NEW! Category Management

Category Management

Winning With Customers at the Point-of-Purchase


Collaboration between supplier and retailers through category management

has never been as important in the current competitive arena. However, this

supposedly strategic relationship turns adversarial as both sides are being

pressured to contribute to growth with less. How do you employ category

management to win with customers at the last mile - the POP?


Key benefits to Participants:

• Provides participants with proper understanding of category

management as a strategy;

• Provides participants with effective tools critical to the success of

Category Management and in the strategic integration of supplierretailer

marketing agendas.


Key Benefits to Company:

• Effective approach to re-allocating marketing resources

• Provides tools and concepts for an organization to ‘think category’

rather than individual brands when dealing with key retail customers

Who should attend: This seminar is primarily oriented to trade marketing

practitioners and retail category buyers / managers.

Case studies and activity workshops that direct participants to conduct active

adult learning activities on their own follow each topic to enhance the

learning process.


This module is divided into 3 components (3 Ps): Perspective, Process,



Module 1: PERSPECTIVE: CatMan as a Strategy

Key topics:

1. Frequently asked questions about Category Management

2. Trade update: Key practices and trends in Category Management

3. History and evolution of Category Management

4. CatMan definition, key concepts and applications

5. Why CatMan is shopper-centric

6. Key objectives and aspects of Category Management

7. What is Strategy, really?

8. Category Management as a business solution

9. Is Category Management dead?


Module 2: PROCESS: 8-STEP CatMan Process

Key topics:

1. Shopper insighting: key to effective CatMan

2. Category Management Process 8-step Framework

3. Reasons for Adopting Category Management

4. Category Management Analysis Framework

5. A need to change Organizational Structure

6. Illustrative Case Study



Key topics:

1. Developing the Category Story

2. Selling the Story: 5-Step Presentation Framework

3. Group Dynamics: Simulation



Emilio Macasaet III

Partner and Chief Distirbution Strategist

Mr. Emilio C. Macasaet III is the Chairman and CEO of Field Partners Inc., and Partner and Chief Distribution Strategist of Mansmith and Fielders, Inc. He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, and the newly launched book, 6 Steps To Effective Key Account Management

He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division. He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East. 

He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management. Bong also attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago; and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA. He partly writes a column in Business World newspaper and is currently a professor of Marketing Management at the Ateneo Graduate School of Business.

Early Bird Rate

(If paid until July 23)

Regular Rate

(If paid from July 24-Aug 1))

On-site Rate

(If paid on or after the seminar)

Closing Date







Deadline : Jul 29, 2018