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Category Management “CM”

Course Duration

2 Days

Scope

Businesses with a diversified range of services or products can no longer depend only on typical selling techniques, Category Management is a methodical way of integrating visual merchandising, branding and promotion together with the value of the product/service to make it more appealing for the consumer

Overview

 Category Management Objectives
  • To understand how the consumers, think so we can know how to influence them
  • Describing CM as a business process
  • Understanding what is visual merchandising and importance of display
  • How can we use our advertisement material to attract consumers to our Brand and make them feel that this is our place?
  • Define promotion and understanding its importance

Module One: Introduction
  • Square Wheels
  • To know why we are here
  • What do we need to do to get the best out of it

Module Two:
Consumer Buying Behavior
  • Types of consumer buying behavior.
  • Influencing factors.
  • Customer Decision Process “CDP”.

Module Three:
What is Category Management
  • What is CM
  • CM as a Business Process
  • CM issues.

Module Four:
Visual Merchandising and Display
  • What is Visual Merchandising.
  • Importance of Display.
  • Tips for an effective Display.

Module Five:
Branding
  • What is a brand.
  • What is Branding for us

Module Six: Promotion
  • Define Promotion.
  • Key Factors to consider.
  • Promotion Strategy options.

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