Category Definition & Segmentation

Course Overview

Participants learn to define a category from the shopper’s point of view and understand how category definition affects how the category is merchandised, priced, and promoted. Once the category is defined, it needs to be segmented based on a consumer decision tree. This sets up the category for effective analysis based on how the shopper shops the category. Key steps and varying methods are explored in completing these steps of the Category Management process.


Approximately 2 hours course time

Buy Category Definition & Segmentation Course Package ($125) or Value Course ($59) from CMKG.ORG


Learning Objectives for Category Definition & Segmentation 

Explain why defining and segmenting the categories is a key step in the "Retailer Strategy" piece of category management;
Give examples of ways that a category can be defined based on different retailer strategies; and
Identify the steps to properly segment a category.
UPGRADE & SAVE. Get the Premium Category Definition & Segmentation Course Package with purchase of CPCA / Foundational Training Program.

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