Once you have a great product and/or solution, learn what buyers are looking for in a sell story. We will cover all of the components that you need for a presentation to retail inclusive of insights, the 4 P’s (Product, Price, Promotion, and Placement), and category solution ideas. You will learn…
- What syndicated and primary consumer insights you need to be respected as the expert in your category
- How to structure a cohesive story inclusive of the 4P’s
- Unique category solutions/merchandising ideas that will impress a buyer
About the Presenter:
Laurie Parfitt is a seasoned Marketing & Category Management Executive with extensive experience in brand strategy, activation, assortment optimization, category strategy, planogram support, and consumer insights through her experience at Kraft Foods, Jim Beam, Topco, Mizkan (Ragu & Bertolli) and Mission Dispensaries. She has worked with Grocery, Mass, Club, Drug, and Dollar chains across the country, as well as with local, independent, and non-chain sellers. She brings extensive experience with Nielsen, IRI, Mintel, Spectra, MarketTrack, InfoScout Omni-Panel, Homescan Panel, primary consumer research and JDA as well as Apollo. She is skilled in using data to develop shelving, category strategy, and customer sell stories.
