Sales and MarketingTrade Marketing and Retail Execution
A brand is chosen or ignored in the few seconds a shopper spends in front of a shelf, and most of what determines that outcome is decided by execution in the store rather than by advertising. This course covers the store. Delegates work through shopper behaviour and the difference between a shopper and a consumer, category management and the range and shelf layout that a retailer will actually accept, and the availability problem, since a product out of stock loses the sale entirely. Promotions and their real profitability are covered, including the promotions that simply move volume forward. Point of sale material and display execution follow. The course closes on measuring execution in the field and on the trade spend that cannot be traced to a result.
Course objectives
- Distinguish shopper from consumer behaviour
- Build a category and range proposal a retailer will accept
- Solve availability and reduce out of stock incidents
- Evaluate promotion profitability rather than volume alone
- Execute point of sale material and displays effectively
- Measure in store execution in the field
- Trace trade spend to a result and cut what cannot be traced
Who should attend
- Trade marketing and category staff
- Field sales and merchandising teams
- Key account managers serving retailers
- Brand managers in consumer goods
- Retail buyers and category managers
Course outline
- 01Decided in seconds at the shelf
- 02Shoppers against consumers
- 03Category management and range
- 04Shelf layout and what retailers accept
- 05Availability and out of stock
- 06Promotions and real profitability
- 07Point of sale and display execution
- 08Field measurement and untraceable trade spend
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 11 to 13 November 2026 | Gaborone, Botswana | Classroom | R14,950 per delegate | Register Now |
| 23 to 25 November 2026 | Online | Online | R6,500 per delegate | Register Now |
| 16 to 18 December 2026 | Cape Town, South Africa | Classroom | R14,950 per delegate | Register Now |