Shopper and Consumer Marketing
8 Steps of Call
Channel Essentials - 1
Channel Essentials - 2
Miscellaneous
100
What is category management?
Category Management is about delivering a change in Shopping Behaviour linked to a change in Consumption Behaviour
100
What are the 8 pre-seller steps?
Preparation Greet Customer Store Check Merchandising Determine Orders Presentation Curbside Debrief Administration
100
Name the 4 Channels in Retail?
Conventional Trade Modern Trade Specialty HORECA
100
%age of General Trade outlets in 2000
90%
100
State 2 reasons for creation of GTM/RTM?
Fragmented & Diversified Markets Cost to Serve Reach Efficiency Huge Territoroes
200
What is triple win (3X win) to succeed in the Long Term?
Needs of Shoppers Needs of Client Needs of Retailers
200
3 parts of call preparation?
Monthly Planning Daily Planning Pre-call Planning
200
What is a channel?
A channel is a collection of outlets that share a range of physical/ tangible and shopper based characteristics.
200
What are the three lenses to segment sales?
Categories Market Channel
200
What is the concept of blended learning?
70:20:10
300
What are the key jobs of Shopper and Customer marketing?
Category Operations Category management Key Account/Channel management (strategic)
300
What is step 4 of the 8 steps of call?
Merchandising
300
Purpose of JBP?
Creating common grounds to seize mutually beneficial opportunities and discourage working transactionally
300
What is the reason for creating channels ??
People shop differently in different places.
300
What are 3 outcomes of the program?
Understand role of trade marketing. Why channels are critical to trade marketing. Summarize Priority Retail Channels. Understand how to draw a channel-wise Picture of Success. Revisit 8 steps of call to ensure in-store approach.
400
What is the category management delivery subset?
Key Account Management Perfect Merchandising Shopper Activation
400
Activities to be performed while determining the Order?
Collect money if the customer has a pending credit Determine current stock of each SKU Determine your sales Determine your suggested order
400
Total number of FMCG Universe?
659.750
400
What does GTM stand for?
Go To Market
400
State 3 wins for Category Management?
Supplier Retailer Shopper
500
What are the 3 things that Shopper & Customer Marketing team use to CREATE THE BEST EXPERIENCE AT THE POINT OF PURCHASE..
Clear and Strategic Category Management vision The activation at POS through Shopper Marketing The execution at POS through Perfectly Merchandised Store by Channel
500
Activities in Merchandising?
Ensure primary SKUs are replenished Ensure cooler integrity
500
What does JBP stand for?
Joint Business Plan
500
What is GTM?
The means by which we get the products to the various channels to meet shopper needs
500
20% Effort to _______ 80% Effort t0 _______
Develop Deliver
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