Marketing to the Rural Sector Australia

Reaching and influencing the decision makers to drive stronger engagement and increase market share in the rural sector

10 - 11 Sep 2018Swissotel, Sydney, Australia
Event Details
separately bookable workshop
Perfecting Category Management Strategies for the Rural Sector
12 September 2018 9.00am - 12.30pm
  • A Category Management Model for expanding our business with critical stakeholders:
    • Consumers – How to positively impact consumer behaviour change (increased usage)
    • Shoppers – How to positively impact shopper behaviour change (increased incidences, spending more)
    • Retailer – How to positively impact retailer behaviour change (increased support of our category – availability, visibility, affordability)
  • Develop and deliver a category management strategy that commercially motivates and engages your rural customers
  • Ability to look at categories in different ways to potentially unlock new opportunities in rural markets
  • Assessing market factors that influence the implementation of category management
  • Utilising a range of tools and techniques to develop category management in your organisation
  • Identify behavioural and technical skills required to implement category management
  • Making category management approach work for your organisation
  • Category Management Case Study: Learnings for industry & business

Simon Lawther

Director of Consulting

Real World Marketing

Simon’s background is in FMCG retailing, category and customer management; in Europe, Asia and most recently Australia. With career experience including Retail Strategy and Buying (Kingfisher Stores, UK), National Account Management and Trade Marketing (Unilever and Sara Lee, UK) and leadership positions in Category Development and Customer Marketing (Campbell Arnott’s and Diageo, Australia), Simon is well placed to build the strategic and executional capability of some of the biggest blue-chip FMCG businesses in Australia and New Zealand. Simon is facilitative, pragmatic and motivating.


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