Merchandise Management

Julia Rutherford Silvers, CSEP

Certified Special Events Professional

Event Management Authority

Like angels and elephants dancing on the head of a pin, our dreams and responsibilities may have no limits, but must be balanced according to the music of the moment.

Emeritus

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Merchandise Management

27 November 2013

The oversight of product development, manufacture and distribution of retail merchandise associated with the event project to protect brand integrity and achieve profit objectives.

Major Functions	Performance Elements
Product Development	Conduct research to identify customer needs and interest Evaluate modification or discontinuation of existing products Determine merchandising liabilities and legalities Define product design and production specifications
Product Pricing	Calculate direct and indirect costs Determine profit requirements Conduct research to identify pricing for similar merchandise Determine market life cycle and inventory liquidation strategies
Brand Management	Integrate internal and external branding requirements Determine suitability of licensing and concession agreements Establish commemorative or legacy product specifications Control counterfeiting and ambush marketing activities
Manufacture	Source suitable vendors to manufacture products Determine inventory and import/export requirements Negotiate purchase agreements Oversee quality control
Product Distribution	Determine physical and electronic sales outlets Negotiate distributor agreements Establish appropriate inventory management systems Coordinate suitable point of purchase displays

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