Category Management Training Course

Training Course Overview

Increase the number of Category Management opportunities that you identify, sell, and land. Our Category Management Training course covers a model and process, for effective day-to-day Category Management – The ‘73% Funnel’. It can be applied in today’s FMCG retailing markets. To provide you with new ways of working, fresh thinking, and practical tools and techniques. This Category Management Training course will ensure you, as a Category Manager can keep ahead of your competitors.

It will improve the way Learners identify opportunities within their Category Management. Increasing their ability to gain buy-in from buyers, to accept and implement a Category Management strategy based on insights and recommendations, that delivers increased sales & profit.

Colourful seven-part funnel explaining the category management process or strategy
Our Category Management Training Masterclass takes you through all seven steps

Learning Objectives

By the end of this Category Management training course, the Learner will be able to:

  • Understand what is Category Management and the Category Management Process.
  • Know how to identify and agree with S.M.A.R.T. Category targets.
  • Understand their shopper, their preparer, and their eater much better. To ensure that all are at the heart of their Category decisions.
  • Know their supermarkets, to make sure they can align their Category recommendations to their needs.
  • Turn analysis into opportunities, with more ways to interpret quantitative and qualitative data.
  • Sell the opportunities more effectively, with better ways to engage the buyer.
  • Land more opportunities in-store, and for longer through a better understanding of store operations.
  • Know how to evaluate and improve each project, to make the next Category opportunity more successful.
What is Category Management? Ultimate Guide to Category Management.

Available for Face to Face / Online Delivery / In House / Open House

Contact us to find out more:

Collage of 9 people on an MBM virtual training course
MBM training courses are also available for virtual delivery

“MBM understood our challenges because they are accredited professionals from our industry.”

“The chain of evidence meant I understood the individual ROI from the training.”

“Their learning techniques made it stick for the long term, giving continuing improvements.”

Reasons to Believe In Our FMCG Category Management Training Course

We believe that people have the right to be the best version of themselves.

For our Category Management Training Course, we use our unique ‘73% Funnel’ Category Management process model, because we know that only 27% of recommendations land in store.

Our training will help you to identify more, sell more, and land more opportunities. Your landing rate will increase by +15pts. You can expect a return on investment of x7. This means that the cost you pay for training will be delivered seven-fold during the course.

What Learners Say About Our Category Management Training Course UK

“MBM really helped us to pinpoint the areas of Category Management understanding that offered us the greatest opportunities, and then transformed how we talk about Category across our UK business. They are challenging and will ask difficult questions, to get the best out of your team and the knowledge within”.

Tony Walsh
Category Controller, Florette UK


Achieving Real Behavioural Change with ‘Sticky Learning ®’

Sticky Learning ® is our own unique learning method. Developed over the last 18 years. Most Learners attend 1-day training courses and do nothing afterwards. HR Managers & L&D Managers told us that this was unacceptable.

Sticky Learning ® helps Learners to Realise more of what they have learnt. To help them to Recall more of what they have learnt. Plus, Retain more of what they have learnt. The 3 R’s.

Sticky Learning ® enables us to proudly guarantee that if a Learner is not still using their new skill 5 months later, we will give you your money back. This is our money-back guarantee.

MBM Sticky Learning logo with purple brain icon
Let's you really learn

Measuring Your ROI

We evaluate your training on 5 levels, see below, and summarise these into a pack called the ‘Chain of Evidence’.

  • Level 1: Reaction (Feel) – What were the learners’ first impressions of the learning?
  • Level 2: Learning (Know) – How much did the learners learn?
  • Level 3: Behaviour (Do) – To what extent has the learning been used?
  • Level 4: Results (Numbers) –  How did the behaviour affect the results?
  • Level 5: Sponsor (Align) – What ‘observable change in performance’ has been achieved?

You can find out more about measuring your ROI in ‘About Us’.


Find out how you can achieve behavioural change and have 5-level training evaluation reports – Click on the image below:

CTA banner with happy successful businesswoman and green button
Contact us
Purple chain of evidence icon
Evaluates your training on 5 levels

You may also like: