger relationships with your trading partners while developing successful strategies and tactics to further enhance your business’ category performance.


  • Definition and history of CatMan
  • Getting  ready to do CatMan
  • Retailer-Supplier collaboration
  • ECR’s 8 steps CatMan process and variations
  • Shopper decision tree, category roles
  • Opportunity based objectives and strategies
  • Product range, merchandising, price, promotions
  • Efficient & effective in-store implementation
  • Review metrics
  • Case studies


Category Managers, Buyers, Merchandising, Space and Assortment planners, Trade Marketing, KAM´s, Brand Managers

WORKSHOP FEE & details

Early Bird price per participant – order by the 27th of May
1 participant: 11.000 SEK
2-3 participants: 10.000 SEK
4+ participants: 8.000 SEK

Ordinary price – from 28th of May
1 participant: 13.000 SEK
2-3 participants: 12.000 SEK
4+ participants: 10.000 SEK


  • Comprehensive course materials, case studies and certificate


For more information and registrations (include company name, number of participants and names of the participants), please send an email to:


DAY 1: 09:00 – 12:00 & 13.00 – 16.00

  • Introduction – Welcome instructions
  • Market Trends Overview
  • Category Management Introduction
    • Definition and relevance
    • 4 key outputs
    • What benefits it brings to retailers, manufacturers and shoppers
  • Roles, Responsibilities and Benefits
    • Organizational change
    • Category captaincy and collaborative relationship
  • Category Management Process
    • Retailer strategy
    • Efficient Consumer Response 8 step process
  • Step 1: Category Definition. Products to Include in a Category
    • Definition
    • Shopper decision tree
  • Step 2: Category Role. How Relevant is the Category
    • 4 category roles

DAY 2: 09:00 – 12:00 & 13.00 – 16.00

  • Day 1 Review
  • Step 3: Category Assessment. Find Main Opportunities
    • 4 assessment areas to drive opportunities
  • Step 4: Category Scorecard. The Goals to Pursue
    • Which KPIs to consider?
  • Step 5: Category Strategy, Action Plan
    • 7 options to evaluate
  • Category Management Trends and Shopper Understanding
  • Step 6. Category Tactics
    • Assortment
    • Merchandising
    • Price
    • Promotion
  • Step 7.Category Implementation
    • What should include an implementation plan?
  • Step 8: Category Review, Constant Improvement
    • Results and corrective actions
  • Tools and Data Needed
    • Market, retailer and shopper information
    • Software


Christoph Michel – Independent Category Management and Sales Development consultant


Christoph holds 20 years of corporate experience and 5 years as an independent consultant.

He first worked for 10 years at Diageo, in Marketing then in Sales Development and Category Management, involved in numerous projects in Europe, Africa and Asia with key local & international retailers. He then moved to Asia where he worked 8 years in Vietnam at Nielsen, responsible for merchandising and retailer services as well as managing major global FMCG clients

In the last 4 years at Nielsen he became Head of Category Management Services all over Asia, Pacific and the Middle East. Passionate about translating shopper knowledge into actions at the point of purchase, he developed and delivered Category Management workshops to more than 3,500 associates of leading local and international manufacturers & retailers in 25 countries.

Working as an independent consultant since mid-2015, he still consults clients and delivers Category Management workshops as well as the renowned Storewars Business Simulation workshops across Europe, Middle-East/Africa and Asia.