|Program Overview||Understand how value is created and lost between retailers and suppliers and the need for strong commercial and revenue management to achieve sustainable commercial outcomes – delivered via JBPs|
3 x Pre Reads – White papers created for the Program:
Program Overview: The Next 3 Days
Introductions & Personal Objectives
Program 1 Recap – Presentation from Program 1 Delegates: How to create a Growth Plan.
Course overview – Know how to utilise a broad range of category, consumer, shopper & commercial insights to proactively identify and capitalise upon the category levers for joint growth
|Understanding retailers & theirStrategies||Retailer – Supplier Commercial Dynamics|
Understand the retailer – supplier interface, strategies & KPIs
Retail Landscape Whitepaper (pre read) – Group discussion & individual reflection.
Life as a Buyer Whitepaper (pre read) – Group discussion & individual reflection.
Exercise – How to engage and add value to your buyer.
Understanding Your Customer: Strategies, Initiatives, Metrics & KPIs. Gain a detailed understanding of retailer, their priorities & KPIs
Show examples of retailer strategy approaches and winning strategies in fmcg markets globally and different consumer goods sectors in Aus. Link to Category role
Group discussion & individual reflection
Retailer KPIs. Share examples of retailer KPIs. E.g. Comp Sales, Margin explained, return on space, GIMROI., Inventory, OOS, markdowns etc.
Customer Segmentation, Prioritisation & Strategy alignment: Segmenting & prioritising your customers. Aligning your strategy with theirs.
Case Study Exercise
Selecting Your Customer Investment Strategy. Ensuring you have a coherent approach to Customer Investment. Does your trade fund strategy reflect your strategic intent? Case Study Exercise.
Review of day… key points.
|AM||Recap||Recap of key points from Day 1. Questions.|
|Customer Segmentation & Prioritisation|
Explain and understand the importance of a prioritisation approach to customer management and the role it plays define your growth agenda.
|Revenue Management.|| What is Rev management and why is it a key component of effective commercial management.|
Marketplace examples discussion.
Revenue Management and where it sits within effective joint business planning.
How Revenue Management is used to drive greater ROI on trade spend with a focus on Promotion Spend.
Understand how effective revenue management can be used to deliver Category, Customer and Supplier agendas.
Case Study examples to practice with.
|AM||Recap||Recap of key points from Days 1 & 2. Questions.|
|Case Study||Case Study Presentations. Recommendations & Rationale|
|AM||Joint Business Plan Development & Engagement||Commercial Joint Business Plans|
Understand how to integrate Category & Commercial propositions and opportunities into a Customer Business Plan
Joint Business Plans
Understand the components of Joint Business Plans, what best practice is and retailer and supplier needs in JBPs
Case Study Exercise – create a Customer specific Joint Business Plan. Debrief & feedback
JBP Engagement & Selling. Creating, Selling & executing the JBP. Linking to retailer strategies and needs. Compelling selling & story telling
JBP Selling role play & feedback.
Summary of Key points
Personal Action Plans