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"Excellent! I will send my staff - great job!"

Dennis Noren, Allegro

Category Management School

A real-world workshop taught by world-class instructors.

Do you feel that you understand the core concepts behind category management — but you don’t know how to actually apply them successfully in your daily course of business? If so, you’re not alone. Many CPG/FMCG professionals have a solid grasp on the theory but admit to having difficulty putting their knowledge to use. The good news is, that changes quickly for those who attend Delta Associates’ Category Management School.

This highly regarded workshop is the most comprehensive in the industry, led by seasoned instructors who counsel the world’s most successful consumer product companies and retailers. Our interactive exercises — designed for real-world practicality — have helped hundreds of professionals from more than 400 companies master category management from top to bottom. You’ll emerge with new skills that will set you apart from your peers.

Key learning components.

Our in-depth three-and-a-half-day workshop begins with a brief overview of the history and philosophy of category management, then delves into our comprehensive, interactive how-to curriculum, with the following course modules:

Engagement Process
  • Learn how to select, initiate, and work with retailers/suppliers and how to “set the ground rules” for a successful partnership.
  • Use Delta’s checklist to lead a discussion defining the scope of the project and responsibilities.
Transforming Raw Data into Financial Metrics
  • Learn how to organize and interpret syndicated data, retailer internal data, and space financial data.
  • Learn the definitions and formulas for shelf/space metrics, such as GMROII, GMROS, DOS, and turns.
  • Understand other financial metrics, including opportunity gap, promotional on-sale/off-sale margin, and CTM, by using formulas applied in hands-on Microsoft® Excel exercises.
  • Learn the interrelationships between financial measures, such as unit volume and equivalized volume, or GMROII, GMROS, and turns.
Business Graphics
  • Learn how to interpret and use different types of quadrant charts to analyze category performance.
  • Understand why these charts are powerful scorecarding tools to measure the impact of category tactics.
Consumer Data and Shopper Insights
  • Learn a variety of methods to identify your consumers and to research and measure consumer purchasing behavior.
  • Understand how consumer decision trees, consumer decision processes, and consumer and shopper segmentation structures influence the category management plan.
  • Learn to assemble disparate bits of consumer data to craft actionable consumer and shopper insights.
  • Incorporate consumer and shopper insights into category positioning, strategies, and tactics in the case study.
Retailer Strategies
  • Learn the definitions and attributes of the common category roles and positions and how to use data to select and support your designations.
  • Learn how to gauge a retailer’s objectives, strategies, and tactics in relation to the four “Ps” of marketing — promotion, price, product mix, and placement.
  • Understand how each of the four "Ps" can influence consumer shopping behavior (shopper insights) and improve overall category profitability.
  • Learn why price is overemphasized, why product range is too broad, why promotions lack strategies, and why planograms do not meet shoppers’ needs.
Store Walks
  • View the retail environment from a shopper’s perspective with visits to several local retail outlets.
  • Increase your understanding of specific merchandising techniques and their impact on consumer/shopper purchasing decisions.
Case Study
  • Work through a real-world case study and develop individual data observations and your business analysis.
  • Work with a team to further develop and refine your business analysis, incorporating syndicated, financial, and consumer data into a coherent business story. Then, based on the business analysis and shopper insights, develop strategies and tactics that resolve the negative issues and capitalize on the opportunities.
  • Finally, present your team’s category management plan and receive feedback from the instructors.

Who should attend?

This workshop is designed for anyone — entry-level or advanced — who can benefit from a more thorough understanding of category management. Past participants have included category managers, buyers, merchandisers, category specialists, account managers, and consumer or category development managers. Many of these participants strongly recommend attending Delta’s Fact-Based Solution Selling workshop prior to taking the Category Management School program, but it is not a requirement.

You can register for one of our public workshops online; or we can deliver this class in a private setting for a group of eight to 24 people. This private option allows you to customize course content according to your needs, minimize valuable time away from the office, and save money.