Events

Price & Promotion Management Online Workshop

Presenter:Chryssa Asmatzi (Category Management Business Consulting Leader for EE)
Location: Online

In the effort to help prevent the COVID-19 coronavirus outbreak to keep spreading, we are
implementing virtual ONLINE Category Management workshops across the world. This measure will help us reduce the risk of spreading any illness to our communities, while continue supporting our clients to be ready to face and unlock more retail landscape opportunities. We will rely upon technology to keep a good learning online environment for all participants.

WHAT FOR?

In Price and Promotion Category Management workshop, you will learn how to identify the key
principles of Successful Price and Promotion Management, as well as how Price and Promotion are linked to the Category Management Process.

You will learn how to Analyze the factors that affect promotional effectiveness and efficiency and
understand and leverage shoppers’ subconscious behavior when facing promotions.

MAIN TOPICS:

  • Category Management fundamentals
  • Pricing Process
  • Sensitivity, elasticity, captive pricing
  • Integrated Marketing Communication and Sales Promotion
  • Sales Promotion Management
  • Efficiency and Effectiveness
  • Tactics alignment
  • Promotion benchmarks and activation
  • Subconscious behaviour – promotion affecting shopper decisions

WHO CAN ATTEND?

Category Managers, Buyers, Marketeers, Trade Marketing, KAM´s, Brand Managers, Consumer/Shopper Insight Managers, Business/Sales Analysts.

WORKSHOP FEES & DISCOUNTS:

  • €950 / participant
  • 5% for 3 participants/company
  • 10% for 6 participants/company and above

INCLUSION:

  • Comprehensive course materials, case studies and certificate

AGENDA

DAY 1: 09:30 – 17:30

Registration

  • Introduction – Welcome instructions
  • Market Trends Overview
  • Key Principles
  • Category Management Overview
  • Price management and Principles
    • Sensitivity
    • Elasticity
    • New Product Development
    • Captive Pricing
  • Know my Shopper / Promotional Landscape
    • Shopper Preferences
    • Market Preferences
    • Affecting Shopper Behavior

DAY 2: 09:30 – 17:30

  • Day 1 Review
  • Integrated Marketing Communications
    • Promotional Mix and Sales Promotion
  • Sales Promotion Management
    • Efficiency
    • Effectiveness
    • Performance
  • Pricing and Promotional Decisions
    • Tactics alignment
  • Promotional Benchmarks
    • Activation

SESSION FACILITATOR

Chryssa Asmatzi – Category Management Consulting Leader for East Europe.

Chryssa has more than 25 years of experience in Retail, with expertise in all facets of marketing,
branding, communications, business development, and e-commerce, 7 of which in Category
Management for key retailers in Greece, i.e. Carrefour Marinopoulos, Makro Cash & Carry, etc.

She is specialized in strategic planning and analysis, shopper marketing, customer insights, digital
marketing and has a passion for e-business and innovative communications strategy development.

Chryssa delivers a series of training workshops with an integrated perspective that combines
manufacturing, retailing, and analytics. She leads Nielsen Category Management Consulting for the EE region.