Course objectives
After 30 years of gradual changes in Retail, the market is facing a significant shift
Ways of consuming and buying have dramatically changed. With the internet boom, new players have entered the market and the primary big players were challenged on their business model. Within that context, we will look at:
- Understanding the current and future stakes of the Retail Market
- Equipping you with the fundamentals necessary to integrate a Retailer and a Brand at a managerial level
- Embracing the impact of new retail inside the organisation and the evolution of its professions
Learning outcomes
After having taken this course, participants will be able to know and understand
- The trends of Retail FMCG and the shopper behavior, channels and key players
- The Category Management Process and how you apply it at an operational level
- Organisational impact
More specifically, participants should be able to (skill- and competency-based outcomes)
- Analyze the different levers to identify the right action per channel and per each Retailer
- Integrate Category challenges
Who is it for?
High potential talent at a new entry level in a FMCG company
Category Manager
Junior Category Manager
Prerequisite
No pre-requisite: Our courses do not mandate any requirement or pre-requisite.
Course content
- Trends, Channels and Key players
- Omnichannel and new retail
- Shopper Journey, expectations (research highlights)
- The process, Shopper Equation, the levers (assortment)
- The levers (Merchandising, Promotion), examples
- Strategy action plan
- Monitoring and KPIs
- Key players : click and collect, home delivery, Pure players, DTC
- E-merchandising and search
- Activation
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Learning methods
Teaching
- Face to face lectures
- Participative method
- Class discussions
- In class Auditing of current players
- Group work on Case studies
- Bringing Testimonies
- Best practices
Organization
- delivered in French English, Italian
- Online, face to face or blended
Assessment
- Q&A
- Oral presentations
Plan your training
Length
- 5 days, 35 hours
- From 9:00 to 12 :30 and from 14:00 to 17:30
- Dates on request
Location
- We can come to your preferred location
- We also offer a location (+150 euro/p/day), with wheelchair access
Price
- 4000 € per person excl. VAT. Excl. logistics costs.
- Minimum 5 people
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