10
May

The Beer Industry: A Category Management Perspective

Written on May 10, 2014 by Campus Life in Professional

beer industryOn April 8, the IE Marketing Club had the special privilege to get a thorough understanding of the beer industry from Mr. Borja Castillo, a channel marketing expert with over 10 years of experience, who currently works in the Trade Marketing Department of a large alcoholic beverage brewer. He presented a case on how managers in the trade marketing department use data-driven research to influence and convince channel partners to drive sales activities. He likewise presented how these same strategic insights could be used to explore trade marketing opportunities in the sector.

 

 

Comments

Marcus May 1, 2015 - 1:12 pm

A really good example of how business can work with education to show how things work in the real world. In this case category management. Did he also explain how category management is used by supermarket buyers to reduce ranges, choose new products to be listed and what to promote when? There are always two sides to how cat man data is extracted and applied.

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