'Positioning' refers to the place that a brand occupies in the mind of the customer and how it is distinguished from competitor products.
At The Drinks Association's upcoming Network Breakfast, John McLoughlin from the Advantage Group will apply the concept of positioning to the business-to-business relationship that suppliers have with retailers.
Taking the latest data from the 2018 Drinks Association Advantage Trade engagement program, McLoughlin will examine why it’s important for a business to understand the key attributes of successful business relationships and the importance of translating this into a differentiated positioning that is clear in the mind of their business partner.
Advantage Group is a Corporate Partner of The Drinks Association and one of the leading business-to-business market research companies operating worldwide. Advantage helps clients create more rewarding business relationships through benchmarking.
At the recent 2018 Australian Drinks Awards, Advantage's benchmark surveys helped determine the winners of three Supplier awards - Supplier of the Year (Diageo), Most Improved Supplier (DIageo) and Supply Chain Partnership (Lion).
On and off-premise retailers, including hundreds of participants at all levels of seniority and with all supplier-facing functions with every major retailer in the liquor industry, gave their feedback in the surveys.
We look forward to seeing you at Advantage's fascinating presentation.
Date: Tuesday, October 23, 2018
Place: Crystal Ballroom, Luna Park, Sydney
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The Drinks Association is a not-for-profit organisation that offers everything from industry data to targeted forums and a broad spectrum of events, publications and websites, including Drinks Trade, Drinks Bulletin and Drinks Guide. It works to build a stronger, more informed Australian drinks industry by providing commonly required services.