RGM Key Principles and Trade Promotion Management Deep Dive
(Virtual Program)

Description

Overview

Revenue Growth Management capsule is designed for Commercial Directors, Sales Directors, Commercial Finance Directors and their Multi-Functional Counterparts (e.g., Supply Chain Director, Logistics Director) and any other resources in Commercial Functions who might benefit from this understanding who work at a strategic level on building true partnerships with key strategic customers. In this learning capsule, we will examine the key pillars of RGM and how they can be leveraged towards driving revenue and profit growth.

Trade Promotion capsule is designed for Senior Key Account Managers, Commercial Finance Managers, Senior Category Managers and Sales Managers who are responsible for managing key accounts. In this learning capsule, we will examine role that promotions play as part of a wider annual and/ or joint plan and how smart promotional planning can increase frequency of purchase of your brands and products.

Background

In an increasingly competitive market where the power has evidently shifted towards the retailer with a continued focus on price competitiveness, it is imperative for suppliers to continually review their commercial proposition with key trade customers to optimise growth and profitability.

Promotions have always played a huge part in day-to-day transactional dealings with customers, however, smart promotional planning and analysis is key to driving turnover. Recently trade spend as a percentage of revenue has been increasing for most manufacturers and there is a key need to manage the share of spend in the categories that your brands are present. This learning capsule examines promotional planning and return on investment in detail and how it will drive turnover and profit for your products. This could be part of annual and/ or joint business planning.

Learning Capsule Highlights

This learning capsule will examine the proven practices in Revenue Growth Management in order to nurture profit growth in a complex trading environment. This also covers the differing roles that promotions play for both suppliers and retailers. The Key elements include:

• Examination of elements that impact Revenue Growth Management (Return on Investment of activities in different customers, customer engagement, pricing architecture, supply chain).
• Understanding the financial impact of trade terms and how to use trade terms to work collaboratively with key customers to deliver improved growth and profits for both parties.
• Differing promotional mechanics mapped to desired business benefit (Trial, Loyalty, etc.).
• Complex promotional planning and understanding of the financial aspects.
• Promotional analysis and return on investment.

Learning Outcomes

• Ability to use an understanding of RGM levers including financial modelling to manage the impact of all activities on overall growth and profitability.
• Ability to impact trade terms to make strategic decisions on which customers to over/under-invest.
• Understand the differing roles that promotions play and how they apply to your customers.
• Ability to plan appropriate promotions with your customers as part of annual and/ or joint business planning.
• Financial awareness for both promotional planning and promotional analysis.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Some of the feedback of our clients after having attended our programs, for your kind reference

https://commercialexcellence.academy/testimonials/