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CatMan Training Programs for Marketing:

 

Marketing Program: Brand Health Assessment
Marketing Program: Brand Health Overview
Marketing Program: Marketing Mix Remix
Marketing Program: Shopper Insight Basics
Shopper Marketing: Build Your Own Program

 

Marketing Program: Brand Health Assessment

Utilize data and advanced analysis to build strengths and minimize weaknesses in your categories.

How is your brand(s) performing in a category? This group of courses gives you the opportunity to find out! Participants get an in‐depth look at retail POS data, including retailer and third party scanned sales data. They will learn how it is derived, and understand key measures and definitions that relate to POS data. Trends, out of stocks, sales and profitability, distribution and shopper insights will be reviewed in retail POS data, so that participants learn how to maximize its potential.

The second course focuses on household panel data, one of the primary data sources required to do category management work. It provides a clear picture of consumer behavior so that retailers, sales and marketing professionals can continually adjust their strategies to focus on the consumer dynamics that drive category and brand performance. This courses walks through examples of key consumer purchase behavior measures, interaction data and demographics all important things for any marketer to understand.

Once these first two courses are completed, it’s time to complete a category (or brand) health assessment, including an exploration of internal and external influences. An in‐depth understanding of baseline and incremental sales volume, drivers and measures are included in this assessment. Participants will acquire the to address important questions that relate to a category’s health, including those associated with the consumer, trends, the economy, competition and tactics associated with winning segments and brands.

Finally, the last course brings together skill areas and competencies in pricing, promotion and efficient assortment techniques. From this, a multi‐faceted approach to a category health assessment is developed. Participants learn how to calculate volume thresholds for product assortment, pricing and promotion. From this, the core business drivers can be identified for both sources of volume, and subsequent opportunity identification. This course is a must for anyone who wants to understand how their brand is performing in a category / retailer / market!

Who should take this course?   Individuals who are in marketing or shopper marketing within consumer packaged goods will benefit from this group of courses.

Prerequisites: None

Time Required: Approximately 10 hours to complete.

Courses Included: 

Retail POS Data;
Consumer Panel Data;
Category Health Assessment;
Advanced Analytics: Relativity


Cost:   $396.00 USD
Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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Marketing Program: Brand Health Overview

Analyze the entire category where your brand lives and understand strengths and opportunities through the eyes of your actual customers in the retail environment.

This group of courses gives participants a solid foundation of important things to consider when using data, including properly citing references; using proper analytic techniques; only presenting relevant data, etc. It includes an 8‐step analytic process that helps to plan out an analytic project before completing an analysis project, to save time and effort, and have a more successful outcome. It also walks participants through the key data sources used in category management, and the watchouts and strengths of each source. Next, participants learn how to complete a category assessment that includes “most” and “least” developed brands and segments, highest and lowest growth brands and segments, and benchmarking concepts. Participants complete workshops that give them the opportunity to review a category assessment and complete observations. The last course reviews each of the tactics, or “4 P’s”, including their definition, key measures, basic analytics, and impact on consumer purchase decisions. These courses are given from a market and retailer perspective, both important perspective for any marketing team.

Who should take this course?   Individuals who are in marketing or shopper marketing within consumer packaged goods will benefit from this group of courses.

Prerequisites: None

Time Required: Approximately 5 hours to complete.

Courses Included: 

Data Sources Overview;
Category Assessment;
Category Tactics & Analytics

Cost:   $297.00 USD

Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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Marketing Program: Marketing Mix Remix

Leverage with 4Ps Product, Price, Place and Promotion, and build your marketing mix with clear understanding of the strategy.

This group of courses reviews each of the tactics, or “4 P’s”, including their definition, key measures, basic analytics, and impact on consumer purchase decisions. The first course provides an overview of the 4 P’s from a retailer perspective. Then there is a deeper look at each tactic. Promotion is a key driver of incremental sales, as well as a point of differentiation for retailers. Participants learn what promotion means for retailers, from both a marketing perspective, as well as a promotion/flyer program perspective. They will learn how retailer promotion planning and execution is completed, and the things that can impact the outcome of a promotion. Promotional assessment is completed, including looking at the incrementality of the promotion, promotional price, ad space and positioning, display support, seasonality and competition. Next is pricing, starting with a review of retailer strategies that relate to pricing, including price setting definitions, and price rules for the retailer. The second half of the course captures a variety of advanced pricing analytic techniques, including breakeven point, correlation and price regression, activity based costing and slope. Efficient assortment is the third tactic, and the course includes an analytic process that fits within product assortment, and within the category management framework. Participants learn about retailer assortment strategies, and then learn the steps to complete a manual assortment project, which will give them foundation from which they can either build their own assortment capabilities, or better understand the assortment tools being used in their own organization. In this course grouping, basic and intermediate techniques of assortment analytics are reviewed. Space management is the final tactic, and gives participants an understanding of “the shelf” (without the technical requirements). Participants learn about different retailer shelf strategies, including how to maximize shopper friendliness, minimize out of stocks, minimize excess inventory, maximize profit mix and maximize private label placement. They will also learn about the other important inputs that are required to complete successful space management projects. Understanding the tactics from a retailer perspective will help marketers to better define their own marketing mix opportunities.

Who should take this course?   Individuals who are in marketing or shopper marketing within consumer packaged goods will benefit from this group of courses.

Prerequisites: None
Time Required: Approximately 12 hours to complete.
 
Courses Included: 

Cateogory Tactics & Analytics;
Promotion;
Pricing;

Product Assortment;
Space Management

Cost:   $495.00 USD

Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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Marketing Program: Shopper Insight Basics

Understand how to maximize data’s potential to create shopper insight and inform your marketing strategy in the retail environment.

This group of courses provides an in‐depth look at the consumer and shopper from a retailer perspective. It starts with a course on consumer panel data, including how it is derived, commonly used measures, and examples of how to think about and maximize its potential. Household panel data is one of the primary data sources required to do category management work. This courses walks through examples of key consumer purchase behavior measures, interaction data and demographics in detail. The second course gives the “how to” on using store level data to evaluate category performance and in store execution, and to create store clusters and measure before/after performance. Participants will also learn to effectively use geodemographic and behavioral data by products and retailers, to identify product demand by store and zip or postal code. The final course focuses on shopper marketing, which is being touted as the category management of the future. This course gives an in‐depth overview of understanding the consumer and shopper, their needs, and their behavior beyond the basics, and beyond the category level. Retailers and suppliers need to realize how the big picture of shopper marketing works, and ensure that they have the strategies and plans in place to set themselves up for success in future shopper marketing endeavors. “Path to purchase”, shopper trip missions, and shopper segmentation are covered, as well as examples on in‐store marketing to shoppers across different stimuli.

Who should take this course?   Individuals who are in marketing or shopper marketing within consumer packaged goods will benefit from this group of courses.
Prerequisites: None

Time Required: Approximately 8 hours to complete.
 
Courses Included: 

Consumer Panel Data;
Key Demographic Profiles;
Consumer Trends

Cost:   $297.00 USD

Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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Shopper Marketing: Build Your Own Program

Shopper Marketing is a priority focus area for both retailers and manufactures. We have developed 7 courses that focus on the core competencies of shopper marketing, spanning from data sources (panel data and geodemographic data) to in-store marketing and consumer trends.
HOW DOES IT WORK

Select 4 courses out of the list of 7 courses below, and receive 3 Months access for $199. Not sure which courses to select? Click on the courses below to see a course outline.
COURSES THAT CAN BE INCLUDED

    Building Data Competency: Panel Data
    Store Clustering Through Store Level and Geodemographic Data
    Understanding and Marketing to Your Shopper
    Baby Boomers
    Hispanic Americans
    In-Store Marketing Overview: The Basics
    6 Steps to Create Effective In-Store Marketing Materials

TARGET AUDIENCE

Sales, Marketing and Category Management Professionals who want to better understand shopper marketing and all of its components.

Who should take this course?   Individuals who are in marketing or shopper marketing within consumer packaged goods will benefit from this group of courses.
Prerequisites: None

Time Required: Approximately 8 hours to complete.

Cost:   $199.00 USD

Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access

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Special prices for Baltic countries and ECR Baltic members, here! | Business recommendations | Free trial | Foundational / Certified Professional Category Analyst Program | Intermediate / Certified Professional Category Manager Program | Advanced / Certified Professional Strategic Advisor  Program | CatMan Training Programs for Sales: | CatMan Training Programs for Marketing

About faciltator cmkg.org | About Category Management Association

To claim your 30% (Estonia, Latvia and Lithuania as per GDP per capita variable fee) or 50% (ECR Baltic members) discount code, please contact:

Edgars Pentjuss, ECR Baltic | phone +37126546645 | mailto:[email protected]

Purchase courses, here!

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