Knowing that it is neither viable nor feasible to
get all retailers to carry all your products, it is important that you get the right
retailers to carry the right products. That, in layman terms, is how to optimize
distribution and assortment.
The core priorities that govern sales management are as follows:
Build efficient distribution network.
Target channels and chains: Which are the right channels and chains
for your products?
Optimize assortment: How many items in each channel? Which items in
which channel?
Secure retailer support: How to get listed at a retail chain?
Manage stocks in trade.
The remainder of this chapter details how the above imperatives can be more
effectively pursued through the application and practice of marketing analytics.
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Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Digital Marketing Workshop
Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.
Online Apps to train Category Managers
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.
