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Event Info

Why Invest

Successful launches of products and promotions depend on strong propositions

PROGRAMME OBJECTIVES

  • Improve understanding of the retail context and why strong trade propositions are important
  • Build proposals that clearly and efficiently meet customer needs
  • Tools to help craft succinct brand plans and new product development – commercially focused for customer benefit
  • Improve marketing and sales team interactions to build strong customer propositions

TARGET ATTENDEES

  • Brand, Channel and Category teams

PROGRAMME OUTCOMES

  • Consider customer and shopper perspectives to help land strong trade propositions and successful launches
  • A view of the retail landscape into which NPD and promotions must be landed
  • Understand why it is important to sell benefits instead of features  
  • Insights into the commercials – how customers make money
  • Apply a commercial mindset when setting recommended selling prices (RSPs) for new products and when evaluating promo success

DURATION & FACILITATION

  • 1 full day in workroom 
  • Specialist facilitator
  • 12 to 20 people per group

PROGRAMME OVERVIEW

Assessing the Landscape

  • The Evolution of Retail – Why We Need Robust Trade Propositions
  • Landscape Considerations – ‘Live’ the SA Landscape – High Level Dynamics

Retailer needs

  • Basic Commercials – Intro to Trade Maths – Basic Fundamentals Around Developing RSP
  • Developing the Big Idea and How To Quantify It
  • Benefits vs Features

Based on my career it was very helpful and met all my expectations when it comes to sales growth and marketing.  

- Field Manager

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