9th New Rules for Retail Marketing

Traditional retail is becoming increasingly volatile and challenged as a business model.  Brick-and-mortar has shifted to online, while online is shifting to pop-up storefronts.  The Big Box is losing ground to convenience stores and neighborhood stores, while the smartphone is becoming the shopper's most-trusted assistant.  

How does this tsunami of change affect the retail marketing mix?  How does one create competitive advantage in this scenario?

Basic Retail Marketing will look at the magnitude of the changes taking place in the retail industry today, as well as the speed at which these changes are unfolding.  It will revisit the 7Ps of retailing, namely, Place, Product, Price, People, Promotion, Process, and Physical in the context of the new retailing marketplace, and provide practical strategies for creating competitive advantage in this new age of consumerism.

This seminar is designed to be of relevance to all types and sizes of retail businesses.  It is also recommended for suppliers and service providers to retailers, as well as those who are thinking of entering the retail business.

Key Topics:

  • The 6 Forces Disrupting Retail Today
  • What is Strategy? How Do We Create/Sustain Competitive Advantage in Retailing?
  • The Retail Marketing Mix:  Place, Product, Price, People, Promotions, Process, and Physical.

o   Place:  Is it still location, location, location?

o   Product:  Getting Your Assortment Right

o   Retail Pricing:  Pricing Strategies in the Age of Commoditization

o   People:  The Inextricable Link Between People, Culture, and Customers

o   Retail Promotions:  The ABCs of Positioning and Communicating

o   Process:  Fast Retailing Just Got Faster

o   Physical:  Experience, Experience, Experience

  • Putting it All Together:  Developing Your Retail Marketing PlanCase studies to be used come from a wide range of local and international retailers covering a variety of retail formats to include food, category killers, supermarkets, department stores, warehouse clubs, specialty fashion chains, and online.

Who Should Attend:

This program is for owners, managers and supervisors in the retail sector and allied or associated industries, including those who are in  general management, marketing, merchandising, store operations or key accounts management.  

Benefits for Participants:

  • Develop an in-depth understanding of the retail industry, its challenges and strategies for competing effectively
  • Be updated on global retailing trends and best practices of successful retailers locally and internationally
  • Become a more strategic and effective retail practitioner

Benefits for Your Organization:

  •  You will understand and adapt more effectively to the rapid changes that are taking place in the retail environment to help you remain competitive.
  • This will also build the strategic planning skills of your key personnel and provide them with the tools to upgrade and improve the planning and execution of your retail marketing programs. 

About the Speaker

Frances Yu

Chief Retail Strategist

Frances Yu has over 20 years of experience in retail marketing. She has been the Vice President & Business Unit Head of Rustan’s Supermarket under Rustan’s Supercenters, Inc. (RSCI) - a member of the Dairy Farm International Group and one of the largest chains of hypermarkets andsupermarkets in the Philippines. RSCI has various retail brands, namely: Shopwise Hypermarkets, Rustan’s Supermarkets, and Wellcome Community Stores.  She is formerly the Vice President and Head of Marketing Operations for RSCI.

Frances Yu has over 10 years of consulting expertise in Corporate Marketing and Marketing Research. She has founded and managed as President the FJY Consulting, Inc. The company provided corporate marketing and management consulting services to leading companies in the Philippines and Asia. She has been the Vice President and General Manager of a marketing research and consulting firm that caters to Top 500 corporations in the retail, banking, telecoms, I,T., manufacturing, services, and public sectors.

She has spoken in various forums and conferences for the Intercontinental Group of Department Stores in Asia, Europe, and South Africa, the National Retailers Conference and Stores Asia Expo, Philippine Direct Marketing, National Research Congress, Philippine Marketing Association, and Association of Marketing Educators (Philippines). She has shared her invaluable insights and frameworks on retail branding, customer relationship management (CRM), customer service, and market intelligence.

Frances Yu is a Summa Cum Laude graduate of BA in English Literature of Fordham University, New York. She is also a co-author of the Mansmith Mentors' List : the 8 P's of Marketing.

Regular Rate

(If paid during August 28 - September 26)

On-site Rate

(If paid during or after the training.)


Closing Date







Deadline : Sep 20, 2018