Trade and Channel Marketing

Category Management

By : Emilio "Bong" C. Macasaet III

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?


  • 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 supplier retailer marketing agendas.


  • 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


This seminar is primarily oriented to trade marketing practitioners and retail category buyers / managers. 

Module 1: PERSPECTIVE: CatMan as a Strategy

  • Frequently asked questions about Category Management

  • Trade update: Key practices and trends in Category Management

  • History and evolution of Category Management

  • CatMan definition, key concepts and applications

  • Why CatMan is shopper-centric

  • Key objectives and aspects of Category Management

  • What is Strategy, really?

  • Category Management as a business solution

  • Is Category Management dead?

Module 2: PROCESS: 8-STEP CatMan Process

  • Shopper Insighting: key to effective CatMan

  • Category Management Process 8-step Framework

  • Reasons for Adopting Category Management

  • Category Management Analysis Framework

  • A need to change Organizational Structure

  • Illustrative Case Study

Module 3: Practice: The Category Management Story

  • Developing the Category Story

  • Selling the Story: 5-Step Presentation Framework

  • Group Dynamics: Simulation

Lecture with 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.

    To register or inquire, please sign up below. 

                                                          ABOUT THE INDUSTRY EXPERT

                                                          EMILIO MACASAET III 
                                                          Partner and Chief  Channel Marketing Strategist 
                                                          • Chairman and CEO of Field Partners Inc.

                                                          • He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, 6 Steps To Effective Key Account Management and his most recent book, Fundamentals of Trade Marketing.

                                                          • 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. 

                                                          • He attended an executive program on Marketing Channels at Kellogg School of Management and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA

                                                          • He is currently a professor of Marketing Management at the Ateneo Graduate School of Business.