Category Management

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at cce-abib@aps.ateneo.edu.

Our ultimate goal is continuous customer patronage and to become: the preferred brand; the market leader; the top of the line; and the first recalled.

Since 1985, Category Management redefined the retail outlets’ existence from selling to marketing. It became an important partner to its suppliers, where cohesive planograms were devised and implemented based on  the basic pillars of marketing: Product, Price, Place, Promotion, and adding a new aspect - People.

To undertake this task vigorously, the roles of the Retail Officers and the Suppliers’ Category Captains (for each category or brand) must be discussed, cohesively outlined, and documented. This course will explain this key element as rules and mandates are designed to assure acceptance and compliance by both parties.

This course will provide you a better view of how Category Management evolved since 1985. Discover success stories and even reasons of failure experienced by major suppliers here and abroad. The course will outline major issues for proactive customer-focused activities.

After the course, you will:

• Acquire insights and learning on Category Management and how important it is for major players;
• Understand and learn the 8-step process of Category Management;
• Understand and learn the critical roles, business relationship, and interfaces of the suppliers and retailers; and
• Discover best practices in implementing Category Management from the experiences of the market leaders.

• Key Account Managers
• Sales Directors
• Sales Consultants 
• Brand Managers

Day One 

•  The experts' views of Category Management   
•  How Category Management came to be       
•  Early practitioners, their motivation and goals
•  The Category Management players and their relationship
    with each other   
•  The retailers' classification – grocery level channels
•  Defining the marketing thrusts and sales' roles in Category Management
•  The Category Management 8-step process and its meaning
    to the players   
•  Category Management and roles of players in the current
    selling environment
•  Retailers' posture on Category Management
•  The role of the category captain and other players
•  Alignment of the players based on the retailers' mandate       
•  Number of categories to install and major decisions
•  The planograms, initial and realignment

Day Two   

•  Intro to Category Management
•  Distribution               
•  Modern retail trade                 
•  Key account management       
•  Category Management
•  Redefining the 8-step process
•  Case studies and group workshops
•  Customer-focused Category Management   
•  The category captain's changing roles & challenges
•  The retailer's new role as gate-keepers of the shelves       
•  Key issues on proactive customer-focused Category Management   
•  The “push-pull” effect of Tri-Media
•  Category Strategy / Tactic
•  Category Roles
•  Category Evaluation    
•  Customer Relationship Management   

has 35 years of experience in the field of sales operations, of which 21 years were spent in Warner Lambert Philippines , rising from the ranks as medical representative to district manager, to regional sales manager, to national sales manager and then as training director (Philippines and Southeast Asia).

iis currently the Vice President for Corporate Marketing of the Central Azucarera Don Pedro (CADP) Group Company, the biggest sugar mill in the country.