The workshop employs a 3-stage learning process to impart broad-based training in consumer marketing and retailing. Presentations and class discussions let participants rehearse previously learned concepts and embrace perspectives that take them beyond what they knew. Case studies facilitate the development of a deeper understanding of the subject. And the Destiny© exercise fuses the classroom with the FMCG workplace letting participants seamlessly apply and imbibe concepts, and practice what they learnt.
With the mission to improve their business performance, participants in this workshop develop strategies, and execute business decisions. They are grouped into teams, as either manufacturers or retailers. Manufacturers take decisions pertaining to their product mix, brand positioning, price, promotions and advertising and trade marketing. Retailers, on the other hand, take decisions pertaining to assortment, space management, in-store pricing, in-store promotions, banner positioning and advertising, store environment / service levels and the opening / closure of stores. They also need to manage their house brands in the same way as manufacturers manage their national brands.
Taught in an application-oriented fashion, the business simulation, which spans the length of the workshop, is interspersed with lectures, class discussions and case studies, over a period of three to five days. The agenda usually includes sessions on Brand Management, Category Management, Consumer Analytics, Retail Analytics and Negotiation Skills. The longer 5-day format also covers Brand Image & Positioning, Advertising, Price, Promotion, Retail Tracking, and Sales and Distribution.