Formation/Cours

***Main Goals:
– Foster Innovation supported by analytical aptitudes, appropriate methodologies and problem-solving skills and effective communications skills
– Grasp Channel Marketing, Trade channel, Moment of Truth, Customer Path, Shopper Marketing
– Master the Trade marketing activities (various sectors).
– Develop Point of Sales (POS) plan combining sales and marketing operations.
– Execute Merchandising and Category Management activities.
– Design Shopper marketing initiatives
– 3.B Propose creative solutions within an organization
– 4.C. Convey powerful messages using contemporary presentation techniques
– 5.B Construct expert knowledge from cutting-edge information

-Trade-marketing (TM) was created in the US by a cooperation between P&G and Walmart. TM is first a partnership (Manufacturers, Retailers) whose objective is to reduce costs through exchange of data (ECR), and to develop relevant marketing actions on the point of sale.
It includes efficient consumer response, supply chain, merchandising, promotion, assortment, category management, packaging operations, marketing actions… in order to share the profits and create value.
– Grasp the Pull / Push marketing and applications.
– Recently, the Trade-marketing’s approach has moved from “classic marketing” (leaving the consumer outside of the store) to “Shopper Marketing” , focused on the key “Moment of the truth (P&G) then “Zero Moment of Truth (Google)”. We will study the Consumer decision journey, learn what is the differences between a “Consumer” and Shopper marketing, then the practices and execution strategy in the marketplace. Companies are aligning Trade Marketing / Shopper Marketing and Brand Marketing to develop Integrated Marketing. We’ll cover FMCG sector as other channel (such pharmacy, Luxury and Digital…)