WINNING AT RETAIL

Cr eating An Impac t Wher e It Mat ters

2 December 2010 | Karachi Marriott Hotel
7 December 2010 | Serena Hotel, Islamabad
8 December 2010 | Pearl Continental Hotel, Lahore

Testimonials

“The trainer has the

experience which one
can feel when he talks.
A very pleasant
personality who
is knowledgeable
and friendly”
Brand Manager,
World Call.

“An excellent local

trainer with good local
day to day examples
which help to relate
with the subject
being discussed.”
Brand Manager,
Engro Fertilizers Ltd.

“A great session and a

great trainer, has good
knowledge and delivery
skills”
Manager Media Brand,
Stylo Shoes.

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WINNING AT RETAIL
Cr eating An Impac t Wher e It Mat ters

Course Overview

Retail or the point where the consumer comes in contact with the product (or service) is probably
the most critical touch point in the brand journey. Rightly called “the last mile” , this is where it gets
decided whether all the marketing , distribution and merchandising efforts put in to bring the consumer
in contact with the brand will bear fruit or not.

With the media fragmentation and product competition on the rise, the shopping experience is now
becoming as critical to the consumers as the product itself. So whether it is fast moving consumer
products, consumer durables or luxury products, the strategic importance of creating an impact at
retail just keeps increasing.

Experience at retail is equally important for industries like banking, telecom and fuel retailing as it
has a major influence on customer acquisition and retention.

It is also an area where a company’s marketing and sales have to synergize to create the brand
experience that will serve as the competitive advantage.

So whether you are in the business of selling products through a retail channel or run a retail operation,
cater to up-market consumers in metro cities or to rural consumers, it is crucial to understand what
is needed to win with the consumers once they have come in contact with your brand.

Course Benefits

Having attended this workshop, you will be able to understand:

Why retailing and creating an impact at retail will continue to become increasingly important
for all types of businesses
How to develop a winning retail strategy for your brand/product
Understand how to leverage shopper insights
The role of merchandising ,displays and planograms
How to maximize retail impact at different store types and with consumers of different socio-
economic classes
How smart retail management can drive customer acquisition and retention
What do you need to deliver a top class brand experience at retail
How to amplify the impact of ATL campaigns at retail and how to develop compelling Point of
Sale Communication
How to leverage the new trends in retailing coming to Pakistan e.g. International Chains and
Company owned outlets to your advantage
What are the skills that your teams need to possess to create a lasting retail impact
What are the retail KPI’s that you need to track to measure retail effectiveness
 2 December 2010 | Karachi Marriott Hotel
7 December 2010 | Serena Hotel, Islamabad
8 December 2010 | Pearl Continental Hotel, Lahore

Course Outline

Introduction to the concept of Retailing and Retail Marketing

Develop an understanding on the basic concepts of retailing and the scope of retail marketing, key
definitions and how it is increasingly becoming important across diverse industries.
Retail Marketing across industries and store types
Understand the criticality of retail marketing across industries including FMCG, Consumer Durables,
Banking, Service industry, as well as different store formats ranging from international chain
stores to the corner retail stores as well as retail service operations like banking etc and
company owned stores.
Developing a Winning Retail Strategy for your brand
What are the elements that need to be focused to develop a winning retail strategy. How to
incorporate shopper insights into this strategy.
Driving Marketing and Sales synergy
Why a team effort between sales and marketing can be the deciding factor in winning at retail.
Overcoming the challenges and making it happen. How to maximize retail impact on product
launches.
Driving Customer Acquisition and Retention by Managing the Retail Initiatives
What are the elements that you can play with to create an absolutely delightful customer
experience at retail
Discussion on retail best practices from various industries
Managing a retail business
Identify key areas of focus to build a retailing business. Choosing the location when opening
a new store? Building footfall and driving conversion. Driving cross-selling and up selling
Developing retail driven teams
What are the skills that you need to develop in your teams to create a lasting impact at retail
Retail KPI’s
How to measure the retail effectiveness and what KPI’s can be used to measure this.
Recap/ Q&A

The workshop will be interactive and include videos, exercises and relevant examples from
a global and local brand perspective to build relevance and understanding, as well as discussions
about brands represented by the workshop participants

Who Should Attend?

Marketing , Trade Marketing/Retail and Sales professionals from companies engaged in product or
service sales and marketing or running retail operations.

For best reapplication of workshop learnings to your own organization, it is strongly recommended
that organizations nominate cross-functional teams with representation from marketing/brand
management, retail/trade marketing and sales.
 WINNING AT RETAIL
Cr eating An Impac t Wher e It Mat ters
2 December 2010 | Karachi Marriott Hotel
7 December 2010 | Serena Hotel, Islamabad
8 December 2010 | Pearl Continental Hotel, Lahore
Your Course Facilitator
Afzal Shahabuddin
CEO, Resource Edge Consulting
Afzal Shahabuddin in a career spanning
over 18 years has gained valuable
experience in the areas of general
management , business management,
brand management , product management,
trade marketing and sales & distribution
management in diverse industries including FMCG, Consumer
Durables, Banking and Telecom.
He obtained his MBA in Marketing from IBA and Bachelors
in Engineering from NED University of Engineering and
Technology. During his career, he has been responsible to
deliver profitable growth and brand value with several global
brands with very high consumer retention.
He has been associated with leading organizations like Coca-
Cola, Gillette/ P&G, Samba Bank, Philips and Nokia in senior
management positions. Besides Pakistan, he has held
responsibility for other emerging South Asian markets like
Bangladesh, Sri Lanka, Nepal, Maldives and Afghanistan.
His last association has been with Nokia as Director Marketing,
Pakistan and Afghanistan, before he moved on to establish
and head Resource Edge Consulting, a brand and business
consulting company focused on outsourced marketing and
business solutions for organizations in different sectors. He
also heads Impessions Marketing Services, a consumer insights
driven marketing activation company.
For onsite customized programs by Afzal Shahabuddin
Please contact Tanvir Hussain
Email: tanvir.hussain@terrabizgroup.com
Phone: +92 21 3455 0431
Cell: +92 321 232 2486
Workshop Investment:
Rs. 9,500/-
Per Participant
*Early Bird Discount: (Before 15th Nov 2010)
Rs. 8,500/- Per Participant
*Every 4th and subsequent Participant to get a 50% Discount
Includes course ware, Terrabiz certificate, lunch, refreshments
and business networking.
Send your cheque in favor of "Terrabiz"
to Murad Hassan
Suite # 403, Shahwar Trade Center, Above Standard
Chartered Bank, Allama Iqbal Road branch, P.E.C.H.S.,
Block 2, Karachi, Pakistan.
Phone: +92 21 3455 0431 & +92 21 3455 319
Cell: +92 300 922 0647 & +92 321 278 1000
www.terrabizgroup.com
Registration Note:
Participation will be confirmed subject to receipt of payment.
Substitutions are welcome. Please notify us in writing at least two working days
prior to the event. All cancellations must be sent in writing, and will carry a 15%
cancellation fee, once a registration request is received and acknowledge by
Terrabiz.
Workshop fees must be paid in Full. No refunds will be given if a written cancellation
occurs within 10 working days prior to the workshop. Same applies for delegates
who don't attend the workshop without cancellation. Workshop materials will
still be couriered to them. However, if you have paid your workshop fee in full and
you wish to attend any other workshop from Terrabiz within 6 months of the initial
registration, you will only be invoiced for 15% of that workshop fee. Please note
that you can transfer only once. In the event of unforeseen circumstance, Terrabiz
reserves the right to cancel or postpone the event.
We are a business information firm,
having managed and organized events
of various calibers during the last 3 years
of our operations. Among our more
recent event are the Entrepreneurship
2010 – Changing the Mindset conference with MPF, 2nd Women in Business
& Leadership Conference WIBCON 2010, in April 2010 which we managed for
PSTD. ICAP in collaboration with Terrabiz organized a highly successful CFO
Conference ‘Rising CFO’ in March 2010 which was attended by 600 delegates.
MIT Entrepreneurship Forum Pakistan, Terrabiz and OPEN jointly organized a
conference on Corporate Innovation and Entrepreneurship’09, Karachi in
November 2009. We also managed the MAP Conference in November 2009,
Lahore with high appreciation from all over the country.
Terrabiz Human Capital Management Conferences which were held in Karachi
and Lahore in April09 and July09 respectively, and the Compensation & Benefits
Day in June '09 also received a very good feedback from the HR professionals
in the country.
We also organized the first ever conference on Digital Marketing in Pakistan
titled Marketing 2.0 which saw the confluence of the top three names in the
world of digital marketing - Google, Yahoo and Microsoft, represented by their
senior executives from abroad. Global Head of Mobile Marketing P&G was
also one of the speakers. Terrabiz has also organized some events with Google
Pakistan.
Terrabiz was responsible for producing a series of highly successful road shows
on the promotion of investment in Pakistani capital markets in different cities
for its client the Central Depository Company.
As part of our operations, we also regularly facilitate international trainers to
conduct public workshops in Pakistan. A few of them were 'Six Thinking Hats'
with Dr. Sunil Gupta, Life Time Master Trainer of Edward de Bono Tools, Nick
Blasdale Introductory Management Skills, Advanced Presentation Skills and
Media Relations by Simon Bucknall, HR Balanced Scorecard with Alan Fell;
Employer Branding with Dr. Olga Kampaxi, and many others.
Our recent training workshop participants list includes SSGC, OGDCL, KESC,
KAPCO, Pakistan Security Printing Corporation, State Bank, National Bank,
MCB Bank, RBS, HSBC Bank, Allied Bank, NIB Bank, Mobilink, Ufone, Zong,
Wateen Telecom, Telenor, Siemens, Haleeb Foods, National Foods, Cadbury,
Getz Pharma, Sanofi Aventis, Novartis Pharma, GSK, PharmEvo, Macter Pharma,
Sight Savers, Syngenta, Engro Corp, Coca Cola Beverages, CDC, HUBCO, and
Aga Khan University et al.
For Registration
Contact Tanvir Hussain
Cell: +92 321 232 2486 & +92 300 213 3849
Phone: +92 21 3455 0431 & +92 21 3455 319
Facsimile: +92 21 3455 7264
Email: tanvir.hussain@terrabizgroup.com
register@terrabizgroup.com