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Related Courses
- Retail Trends | Future-proofing your business
- Tradescape 4.0 | Executive briefing
- Tradescape 3.0 | Shopper marketing at retail
- Tradescape 3.0 | In-store execution
- Tradescape 2.0 | An introduction to the SA FMCG industryTradescape 2.0 | Effective customer contact - Key Account Management
- Tradescape 2.0 | Effective customer contact - Selling skills
Customer Business Planning
A powerful customer opportunity analysis workshop equipping FMCG managers with the information and strategic insights needed to build relevant brand, channel and customer plans.
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PROGRAMME OVERVIEW
- The SA Food and grocery trading
context
- Overview of the sector, trading
conditions, shifting channel and
shopper dynamics and its impact
on retail strategy
- Retailers comparative KPI
performance - how are they
stacking up
- Round table discussion by Retail
Group
- Organisational structure
- Brand and format positioning
- Store footprint and growth
- Financial performance
- Strategic focus areas
- Shopper Marketing platforms
- What’s going on in-store
- SWOT exercise
- The workshop covers 5 retailers
selected by the client
Corporate Retail
Wholesale / Hybrid / Route-to-Market
Corporate Front Shop Pharmacy
MODULE OBJECTIVES
- To kickstart your annual business / commercial planning calendar with the right data, intelligence and insights
- To develop a clear understanding by retail customer of the opportunities and threats - the ‘So What?’ for your business and your brands
- To build informed and aligned Customer commercial plans
LEARNING OUTCOMES
-
Understand current and forecast consumer goods retail trading conditions, and the impact on shopper behavior and dynamics
-
Know and understand channel and retail customer performance - who is winning and who is losing?
-
Gain deeper insight into your retail customer's strategic focus areas, channel and format strategies and operational imperatives
-
Build a customer opportunity and risk assessment (SWOT analysis). The content to begin populating your Customer Commercial plan
Who should attend?
Targeted at FMCG manufacturer - Brand, Key Accounts and Shopper teams.
- Customer Team : National Account Managers / Key Account Managers / Customer Commercial Managers
- Shopper Marketing & Category Managers
- Customer Operations Managers
DURATION & FACILITATION
- 1 to 2 days, scope dependent
- In-classroom onsite
- Retail Analyst facilitated