Effective Trade Marketing
If you want to build a “point in difference” in how you present your products and services to this dynamic and challenging marketplace, you must attend this course to gain valuable insights and processes that will keep you one step ahead of your competitors.
Detail
| Date: |
29 May 2012 - 30 May 2012 |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $780.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904
|
ees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
This course will cover:
· Knowledge, Trends & Insights
Understand how to develop insights and knowledge that will help you understand the impact of changes and future
direction within the market.
· Category, Consumer & Customer… The Brand Relationship
In this session you will look at how the customer, consumer and company view and position your brand. What does this
mean to your business and how you can maximise your opportunities within the new channels.
· Developing Effective Channel Strategies
Learn how to develop effective channel strategies and gain distribution in multiple channels effectively. Included in this
module will be a variety of case studies.
· Double Vision
In this session you will look at how to influence your customers in the various trade channels. Understanding why
customers say no and how to handle objections in a positive way resulting in a favourable outcome.
· Selling, Negotiating & Influencing
Understand the planning process and what is required to successfully influence your customers and your consumers
within the various trade channels.
· Putting into practice a structured selling format that works
Understand a five-step structure that will engage, influence and encourage customer input into reaching agreement. This
structure will encourage your use of double vision and your brand's relationship to the customer needs.
· Executional Excellence
Learn how to ensure that agreed plans are delivered at point of purchase within the market place. Understanding the
difference between an objective, a strategy and a plan will help you to agree upon, who does what, by when and where,
so that both customer and consumer can access your products or services
Facilitators
Graham Carter is currently Director of Consulting for Skill Enhancement Training in Australia & Singapore. Graham has been
in the FMCG industry for over 25 years and has worked in various trade channels. He has an extensive background in
working with major international companies such as Nestle, BP, L'Oreal, Goodyear, Fosters Group Australia, KFC Pizza Hut,
Universal Pictures, Dairy Farm International and the Marketing Institute of Singapore. In these roles he was responsible for
the business development, strategy, account management and execution of all agreed activities within the various markets
and trade channels.
Graham has facilitiated training and learning solutions to major distributors and wholesalers across south-east Asia including
EAC (Taiwan, Hong Kong, Malaysia & Thailand), DKSH (Singapore, Malaysia, Thailand & Vietnam), ACE Canning, Malaysia,
Lamsoon Singapore, Hong Kong and PT Sukanda Djaya Indonesia.
Graham has successfully managed businesses dealing with Tesco, Carrefour, NTUC, Cold Storage, 7 Eleven, Guardian
Pharmacy, Watsons and many other major retailers across Asia-Pacific
Who Should Attend
General Managers – Sales & Marketing, Sales Directors/Managers, Trade Marketing Directors/Managers, Trade Operations
Managers, Channel Development Managers, Channel Marketing Managers, National Sales Managers, Customer Marketing
Managers, Category Development Managers and Key Account Managers
Objectives
· Have a greater appreciation and understanding of how you can more effectively market your products and services within
various trade channels
· Better execute sales/marketing activities to maximise returns on investment
· Clearly define the difference between consumer needs and customer needs to heighten purchase decisions
· Develop powerful communication tools to support trade initiatives
· Achieve higher levels of customer commitment for your sales/marketing initiatives
· Follow a simple yet effective process to align your strategies to those of your target customers