Copyright © 2017 The Nielsen Company (US), LLC. All Rights Reserved.

OPTIMIZE IN-STORE TACTICS USING TOOLS & TRICKS BASED ON SHOPPER BEHAVIORS

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Plug a shopper-centric framework into your existing Category Management processes

Define a consistent trade strategy addressing deep shopper insights

Incorporate shopper behaviors into tactical decisions Identify new ways to merchandise a category Apply the latest findings of neurological research into in-

store tactics

LEARN

COLLABORATE

APPLY

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Alejandra has a 12 year background in the Retail Industry, specialising in Store Planning, Category Management and Shopper Understanding.

Before joining Nielsen in March 2017, she worked as a leader of the CatMan and Store Planning departments for 3 different retailers in Hypermarkets, Pharmacies and DIY. During this time, she successfully introduced CatMan thinking, as well as implemented new commercial, logistic and operational processes.

Prior to this, she worked over 4 years as a Retail Consultant, running Category Management processes and Shopper Understanding Studies for manufacturers such as The Coca Cola Company, Bimbo, Diageo, Nestle, GSK, Biersdorf and many others, helping them to build new and strong relationships with retailers and to introduce this new way of working.

Alejandra Dolmestch

Leader Category Management Services | Nielsen Asia Pacific

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WORKSHOP DETAILS

Date : 11th & 12th September, 2018

Venue : To Be Confirmed

Time : 8:30am - 6:00pm

Fee: USD 860/pax (ex.VAT)

Special offer

Group discount: 5% for 3-5 participants 10% for 6 or more participants from the same company EARLY BIRDS: 5% for early birds can be enjoyed until 20 AUGUST 2018 Applicable group discount and early bird simply cumulate (eg. 5% + 5% = 10% discount on cost per pax)

Inclusions :

Comprehensive course materials and case studies. Buffet lunch and coffee breaks with snack items on both days

WHO WILL FIND THIS COURSE RELEVANT AND HELPFUL?

Category Managers, Buyers, Merchandising, Space and Assortment planners, Trade Marketing, KAM´s, Brand Managers, Innovation and Marketing staffs or

Consumer/Shopper Insight Managers

Level: Intermediate and Experienced (Recommended for those with previous CatMan Experience)

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AGENDA

DAY 1 (08:30 – 18:00) DAY 2 (09:00 – 18:00)

08:30 Registration 09:00 Review Day One

Introduction : Why ShopperCentric

Opportunities arising from improved shopper understanding

Product Range How to design a range considering shopper needs, market coverage, product incrementality

Category Management recap

Key principles of Category Management, how do retailers/manufacturers collaborate

Merchandising Which merchandising and in-store theatre principles to apply to help but also influence shoppers at the point of purchase

The shopper along the Path to Purchase

Shopper segmentation, Shopper Missions, Channel/Store choice, Store Clustering and implications for tactics

Pricing How to determine SKU pricing given shopper price awareness and sensitivity

Defining and structuring a category

How to go beyond quantitative category decision trees

Promotion When to promote, which segments to promote, which mechanics to choose to achieved the desired behavior change

Defining strategic opportunities and KPIs

What shopper perception and behavior should we be influencing and which performance criteria to use

Shopper subconscious behavior

How to influence shoppers at the point of purchase without them even noticing

Insights How to generate deep motivational insights about shoppers

Wrap-up, Q&A

⃝ YES, I / We want to join the Shopper Centric Category Management

Workshop

• Company: ___________________________________________________________

• Address: ____________________________________________________________

Contact person for registration:

• Name: __________________________ E-mail: ___________________________

• Learner’s list as below:

No. Full Name Position Email Mobile

1.

2.

3.

4.

5.

6.

7.

Contact person Email Mobile Number

Nguyen Thi Nhi Ha nguyenthinhi.ha@nielsen.com

093 323 14 46

ENROLLMENT FORM

To enroll, kindly fill in the form below and email to your respective Account Managers or any of the following people. For further details, please reach out to the following contacts:

• Confirmation of registration will be sent by email. Upon confirmation of your registration, we will require the non-refundable seminar fee as indicated above, made payable to The Nielsen Company Viet Nam Limited.

• There will be no refunds for cancellations, however a change in participant name will be accepted any time before the start of the workshop.