Fundamentals of Shopper Marketing and Strategy
March 25, 2020 - March 27, 2020
8:30 am - 4:30 pm
Early Eagle Rate:
March 11, 2020
The Fundamentals of Shopper Marketing & Strategy course allows the Sales people, Shopper Marketers, Demand Planners and even Marketing people to understand the shoppers' behavior to a higher level. It focuses on the customer or buyer at the point of purchase but takes into account the mental and physical path-to-purchase of the shopper. This reflects the decision points in the shoppers' purchasing journey.
Shopper Marketing attempts to influence the shoppers' shopping mission at the moment when they are actually prepared to buy and make the purchase. The course will help the commercial people in the organization in creating a good shopper marketing proposition then do the actual activation in store and thus create an immediate impact and directly influence the purchase behavior.
This course will also take through the Six Steps approach of Shopper Strategy process from creating the proposition to delivering the activation. These steps take on a detailed approach into the PDCA processes in the shopper strategy process.
As part of the entire course, an actual time in the trade is included to allow the participants to do a simulated application of their learning in groups. These groups will then be tasked to present their proposal relative to the key insights and learning drawn from the topics learned.
Who should attend
Sales Managers – Handling Distributors & Top Modern Trade Accounts. Sales Managers in-charge of a group either GT or MT. National Sales Managers. Demand Managers. Shopper Marketing personnel. Marketing personnel (optional).
After the course, the participants will be able to:
1. Understand the key principles and methodologies in Shopper Marketing/Trade Marketing;
2. Introduce the shopper strategy process and methodology;
3. Provide key insights into the shopper path-to-purchase and shopper mission; and
4. Appreciate the concepts and methodologies of Shopper Marketing plus the entire Shopper Strategy Process.
I. Introduction to shopper marketing/trade marketing
II. What is shopper marketing?
III. Why shoppers are different from consumers & the 8 theories of shopper psychology
IV. Shopper marketing strategy/ activation
V. 6-step shopper strategy process creating the proposition & delivering the proposition
A. Step 1: Identifying & defining opportunities
B. Step 2: Defining who & where to target
C. Step 3: Identifying barriers to purchase & possible triggers: Why not buy
D. Step 4 - Right idea: Right place (P2P Touchpoint Planning)
E. Step 5 - Right touchpoint, right message, right mechanics
F. Step 6: Right measures: Tracking performance & success
VI. Trade activity
Mr. Victor Solomon has over 34 years of professional- work experience particularly in the field of sales management and commercial support/staff work. His professional career is focused in Sales Leadership and related responsibilities in a Sales environment. He also worked in both multi-national & local FMCG organizations such as Procter & Gamble, San Miguel Corporation, Nutri-Asia, Philips Lighting Corporation and more recently Alaska Milk Corporation/Royal Friesland Campina.
He is a seasoned sales person and trainer in both general trade (Distributorship business) and modern trade channels in an FMCG environment. His professional work experience includes Sales Training/Capability & Business Excellence, Trade Marketing/Shopper Marketing, Commercial Demand Forecasting, Business Systems & Information, and Project Management as well as in Customer Service work.
His training and organizational enabling work have included the conduct of training in Key Account/Modern Account Management, Distributor Management Training, Strategic Account Management, Trade Marketing/Shopper Marketing, Negotiation Training, Sales Call Procedures & Communication Skills, Demand Management & Forecasting, Project Management, Organizational Performance Model Training, Good Warehousing Practice, Distributor Operational Assessment, Training Design among others.