Category Management with PoP Effectiveness and KAM Principles
(Physical Classroom Program)

Description

Overview

This learning capsule is designed for Senior Key Account Managers, Senior Category Managers and Sales Managers who are responsible for Category Management work with key accounts. In this learning capsule, we will examine the process of Category Management to deliver overall improved category growth and profitability with key strategic customers.

This learning capsule is also designed to provide Senior Key Account Managers, Senior Category Managers and Sales Managers with the skills that they require to build successful annual and/ or joint business plans with their customers and ultimately increasing the frequency of purchase of your products among your customers.

Background

Category Management has become the key to the success of sophisticated retailers over the last decades. It is a systematic, disciplined approach to managing a product category as a strategic business unit and delivering improved category growth and profitability. Manufacturers and suppliers in the Consumer Goods and Services sector, who take a strategic category approach to their products and brands with sophisticated retailers, will see the benefits and improved revenues alongside an improved experience for the shopper.

Key Account Management involves strategically developing and maintaining multi-functional relationships with key customers to work towards achieving common business goals. Effectively managing and winning key accounts requires identifying customers’ needs and following a consultative approach to build joint business strategies that add value to the bottom line.

Learning Capsule Highlights

This learning capsule covers the fundamentals of basic Category Management ultimately providing a clear process that can be followed for any category in the Consumer Goods and Services sector. The learning capsule is also designed to provide a structured approach in understanding, managing and developing long-term profitable relationships with key accounts that play a strategic role in the business growth. Key elements include:

• Understanding the definition of Category Management.
• Understanding the roles different categories play.
• Understanding the 7-step process involved in Category Management.
• Role of a Key Account Manager in strategic accounts.
• Review of sales fundamentals and how to influence them as part of a key account annual and/ or joint business planning.
• Setting joint targets, putting robust plans in place to achieve and track success.
• Understanding resources available and how to utilise them.

Learning Outcomes

• Have a clear understanding of what Category Management is and how it will result in improved turnover and profitability.
• Ability to follow the process involved in simple Category Management work.
• Acquisition of capabilities and competencies to lead Category Management work with key customers.
• Ability to create robust annual and/ or joint business plans with key strategic customers based around the sales fundamentals.
• Ability to utilise multi-functional resources both internally and externally to build strong plans to drive turnover and profit in key customers.

Mode of Delivery

This learning capsule will be delivered through a Classroom Training/Workshop model for a minimum of 12 delegates per session. Asbiverse Group experts will deliver this with a lot of real-life case study situations to build a much better understanding.

Some of the feedback of our clients after having attended our programs, for your kind reference

https://commercialexcellence.academy/testimonials/