Learning Objectives

• Give examples of different ways to assess a category, based on different perspectives (time, product, geography);

• Explain why benchmarking is a critical part of assessing a category;

• Understand the importance of looking across different consumer segments to truly understand category results; and

• Describe ways to effectively benchmark against the market and competitors. 

Course Overview

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. This course includes the calculations for Category $ Share, $ Sales % Change, Absolute Sales Change, Share Pt. Change, Retailer Share of Market, and Index vs. All Sales Share, ACV,

Purchase Options

Training Course Package, $125

• 30-day Access via CMKG's Online Training and Resource Center. Desktop, Laptop and Mobile Device compatible. 
• Hands-On Workshops
• Downloadable Notes & Reference Guide
• Knowledge Checks
• Course Test

Training Course Videos Only, $59

• 30-day Access via CMKG's Online Training and Resource Center. 
• Knowledge Checks

*CMKG's Online Training and Resource Center includes many resources you can use in your day to day: a Resource Library with whitepapers, articles, tips and tricks, e-books and more; a dynamic Industry Glossary with >300 terms, each with a definition, formulas and links to other related descriptions; and 6 Student Webinars per year in topics suggested / chosen by students.