Practical Category Management Workshop
Get equipped to embark on Category Management projects with
your industry partners
Interactive workshop covering
presentations, group discussions,
exercises, case studies
Quotes and Facts from past
Participants:
“Very useful and applicable”
“It’s fantastic as it gave me a lot
of insights about Category
Management to work with”
“Very good because practical,
not just theory”
99% of participants rated the
workshop overall as good to
excellent
More than 2,000 participants from
150 retailers and manufacturers
since 2009, including Wal-Mart,
Carrefour, Tesco, 7-Eleven, Panda,
Spinneys, Unilever, P&G, Nestle,
Pepsico, Coca-Cola, Unilever, BAT,
Abbott, CP, J&J, Philips, etc.
Benefits of attending this workshop
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Develop stronger retailer/supplier partnerships
Follow a joint process that can be adapted across all retail chains
Leverage all available data to identify category growth opportunities
Develop tactics to win the battle for shoppers
Achieve immediate positive impact
Practical Category Management workshop
Copyright 2013 The Nielsen Company. All rights reserved.
Nielsen and the Nielsen logo are trademarks of The Nielsen Company
Who should attend?
Retailers: Category Managers, Buyers, Merchandising heads, Space and Range planners & their team
Manufacturers/Suppliers/Distributors: Customer/Trade Marketing Managers, Key Accounts Managers,
Category Managers & their team
Level: Beginner to Intermediate
Speaker's Credentials
Christoph Michel, Head of Category Management, Southeast Asia, North Asia and Pacific, Nielsen
Based in Vietnam since 2005, Christoph’s background is ten years of Category Management and Sales
Development at Diageo (Johnnie Walker, Baileys, etc.), with numerous projects in Europe, Africa and Asia with key
local & international retailers. Passionate about translating shopper knowledge into actions at the point of purchase,
he has been developing Nielsen’s Category Management capabilities across Middle-East and Asia, delivering
Category Management workshops to more than 2,000 associates of leading local and international manufacturers
& retailers (Wal-Mart, Carrefour, Metro Cash & Carry, Coca-Cola, Pepsico, Nestle, Mars, Unilever, P&G, BAT,
Philip Morris, Kimberly Clark, Colgate Palmolive, GSK, Johnson & Johnson, Nokia, etc.) over the past 4 years.
Workshop Fee & Details
Date :
23rd & 24th March 2015 (Monday & Tuesday)
Venue :
Ho Chi Minh City, Movenpick hotel, Nguyen Van Troi
Time :
8:30am - 6:00pm
Cost per pax:
USD 695
Registration :
Maximum 30 seats available on a first come first serve basis. Early bird and
group discount available (see registration form).
Inclusions :
Comprehensive course materials and case studies. Business lunch and
coffee breaks with snack items on both days.
Language:
English
Workshop Agenda
Day 1 08:30 – 18:00
Day 2 09:00 – 18h00
08:30
Registration
09.00
Review Day One
Introduction: The
Marketplace
Assess today’s relevance
for Category Management
Common Shopper
Behavior
How to unleash growth
from understanding how
shoppers behave
Why do Category
Management?
What to expect from
Category Management
Category Tactics
Which products to include
in the assortment
Definition, Roles
and
responsibilities
An overview of Category
Management, its process
& benefits
Where to place the
category in the store
Category
Management
process
ECR’s classic 8 steps
process, as well as other
existing processes
How to merchandise
products
Category
Definition
How to define a category
and to determine its
decision tree
Which pricing strategy to
apply
What promotions to
implement
Category Role
How to assign the optimal
role for a category
Category
Implementation
How to ensure all is being
put in place as agreed
Category
Assessment
How to discover
opportunities for growth
Category Review
How to review the results
and take corrective
actions
Category
Scorecard
How to set the appropriate
KPIs
Summary, tools
and data needed
How to be as efficient as
possible
Category Strategy
Which strategies to set for
segments, sub-segments,
specific SKUs
Q&A
Practical Category Management workshop
Copyright 2013 The Nielsen Company. All rights reserved.
Nielsen and the Nielsen logo are trademarks of The Nielsen Company
Practical Category Management Workshop Enrolment Form
To enroll, kindly fill in the form below and email or fax it to 08 3845 5348, attn. of Mr. Nguyen Son Tung, by Friday 6
March 2015 the latest. Kindly contact your respective Account Manager or the following for further details.
Location
Contact Person
Direct Line
Email
Fax Number
HCMC
Nguyen Son Tung
08 3997 8088 ext. 8169
Tung.nguyen@nielsen.com 08 3845 5348
YES, I / We want to join the Nielsen Practical Category Management Workshop
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registration
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Please share mobile phone number so we can directly contact the participant in case of late arrival at the workshop
Number of Enrolment : _____________
Total Program Fee : ____________
Notes: ___________________________________________________________
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Group discount: 5% for 3-5 participants, 10% for 6 or more participants from the same company
5% for early birds can be enjoyed until 13 February 2015
Applicable group discount and early bird simply cumulate (eg. 5% + 5% = 10% discount on cost per pax)
Confirmation of registration will be sent by email. Upon confirmation of your registration, we will require the nonrefundable seminar fee as indicated above. There will be no refunds for cancellations, however a change in participant
name will be accepted any time before the start of the workshop.
Kindly state details to send invoice and/or receipt.
Contact person
Name :
Department :
Phone :
Fax :
Email :
Signature: ___________________________
Name: ______________________________
Date: _______________________________