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Aboulfetouh Gmaleldin
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Category Management

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Category Management Masterclass — CVR 360

99 lessons that build a professional category manager: the 8‑step process, scorecard, assortment, planogram, pricing, and trade terms.

4.94.9 out of 5(35 reviews)98 learners

  • 16h 20m
  • 99 lessons
  • 9 sections
  • Advanced
  • Arabic
  • Last updated June 2026

What you will learn

  • Manage the customer, the vendor, and the retailer in one system (CVR 360)
  • Define the category from the shopper's decision tree and set its role in the store
  • Assess the category and build your first category plan from a 4Ps view, with a SWOT analysis and an action plan
  • Build a full scorecard: leading and lagging indicators, DOH, OOS, share of shelf, promo ROI, basket analysis, and retention
  • Rationalise the assortment with the BCG matrix, and delist a slow mover without losing the demand
  • Execute a planogram and shelf coding correctly, and tie them to the shelf strategy
  • Negotiate trade terms and set prices with pricing as the category manager's master tool
  • Use NotebookLM and Gamma to analyse market direction and present it to management
  • Present a complete category plan in a job interview or to your management

About this course

The Masterclass is the complete category management curriculum built on the CVR 360 system: customer, vendor, and retailer in one picture. 99 lessons in 9 sections that start from zero and end with a category plan you can present to your management.

You start with what every category manager must know: the framework, the difference between goal, target, and strategy, retail formats, and the shopper's decision tree. Then you build the retailer and supplier strategy, using AI tools (NotebookLM and Gamma) to read market direction. Then you apply the 8‑step process to a real category: definition, role, assessment, scorecard, strategy, tactics, execution, and review.

The largest part goes to tactics: a full category scorecard, assortment rationalisation with the BCG matrix, transferable demand theory and “the art of saying no”, the role of private label, the incentive profit list (PL) file, trade terms, planogram execution and shelf coding, and finally pricing as the master tool of the category manager. "The inside secrets of the purchasing and category department, as if you had spent 10 full years in it."

The full curriculum, lesson by lesson

9 sections · 99 lessons · 16h 20m

01Category Management Introduction – What You Need to Know About Category Management20 lessons · 2h 28m

  • 01 Category Management Introduction (Agenda – Objective – Dark Ages) – Intro

    3:38

  • 01 Category Management Introduction (Agenda – Objective – Dark Ages)

    8:50

  • 02 Category Management Dark Ages Conclusions

    8:17

  • 03 Category Management Framework Definition

    9:46

  • 03.4 Difference between Strategy and Vision

    8:47

  • 03.8 Difference between Goal, Objective and Target

    4:04

  • 03.9 Difference between Goal, Objective and Target (practical exercise)

    6:48

  • 04 Why Category Management Matters

    9:11

  • 05 Skills Required for Category Management

    7:50

  • 06 Category Manager Responsibilities

    8:49

  • 07 Category Procurement Hierarchy – Workflow

    14:22

  • 08 Market Data Direction – Review (2026-04-25)

    9:40

  • 8.3 What Does a Category Manager Actually Do All Day?

    7:24

  • 08.5 Market Data Direction – Practical – Benchmarking

    5:52

  • 09 Market Direction AI Tools – Practical: NotebookLM & Gamma AI

    8:32

  • 09 Market Direction AI Tools (continued) – The Key AI Tools for Reading Market Direction

    2:41

  • 9.5 Market Direction AI Tools – Practical: NotebookLM & Gamma AI (2)

    3:05

  • 10 The Data-to-Insights Journey – Types of Category Management Data

    7:26

  • 11 The Data-to-Insights Journey – Practical Chart for Market Direction

    8:57

  • 12 Shopper Insights with Macro Data – Understand Your Customer's Mind

    4:20
02Retailer Strategy Excellence CVR 360 – Strategic Plans for Retailer, Supplier and Customer10 lessons · 1h 44m

  • 13 Retailer Strategy – DNA

    12:02

  • 14 Retailer Strategy – Key Considerations

    12:39

  • 15 Micro POS Data & Where Does Category Management Fit

    10:35

  • 16 Retail Formats & How Strategies Vary

    9:03

  • 17 The 8-Step Process – Step 1: Category Definition

    12:38

  • 17.2 8 Steps – Customer Decision Tree (CDT)

    6:11

  • 17.3 8 Steps – Examples of Common Segments

    2:10

  • 17.4 8 Steps – Case Study: How to Categorize

    12:00

  • 18 8 Steps – Step 2: Category Roles

    19:43

  • 19 8 Steps – Step 3: Category Assessment – Theory + Case Study

    7:00
03Practical Category Assessment – 8 Category Steps10 lessons · 1h 36m

  • Category Assessment Practical – How to Read Data in a Simple Way

    7:59

  • Category Assessment Practical – How to Find Your Opportunity and Deal With It

    7:30

  • Category Assessment – Basic Formulas – Top Formulas Terminology

    4:17

  • Category Assessment Practical – Top Formulas Terminology Illustrated

    3:54

  • Category Assessment Practical – How to Start the Analysis and Your First Category Plan

    14:04

  • Category Assessment – How to Make a Pie Chart and Illustrate Share in the Category Plan

    4:41

  • Category Assessment – How to Analyze Sub-categories with Root Cause Analysis

    11:06

  • Category Assessment – Category Plan Completion from a 4Ps Perspective

    16:13

  • Category Assessment – Category Plan Completion from a 4Ps Perspective (2)

    12:33

  • Category Assessment – Category Plan Completion: SWOT, Tactics & Action Plan

    14:10

  • Assignment: your first category plan (4Ps + SWOT)

    Assignment

04Practical KPI – Category Scorecard Creation (Understanding the Category Manager's Mind)26 lessons · 3h 27m

  • 8 Steps – Category Scorecard Creation: Why the Dashboard and Category Follow-up Matter

    7:26

  • 01 Key Performance Indicator – Leading & Lagging

    5:36

  • 02 What This Course Teaches You

    3:37

  • 03 From Qualitative to Quantitative

    6:30

  • 4.5 Report – Pivot – CAGR – Share

    6:34

  • 05 MoM KPI and Chart

    12:15

  • 06 DOH – Days on Hand

    10:34

  • 07 Stock Count – OOS

    5:53

  • 08 SDD Analysis KPI

    11:01

  • 09 SOS – Share of Shelf

    6:22

  • 10 Display %

    3:04

  • 11 Promo % – ROI

    9:18

  • 12 % of Cash

    4:05

  • 13 Gross Margin

    11:19

  • 14 Profit per Piece

    15:00

  • 15 Basket Value

    12:26

  • 16 Basket Size & Profit

    7:29

  • 17 Basket Promo Spend

    3:57

  • 18 Basket Assortment

    11:38

  • 19 Conversion Rate

    5:51

  • 20 Retention and Churned Customers

    6:51

  • 21 Category Invoices Share

    11:36

  • 22 Customer KPIs

    10:41

  • 23 Number of Loyal Customers

    3:44

  • 24 Promo Erosion Rate

    7:51

  • How to Choose the Right Branches for Product Distribution – Weight Score

    6:52

  • Knowledge check: the category scorecard

    Quiz

05Category Strategies and Tactics14 lessons · 2h 37m

  • 23 8 Steps – Category Strategies

    11:21

  • 23.5 8 Steps – Category Strategies – Case Study with Attachment

    14:33

  • 24 Category Tactics Introduction

    9:20

  • 24.2 Tactics – Product Assortment

    16:37

  • 24.4 Tactics – Main Product Assortment – Rationalization

    14:58

  • 24.5 Tactics – Assortment – How to Conduct a Range Review

    7:47

  • 24.6 Tactics – Assortment – How to Rationalize as per the BCG Matrix

    15:49

  • 24.7 Tactics – Assortment – Transferable Demand Theory: When a SKU Is Delisted, Where Does the Demand Go?

    6:13

  • 24.7 Tactics – Assortment – The Art of Saying No

    14:11

  • 24.75 Tactics – Assortment – How to Make an SDD Plan

    7:43

  • 24.8 Tactics – Assortment – Private Label Role in Category Management

    14:36

  • 24.9 Tactics – Assortment – Types of Private Labels in Pharma Retail

    7:28

  • 25.1 Tactics – Assortment – Tactical Playbook for Winning

    9:50

  • 25 Tactics – Assortment – Profit Structure: Private Label vs. National Brands

    7:31
06Important Part – Assortment – Incentive Profit List (PL) Procedures and Execution5 lessons · 48m

  • 01 Tactics – PL File Introduction

    12:33

  • 02 Tactics – PL File – Full Detailed Walkthrough

    16:50

  • 03 Tactics – PL File Action (Make a New List from Scratch)

    13:37

  • 04 Notes on PL Change and Marketing Mix

    3:13

  • 05 Notes on PL File Data Types and What Is Needed

    1:59
07Trade Terms – Essential Retail Terminology That Ties the Field Together2 lessons · 23m

  • 01 Trade Terms – Important Terminology

    13:45

  • 02 Trade Terms – Essential Retail Terminology That Ties the Field Together

    9:21
08Tactics – The Second P: Placement & Planogram – How to Execute a Planogram Correctly10 lessons · 2h 50m

  • 26 Tactics – Placement – Planogram Fundamentals: Encoding the Shelf Strategy

    15:28

  • 26.5 Tactics – Placement – Planogram Fundamentals: Encoding the Shelf Strategy (2)

    17:58

  • 26.9 Tactics – Planogram Workshop Video (Nexgen)

    29:46

  • 27 Tactics – Placement – Visual Merchandising: Where Science Meets Retail Theatre

    15:57

  • 28 Tactics – Placement – Workshop: Planogram Areas

    9:50

  • 29 Tactics – Types of Secondary Displays at a Glance

    21:03

  • 30 Tactics – Placement – Products That Deserve Special Treatment

    22:40

  • 04 Report – Pivot – CAGR

    4:11

  • 31 How to Build Real Data for Yourself with AI and Make a Manual Planogram

    20:14

  • 31.5 Tactics – Planogram Practical – Completing the Planogram with Products

    12:56
09The Third P: Pricing – The Master Tool for the Category Manager2 lessons · 25m

  • Pricing – A Very Important Introduction to Category Pricing

    10:24

  • 32.5 Pricing Strategy

    14:52

Who this course is for

  • Category managers and buyers, beginner to intermediate, who want their department to run the way the largest companies run theirs
  • Key account managers and medical representatives who negotiate with purchasing teams
  • Pharmacists who want to move into category management in pharmacy chains
  • FMCG and medical purchasers

Requirements

  • Basic familiarity with retail and the product types in the field
  • Comfort with numbers and basic arithmetic
  • Working Excel and PowerPoint, and the will to improve in both
  • The wish to build a complete system for the categories you manage and win a stronger market share
Aboulfetouh Gmaleldin
Your instructor

Aboulfetouh Gmaleldin

Category management practitioner · Trainer · Advisor

Works on categories from both sides: retailer and supplier. Every lesson is built from real category plans and real numbers.

More about me

Guarantee

30-day refund — no questions asked

Enrol, open the files, attend the session. If it is not what you expected, write to us within 30 days and the full amount goes back to you.

The same guarantee covers consultations.

Read the refund policy
Reviews

What learners say after finishing the course

  • شكر خاص لدكتور ابو الفتوح ربنا يبارك في علمك و تقدر تنشره و يستفاد بيه اكتر عدد ممكن الكورس جميل و استرشادي للمهنه و كل ما كان اعمق و مفصل عن كده كمان كان يبقى احلى و اروع سمعته مره و اتنين وقريب اسمعه تالت بتركيز لتحصيل افضل

    Amr Elsheemy

  • مادة عليمة كبيرة ومنظمة وشرح سلس وبسيط ومرتب شكرا جدا د ابو الفتوح قبل ماادخل الكورس عارف اني هاخد قيمة علمية وتطبقية كبيرة من تجربة كتاب سنة اولى كتيجوري شكرا جزيلا لحضرتك نفع الله بكم وطيب اثركم ✨💐🌟

    Karim mekawy

  • متحمس اكمل الكورس للنهاية .. كورس دسم جدا و بيحطك علي المسار الصحيح وبينقلك خبرة سنوات طويله من مميزات الكورس انه مافيهوش حشو كتير كورس concise & to the point

    Saeid Khalifa

  • شرح مستفيض ورائع ومركز يحتاج الى الاستماع بعنايه وفهم كل جمله لان كل نصيحه في الكورس تطبيقها تاثيره يساوي عمل ومجهود ايام وشهور طويله في النتيجه والاكتشاف

    Ahmed salem

  • كورس أكثر من رائع ⭐⭐⭐⭐⭐ شرح عملي ومميز لـ Category Management بدايةً من Shopper Insights وCategory Assessment وصولًا إلى Strategies, Tactics وKPIs. استفدت منه جدًا وأنصح به بشدة.

    Ahmed Osama Ahmed Medra

  • بجد ابدااااااااع تسلم دكتورنا ربنا يبارك لك و يزيدك من نعيم العلم

    Taha Zanateer

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FAQ

Before you enrol

When do I get the course?

As soon as the payment is confirmed. You receive an email to activate your account and start the lessons right away from the student portal.

Is the course recorded or live?

Fully recorded, with lifetime access. Watch in your own time on any device and return to any lesson whenever you need it.

Do I need prior experience?

Check the Requirements section above. If you are new to the field, start with Beginners, then KPIs, then the Masterclass.

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