Activity in product display strategy is easy to generate and easy to mistake for progress. Attribution in this part of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. Post-incident reviews keep identifying weaknesses in this aspect of marketing and commercial practice that were visible long before the incident. A common pattern is strong design of product display strategy paired with weak follow-through. It is written for people who have to make the marketing and commercial practice discipline work with the resources they already have. Participants gain a clear basis for measuring what this aspect of marketing and commercial practice has actually achieved. It concentrates on the parts of product display strategy that determine outcomes and treats the rest proportionately. Each session closes with a decision the participant must justify about the practice within marketing and commercial practice in their own setting. The programme ends where implementation begins, with this area of marketing and commercial practice broken into steps someone can start on Monday.
Expected Learning Outcomes
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Structure pricing for product display strategy to reflect value rather than cost.
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Build the positioning for product display strategy around a claim competitors cannot honestly make.
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Communicate the purpose of product display strategy to those who have to comply with it.
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Adapt recognised practice on product display strategy to local constraints without hollowing it out.
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Protect the brand while pursuing short-term targets in product display strategy.
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Build a register of the risks attaching to product display strategy and keep it current.
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Design the customer journey for product display strategy across the touchpoints that actually influence the decision.
