Category Management : FMCG Training Course

About the course

Our 2 x half day course on Category Management will give you all the foundations to successfully establish this function in your business and build more meaningful partnerships with your retailers. With hands-on exercises throughout the course, you will feel more confident delivering category proposals.

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

Our trainer, Ella Jackson 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 set up her own consultancy, May Insight Solutions, in 2019 to share her skills with start-ups and small brands.

During this time she has worked with brands such as Minor Figures, Rubies in The Rubble and Remedy Drinks, helping them to build their knowledge of the category, gain retailer listings and grow their business.

Designed for

We recommend this course for anyone dealing with major UK retailers, particularly those in the marketing function.



All our training is digitally held.



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