Managing Retailing

Course details

• Senior managers in sales and distribution at marketing companies
• Regional/branch heads of marketing companies
• Brand managers
• Senior managers in retail companies

Objectives

• The objective of the course is to:
• Explore the changing value as sought by customers at the retail point
• Understand the challenges faced in delivering the required values
• Expose participants to the key approaches to managing retailing.
• Learn from some of the best practices.

The perspectives would be from both the brand owners (in terms of managing retailing) and the retail businessperson (in terms of managing the retail business).

Content

• Some of the main aspects included in the programme are as follows:
• Understanding the retail business
• Developing competitive strategies
• Retail positioning
• Managing efficient consumer response at the outlet

Category management

Retail promotion

Supply chain management

• Effective marketing decisions using POS data
• Delivering experience at the final frontier
• Using InfoTech for enhancing efficiencies in retailing
• Managing CRM programmes