Course Name

Fundamentals of Shopper Marketing & Strategy


March 21, 2023 - April 01, 2023

Schedule via Zoom:

March 21, 23, 25, 28, 30, & April 1, 2023 

Tuesdays & Thursdays
5:30 pm - 9:00 pm, 

8:30 am-12:00 pm


Regular Rate:

Php 16,500

Early Eagle Rate:

Php 15,000

Valid Until:

March 07, 2023

Fundamentals of Shopper Marketing & Strategy


The Fundamentals of Shopper Marketing & Shopper Strategy course allows Salespeople, Shopper Marketers, Demand Planners, and even Marketing people to understand shopper behavior to a higher level.  Shopper marketing focuses on the customer or buyer at the point of purchase but takes into account the mental as well as the physical path-to-purchase of the shopper/buyer. This takes into account the decision points in the shopper's purchasing journey.

Shopper Marketing attempts to influence the shopper/buyer’s ‘shopping mission’ at the moment when they are actually prepared to buy make the purchase. The course will help the commercial people in the organization in creating a good shopper marketing proposition then do the actual activation in-store and thus create an immediate impact and directly influence the purchase behavior.

The course will also take us through the 6-step approach Shopper Strategy process from creating the proposition to delivering the activation. These steps take on a detailed approach to the PDCA processes in the shopper strategy process.

The course will also tackle an update on Shopper Marketing changes during the current pandemic and let the participants share their experience on the changes they have personally experienced.

At the end of the course, participants will present either their actual trade marketing campaign or take a photo of shopper campaigns they are interested in and critique their work using the 6-step approach.

Who should attend

If you are in charge of sales or marketing, whether consumer packaged goods, food service, or retail who wants to expand their knowledge on Trade Marketing.


At the end of this program, participants will be able to:

1. Fully understand the key principles, and methodologies in Shopper Marketing/Trade Marketing;

2. Better understand the shopper strategy process & methodology; and

3. Provide key insights into the shopper path-to-purchase & shopper mission.

I. Introduction to Shopper Marketing/Trade Marketing

II. What is Shopper Marketing?

III. Shopper Marketing Strategy/Activation

IV. 6 Steps of the Shopper Strategy Process
      A. Creating the Proposition
      B. Delivering the Proposition

V. Presentation of Trade Marketing Campaign

Mr. Paolo S. Serrano is currently the Head of Sales of Arla Foods Philippines. Southeast Asia-awarded business leader with 25 years of marketing, sales, and operations experience in Consumer Goods, Telecom, and Food and Beverage Industries. 

He previously worked as Regional Marketing Director (Southeast Asia) and Marketing Director (Philippines) at Arla Foods for two (2) years, Business Development Director at Globe Telecom for two (2) years, Senior Brand Manager and Sales and Marketing Manager at Mondelez Philippines for five (5) years, and Distributor Business Executive, among other roles, at Nestle Philippines, Inc. 

His most recent awards include the Best Advertiser of the Year in the 2019 Asia-Pacific Tambuli Awards, YouTube Philippines 2019 Ad of the Year, multiple franchise awards in the Franchise Excellence Awards of the Philippine Franchise Association, and an award from Investors In People, a global organization that advocates employee programs to deliver business results.

He has experience in building and implementing market strategy, brand and category management, sales and business development, and building high-performance teams within the Southeast Asian Market, particularly Japan, Korea, Hong Kong, Taiwan, Singapore, and the Philippines. 

He is a proven leader that has led teams to sales and business growth in Southeast Asian markets in the consumer goods, food and beverage and telecom industries. Won the Silver International Stevies Award for Arla Foods and the Bronze Stevie Awards Asia Pacific for Globe Telecom through aggressive marketing strategies, and innovative product development. 

Mr. Serrano graduated Bachelor of Science Commerce degree in Marketing Management from De La Salle University. 

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