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Customer opportunity analysis workshop and business plan build

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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MODULE OBJECTIVES

  • Kickstart your annual business / commercial planning  calendar with the right data, intelligence and insights
  • Develop a clear understanding by retail customer of  the opportunities and threats i.e. the ‘So What?’ for  your business and your brands
  • Build informed and aligned customer commercial  plans

 

LEARNING OUTCOMES

  • Understand current and forecast retail trading  conditions, the impact on shopper behaviour and  retailers’ response

  • Insight for optimal ROI decisions across the major  retailers

  • Gain deeper insight into your retail customer's  strategic focus areas, channel and format  strategies and SWOTs as input into building  customer-centric business plans

  • Identify customer opportunities for your business

  • Brand, category and sales teams that are aligned  on where the opportunities lie

  • Populated customer business plan templates, if  the two-day process is selected

Retailers covered (4-5 of your choice)

Corporate Retail

 

Wholesale/ Hybrid/ Route to Market

Informal

 

TARGET ATTENDEES

  • Customer team: National account managers / key  account managers/customer commercial managers
  • Brand, shopper marketing & category managers
  • Customer Operations Managers

PROGRAMME OVERVIEW
Day 1: Customer Opportunities Workshop  The SA FMCG trading landscape

The SA FMCG trading landscape

  • Trading context
  • Retailers comparative performance
  • Shopper demands and retail’s response

 Retailer deep dive

  • Brand and format positioning
  • Financial performance
  • Store footprint and growth
  • Strategic focus areas
  • What’s going on in store

Day 2: Customer business plan build

  • Population of simple, effective customer  business plan templates

DURATION AND FACILITATION METHOD

  • 1 to 2 days
  • In workroom or online

DELEGATE FEEDBACK

 

  • "A clear ‘situation-analysis' of our Customers' current and expected trading reality and the implications for our business."

    Customer Executive

  • "Great course, giving us all time to take a step back and see where we are at as a business and plan our way forward with our customers."

    Key Account Manager | Premier FMCG

  • "Great interaction with group. Excellent insights"

    - Operational Intelligence Manager