NUESTRA ALMA MÁTER ES EL ÁMBITO CORPORATIVO EMPRESARIAL

Trade & Shopper Marketing Excellence Program

An integrated Trade and Shopper Marketing strategy aligned with Category and Brands plans is a critical departing point to reach competitive advantages in a modern world where traditional marketing model is not working as before.

Unfortunately, claiming to be a consumer driven organization will take you half the way towards success. Those who better understand the real needs and motivations behind attitudes and behavior of most profitable shoppers, across different channels and outlet types, will have advantages in the race to conquer the leadership in their segments.

The way industries promote their products is changing, migrating from traditional consumer marketing towards a more balanced equation incorporating shoppers. As a result of this, Trade Marketing budgets are growing fast and in many cases, ahead of the necessary commercial capabilities required to guarantee the achievement of business objectives. Obviously, all the above is creating the need for specific know how and expertize not found in regular University programs.

The In.Company Business School & TMC Consultores Comerciales have joined knowledge and experience to design and deploy the Trade and Shopper Marketing Excellence Program certified by the European Community.

Introduction

General Objectives

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Develop knowledge and world-class skills in the areas of Trade and Shopper Marketing, Promotion Development , Excellence in execution in the Point of Purchase and Development of Key Accounts

Developing a cognitive and attitudinal platform in the commercial area to achieve excellence in the Trade Marketing team from day one in the company.

Contribute to motivation and retention of the best talent in the area of Trade Marketing

Shopper Marketing Fundamen-

tals

2

Trade Marketing

Introduction

1

Developing Effective

Promotions

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Excellence in

Retail Execution

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4M

OD

ULE

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Program Structure

Module I. Trade Marketing Introduction • What is Trade Marketing and why ? The process of changing business dynamics.

• Trade Marketing alignment with categories and brands. Objectives and Strategies.

• Benefits of Trade Marketing: Traditional Sales model vs Trade Marketing model.

• Retail Classification and Segmentation process. Channel and Store´s business role.

• Identification of customer needs. Practical Model.

• Aligning business objectives (categories, brands, sales) with channels and customers needs and requirements.

• Establishing service level agreements by customer type.

• Investment models IN and THROUGH the customer. Calculating ROI in Trade Marketing.

• Trade Marketing organization: structures, profiles, competencies, processes and tools. Planning, coordination and implementation.

• Implementation of a Modern Trade Marketing function .

16hr

Module II. Shopper Marketing fundamentals• Shopper Marketing concept and objectives

• Consumer understanding. Consumption drivers, motivations, habits, occasions and trends.

• Basics of Shopper research. What do you really need to know about your shopper.

• Shopper needs and purchase mission by outlet type. Shopper habits, behavior and segmentation. The purchase decision process.

• The power of information. Shopper Behavior Funnel: Conversion rates, Ticket value, Traffic Flow at the point of purchase, Time.

• What to do with the information? Basic notions of Shopper Activation. Alignment of Brand and Retail Strategy. Pricing, Placement, Communication and Planograming.

• Practical experience – observing shoppers.

16hr

• Promotion alignment with brand positioning, strategy and objectives of categories and brands.

• Changes in regular shopper behavior during promotions

• Relevance and Strategic criteria of promotions.

• Shoppers, Customers and/or staff promotions; Promotional Objectives, Strategy and Tactics.

• Development of promotional activities; historical analysis , setting objectives and definition of target shopper.

• Defining promotional incentives and promotional mechanic

• Critical factors: legal, procurement, selection and training of suppliers, communication)

• Financial analysis at planning stage: objectives.

• Final evaluation of Promotions: post- promotional effect

Module III. Developing Effective Promotions 24hr

Module IV. In Store Execution• Definition of the Brand objective and the desired response Shopper: buy more, more expensive or more often. Source

of Business. Cannibalization effect. What does it mean for Shoppers? How to motivate Shoppers to get the desired response?

• Strategy and plan1: Which channels and stores? How many stores do we need? What resources are needed? Channels integration.

• Strategy and Plan 2: Where in the store? Definition of critical areas within each store: purchase decision areas, identification of correlated products by channel, high-traffic areas.

• Communication Plan: Direct vs Indirect. Beyond Visual. Prioritization of senses based on existing conditions and shopper behavior by in-store location. What do we need to make it happen? Touchpoints integration.

• Retail Execution: Implementation plan. Execution Standards by Store. Motivation. Turnover and Training.

• Monitoring and evaluation. Methodologies: Mystery Shopper, Store checks, etc.

16hr

Teaching Methodology

Participants will “learn by doing” with special focus on how to implement new knowledge on their day to day jobs.

By module, participants will:

1. Be exposed to new concepts and ideas during the course.

2. Visualize through examples and team exercises the potential value on their jobs

3. Solve specific cases leveraging on each participant’s experience and profiles.

4. Build an implementation plan of all knowledge gathered.

Knowledge Gathering

Application

Conclusion

Link

Knowledge Gathering

Application

Conclusion

Link

Knowledge Gathering

Application

Conclusion

Link

Sequential Program Development

A snapshot of our

staffacademic

ACADEMY

INDUSTRY

Currently Associate Professor of Marketing in both IE Business School and ESCP Europe. Additionally, she is a guest lecturer on Digital Marketing and Marketing Strategy subjects in the In.Company Business School.

Ana Rumschisky has extensive experience in marketing in Spain, having worked in national and multinational blue chip companies (manufacturers and retailers). She has combined on the job with excellent academic experience.

"Marketing" she says, "is a science in constant evolution, which reflects the changes in consumer society and technology." With her characteristic energy and enthusiasm, Ana combines her job as an associate professor and independent consultant. She has worked for clients based in Latin America and Europe. She is regularly consulted by the Spanish media.

Ana Rumschisky - SpainDigital and Strategic Marketing Management

César Piqueras is a lecturer , certified executive coach and author of over 8 books onmanagement , leadership and sales. CEO of EXCELITAS Global, EXCELITAS Talent and Co-FounderGlobal Leaders.

Executive coach certified by ICF and senior coach by AECOP, Master in Management Psychology of Organizations by the London Metropolitan University Business School, Executive Master in Business Administration, Master and Trainer in Neuro-Linguistic Programming, Master in Gestalt therapy, CTI Coaching Training Program, Coach ORSC of organizations, systems and relations.

In his professional career he has directed purchasing and production departments in the industrial sector. He teaches at several universities such as ESADE and Cambridge University Press and working with top level companies and institutions such as Virgin, CEOE , Abertis among others.

César Piqueras – SpainCoaching Management and Commercial Negotiation

More than 24 years of successful career in sales, marketing, new business, mergers and acquisitions, including processes involving several countries such as France, UK, USA, Holland, Mexico, Argentina, Chile, Peru, among others. He always worked in large local and global companies such as Brahma (Inbev), Kraft / Philip Morris, Master Foods (Mars Group), Virgin / EMI.

In 2002, he opened his first company called Anima Competitive Intelligence. He has worked as Associate Consultant for Kantar Retail in the past 10 years, leading Shopper and Trade Marketing projects and trainings for major global customers.

He currently is part of the Management Board of Directors in five companies in Brazil and professor of Trade Marketing and Key Account Management subjects at the University Getulio Vargas and at the In.Company Business School.

He is the author of the book “Trade Marketing – Strategies and Practices for the Sales Force”

Sergio Simonetti – BrazilTrade & Shopper Marketing Management

Mechanical Engineer from Universidad Metropolitana, PAG 58 INCAE (Costa Rica) and Executive MBA at IE Business School (Spain), with over 14 years experience in the commercial area. Throughout his professional career has been responsible for many projects related to Trade & Shopper Marketing, Key Account Management and Field Sales Management.

He specializes in issues related to segmentation and prioritization of channels and customers, development of Service Level agreements, strategic Trade Marketing plans, optimizing functional structures, process design and development of learning experiences in these areas.

Previously, he held positions of leadership in Sales, Marketing and Trade Marketing in leading companies of Personal Care, Home Care and Food segments.

He has been Professor of Trade Marketing and Key Account Management at several business schools. He currently serves as a guest lecturer on the In.Company Business School.

Francisco Teleña S. · Miami, USATrade & Shopper Marketing and Key Account Management

MBA Professor at Catholic University Andres Bello and Metropolitan University in Venezuela. Academic coordinator and facilitator of the exclusive Sales and Trade Marketing Diploma of Polar Industries in Caracas.

He is an international facilitator certified by ASTD (American Society for Training & Development) and Associate Facilitator of Door International, working for companies such as GMAC International . Johnson and Johnson, Kellogg , Bayer, Pfizer, General Motors, Mapfre Seguros , Revlon , Coca Cola , Movistar, among others. He also has conducted seminars and conferences in almost all countries in Latin America, Spain , USA , Berlin and recently in Beijing, China.

He is the author of the book “Personas compran personas – People buy People”

Carlos Rosales - VenezuelaSales Management

Consultant, lecturer and teacher with over 25 years experience in the areas of Marketing, Trade & Shopper Marketing, Sales and Distribution.

Since 1996 he is director and current CEO of TMC Commercial Consultants advising many of Fortune 500 companies and large international retailers such as Unilever Middle Americas , General Mills, PepsiCo, Pernod Ricard , Cargill , Coca Cola , BAT, Shell C -stores , PAINSA , Boehringer Ingelheim , Modern Mills , Polar Industries, among others.

He has worked as guest lecturer of Marketing at the Metropolitan University and IESA in Venezuela. Currently he is professor of In.Company Business School in Spain.

Juan Manuel Domínguez - SpainCommercial Management and Direction

Industrial engineer from Catholic University Andres Bello with Marketing Specialization (IESA, Venezuela 2000 – Honors) with more than 19 years of international experience in Venezuela, Brazil, Argentina, Canada and UK where he worked as Global Head of Shopper and Customer Engagement in British American Tobacco.

In 2012, he became Business Consultant at Kantar Retail working for multinational companies in the Consumer and Retail business such as Diageo, Coca Cola and Shell Select in projects related to Strategic Retail Segmentation, Category Management, Optimization of Store Operation and Shopper Activation.

Currently he is lead professor of different commercial subjects in the In.Company Business School and Partner of TMC Brazil.

Carlos Ignacio Alfonzo – BrazilShopper Marketing, Retail Management and Account Management

Catalog of Courses Development Programs

&

1. Marketing Management Strategies

2. Marketing Plan as a Strategic Tool

3. Price Strategy: Capturing and Sizing Value

4. Promotional Development (consumer & shopper)

5. Customer centric organizations

6. Digital Retail Marketing

7. Social Media Management

8. Marketing Finance

9. Category Management

10. Trade Marketing Strategies

11. Effective Customer Engagement Programs

12. In Store Execution Excellence

13. Optimizing In Store Promotions

14. Shopper Marketing. The new era.

15. Measuring retail performance 2020

16. Implementing Trade Marketing in the organization

17. Implementing Shopper Marketing in the organization

Marketing Programs Trade y Shopper Marketing Programs

18. Commercial negotiation

19. Key Account Management

20. Sales Planning

21. Territory & Distributor Management

22. Persuasion triggers

23. Persuasive Sales

24. Advance Selling techniques

Sales Programs

25. Leadership and Direction of Sales Teams

26. Sales teams supervision

27. Commercial Coaching

28. Coaching of Sales teams

29. Implementing Coaching techniques in modern sales

30. Finance for Sales I and II

31. Understanding customer needs

32. Assessing Customer Satisfaction

33. Driving Customer Service Quality

34. Customer Service Excellence

35. Effective complaint management: driving customer loyalty

36. Use and abuse of Telemarketing

Customer Service

At the end, our students receive the

certificate

European Union

IBS

Educational Institution of Spain recognized by the

For further information please contact us: school@incompanybs.com

Valencia, España

Rio de Janeiro, Brasil

Monterrey, México

Miami, USA

San José, Costa Rica

Caracas, Venezuela

Our Offices

http://tmcconsultores.com/