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Jim Berling, Managing Director,
Burke Institute
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Alison Chaltas
Principal, Interscope
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Robin Zdanowicz,
Training Instructor, JDA
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Scott Beck, Director of CPG Shopper Insights, Client Service dunnhumbyUSA
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Eddie Niemi, Manager, Category Development, The Coca-Cola Company
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Track Five: Mini-Training Workshops
- Who Should Attend:
Corporate HR professionals, Corporate Trainers, Department Directors assessing training for their team...and anyone wishing to take a good 'short course' on the topics presented!
There are five concurrent tracks addressing the emerging trends and pressing issues of today’s category manager.
The sessions have been arranged in ‘tracks’ so that your organization can assign the appropriate team member to special sessions, while letting everyone attend the key sessions.
You will not be required to stay in the same Track throughout the conference!
You will be able to choose any topic from any track!
In fact, all attendees will have access to the recorded version of sessions you were not able to attend!
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Storewars Mini-Demo
Storewars is an internationally acclaimed, MBA-level business simulation, developed at Insead in France specifically for the CPG industry.
Storewars provides participants with a chance to learn and test strategic management concepts for the Consumer Packaged Goods (CPG) industry for both manufacturers and retailers. Decisions must be made under tight deadlines on areas such as brand segmentation, positioning, promotions, price, discounts, new product development, terms of payment, shelf space allocation, store service levels and category management. Storewars also recreates the interface between manufacturers and retailers, allowing participants to sharpen their negotiating skills.
Storewars Brochure Storewars Fact Sheet 
Hope Mandel, Global Training Resources Director, CPG CatNet
See more about Storewars |
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"Using primary research data in lieu or as a supplement to syndicated data streams to better understand your consumers"
Jim Berling, Managing Director, Burke Institute
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Navigating Shopper Marketing
For those seeking to better understand the benefits of Shopper Marketing and how to leverage these initiatives within the total marketing mix.
Alison Chaltas, Principal, Interscope
- Provides and overview of the shifting marketplace dynamics that are making Shopper Marketing a competitive necessity
- Presents the importance of Shopper Marketing for all key constituents
- Demonstrates the need to deepen shopper insights to deliver more effective initiatives
- Explores case studies that demonstrate the impact of Shopper Marketing
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Building a Dashboard: Power Excel for the Power User
Build powerful dashboards simply and quickly using MS Excel.
We all have a tremendous amount of data at our fingertips yet we spend 90% of our time formatting reports. During this workshop we will demonstrate how you can effectively navigate your data with amazing speed and quickly build a robust and dynamic dashboard. We'll use large amounts of data both within Excel and from external sources. We'll also discuss how to setup a routine process to refresh your dashboard each month. We will discuss in detail how to best design and build formulas that calculate in a flash and allow users a multitude of choices.
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Confirmed: Topic to be confirmed
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Transitioning from 'Category' to 'Shopper' Management
How manufacturers and retailers can collaborate better together by putting the consumer first.
How to include Shopper Insights in strategic planning.
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Scott Beck, Director of CPG Shopper Insights, Client Service dunnhumbyUSA
Adjunct Professor in the Williams College of Business Graduate School, Marketing Department, Xavier University, Cincinnati, OH.
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Capital Efficiency with Category Development – How CPGs can help Retailers improve their ROI
Speaker: Eddie Niemi, Manager, Category Development, The Coca-Cola Company
Audience: Retailers and suppliers (domestic and international)
Most retailers and suppliers are looking to increase their in-store ROI / Capital Model through categories, yet many don’t have the tools and thoughtware to lead here. This discussion will address the opportunity to improve category ROI by focusing on the following themes:
- How an improved category /department ROI / GMROII improves retailer cash flow, margins, and general balance sheet health.
- Basic GMROII Overview – How do we calculate GMROII? Why is GMROII such an effective metric? What does GMROII actually mean?
- Analyzing and graphing GMROII (GMROII Maps) and tracking GMROII over time to understand how activities impact this metric.
- How do we drive Capital Efficiency / GMROII in price competitive categories where price increases / margin expansion are not attractive options?
30 minute presentation followed by 20 minutes of Q&A -- at the end of this session, participants will have a strong understanding of how to better value categories by using metrics such as GMROII. They will also understand how different items in the assortment and activities can improve overall financial returns for a category.
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Category Management on Limited Data:
For those who are in a limited data environment, and trying to find effective ways to maximize the data sources they have access to.
The best approach to category management typically includes access to an abundance of market data, consumer data, and retailer data. But for many individuals, this data is difficult or impossible to come by.
You can take a category management approach without extensive data. Sue Nicholls, industry veteran, will walk you through some creative ways to move your organization ahead with limited data access.
- Sue Nicholls, President, Category Management Knowledge Group
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