Promotion Strategy & Annual Category Promotion Plan Development

Objectives

To provide participants with the knowledge and expertise to understand promotion strategy (manufacturer and retailer). To have the ability to apply it to their respective businesses. To teach the participants how to reconcile these strategic differences. To enable participants to create an annual category and brand promotion plans that produce a differentiated triple win (shopper, retailer and manufacturer).

Description

This course focuses on the understanding and appreciation of promotion strategy (related to the retail banner, department and/or category) as well as the development of and/or understanding of retail promotion programs. The retail and manufacturer participant will build expertise in promotion strategy, how to apply it to their world (at a department, category and brand level). In addition, they both learn how to identify promotion programs and apply them to their business.

Key Learning

• Retail promotion strategy - Definition, levels (corporate, department, category, etc.) , programs and the desired impact on the shopper
• Manufacturer promotion strategy - Definition, levels (corporate, division, brand, etc.) and the desired impact on the shopper
• Annual category promotion plan development - The process
• Category promotion plan objective setting
• Creating innovative, differentiated annual promotion plans
• Reconciliation and value creation
• Implementation and compliance management
• Key promotion planning and implementation tools, enablers
• Course application to tomorrow's business as a retailer and manufacturer
• Advance Courses