Printable PDF Version

 Drive real sales growth with brand building promo campaigns!

This course helps participants gain a broad base of knowledge and skills in managing sales promotions. It also helps participants become more responsible in the use of sales promotions to drive real business growth and at the same time build brand equity.

 

Key benefits for participants
Each participant will learn:

• real-world promotion campaigns and how to use sales promotions to reverse declining sales, or to convert from niche to mainstream
• a new understanding on how to evaluate good versus bad sales promotions using econometric approach
• the importance of having the right sales promo budget management approach

Key benefits for companies
The company will gain:

• knowledge on how to safeguard your brand equity from being abused in exchange of attaining short-term sales results
• greater returns on your promo spending by cutting unnecessary promos and avoiding wastage, as well as launching only campaigns that work for your brand
• improved product trial and brand acceptance by knowing what triggers and tools to use

Program Concept
MANY SALES PROMOTIONS PROGRAMS ARE LIMITED TO BUNDLING AND PRICE-OFFS. But there are a hundred other more ways that allow companies to maximize profitability and ensure effectiveness of efforts! Learn how to use sales promotion via persuasive communication to create differentiation in the short term and brand building in the long term. Know the critical issues in creating a sales promotions plan that takes into consideration historical data and the supply chain, among others.

 

Program Overview
Module 1: Business And Brand Building Ideas

• Revitalizing Flat Growth

- Attracting New Users By Ensuring Brand Relevance
- Co-Marketing To Help Ignite Product Innovation
- Sampling After Lean Season

• Repositioning From Specialty To Mainstream Market

- Fighting The "Goliath" In Your Industry
- Securing Critical Promo Partners
- Consistency And Oneness In Merchandising To Reinforce Core Brand Message

Module 2: The W's Of Sales Promotions

• Promo Mix Dynamics Within Marketing Mix
• Predicting Sales Promo Success
• Objectives And Effects Of Sales Promotions
• Criteria For Good Sales Promotions
• Payout Matrix And Prisoner's Dilemma

• Financial Measures: The Missing Link
• Indicators Of Loose Vs. Tight Promo Fund Management And How To Transform From Sales Driven To Marketing Driven
• Effective Trade Fund Management Template

• What Promo For What Product
• How Much To Invest
• Trends In Budget Allocation
• Econometric Model In Promo Evaluation

Case examples from the following products / industries shall be cited: 

• Alcoholic Beverage
• Chocolates
• Cosmetics
• Department Store
• Hardware
• Ice Cream
• Intimate Wash
• Jewelry
• Movies
• Processed Meat
• Retail

Who should attend:
Promotions Managers, Associates and Assistants, Trade Marketing Managers, Officers and Specialists, Key Account Managers and Specialists, Sales Managers, Regional Managers and Supervisors, Channel Managers, Brand Managers, Associates and Assistants

What our past participants said:
"I like the seminar workshop since it provides additional and valuable insights on effective and high impact promotions for trade and consumers. It also enables me to access learning from different industries on promotions."- Tom Vertera, Area Sales Manager, Monde Nissin

 "Rich knowledge, excellent examples, comprehensive analysis and good teaching style."- Randall Decano, Key Account Manager, Abbott Laboratories (Phils), Inc.

 "I find Josiah Go's sessions so enriching and relevant! His depth of knowledge and experience in sales and trade marketing, both local and international, is simply amazing!"- Rolly Lim, VP and Head of Trade Marketing, United Laboratories, Inc.

 "The seminar was an eye-opener. It challenges the way we do sales promos. It is a good investment especially for those who believe their people is the only source of competitive advantage."- Debbie Namalata, National Sales Manager, San Miguel Corporation (Beer) and former AVP, SMC-Purefoods

Recent participants include:

• Commercial Manager of Swedish Match
• Division Manager of Technolux
• Marketing Manager of Healthway Medical
• Sales Manager of Moldex
• Product Manager of Zuellig Pharma
• Trade Marketing Manager of Wrigleys
• Area Manager of Chowking
• Area Manager of Chevron
• Key Account Manager of Abbott
• Asst. Brand Manager of RFM
• Asst. Marketing Services Manager of Amcar Automotive
• Business Development Officer of San Miguel Coffeemix
• Marketing Services Officer of Jollibee
• Marketing Services Officer of Union Galvasteel
• Marketing Services Supervisor of Unilab Nutritionals
• Marketing Officer of Clarity Aesthetic
• Campaign Planner of Sara Lee
• Senior Specialist of Globe Telecom
• MPED Specialist of Nestle
• Promo Staff Assistant of Unilab