From the team at Oxford, access our program of live, expert-led webinars designed to make leading commercial and marketing skills accessible to organizations and individuals.
Category
Forge your path in category and get direct support from our experts
The full course runs from October 24 to April 25
Weds 10/09/24 at 9am PDT or 5pm EDT
Weds 11/13/24 at 9am PST or 5pm EST
Weds 12/11/24 at 9am PST or 5pm EST
Weds 01/15/25 at 9am PST or 5pm EST
Weds 02/12/25 at 9am PST or 5pm EST
Weds 03/12/25 at 9am PST or 5pm EST
Weds 04/16/25 at 9am PDT or 5pm EDT
7 live webinars | 14 hours | Access to facilitators
Sign up for your free introduction to Category
Pricing options
Choose the best package to suit your needs
We offer individual webinars too:
$500 per person/ 10% discount for groups of 10+
Discount for groups
Marketeers
$13001170 /per person /per person
For marketeers looking for a comprehensive introduction to Category
Marketeers+
$17001530 /per person /per person
For marketeers to gain a comprehensive introduction plus our storytelling module
Sales
$22001980 /per person /per person
A comprehensive webinar series covering how to develop a category growth strategy, put it into action and lead in your market
Category Managers
$30002700 /per person /per person
A fully comprehensive course for category managers to significantly improve the growth potential of your category
Marketeers
Marketeers+
Sales
Category Managers
Webinars
The Webinars
Our full program of category webinars to choose from:
Why Category?
Free Introductory Webinar
What a category approach is, and why taking a category approach is important, and increasingly so now.
We discuss the evolution of category approaches, from management in the early days, to mutual growth strategies today, and finally what a great category-focused organization looks like, and how it functions
Category Mindset
Category Growth Strategy
This introduction begins with understanding the current category status and envisioning its future over 3-5 years. This vision is captured in a compelling category vision statement, which guides the identification of growth opportunities and necessary enablers. These insights form our category growth drivers and enablers.
Lastly, we pinpoint the actions required to activate these drivers, focusing on innovation, activation, and communication to bring the growth vision to life.
Category Growth Strategy: Into Action
The next step is to turn the strategy into concrete actions and plans. We start by mapping brands and priority channels to the growth drivers, creating a complete portfolio picture. Action planning utilises commercial levers like price, promotion, activation, merchandising, and distribution to implement growth drivers on selected brands and channels.
This detailed plan will bring the growth strategy to life internally and form the basis of customer plans.
Customer Category Leadership
- Identifying customer's unique needs
- Defining mutual growth opportunities
- Developing the actions to bring that mutual growth to life
- Defining the specific actions that will do this
- Gaining customer agreement
Category Storytelling
Category Management 101
eCategory Management
Contact us to discuss a tailored webinar program for your organization
Meet the team
As someone deeply invested in navigating today's complex consumer goods landscape, I understand the challenges organizations are facing amidst fierce competition and unsettling market conditions. The importance of developing strong category strategies and upskilling teams cannot be overstated. Speaking the language of the consumer/shopper, retailer and the category creates a true collaborative relationship with our retail partners designed to drive mutual growth.
Having worked over 30+ years at companies like Kraft, Unilever and Philips, I have had hands on experience building category growth strategies and stories anchored in compelling consumer & shopper insights, leveraging some of the world’s biggest brands in partnership with key customers.
Kelly Downey
Consultant | Oxford SM
Jonathan Simpson
Consultant | Oxford SM
Aaron Newhouse
Consultant | Oxford SM
Natalie Little
Consultant | Oxford SM
Michelle Machin-Davis
Consultant | Oxford SM
Claire Handford-Jones
Consultant | Oxford SM
Fiona Tough
Consultant | Oxford SM