Program Objectives
At the end of the program, you will be able to:
- Identify the most important players in the distribution channels and their corresponding roles
- Distinguish various types of distribution channels, different conflicts that arise among them, and ways to handle these conflicts
- Understand the current environment, structure, key players, and developments in trade marketing
- Identify different types of retailers, retailing strategies for maintaining competitive trade advantages, and how the 4 Ps of marketing are linked with these retail strategies
- Identify growth opportunities for retailers and determine appropriate entry strategies for different business situations
- Understand the importance of a strategic online presence for retailers, as well as current and future trends in retailing
You will also learn the following:
- Steps in Designing and Managing a Distribution Channel, Offline and Online
- Distribution Channels and Roles
- Types of Distribution Channels
- Types of Retailers, Retailing Strategies
- Nature, Structure, Future, and Importance of Trade Marketing
- Digital Marketing
- E-Commerce: Online Presence for Retailers and Future Trends in Retailing
- Shopper Marketing
What You Will Learn
Phase 1: Basic Channel Management and Retailing (10 half days; 2 units)
MODULE A: Significance of Distribution Channels
Topics: Market Trends; Role and Importance of Distribution Channel; How to Design a Distribution Channel; Key Factors in Channel Management, Role of Distribution Channels in the Value Chain
MODULE B: Distribution Channels and Their Evolving Landscapes in the Value Chain
Topics: Types of Channel Arrangements; Multi-Channel and Omni Channel (Modern Trade Retail Channel, Distributive Trade Retail Channel, E-Commerce Channel); Channel Conflict, Cooperation and Competition
MODULE C: Trade Marketing: The Growing Importance of Channels as Partners
Topics: Nature of Trade Marketing; Organization Structure; Sales Planning and Sales Forecasting – Supply and Deman Strategies; Category Trade Management – Sales and Marketing Collaboration
MODULE D: Retailers and Retail Strategies
Topics: Trends in Retailing; Types of Retailers; Understanding and Growing your Consumers; Retail Strategies; Sustainable Retail Competitive Advantages
MODULE E: Retail Marketing Mix
Topics: Right Assortment; Visible Display Strategies; Appropriate Pricing Policy; Effective Promotions Management
Phase 2: Advanced Channel Management and Retailing (10 half days; 2 units)
MODULE A: Path to Purchase and Moments of Truth
Topics: Zero Moment of Truth; First Moment of Truth; Second Moment of Truth; Ultimate Moment of Truth
MODULE B: Introduction to Shopper Marketing
Topics: Understanding the Shoppers; Driving Loyalty, Usage and Frequency; Increasing Penetration – trial and conversion; Tailor Fitted Programs
MODULE C: Special E-Commerce Section – Offline to Online
Topics: Establishing Online Presence; Assortment Strategy; Driving Growth – Trial and Penetration; Sustaining Programs
Key Benefits
Well-Structured Program and World-Class Faculty
The online program offers a venue for high-impact learning with real-time, experiential, and interactive online sessions. Participants will learn the following from AIM’s world-class faculty and its network of industry leaders and practitioners.
Improved Business Performance Through Planning and Forecasting
The program will help you understand the concept and importance of planning your marketing, sales, and category business strategies. You will learn how to develop and create a good primary sales forecasting model, drive effective promotions and budget management processes, efficiently manage trade inventories and your SKU portfolio, and successfully execute brand activations.
Improved Customer Loyalty and Sustainable Business Growth
You will learn how to successfully engage and retain your customers through key account customization, as well as sustain business growth by designing and implementing excellent shopper loyalty programs.
Who Should Attend
New and experienced sales and marketing managers, supervisors, and specialists, such as:
- Brand Managers and Directors
- Trade Marketing Managers
- National Sales Managers
- Sales Professionals with marketing responsibilities
Business owners and professionals who need solid knowledge of the fundamentals of sales and marketing management, including:
- Startup Entrepreneurs
- Key Account Managers handling retail accounts
- Area or Regional Managers
- Merchandising Buyers / Retailer Category Buyers