The program is based on the latest approaches of leading international corporations to demand forecasting and planning. The program is designed for a wide range of professionals: marketing, sales, finance and logistics. Interesting both for specialists and middle managers, and managers. The main focus of the program is on technology forecasting and decision of practical tasks, as well as in the program collected the general picture of the relationship of strategic planning and demand forecasting, process, and possible function of demand planning and sales. Format Occupation: 60% - 40% theory and - practice.

Who needs this training must:

• Marketing Director

• Analysts and demand-planner

• Marketing and branding

• Marketers

Contents:

• Supply and demand:

◦ properties of demand.

◦ Lack or excess of the product as a result of incorrectly predicted demand.

• The relationship of financial and strategic planning with the planning of demand for the company. Place in the overall demand planning system, planning for the company.

• Sugar content portfolio and positioning products.

◦ Raleigh products in the portfolio.

◦ The use of ABC and XYZ analysis of the planning portfolio. The relationship with the planning of demand.

• Pricing and elasticity of demand. Methodology for determining the price elasticity of demand.

• Analysis and structuring of existing statistics: principles, approaches and techniques.

◦ Finding and interpreting data and macro competitors from outside sources.

◦ Interpretation of marketing research. Recommendations to the purchase and use of marketing research data.

◦ Structuring own statistics company.

• Demand forecasting algorithm.

◦ Rated capacity of the market and competitive environment. Formation of a portrait of competitors and their prediction strategies.

◦ Top-down and bottom-up approaches. How to find a consensus.

◦ Forecasting demand basic blocks (baseline, trend, seasonality, the impact of marketing activities).

◦ forecasting demand under the influence of marketing activities. Types of activities in terms of demand forecasting in the short and long term.

◦ Types of activities from the perspective of demand forecasting for short and long term.

• Demand Forecasting in a falling market. The construction and use of tables MAT (Moving Average Total, MAT).

• Forecasting, planning and demand management during the crisis. How to navigate in the short term and not lose market share in the long run.

• Plan logistics and demand of the product. The relationship of planning and demand chain planning business support.

• Methods of forecasting demand "from scratch".

• Specifics of forecasting demand for the manufacturer and retailer. Demand and Category Management.

◦ Analysis and optimization of structure and balance of the range. Application of optimization methods range.

◦ Assessment of the potential product category.

◦ The formation of the concept of profitability range.

◦ Analysis of brands within a category. Brands locomotives and outsiders.

◦ retailer dependence on credit. The action of the retailer during the crisis. Construction of the interaction of the manufacturer and retailer today.

• 14 workshops:

◦ 1. Analysis of existing data and build a portrait of its main competitors.

◦ 2. Predicting the market price of the company's products, using data from market research on the dynamics of average prices in the market.

◦ 3. The calculation of the trend-index and trend-level of actual demand.

◦ 4. Calculation of the seasonal factor of the actual demand.

◦ 5. Calculation of additional sales after the launch of a new product. Calculation of the cannibalization of existing products.

◦ 6. The calculation of baseline actual demand.

◦ 7. A breakdown of statistics of the previous period into blocks of actual demand.

◦ 8. Curve elasticity of demand.

◦ 9. Demand a plan for a year and building its structure, based on statistics.

◦ 10. The calculation of demand in a period of several marketing activities (campaigns).

◦ 11. Calculation of pipe-line for the new product.

◦ 12. MAT tabulation, based on statistics of past periods.

◦ 13. Case Study: Building a plan for the demand of a three-year period, with details on 1 year, based on data from the macro-environment, competitors and their own company's data.

◦ 14. Working Session: Meeting planners demand for the company.