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
What You Will Learn
- 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
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