Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The conference was attended by more than 40 participants, representatives of the leading companies in the FMCG industry in Bosnia and Herzegovina.
Introduction to the conference and their opinion on this topic was given by representatives of the organizers, Rešid Muratović, chief editor of InStore Magazine, and Haris Kulović, InAcademy.
His view of solutions to management of space and line of products was also given by the representative of Nielsen Croatia, Krešimir Štivičić, who led the attendees through three important segments, which are Trends, Category Management and Customer Focus.
A lot of attention was also raised by the lecture of Darko Vaselić, expert in Category Management, which was based on Category Management (steps and partnership), Shopper Marketing and interdependence of these two categories. “The partnership is what counts,” said Vaselić.
Conclusions after the lecture were:
Category Management brings improvement of the category, if you follow the methodology;
Partnership is the key “spice”;
Shopper marketing offers improvement of efficiency and effectiveness of BTL and ATL investments;
Shopper marketing goals are simultaneous improvement of sales, profit and brand image;
Preconditions: separation of buyers and consumers and adoption of the path to purchase;
Integration of these two concepts brings benefits for business.
Representatives of BH Telecom, as partner of the TINB project, presented the novelties and benefits of services tailored to the needs of the FMCG business.
The conference was closed by Sead Bašić, KAM expert, with a lecture on the topic of Category Management as part of the management of key accounts. He gave clear instructions on how to influence consumers in making purchasing decisions, what are the stages in the process of doing business with key customers, category management as part of the process of key customer management, and effective examples of category management.