FMCG Category Management Training

About the course

As a scaling brand, if you are not talking at a category level you may find yourself hitting a glass ceiling with buyers.

When applying a robust category management strategy, brands can effectively communicate to buyers in their language, drive more value out of the range, and ultimately gain space.

This 1 day, in-person course on category management will give you all the foundations to build more meaningful partnerships with retailers. With hands-on exercises throughout the course, you will feel more confident delivering category level proposals.


  • Elevate your conversations with your customers
  • Operate at the same level as your biggest competitors
  • Drive more value out of your range

The course covers

  • What is category management?
  • Why category management is important to small brands and to retailers
  • The different types of category data; how to prioritise, what data to buy and when
  • How to find and make the most of free data and information
  • Ranging recommendations and planograms
  • The range review process – when and how to approach your buyer?
  • Purchase decision hierarchy
  • Category pricing and promotions
  • How to use category information to gain listings in a major retailer

Designed for

This course has been designed for anyone dealing with major UK retailers, particularly those in the marketing or sales functions.

Meet the trainer

Our trainer, Ella is a Category Management expert with over a decade of experience working with FMCG manufacturers, retailers and research agencies of all shapes and sizes. After spending the bulk of her career in Category Management for Unilever and Mars, she has been supporting brands from Minor Figures and Rubies in The Rubble to Remedy Drinks and many more to use category thinking to unlock growth.

Hear from your peers…

 “Highly informative course that covered a variety of sections related to many different roles. So useful!”


“Brilliant course, in depth explanation of category management with key focus on smaller brands.”


“Ella was an excellent facilitator – the content she covered was so thorough, useful and practical and she delivered it really clearly and engagingly. I feel much more confident and clear on how to better work with retailers going forward!”


“The category management course helped teach me to look further than our brand ‘bubble’. It gave me a great understanding of what retailers are looking for and how to plan, structure and deliver compelling propositions to the buyer.”




  • Location and format: In-person in Central London
  • Duration: 1 full day of training
  • Dates: 27th June 2024
  • Price: £490 + VAT per attendee



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