The main topics that are revealed | Practice and developments |
THE ROLE AND TASKS OF CATEGORY MANAGEMENT IN A TRADING COMPANY 2 hours |
- What is "Category Management" and how it is related to marketing and sales.
- Impact of category management on the business result of the entire enterprise.
- How my company is positioned or who we are to our customers and suppliers.
- Product demand and product analysis by impact parameters.
Tools: Mini-lecture, discussion, exercises. | - Participants understand the degree of influence of quality management of categories on the entire business of the company and the primary sources of information in setting goals for Category Management.
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MARKETING TOOLS IN PRODUCT CATEGORY MANAGEMENT 5 hours |
- "Product": definition of the term, role in the marketing mix, classification.
- Product life cycle and competitiveness.
- Principles of market and consumer segmentation.
- Private label as a product policy tool in a retail company.
- How to identify categories and develop their structures.
- How to form an assortment (including the growth matrix from BCG) and manage it.
- How to allocate retail space between categories.
Tools: Practical exercises, informative message, individual and group tasks | - Participants understand the difference between "product" and "brand".
- They can appreciate the need and role of Private label in a retailer's business.
- The skills of product competitiveness assessment, segmentation of products and consumers have been worked out.
- Training participants can practically work with the concepts of Assortment matrix, Product group, Product category.
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PRACTICAL CATEGORY MANAGEMENT TOOLS 7.5 hours |
- Pareto's rule.
- Product profitability.
- Combined ABC-XYZ analysis.
- Calculation of stock turnover.
- The optimal order size model.
- Determining the level of the insurance reserve.
- How to form the optimal product order size?
- What to do with surpluses and deficits (including FIFO and LIFO methods).
Tools: Information message, individual practical tasks, discussion, feedback | - Participants understand and can independently use various practical tools for managing (forming) product categories.
- The skill of analyzing the nomenclature for the selection of goods and categories that best meet the business objectives.
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FACTORS OF STABLE SALES GROWTH 1,5 hours |
- Trade marketing as a tool for sales development
Tools: Information message, group tasks, presentations, trainer's comments. | - A clear role of trade marketing in forming the loyalty of business partners and the controlled development of the trade channel is established. Participants develop in groups and present plans for trade marketing programs.
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