Istanbul Marriott Hotel Asia
Optimize in-store tactics using tools & tricks based on shopper behavior, shopper segmentation, store clustering & insights.
Interactive workshop covering presentations, group discussions, exercises, case studies to help you:
Participants must have attended the Practical Category Management workshop OR must have good knowledge of the Category Management Process.
Retailers: Category Managers, Buyers, Merchandising Heads, Shopper Marketing, Space and Range Planners and their teams.
Manufacturers/Suppliers/ Distributors: Marketing Management, , Brand Managers, Customer/Trade Marketing Managers, Key Accounts Managers, Category Managers and their teams
Date & Time: 3 & 4 December 2018, 8.30am to 6.00pm
Venue: Istanbul Marriott Hotel Asia
DAY 1: 08:30 – 18:00
Opportunities arising from improved shopper understanding
Category Management recap
Key principles of Category Management, how do retailers/manufacturers collaborate
Path to Purchase
Shopper segmentation, Shopper Missions, Channel/Store choice, Store Clustering and implications for tactics
Defining and structuring a category
How to go beyond quantitative category decision trees
Defining strategic opportunities and KPIs
What shopper perception and behaviour should we be influencing and which performance criteria to use
How to generate deep motivational insights about shoppers
DAY 2: 08:30 – 18:00
Review Day One
Product assortment, placement, merchandizing, pricing and promotions
Which merchandising and in-store theatre principles to apply to help but also influence shoppers at the point of purchase
How to determine SKU pricing given shopper price awareness and sensitivity
When to promote, which segments to promote, which mechanics to choose to achieved the desired behavior change
Shopper sub-conscious behavior
How to influence shoppers at the point of purchase without them even noticing
ASO Business Consulting & Category Management Leader East Europe, CandOR
Evgenia has 10 years of consulting and market research experience in the FMCG sector across the broader European region. With deep knowledge and broad experience in analytics, management consulting and strategic planning, she has held a number of commercial and consulting positions.
Having established a strong footprint with major FMCG manufacturers and retailers, she has specialized in pricing and promotional optimization, strategic planning and shopper marketing. She has a passion for marketing management and its applications. Through her training sessions, she delivers an integrated perspective that combines manufacturing, retailing and analytical perspective.
Evgenia delivers a series of training workshops and leads Nielsen Educational initiatives for the European region.