1. Purpose of Workshop Workshop Conducted By:
Pakistan has been identified as one of ten ‘hidden heroes’ of the next
generation of retail markets, following a new wave of consumerism.
Whether you are selling your products through network of retail outlets
managed by others or you are running your own retail set up (individual
shop or chain of outlets), you should be well equipped to leverage the
retailing business for achieving your business objectives. It is therefore
essential for you to know the latest market trends and sources of future
growth for retailing industry in Pakistan. Mr. Shoaib Baig
Highly experienced and forward-
This workshop will help you to find out ‘not-so-obvious’ opportunities thinking Sales & marketing
professional. Ex – Director
and understand competitive threats so you can formulate a strategy
Marketing at Coca-Cola
based on qualitative analysis and future growth projections. Beverages Pakistan Limited

2. Workshop Contents
Changing Retail Landscape in Pakistan Challenges in Retailing & Strategies to Tackle them
₋ Size and Growth of Retail & Wholesale Sectors ₋ Competition between Small Neighborhood & Large
₋ Traditional Grocery to Modern Grocery Stores International Stores
₋ Enhanced Role of Foreign Players in local retailing ₋ Rising Influence of Women Consumers on Retailing
₋ Bargaining Powers of Buyers & Suppliers – Implications ₋ Shortage of ‘Professional’ Retail Managers
for Retailing ₋ Literacy & General Profile of Individual Retailers
₋ Rising Consumerism & Role of Media on Buying Habits ₋ Knowledge about overall Retail Universe
₋ Government operated Chains of Retail Outlets ₋ Planning & Control of Promotional Campaigns
₋ Demographic Dimensions – How critical they are for ₋ Perceptions of Store Image Attributes
Retailing? ₋ Lack of Cold Supply Chain
₋ Emergence of Shopping Malls in second tier towns ₋ Seasonality Impact on Retailing
₋ Food Shopping Behavior & Retailing ₋ Increasing Bargaining Powers of Large Retailers
₋ Special Day Retail Outlets (e.g. Sunday Bazaars) ₋ In-store Messaging aligned with ATL
₋ Retailing for agri and textile products ₋ Level of Customer Service
₋ Convenience Stores at Gas Stations ₋ Product Assortment & Visibility
₋ Cash vs. Credit Transactions ₋ Degree of Documentation & Processes in place
₋ Early Mover Advantage for Corporate Retailers ₋ Pace of Change – Consumers Vs. Retailers
₋ Emerging Lifestyle Retail ₋ Knowledge Economy & Retailing
₋ Increasing share of wallet of existing customers
Future of Retailing in Pakistan
₋ Franchise for Local Supermarkets
₋ Potential for New International Retailers)
₋ Future of Kiryana Stores
₋ Manufacturers’ operated Retail Outlets
₋ Shoppers’ Engagement & Satisfaction
₋ Consumers Preferences towards emerging Retail formats
₋ Moving towards organized format
₋ Private Labels Development
₋ Multi format Retailing
₋ Inventory Levels (particularly in towns with law & order issue)
₋ Developing Human Resources for Retailing sector
₋ Shoppers Promotions & Price Discounts
₋ Impact of Social Media on Retailing in Pakistan
₋ Fast Food Restaurants – The Way Forward
₋ Store Space Management
₋ Rural Vs. Urban Retailing
₋ Poverty Alleviation, Entrepreneurship & Retailing
₋ Developing Performance Matrices & Actual Monitoring

3. Participants will be able to: Workshop Trainer
⁻ Formulate a winning strategy in a highly fragmented retail Shoaib Baig is an experienced and forward-
environment in Pakistan
thinking Sales & marketing professional with a
⁻ Recognize the contribution of various retail channels including
strong track record of planning and delivering
kiryana stores, general stores, Horecas and super markets
integrated Sales & marketing strategies. He has
⁻ Compare the performance of modern and conventional grocery
strong background in developing and
stores
⁻ Evaluate the contribution made by both local and foreign retail
implementing effective integrated end-to-end
enterprises Sales & marketing programs that drive revenue
⁻ Understand the role of wholesalers in retailing business generation, including outstanding expertise in
⁻ Understand the current trend of introducing modern means of leveraging global marketing tools in local market.
visibility and availability in retail outlets
⁻ Develop a winning ‘plan o gram’ creating visibility coupled with Shoaib Baig has more than twenty five year
profitability diversified experience in different spheres of
⁻ Appreciate the significance of SKU wise availability business activities including Retail and Shopper
⁻ Develop ‘Call-to-Action’ messaging for shoppers Marketing, strategic planning, trade marketing,
⁻ Design promos for retailers and shoppers in line with overall category management, market insight, and
business strategy innovation through new product development as
Who should attend the workshop: well as managing sales operations at national
Users of Retail Network (FMCG companies, Telecommunication, level.
Consumer durables, Automotive, etc):
Middle to senior level managers looking after sales, key accounts, He has served various business entities in
supply chain, sales coordination, business planning, marketing, different capacities both locally and
branding, trade marketing and other functions associated with internationally. During his 14 years tenure with
retailing Coca-Cola Beverages Pakistan, he worked
extensively on developing retail outlet tracking
Retailing Enterprises (large & medium size retailers, individual
mechanism, undertaking FMCG outlet census in
retailers with expansion plans):
Pakistan covering more than 450 cities and 40,000
Middle to senior level managers looking after store management,
villages as well as segmenting them in various
merchandising, business development, supply chain, business
trade channels and developing revenue
planning, credit management and other functions at retail
enterprises generating modules with specific guidelines on
distribution methodology.
Workshop Investment: Rs. 14,500/- per participant For Registration Contact:
M. Nasir Khan Khattak / Subhan Uddin Khattak
4 & 5 December 2012, Sunfort Hotel, Lahore Cell: +92 345 3435764 and +92 345 2997705
11 & 12 December 2012, Marriott Hotel, Karachi Email: nasir.khattak@consultace.net &
First Day Timing 9 am - 5 pm Subhan.uddin@consultace.com
Second Day Timing 9 am - 1 pm Phones: 021-34388925 – 6
Web: www.consultace.com