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Workshop «Trade Marketing in Practice. Sales Promotion»

Dates: June 5-6, 2021

Retail business, like everything in this world, is subject to certain laws. Knowledge of these laws and the ability to use them determines the success of your business!

Targeted Audience:

  • Suppliers and retailers, commercial, and marketing directors of retail chains, distributors, manufacturers.
  • Heads of the departments of category management, sales, trade marketing, trade marketing, brand managers, category managers.
  • Everyone who wants to know and understand the essence and tools of trade marketing.

Training uniqueness

You will receive the knowledge generated and tested in practice for the formation of a sales promotion system. Customer support and assistance in introducing knowledge after the training is provided.

Author's 16-hour training workshop of a specialist practitioner in the field of improving the efficiency of retail business and sales, in building business processes and implementing projects in the CIS.

The purpose of the training and why it is worth participating:

Over 16 training hours, participants will be able to systematize their experience and gain new knowledge, determine their strengths and make analysis of mistakes, learn opportunities and tools to optimize sales promotion. They will also consider methods of attracting new customers and retaining real ones. Find out what factors influence and how to increase traffic, average check, frequency of purchases, and penetration of a certain product category or product.

The workshop contains at least 8 practical tasks that will help participants verify and consolidate their knowledge in practice. It will be informative, positive and motivating!

Author and Moderator:

Natalia Kolody. Analyst, Auditor and Business Coach for Retail Business.

In the retail business since 2002. She went from the manager of the trading floor of a hypermarket to the head of a network of 500 stores.

Practitioner, project manager for process optimization and improving the efficiency of the retail business in retail companies in Ukraine, Belarus, Kazakhstan, Russia, expert and speaker of professional conferences.

The author of teaching aids for retail and numerous professional articles.

The accumulated professionalism and long-term practice of Natalia is guaranteed to allow you to minimize risks when opening new stores, as well as increase the profit of existing ones.

Group size: from 8 to 15 participants.

Format and Duration: 2 days, intensive, from 10:00 to 18:00.

PROGRAMME

Day 1

Time

Topic

Brief Description

Exercise

10.00-11.30

BasicDefinitionsandGlossary

Shopping Motivators. Trade marketing activities. Their types, strategies, goals and objectives.

11.30-11.45

Coffee break

11.45-13.00

BasicDefinitionsandGlossary

Principles of forming a calendar of trading activity and seasonal trends. Trademarketingstrategyofaretailer.

Using an example of a template, build a calendar of trading activity

Using an example of a template, build a calendar of seasonal trends

13.00-14-00

Lunch

14.00-15.30

Effective partnership between supplier and retailer Interaction and mutually beneficial cooperation between supplier and retailer.

Which products to put in the action, and which are not worth it. Periods and quantity of promotional items.

From the example, select the best products for the promotion. Reason your decision

15.30-15.45

Coffee break

15.45-18.00

Economics of trade marketing events

Quantitative and qualitative indicators of trade marketing network. Cross selling.

Using an example, select a “pair” for conducting a promotion based on the cross-selling principle

Day 2

Time

Topic

Brief Description

Exercise

10.00-11.30

Economics of trade marketing events

Planning and setting tasks for trade marketing events. Analysis of previous periods, the formation of planned indicators

Using an example, plan indicators of a future promotion.

Using an example, analyze the effectiveness of a commodity campaign

11.30-11.45

Coffee break

11.45-13.00

Mechanisms of sales promotion and trade marketing events

Examples of sales promotion and trade marketing events mechanics

Determine the optimal mechanics of a trade marketing event based on the conditions of the problem

13.00-14-00

Lunch break

14.00-15.30

Registration of the sales point

POSM. The basic rules for effective merchandising of promoted goods

To analyze an example of the calculation of promotional products, propose options for its optimization and argue them

15.30-15.45

Coffee break

15.45-18.00

Brandmanagement . The structure of the retailer’s trade marketing department

Who is a brand manager and a trade marketer, what are their tasks and areas of responsibility. Key business processes related to brand management.

Structure of a retailer’s trade marketing department

 

 

 

Participation Fee: UAH 5500 ( without VAT)

Participation Fee is UAH 5000 under the following conditions:

  • Participation of 2 and more attendees from one company;
  • for graduates and alumni of BSK diploma programs

Payment options for participation:

  • online via Easy Pay,
  • cash
  • Bank transfer - we will bill for participation.

Included in the price:

A set of handouts, coffee breaks, a certificate of participation, administrative support.

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The training workshop can be held in a corporate format at the request of companies.

To order program in corporate format

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