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Êàòåãîðèéíûé ìåð÷åíäàéçèíã - óïðàâëåíèå ïîêóïàòåëåì.

Äâóäíåâíûé ñåìèíàð /  ïÿòîå-øåñòîå ìàðòà, ã. Ìîñêâà

Óçíàòü ïîäðîáíóþ èíôopìaöèþ è îôîðìèòü ðåãèñòðàöèþ ìîæíî ïo ò/ô: (495) 585-06-42

Ïðîãðàììà îáó÷åíèÿ:

Öåëü ñåìèíàðà
Ïåðåäàòü ó÷àñòíèêàì íîâóþ äëÿ Ðîññèè òåõíîëîãèþ êàòåãîðèéíîãî ìåð÷åíäàéçèíãà, «îáêàòàííóþ» çà ðóáåæîì è ãîòîâóþ ê âíåäðåíèþ íà ðîññèéñêèé ðûíîê.

Öåëåâàÿ àóäèòîðèÿ
Ìàðêåòèíã-äèðåêòîðà, ìåð÷åíäàéçèíã-ìåíåäæåðû, ñïýéñ-ìåíåäæåðû, êîììåð÷åñêèå äèðåêòîðà, ìåíåäæåðû îòäåëà çàêóïîê, ìåíåäæåðû îòäåëà ïðîäàæ, êàòåãîðèéíûå ìåíåäæåðû.

Ïðîãðàììà îáó÷åíèÿ
Ñòðóêòóðà îòäåëà ìàðêåòèíãà òîðãîâîé ñåòè. Ôóíêöèè îòäåëà ìàðêåòèíãà, êàê îíè ðàñïðåäåëåíû:

- Îïðåäåëåíèå çîíû ïîêðûòèÿ ìàãàçèíà (øàëàíäèçà).
- Îïðåäåëåíèå ñðåäíåãî ïîêóïàòåëÿ.
- Îïðåäåëåíèå ñðåäíåé êîðçèíû.
- Îïðåäåëåíèå âëèÿíèÿ êîíêóðåíòîâ.
- Îïðåäåëåíèå òîâàðîâ 20õ80.
- Îïðåäåëåíèå 100 òîï-òîâàðîâ.
- Îòñëåæèâàíèå "ñïÿùèõ òîâàðîâ".
- Îïðåäåëåíèå åäèíûõ ïðàâèë âûêëàäêè è ìåð÷åíäàéçèíãà â ìàãàçèíàõ.
- Ñîçäàíèå ãîäîâîãî ïëàíà ïðîìîàêöèé, ðåêëàìíûõ êàìïàíèé.

Ñòðóêòóðà êàòåãîðèéíîãî ìåíåäæìåíòà çàïàäíîé ðîçíè÷íîé ñåòè.

- Ïî÷åìó â Ðîññèè ïî ñóòè íè ó êîãî íåò êàòåãîðèéíîãî ìåíåäæìåíòà?
- Êàòåãîðèéíûé ìåíåäæåð – ãðîìêîå íàçâàíèå ìåíåäæåðà îòäåëà çàêóïîê èëè êîììåð÷åñêèé äèðåêòîð 25% àññîðòèìåíòà òîðãîâîé ñåòè?
- Ïî÷åìó â Ðîññèè íåâîçìîæíî íàéòè ïåðñîíàë íà äîëæíîñòü êàòåãîðèéíîãî ìåíåäæåðà?

Ìåñòî ìåð÷åíäàéçèíãà â ñòðóêòóðå òîðãîâîé ñåòè ìåð÷åíäàéçèíãà.

- Áèçíåñ-ïðîöåññ ìåð÷åíäàéçèíãà.
- Ñîçäàíèå ñòàíäàðòîâ ìåð÷åíäàéçèíãà ñîáñòâåííûìè ñèëàìè.
- Ñîçäàíèå ïëàíèðîâî÷íûõ ðåøåíèé ìàãàçèíîâ ñâîèìè ñèëàìè.
- Ñîçäàíèå ìåð÷åíäàéçèíãîâûõ ïëàíîãðàìì íà îñíîâå êàòåãîðèéíîãî ìåð÷åíäàéçèíãà.

Íåîáõîäèìûå äåéñòâèÿ äëÿ âíåäðåíèÿ êàòåãîðèéíîãî ìåð÷åíäàéçèíãà. Àíàëèç ïîêóïàòåëåé, ïîêóïîê è àññîðòèìåíòà:

- Êàê ïîäáèðàåòñÿ àññîðòèìåíò.
- Êàê ïîëó÷èòü êîíêóðåíòíîå ïðåèìóùåñòâî?
- Êàê âûãëÿäèò ïðàâèëî 20/80 ïî ñåçîíàì.
- Àâñ-àíàëèç àññîðòèìåíòà. Ôîðìèðîâàíèå òîâàðîâ òîï-100.
- Öåíîîáðàçîâàíèå. Ïðèíöèïû â ðàçíûõ ôîðìàòàõ.
- Ñîçäàíèå ìåð÷åíäàéçèíã-áóê ñâîèìè ñèëàìè. Êîíöåïöèÿ ìåð÷åíäàéçèíãà òîðãîâîé ñåòè.
- Ðàñïðåäåëåíèå ôóíêöèé ìåð÷åíäàéçèíãà ìåæäó îòäåëîì ìàðêåòèíãà è êîììåð÷åñêîé ñëóæáîé.
- Ñîñòàâëåíèå ïðàâèëüíîé ïëàíèðîâêè òîðãîâîãî çàëà
- Ñîñòàâëåíèå ïëàíîãðàìì âûêëàäêè òîâàðîâ

Ôîðìèðîâàíèå ïëàíîãðàìì â òîðãîâîì çàëå è íà ïîëêå íà îñíîâå êàòåãîðèéíîãî ìåð÷åíäàéçèíãà. Ôîðìèðîâàíèå ñîâìåñòíîé âûêëàäêè. Ïðèíöèïû è ïðàâèëà. Ïîäãîòîâêà ê ïðàçäíèêàì, ïðàçäíè÷íûé ìàðêåòèíã. Îñíîâíûå ïðèíöèïû âûêëàäêè êàòåãîðèéíîãî ìåð÷åíäàéçèíãà:

-  ÷åì ðàçíèöà è ãäå ñåêðåò óâåëè÷åíèÿ ïðîäàæ?
- Âåðòèêàëüíàÿ êîðïîðàòèâíàÿ.
- Ãîðèçîíòàëüíàÿ ïî ìàðêå.
- Ãîðèçîíòàëüíàÿ âûêëàäêà ïî ìàðêå.
- Âåðòèêàëüíàÿ âûêëàäêà ïî òèïó òîâàðà.
- Âåðòèêàëüíàÿ âûêëàäêà ïî òèïó óïàêîâêè.
- Âåðòèêàëüíàÿ êîðïîðàòèâíàÿ âûêëàäêà.
- Ìîäèôèöèðîâàííàÿ âåðòèêàëüíàÿ êîðïîðàòèâíàÿ âûêëàäêà.
- Ïîëåòíàÿ âûêëàäêà.
- Äèñïëåéíàÿ âûêëàäêà.

ÏÐÀÊÒÈÊÓÌ ÏÎ ÑÎÇÄÀÍÈÞ ÏËÀÍÎÃÐÀÌÌ

- Ñîîòíîøåíèå òîðãîâîé è íåòîðãîâîé ïëîùàäè
- Ïëàíèðîâêà òîðãîâîãî çàëà. Îðãàíèçàöèÿ ïîòîêà ïîêóïàòåëåé âíóòðè ìàãàçèíà áåç ìåðòâûõ çîí.
- Çîíèðîâàíèå òîðãîâîãî çàëà.

ÏÐÀÊÒÈÊÓÌ ÏÎ ÑÎÇÄÀÍÈÞ ÏËÀÍÈÐÎÂÊÈ

- Êàê ÷àñòî èçìåíÿåòñÿ ïëàíèðîâêà çàëà è àññîðòèìåíò?
- Çà êàêîé ïåðèîä ñâåðÿþòñÿ äàííûå äëÿ ïðèíÿòèÿ ðåøåíèÿ î ïåðåñòàíîâêå îòäåëîâ è çàìåíû àññîðòèìåíòà?

Óâåëè÷åíèå ïðèáûëè çà ñ÷åò ìàðêåòèíãîâûõ îò÷èñëåíèé ïîñòàâùèêà. Ïîäõîä â Åâðîïå è Ðîññèè - êàêîé âûãîäíåå?
Ïðèâëå÷åíèå ïîêóïàòåëåé ñðåäñòâàìè âèçóàëüíîãî ìåð÷åíäàéçèíãà

- Ïðàâèëüíîå îôîðìëåíèÿ âèòðèí, ôàñàäà.
- Ôèðìåííûé ñòèëü è äèçàéí ìàãàçèíà.
- Ìàðêåòèíãîâûå è ãðàôè÷åñêèå ìàòåðèàëû.

Íåéðîìàðêåòèíã – íîâîå ìèðîâîå òå÷åíèå, äàþùåå ïðèðîñò ïðîäàæ 5-17%:

- Äåéñòâèå íåéðîìàðêåòèíãà.
- Íåéðîìàðêåòèíãîâûå öåííèêè.
- Íåéðîìàðêåòèíãîâûå ðåêëàìíûå ìàòåðèàë.

Âðåìÿ ïðîãðàììû: ñ 10.00 äî 18.00 (c ïåpåpûâoì ía îáåä è êîôå-ïaóçy).
Ñåìèíàð ïðîâîäèòñÿ â Ìîñêâå (ì. Ñàâåëîâñêàÿ, Äìèòðîâñêàÿ).
ÀÊÖÈß "1+1=3" : Ïðè ó÷àñòèè äâóõ ñîòðóäíèêîâ îò îäíîé êîìïàíèè òðåòèé - ÁÅÑÏËÀÒÍÎ!
Öåíà oáy÷åíèÿ: 19850 ðóáëåé ñ ÍÄÑ.
B ñòîèìîñòü ñåìèíàðà âêëþ÷åíî:  ðàáî÷èå äîêóìåíòû êîôå-ïaóça, îáåä â påcòîðaíå.

Äëÿ påãècòðaöèè ía ñeìèíað íeîáõîäèìî oòïpàâèòü íaì ïî ôàêcy: ðeêâèçèòû îðãaíèçaöèè, òåìy è äaòó ceìèíàpa, ïoëíîe ÔÈO y÷añòíèêîâ, êîíòàêòíûé òeëeôoí è ôaêc. 

Óçíàòü ïîäðîáíóþ èíôopìaöèþ è çàpeãècòðèpîâàòücÿ ìîæíî ïo ò/ô: (495) 585-06-42