Marketing Category Management Training Program: Brand Health Assessment
This category management marketing program teaches professionals in Marketing and Brand teams how to evaluate how a brand is performing within the broader category for better insights and opportunity identification.
4 Courses Included: Building Data Competency: POS Data; Building Data Competency: Panel Data; Measuring Category Health; Advanced Analytics: Relativity
Prerequisites: "Marketing Training Program: Brand Health Overview" or previous experience in completing category assessments with basic data
Time Required: Approximately 10 hours
As part of a marketing or brand team (including retail private label and store brands), you should look beyond analyzing brand only results to compare to the total category results. This will uncover new ways of looking at your business with a bigger picture perspective.
Your program starts by teaching you about retail scanned sales data, including an understanding of how the data is derived, and its key measures and analytics. Trends, out of stocks, sales and profitability, distribution and shopper insights will be reviewed so you can learn how to maximize its potential.
Next, you'll learn about household panel data, one of the primary data sources required to do category management work. It will give you a clear picture of consumer behavior so you can compare across retailers, markets and brands, giving you a new lens on consumer. This courses walks through examples of key consumer purchase behavior measures, interaction data and demographics - all important things for any marketer to understand.
Once you've completed these courses, it’s time to complete a category health assessment (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. You'll acquire skills to help you 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, you'll complete the program with a course on advanced analytics (relativity), which 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. You'll 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.
- 365-day Access via CMKG's Online Training and Resource Center, including individual course Hands-On Workshops, Downloadable Notes & Reference Guides, Knowledge Checks, and Course Tests. Desktop, Laptop and Mobile Devices compatible.
- Ongoing student support (Email, Live Chat)
*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.