Finding The Right Ingredients - Helping You Develop Your Food Marketing Strategy

The programme will run over six weeks, lasting three hours each of the six days.  Participants must attend every session.

The Trainers:

This course will be delivered by Mr. George Latella  and Dr. Richard J. George of St. Josephs University, Philadelphia, USA.

George has taught Food Marketing at Saint Joseph’s University for 30 years. He has received three Teaching Excellence awards and was voted the best Professor in the Haub School of Business in 2016 by students.  He will share his knowledge and experience of what works for food businesses which will be demonstrated through case studies.

Richard is Professor Emeritus of Food Marketing for Haub School of Business, St. Joseph’s University, Philadelphia.  He holds an MBA from Harvard University, and a Ph.D. from Temple University. He is author or co-author of 12 books including “Winning Customer Rules” and “Winning Marketing Strategy: The Rules,” and has been recognized with several awards for teaching and research excellence, including the prestigious Lindback and Tengelmann Awards.

Dates:

Monday    13th September      10am - 1pm
Monday    20th September      10am - 1pm
Monday    27th September      10am - 1pm
Monday     4th  October           10am - 1pm
Monday    11th October           10am - 1pm
Tuesday   19th October           10am - 1pm

Programme Overview:

Week One: Overview & Trends (Covid Impact)

Even pre Covid 19 everyone knew the food retail environment was changing.  Consumers are seeking greater convenience, quicker check-out, friendlier service, more ethnical products, and now make their food purchases in a variety of non-traditional food retail outlets as well as online.

As the expression says, “We can’t change the wind, but we can adjust our sails.” This interactive session will discuss and highlight several of these changes, as well as the impact of Amazon and technology, and will identify real opportunities for retailers to defend against or take advantage of these changes.

Week Two: Winning Marketing Strategy

This week will focus on successful marketers and explores their strategies for success. It will be a lively, interactive session identifying ten universal rules for strategic success with countless clues.

Participants can forever shelve their “ad hoc” approach to strategy and can take home an approach that can be implemented the next day.

Week Three: The Changing Consumer

As the world begins its slow pivot from managing the COVID-19 crisis to recovery and the reopening of economies, it’s clear that the period of lockdown has had a profound impact on how people live. The period of contagion, self-isolation, and economic uncertainty will change the way consumers behave, in some cases for years to come.

The new consumer behaviors span all areas of life, from how we work to how we shop to how we entertain ourselves. These rapid shifts have important implications for retailers and ‘consumer-packaged-goods’ companies. Many of the longer-term changes in consumer behavior are still being formed, giving companies an opportunity to help shape the Next Normal.

Week Four: Innovation & Supply Chain

Covid-19 has upended our lives, and there is not an industry that has not been shaken by the pandemic. Services from health care to education are being delivered virtually. However, we are not at a point where food, clothing, raw material, health care supplies, etc. can be experienced "remotely."

As a result, supply chains are being stretched, strained, and broken in an unprecedented fashion. Failure to address critical supply chain issues promptly could exacerbate this situation, causing extreme food shortage and increased global conflict.

This is the first time in recent decades that supply chain disruption has taken place on a global scale, and enterprises need to rise to the occasion. In a future where trade wars, nationalism and preference for domestic manufacturing could become the norm, companies need to adapt quickly and re-architect their supply chains to ensure minimal disruption and loss of economic value.

Week Five: CPG & Retail Best Practices

The food industry is always evolving. As companies search to produce better food in greater quantities at a more affordable price, their means of doing so are constantly changing. In 2021, some of the important goals for the industry include using more technology, finding new distribution channels, and being more environmentally conscious.

There are some common best practices that companies in this industry can use to help them along the way. These best practices should be universal in the food industry as we enter the third decade of the 21st century. The smartest, most successful companies in the industry will be able to internalize these practices and use them to produce their finest products in the most efficient way possible.

Week Six:  Lessons Learned

This session will be totally interactive. Each attendee will present three lessons learned and how they will transfer these to their business. Unless there are competing businesses attending, we envision that the presentations and discussions will be open so that everyone can benefit from each other. Otherwise, we will set up breakout rooms and the competitors can present privately.

Workshop Material:

Handouts, templates and case studies will be provided to you.