Copyright © 2017 The Nielsen Company (US), LLC. All Rights Reserved.
OPTIMIZE IN-STORE TACTICS USING TOOLS & TRICKS BASED ON SHOPPER BEHAVIORS
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Plug a shopper-centric framework into your existing Category Management processes
Define a consistent trade strategy addressing deep shopper insights
Incorporate shopper behaviors into tactical decisions Identify new ways to merchandise a category Apply the latest findings of neurological research into in-
store tactics
LEARN
COLLABORATE
APPLY
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Alejandra has a 12 year background in the Retail Industry, specialising in Store Planning, Category Management and Shopper Understanding.
Before joining Nielsen in March 2017, she worked as a leader of the CatMan and Store Planning departments for 3 different retailers in Hypermarkets, Pharmacies and DIY. During this time, she successfully introduced CatMan thinking, as well as implemented new commercial, logistic and operational processes.
Prior to this, she worked over 4 years as a Retail Consultant, running Category Management processes and Shopper Understanding Studies for manufacturers such as The Coca Cola Company, Bimbo, Diageo, Nestle, GSK, Biersdorf and many others, helping them to build new and strong relationships with retailers and to introduce this new way of working.
Alejandra Dolmestch
Leader Category Management Services | Nielsen Asia Pacific
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WORKSHOP DETAILS
Date : 11th & 12th September, 2018
Venue : To Be Confirmed
Time : 8:30am - 6:00pm
Fee: USD 860/pax (ex.VAT)
Special offer
Group discount: 5% for 3-5 participants 10% for 6 or more participants from the same company EARLY BIRDS: 5% for early birds can be enjoyed until 20 AUGUST 2018 Applicable group discount and early bird simply cumulate (eg. 5% + 5% = 10% discount on cost per pax)
Inclusions :
Comprehensive course materials and case studies. Buffet lunch and coffee breaks with snack items on both days
WHO WILL FIND THIS COURSE RELEVANT AND HELPFUL?
Category Managers, Buyers, Merchandising, Space and Assortment planners, Trade Marketing, KAM´s, Brand Managers, Innovation and Marketing staffs or
Consumer/Shopper Insight Managers
Level: Intermediate and Experienced (Recommended for those with previous CatMan Experience)
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AGENDA
DAY 1 (08:30 – 18:00) DAY 2 (09:00 – 18:00)
08:30 Registration 09:00 Review Day One
Introduction : Why ShopperCentric
Opportunities arising from improved shopper understanding
Product Range How to design a range considering shopper needs, market coverage, product incrementality
Category Management recap
Key principles of Category Management, how do retailers/manufacturers collaborate
Merchandising Which merchandising and in-store theatre principles to apply to help but also influence shoppers at the point of purchase
The shopper along the Path to Purchase
Shopper segmentation, Shopper Missions, Channel/Store choice, Store Clustering and implications for tactics
Pricing How to determine SKU pricing given shopper price awareness and sensitivity
Defining and structuring a category
How to go beyond quantitative category decision trees
Promotion When to promote, which segments to promote, which mechanics to choose to achieved the desired behavior change
Defining strategic opportunities and KPIs
What shopper perception and behavior should we be influencing and which performance criteria to use
Shopper subconscious behavior
How to influence shoppers at the point of purchase without them even noticing
Insights How to generate deep motivational insights about shoppers
Wrap-up, Q&A
⃝ YES, I / We want to join the Shopper Centric Category Management
Workshop
• Company: ___________________________________________________________
• Address: ____________________________________________________________
Contact person for registration:
• Name: __________________________ E-mail: ___________________________
• Learner’s list as below:
No. Full Name Position Email Mobile
1.
2.
3.
4.
5.
6.
7.
Contact person Email Mobile Number
Nguyen Thi Nhi Ha [email protected]
093 323 14 46
ENROLLMENT FORM
To enroll, kindly fill in the form below and email to your respective Account Managers or any of the following people. For further details, please reach out to the following contacts:
• Confirmation of registration will be sent by email. Upon confirmation of your registration, we will require the non-refundable seminar fee as indicated above, made payable to The Nielsen Company Viet Nam Limited.
• There will be no refunds for cancellations, however a change in participant name will be accepted any time before the start of the workshop.
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