Master Essential Skills & Topics for Retail and CPG

In today’s world, both retailers and manufacturers must gain a deep understanding of shopper needs and behaviors to better inform their marketing activity. Category reviews focused on a single channel are no longer sufficient to meet changing Consumer and Shopper needs, and this requires organizations to move beyond traditional data sources into some new and exciting territory. In this course learners will see examples of new data, measures and insights that are available for a deeper Shopper understanding and how they affect the category review process.

Course Overview This course reviews each of the tactics, or “4 Ps” (product assortment, product placement, pricing and promotion). Each tactic’s definition, measurement, and basic analytics are included. Specific calculations for “Share per Item”, “Item Share”, “Wtd Distribution”, “Sales per Point of Distribution”, “Shelf Share”, “Feature Share”, “Gross Margin”, “Penny Profit”, and “Avg. Unit Price vs. Avg.Tonnage Price” are included. Approximately 2.5 hours course time