|
Jim Berling, Managing Director,
Burke Institute
|
Hope Mandel, Global Training Resources Director,
CPG CatNet
|
Alison Chaltas
Principal, Interscope
|
Robin Zdanowicz,
Training Instructor, JDA
|
Scott Beck, Director of CPG Shopper Insights, Client Service dunnhumbyUSA
|
Eddie Niemi, Manager, Category Development, The Coca-Cola Company
|
Sue Nicholls, President,
Category Management Knowledge Group
|
|
|
|
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!
|
|
|
11:30-12:25
"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
|
|
|
|
2:00-2:55
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 |
|
|
|
|
3:00-3:55
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
|
|
|
|
10:30-11:25
In Your Space!
The JDA Intactix Suite: Understanding the Big Picture and Putting it into Practice
In this workshop, you will discover how to effectively use the integrated applications from the JDA Space and Category Management solution to maximize your space and profitability on planograms, floor plans, and, ultimately, in your stores. This session will describe the life cycle of a product, from an assortment recommendation, to being placed on a planogram, and then finally that planogram being placed on the actual store floor plan. You will break down the product life cycle using the Intactix suite applications: Space Planning; Floor Planning; Space Automation; Efficient Item Assortment (EIA); Shelf Assortment; and Intactix Knowledge Base (IKB).
|
|
|
|
|
11:30-12:25
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.
-
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.
This session is not available in a recorded version at the request of the speaker(s).
|
|
|
|
2:00-2:55
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.
|
|
|
3:00-3:55
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, organizations, industries, and geographies, 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
|
|
|
|
|
|
