10 Sections
35 Lessons
Lifetime
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Buổi 1 - Introduction
2
1.1
1.1 – Warm Up
1.2
1.2 – Handout
Buổi 2 - What Is Trade Marketing
4
2.1
2.1 – What Is Trade Marketing?
2.2
2.2 – Customer Economic Model
2.3
2.3 – Customer Mission To Trade KPIs
2.4
2.4 – 5 Key Activities Of Trade Marketing
Buổi 3 - Business Objectives
9
3.1
3.1 – Sales (P1)
3.2
3.2 – Exercise 1
3.3
3.3 – Sales (P2)
3.4
3.4 – Share (P1)
3.5
3.5 – Exercise 2
3.6
3.6 – Share (P2)
3.7
3.7 – Growth
3.8
3.8 – Exercise 3
3.9
3.9 – Profit
Buổi 4 - Sale Objectives
5
4.1
4.1 – Sales KPIs In Business Objectives & Retail Audit
4.2
4.2 – Category Volume / Value / Growth
4.3
4.3 – Value / Volume Sales & Share
4.4
4.4 – Value / Volume Share Of Trade
4.5
4.5 – Value / Volume Sales, Value Share vs. Category Growth
Buổi 5 - Availability KPI
5
5.1
5.1 – Numeric & Weighted Distribution
5.2
5.2 – Out Of Stock Distribution
5.3
5.3 – Purchase Share
5.4
5.4 – Out Of Stock
5.5
5.5 – Assortment
Buổi 6 - Visibility KPI
2
6.1
6.1 – 3 Principles Of Flawless Visibility
6.2
6.2 – Store Model Guideline
Buổi 7 - Affordability KPI
3
7.1
7.1 – Price Per Pack & Average Price
7.2
7.2 – Price Offer & Price Index
7.3
7.3 – Pricing Tiers
Buổi 8 - Promotion KPI
1
8.1
8.1 – Return On Investment (ROI)
Buổi 9 - Engagement KPI
2
9.1
9.1 – Activation
9.2
9.2 – SPPD & Off-take
Buổi 10 - Principles Of KPI
2
10.1
10.1 – Element Of Sales & Share Growth At Channel
10.2
10.2 – Integrated Brand & Trade
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