IV All-Russian forum on trade marketing in the field of consumer goods
In the context of a decrease in the purchasing power of the population and the stagnation of the economy, the task of moving away from price promotion becomes more urgent than ever. How is the strategy of retailers and manufacturers changing in this situation? How does all this affect consumer behavior? How will another attempt by the authorities to regulate prices manually affect the FMCG market?
As part of the IV All-Russian Forum on Trade Marketing, the forum will talk about new approaches to promotion: from new offline trade formats to direct interaction with the consumer. Experts will share examples of alternative promo strategies and ways to move away from price promo without losing a share of sales. The business program of the forum is dedicated to discussing topical issues in the field of trade marketing: consumer behavior analytics, forecasts for the development of the market for various categories of goods, planning and risk assessment against the background of the economic downturn, interaction with retailers and online platforms, as well as the development of new channels of communication with consumers.
What will be discussed
- Post-COVID consumer. Who is he? What does he want? How to work with him?
- New normal in retail. Current position and further fate of various FMCG categories.
- "Change or die": evolution and new rules of survival in the FMCG market.
- Pandemic as an opportunity: a review of effective promotion channels for the FMCG industry.
- Category management in ecommerce: channel growth, category exposure, segmentation and navigation.
- Omnichannel as a key method of interaction with the buyer in the current realities. The effectiveness of channels and their combination.
- Big data about the buyer. Where to get, how to unify and analyze?
- First among equals: how to stand out on the online shelf? Merchandising development strategy on marketplaces.
- Five technotrends in FMCG sales management.
- The future of the main shelf on the example of the confectionery category.
- Instead or together: the role and place of sales personnel in supporting online sales.
- Dynamics of sales of various FMCG categories through online channels in 2020 and early 2021.
- Risks and opportunities of working with bloggers.
- Joint promo of Zewa and Magnit with elements of gamification as an example of effective digital mechanics.
- Ways to get out of the promo peak.
- Cashback from the manufacturer - a new offline must-have? How it works, real experience and results.
- The manufacturer comes out: the development of the direct-to-customer model, conversational marketing and its own marketplace from the manufacturer.
- What is a manufacturer's brand store.
- Regional associations of suppliers and promotion of the product at the local level.
- On the way to multi-brand consumption. How to grow purchases within a single manufacturer.
- Successful collaboration between manufacturer and retailer.
- Online Retail Transformation: Home Consumption and the New Convenience Store Format.
- Course on healthy. Environmental responsibility and consumer education - how to build your brand into this trend?
- We develop sales in a multi-channel trading format. Mechanics, new tools, no promo.
- Customer development and the practice of its use by large companies.
- Prospects for interaction, access to various platforms.
- Negotiating in Trade Marketing: Effective Communication Techniques and Counteracting Manipulation.
- Creative, creative, and not creative. We develop out-of-the-box thinking.
- More details on the forum website.
WHO SHOULD VISIT THE FORUM?
- Heads of trade marketing and marketing
- Sales Development Director
- Trade marketers and marketers
- Brand managers
On March 17-19, experts of the IV annual FMCG & Retail Trade Marketing Forum 2021 .
Where and when:
Suschevsky Val street, 74, Moscow, Russia, Holiday Inn Moscow Suschevsky
March 17, 09:00
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