school of retail - trade intelligence...• gain an understanding of the sa food and grocery retail...

school of retailcustomer excellence

learning and capability building solutions

Trade Intelligence .............................................................................

OUR APPROACH

Navigating the trading context ........................................................

Why Trade Intelligence? ...................................................................

Our clients .........................................................................................

BRIEFINGS AND WORKSHOPS

Retail Trends – Future-proof your business ....................................

Tradescape series – Know your Retail/Wholesale Customer .........

Tradescape 2.0 .............................................................................

Tradescape 3.0 – Customer Gap Analysis ...................................

Tradescape 4.0 .............................................................................

Effective Category Management .....................................................

Shopper Marketing at Retail ............................................................

Effective New Product Listing .........................................................

Winning at the Point-of-Purchase ...................................................

CBP Toolkit .......................................................................................

ACADEMY PROGRAMMES

Learning platforms ...........................................................................

The Academy module basket ..........................................................

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school of retail Trade Intelligence 1

Trade Intelligence school of retail 2

Founded in 2004, Trade Intelligence (Ti) is South Africa’s leading source of

Fast Moving Consumer Goods (FMCG) retail business research, insight and

capability solutions designed specifically to support the achievement of

efficient and profitable retailer-supplier trading relationships.

• Optimise trading partner collaboration

• Improve industry understanding and efficiency and

• Maximise ROI on trade spend

From work readiness to executive on-boarding the School of Retail curriculum

provides the capability, insight and tools to know and engage your retail

customer. This booklet provides details of our learning and capability building

solutions.

Our Offering Our Mission

To promote

effective and

profitable retailer-

supplier trading

relationships and to

upskill and inspire

best talent across

the FMCG industry

in Southern Africa.

Retail Research

• Market, Channel & RTM Reports• Retailer Trade Profiles• Supplier Executive Reports

School of Retail

• Management & Executive Briefings• Commercial Planning Workshops• Academy Learning Solutions

Publishing

• Trade Tatler• Syndicated Educational Content• Malls to Market Series


OUR APPROACH

Navigating the Current Trading Context

We are operating in a context where retailers, wholesalers and FMCG suppliers are feeling the impact of a number of factors.

At management and executive levels:• In a time of accelerating change, it is imperative to have intelligence regarding the market,

channel dynamics and the grocery retail trends influencing it all• With escalating pressure on suppliers to increase trade spend, drive category profitability,

and align commercial plans with key retail customers, it is foundationally critical to have insight into every facet of your retail customer’s business and expectations

• With management and executive levels increasingly multi-hatting due to the shortage of skill and experience, it is essential to have access to the intelligence required for decision making

At graduate / new entrant level:• FMCG retail has a language of its own, complex routes to market and ways of working and

engaging, which graduates are not taught at tertiary institutions• Knowledge about the market, the industry and the sector in which they are expected to

operate is their ticket to the game

Your competitive advantage lies in how well your teams are equipped to respond to these organisational and trading climate challenges relative to your competitors.

What the Retailers/Wholesalers are saying...

Feedback from regular retailer interviews and our retail research clients revealed the critical need for a service that provides key industry insights and capability building solutions.

“My suppliers keep changing their

Account Managers and so there’s no

understanding of my business,

how to handle my account or service

my needs”

“We are looking to achieve key touchpoint efficiencies, but the

foundation knowledge is lacking”

“My shelves are not elastic, I need suppliers who think not only about their brand, but about the growth

and profitability of the category when bringing me new products”

Ti School of Retail Customer Excellence solutions are designed to equip your teams to respond.


Why Trade Intelligence?Trade Intelligence is a research and capability building business focused on the consumer goods retail and wholesale trade. Our clients are major manufacturers and service providers who use our products and services to keep abreast of developments in their key customers’ businesses, their performance and key strategic drivers, and the environment in which they operate.

We leverage our unmatched consumer goods industry knowledge, to bring relevant and informed School of Retail Customer Excellence solutions.

Our Facilitators

Programmes are facilitated by experienced Ti analysts who hold over 150 face-to-face interviews with key decision-makers per annum enabling dynamic content presented with knowledge and insight from collective decades of experience.

Relevant, Customised Content

From work-readiness to Executive on-boarding, the School of Retail provides the insights, capability and tools to know and engage with your retail customer.

Foundation Intermediate Executive Integrated


6

“There is change…

and that change

really requires

new thinking

– and, more

importantly, new

ways of working

together within

that thinking. The

thinking is actually

the easy part;

making it happen

is harder”

Anne Hartslief Executive Associate

Trade Intelligence


Our Clients

Ti provides retail business research and insight services to approximately 40 of South Africa’s major consumer goods manufacturers and service providers, some of which are refl ected below.


BRIEFINGS AND WORKSHOPS

“Equip your leadership teams with the

knowledge and insights they need to

take your business into the future”

Our School of Retail programmes range from 1,5 hour retail trends presentations and half-day executive briefings, to 2-3 day practical workshops.

The following is a handful of the programmes we offer. For ease of reference we have colour-coded these in terms of their primary relevance:

Customer / Account Management / Sales Teams

Brand Marketing / Customer Marketing / Shopper Marketing Teams

Field Operations Teams

Maryla MasojadaCEO Trade Intelligence


“Our mission is to show up as a customer-centric business in the eyes of our retail customers –

the briefing helped me to understand what this means in the current and future environment”

“Well done and wow... Ti is doing an amazing job –

I found loads of value in the content”

retailtrendsInsight into what is shaping consumer goods retail in South Africa in the short to medium term

In a context of accelerating technological change, amidst the extreme economic strain being experienced by shoppers and businesses alike, it is key to understand how winning retailers and suppliers are positioning themselves for growth in response.

The briefing is designed to equip executive and senior management teams with a relevant, informed strategic view of the SA grocery retail market, and what is shaping the strategies and behaviours of our retailers.

Programme Overview

• Understand the macro trading context and how it is influencing South African shopper behaviour

- How macro trends influencing South African shopper behaviour and as a result, the demands they are making on those who supply or service them

• The Consumer Goods Retail landscape – who is winning, who is losing? - A comparative view of performance across topline KPI’s

• The key trends that are shaping shopper behaviour, retailer strategy and retailer-supplier trading relationships in the short to medium term

- Understand how these trends are shaping the grocery retail sector in South Africa, and how retailers and suppliers are positioning for growth in response

Learning Outcomes

• Know and understand the impact of the current and immediate future trends shaping the consumer goods retail sector, how retailers and suppliers are positioning for growth in response, and the resulting impact on your business

• Gain knowledge which underpins the building of a profitable sustainable business strategy and plan

Attendees

From board level executives to field operations, the briefing is framed according to audience seniority and strategic or operational emphasis requirement.

Delegate Feedback

Sales DirectorMajor FMCG Supplier

DelegateNestlé Sales Conference


tradescape SERIESThe starting point to working with your retail or wholesale customer, is to know and understand their business. The Tradescape series is designed to ensure you have a thorough knowledge of your customer and your products route-to-market.

Modules are designed by channel, focusing on the following retail and wholesale customers operating in the South African consumer goods retail market.

Channel Retail Group Trading Format

Corporate Retail

Wholesale

and Hybrid

INDEPENDENTBUYING GROUPS


Marketing ManagerTiger Brands Academy

National Planning and Strategy ManagerL’Oreal

“I wish I had been exposed to all this information sooner, as it’s so

important for my job”

“Best industry training in the market. A logical approach to retailers in

South Africa”

tradescape 2.0A comprehensive introduction to Consumer Goods Retail and Retailers

The foundation knowledge required to effectively trade and engage with South African’s major FMCG retailers (your ticket to the game).

Programme Overview

• The programme provides delegates with a solid understanding of the industry – its shifting dynamics, channel structures and major players – providing a clear view of the ‘so what?’ for your business. The programme also provides clear understanding across channels (retail, hybrid, wholesale cash & carry, formal independent retail, inter alia)

Learning Outcomes

• Gain an understanding of the SA food and grocery retail industry, the players, the channel structure, routes-to-market and growth dynamics

• Learn about the SA PESTLE** factors impact on shopper behaviour and as a result retail strategy

• Gain insight into the strategies and growth imperatives of major retailers, and their resulting expectations of suppliers

• Understand the comparative performance across the retailers – who is winning and who is losing?

• Learn the foundational principles of retailer-supplier engagement and how to leverage the opportunities that these present for your business

**Political, Economic, Social, Technological, Legal and Environmental factors.

Attendees

Suitable for those who require the foundation knowledge to trade and engage with SA consumer goods retailers and wholesalers.

• Junior Key Account Managers • Category Managers • Marketing Executives• Brand Managers • Supply Chain Managers • Operations Directors• Sustainability Managers • Buyers

Delegate Feedback


Key Account ManagerKellogg’s

“Great course, giving us all time to take a step back and see where we are at as a business and plan our way forward with our customers”

tradescape 3.0 customer opportunity analysisBuild an informed and aligned customer commercial plan

An annual imperative to building an informed and aligned Customer Commercial Plan. This Strategic Workshop is designed to kick-start your Channel & Customer commercial plan.

Programme Overview

• This programme is designed as a strategic workshop which kickstarts your annual customer commercial planning calendar with the right data, intelligence and insights. Develop a clear understanding by retail customer of the opportunities and threats to your business and your brands and most importantly build informed and aligned customer commercial plans

• The programme will provide you with the insight to effectively engage with your retail and wholesale customers from a place of real insight, with a clear understanding of the cross-functional ‘So What?’ for your business

Learning Outcomes

• Understand current and forecast the consumer goods retail trading conditions, and its impact on shopper behaviour and dynamics

• Know and understand the channel and retail customer performance – who is winning and who is losing?

• Gain deeper insight into the retail customer’s strategic focus areas, channel and format strategies and operational imperatives

• Build a customer opportunity and risk assessment (SWOT analysis). The content to begin populating your Customer Commercial plan

• Take the first critical step in your Customer Commercial Plan build

Attendees

Targeted at FMCG manufacturers – KAM, Shopper and Sales teams• Customer Team: National Account Managers / Key Account Managers /

Customer Commercial Managers• Shopper Marketing and Category Managers• Customer Operations Managers

Delegate Feedback


Director and Community GMChep SA

“Excellent presentation and interaction with audience – definitely an excellent

learning opportunity for all”

Head of Customer Coca-Cola Southern Africa

“A big THANKS to you for delivering such a great session. We were incredibly pleased with the detailed customer information and level of engagement from the participants”

tradescape 4.0Executive Briefing I Strategic Insight into your Trading Partners

Top-to-top engagement with retail and wholesale customers across the functions is critical to optimising customer relationships and return on trade spend. Is your Executive team equipped with the necessary knowledge into your retail and wholesale customers trading context and strategic growth imperatives to be able to engage effectively?

Programme Overview

• This half-day comprehensive programme is designed to bring the trade into your boardroom, equipping board level and executive teams with the knowledge and insight to effectively engage with your retail and wholesale trading partners

• See the market through your customer’s eyes, and emerge with a clear view of the ‘So What?’ for your business

Learning Outcomes

• Be equipped to lead your team from a place of real understanding and insight into shifting FMCG market, channel and shopper dynamics and how key industry stakeholders are positioning for growth

• Understand your retail and wholesale customers channel and format strategies to align your business for growth

• Emerge with a clear understanding of the context in which your team is building their customer, brand, shopper marketing, supply chain and sustainability business plans

Attendees

• CEOs • Marketing Managers / Directors• Sales Directors • Group Account Managers• Supply Chain Directors • Customer Operations Executives• Sustainability Managers • Merchandise Executives

Delegate Feedback


Effective Category ManagementDo you understand the principles of Category Management and what managing categories as strategic business units means for your business and your retail/wholesale customer? Where are South African retailers and wholesalers at in terms of implementation of Category Management within their businesses, and what is the resulting impact on you, the supplier?

Programme Overview

• Customised to fit your level of experience, and stage of evolution in the Category Management process, this programme is designed to bring clear understanding of the principles of effective Category Management, providing insight into your retail customers’ current category differentiation strategy, stage of evolution in the category management space, and the resulting impact on your business and decision-making processes

• We explore each of the steps in the Category Management process. From category definition and role to strategy and scorecard development, the programme provides a holistic and practical understanding of Category Management and its application in the South African trading context

Learning Outcomes

• Understand the principles and benefits of Category Management and how to apply the 8-step process to your business, aligning with your retail/wholesale customer’s position on the Category Management evolution continuum

• Understand the tools and techniques you need in place to build a compelling and creative shopper and category strategy and plan by channel, by customer

• Know how to select the right tactics to deliver your shopper and category strategy, maximising your and your retail/wholesale customer’s profitability

Attendees

• Category Managers • Customer Marketing Managers• Sales Executives • Marketing Managers• Customer Operations Managers • Key Account Managers• Merchandise Managers


“Excellent insights

into our key

trading partners.

Well presented

with great subject

knowledge”

National Sales ManagerJ&J


“Very impressed. Good presentation, very knowledgeable. Very insightful and relevant to my current position”

Trade Development Manager Aspen

Shopper Marketing at RetailA comprehensive workshop designed to equip Brand and Shopper Marketing teams with a clear understanding of how to work with retail customers to engage the shopper and maximise your ROI on trade marketing, promotional and new product development spend.

Programme Overview

• This programme will equip brand and shopper marketing teams with the knowledge and retail customer insight required to engage with internal sales and account management teams, as well as directly with the retail/wholesale customer regarding product route-to-market, retail and wholesale customer segmentation, new product listing distribution targets and shopper marketing campaigns

• This programme will ensure that brand marketers are able to have an informed conversation with sales and key account management teams regarding your products route-to-market, retail and wholesale customer segmentation, new product listing distribution targets and promotional campaign concepts

Learning Outcomes

• To understand latest drivers and pressures in the macro retail landscape, with particular reference to impact on shopper dynamics and how your retail customers are positioning for growth in response

• With the practical knowledge and insight into each of your Retail Customers’ shopper marketing strategy and tactical execution activities – from shopper segmentation to promotional activity on the shop floor – to achieve maximum ROI on promotional spend

• To be inspired by global and local point of purchase best practice, innovation and execution on the shop floor

• Build informed, retail customer-aligned brand and shopper marketing plans to deliver an effective and customer aligned brand marketing strategy and activation plan, optimising your retail customers shopper engagement platforms

Attendees

• Brand Marketing • Customer Marketing• Shopper Marketing • Category Teams

Delegate Feedback


Effective New Product ListingDo you understand the challenges that your Sales / Key Account Management teams face when presenting your new product launch to retail and wholesale buyers? Do you understand your retail and wholesale customers shopper segmentation models in order to establish the optimal route-to-market for your new product? What are the factors that influence a retail buyers decision to list your new product?

Programme Overview

• This programme is designed to equip marketing and brand teams with the knowledge you need to effectively take your new product to market, from identifying your optimal route-to-market to maximising the opportunity to achieve 100% product listing

• A relevant category proposition for your retail/wholesale customer is an imperative to getting your product onto the shop shelf. From identifying the shopper need to discussing impact on category profitability, this programme will equip brand marketers to have an informed conversation with your internal sales/key account management teams, as well as the retail/wholesale buyer

Learning Outcomes

• Understand the new product listing procedure for each of your retail/wholesale customers, and the impact of product innovation on their category management, ranging and merchandising strategy’s

• Equip your key account management teams with the right communication tools and new product launch rationale to hold an informed category-relevant conversation with the retail/wholesale buyer, to ensure you get your product listed

• Emerge with a new product launch checklist to guide your new product development project team from concept to product launch – optimising your opportunity for success in taking your product to market

Attendees

• Marketing Directors• Marketing Managers• Brand Managers• New Product Development Managers


“Excellent presentation taking theory to practical, really appreciated the

international examples”

“Very insightful. Good discussions around POP”

Key Account Manager Premier FMCG

Customer Ops Manager Premier FMCG

Winning at the Point of PurchaseAn effective merchandising strategy, and achieving the ‘perfect store’, play a fundamental role in achieving your sales objectives and targets. Do you understand the principles of ranging and merchandising, and the influence of the point of purchase on shopper purchase decision-making? Is your field sales team equipped with the knowledge and tools to maximise your product sales opportunities?

Programme Overview

• This programme covers the principles of in-store point of purchase excellence – what it means, its impact on category and brand profitability and how to tailor your range and merchandising plan to meet your channel, retail/wholesale customer and shopper needs

• The programme goes beyond the effective merchandising plan to how to manage your field sales operations teams, providing you with the knowledge and tools to optimise performance at the coalface – where your product and your shopper meet

Learning Outcomes

• Understand how the consumer decision tree and effective execution at the PoP (point of purchase) influence shopper buying behaviour, and how to tailor your range and merchandising plan accordingly

• Know how to identify the right performance data to build a compelling range and assortment proposition for your business and your retail/wholesale customer

• Understand what constitutes the ‘perfect store’ by channel and by format and how to use an effective PoP Scorecard to drive field operations behaviour to deliver your ‘perfect store’ objectives

• Insight into best-practice point of sale and promotional display on the shop floor – ‘who is winning on the shop floor?’

Attendees

• Field Operations Managers • Category Managers• Brand Managers • Account Managers• Customer Insights Managers

Delegate Feedback


cbptoolkitThe insight and toolkit you need to build an effective, relevant customer business plan

A unique customer planning programme, which is designed specifically for South African consumer goods suppliers. Based on global and local Customer Business Planning best practice and underpinned by a unique one-on-one ‘coaching’ approach, your key account team will emerge with a relevant, manageable and measurable customer plan by channel, customer and format.

The programme is customized to your needs depending on your stage of evolution in:I. The customer business planning process, andII. Extent of cross-functional retailer engagement

Stages of the Retail – Supplier Relationship Evolution

Programme Overview

• In a context of ‘too much data’ and ‘not enough actionable insight’ – our practical approach will ensure you maximise the business intelligence data at your fingertips to highlight the gaps and opportunities for your business

• CBP Specialist one-on-one coaching provides a safe, constructive context in which to build a practical, manageable customer plan and KPI scorecard

Learning Outcomes

• Emerge with a clear ‘situation-analysis’ of your Customer’s current and expected trading reality, how retailers and suppliers are positioning for growth, and the resulting ‘So What? for your business

• Understand how to build a winning commercial proposition – maximising category value for you and your customer by channel, by format

• Return to your desk with a simple, yet effective customer business plan and scorecard template, the insight and support to populate it, and the ability to track delivery against the plan

Elementary Advisory Planning Strategic Partnership


An Integrated Programme

“This was the first programme that has given me a practical, simple template that I understand. I came out with a working tool which doesn’t just sit on my shelf”

Account Manager Adcock Ingram

Delegate Feedback


TI ACADEMY SOLUTIONS

For companies who are looking for a holistic, integrated academy solution, Trade Intelligence will build a 1-3 year programme that (is):

1. Customised to respond to your specific learning and development needs across key functions and levels of seniority

2. Aligned with the your business strategy and stage of evolution in the strategic customer business planning process

3. Promotes cross-functional engagement and business planning

4. Maximises training and development ROI

The outcome is to be respected by your Retail and Wholesale customers as a customer-centric business.

Learning Platforms

Our clients adopt one or a combination of the below learning platforms to optimise the translation of learning into action.

The Academy Module Basket

Ti work in partnership with our clients, dovetailing our expertise with your current ways of working to optimise programme outcomes. We partner with specialists in their fields to deliver a full spectrum of skills and capability solutions.

The table 1.1 on the right illustrates the Trade Intelligence basket of modules which allow for flexibility in terms of application and customisation to ensure a solution that is relevant to our client needs.

Classroom and boardroom learning, dovetailed with guest speakers from trade and best-practice service providers

Coaching and mentoring (programme specific)

Briefings and practical workshops

Retailer-Supplier Forums (off-site booking)


Foundation Intermediate Advanced Integrated

Customer Excellence

Tradescape 1.0 + 2.0 – Know your Customer

Introduction to Key Account Management 1.0 + 2.0

The principles of Demand Management 1.0 + 2.0

CBP Toolkit 1.0 + 2.0

Tradescape 3.0 – Customer Gap Analysis

Effective Key Account Management 3.0

Route-to-Market and Channel Strategy Devt 3.0

CBP Toolkit - Building your Customer commercial Plan 3.0

Building an effective Contact Strategy 3.0

Tradescape 4.0 – Executive Briefing

Joint business planning – steps to integration 4.0

RTM and Channel Strategy Insights 4.0

Top-to-top engagement – Executive insights

In-Store Excellence

Winning at the POP 1.0 + 2.0

The principles of effective ranging and merchandising 1.0 + 2.0

Pricing Tactics at the shop shelf 1.0 + 2.0

Effective promotion management 2.0

Winning at the POP 3.0

Building an effective merchandising plan 3.0

Category Tactics – Pricing and Promotion 3.0

Wining at the POP 4.0 – global & local; best practice

Insight Excellence

Introduction to Retail data 1.0

Tuning data into Insight – 1.0 + 2.0

Optimising Business Intelligence 3. 0

Translating Data to Insight – extracting the value 3.0

Global & Local Retail Trends and best prac-tice insights

Category Excellence

Category Management 1.0 + 2.0 – Getting Started

Effective Category Management – the integrated 8-step process 3.0

Global & Local Retail Trends and best practice insights

Shopper Excellence

Shopper Marketing at Retail 1.0 + 2.0

Effective ROI on Trade Spend 1.0 + 2.0

Shopper Marketing at Retail 3.0

Effective ROI on Trade Spend 3.0

Insight into Retail Shopper Strategy and Dynamic 4.0

Innovation Excellence

New product listing – delivering an effective retail proposition 1.0 + 2.0

Effective New Product Listing 3.0

Commercial Excellence

Basic Trade Maths 1.0

Customer Financial Measures 2.0

Retail Maths 3.0

Trading Terms 3.0 – Building a winning Commercial Proposition

Retail Maths – Master Class

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Table 1.1

www.tradeintelligence.co.za

+27 [0] 31 303 [email protected] Box 51077, Musgrave 4092Unit 2A. 33 Churchill Road,Morningside, Durban 4001www.tradeintelligence.co.za

@TradeTatlertradeintelligencetradeintel

school of retail - trade intelligence...• gain an understanding of the sa food and grocery retail...

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