Corporate Training
Trade Marketing
Course Introduction
Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. However, there is a need to continue with Brand Management strategies to sustain the need at the consumer end. A shopper, who may be the consumer him/herself, is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes a company’s product against competitors’, that company must market its product to the retailers, as well. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.
Who should attend?
RBNC designed this workshop for professionals and business owners who know that one little learning tool can dramatically improve their prospects.
This course is also designed for people who sell, negotiate, promote with or manage customers operating in the various retail trade channels of your markets
Course Outline
Module 1: Roles of Trade Marketing Department
- Distributor/Dealer and Retailer Development and Management
- Responsible for sales fundamentals, such as Distribution, Display, Promotion and Price
- Develops market strategy aligned with brand strategy
- Support sales forces with well-designed fundamental enhancement plans
Module 2: Three Pillars of Trade Marketing
- Pillar 1: Trade Marketing Strategy
- Trade Strategy: Who and How
- Who Are You Going to Call On
- Who Is Going To Call On Them
- How Are You Going To Call On Them
- When Are You Going To Call On Them
- Customer Census & Classification
- Trade Analytics
- Aligning Trade Marketing Strategy with Business Strategy
- Business Strategic MAP: Your business as a holistic with 4 difference areas to be measured:
- Financial: How are we looking as a share holder? What do we want to achieve in financial goal
- Customers: What value do we need to provide to our customers to achieve financial goal?
- Internal: What internal process do we need to provide value to customers to achieve financial goal?
- People: What skills, knowledge, experience of our people to drive internal process to provide value to customers to achieve financial goal
- Pillar 2: Trade Marketing Operational
- Trade Program Development
- Sales & Operational Planning
- Category Management
- Trade Coverage Planning
- Aligning Trade Marketing Operational with Strategy
- Trade Marketing Strategy overview
- Develop Trade Program aligning with Strategy
- Plan Sales & Operational aligning with Strategy
- Develop Category Management
- Plan Trade Coverage
- Trade Investment Modellin
- Pillar 3: Trade Marketing Executional
- Account Management
- Territory Management
- Trade Approach Contacts
- Trade Events & Relations
- Aligning Trade Marketing Executional with Strategy and Operational Plans
Course Introduction
Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. However, there is a need to continue with Brand Management strategies to sustain the need at the consumer end. A shopper, who may be the consumer him/herself, is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes a company’s product against competitors’, that company must market its product to the retailers, as well. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.
Who should attend?
RBNC designed this workshop for professionals and business owners who know that one little learning tool can dramatically improve their prospects.
This course is also designed for people who sell, negotiate, promote with or manage customers operating in the various retail trade channels of your markets
Course Outline
Module 1: Roles of Trade Marketing Department
- Distributor/Dealer and Retailer Development and Management
- Responsible for sales fundamentals, such as Distribution, Display, Promotion and Price
- Develops market strategy aligned with brand strategy
- Support sales forces with well-designed fundamental enhancement plans
Module 2: Three Pillars of Trade Marketing
- Pillar 1: Trade Marketing Strategy
- Trade Strategy: Who and How
- Who Are You Going to Call On
- Who Is Going To Call On Them
- How Are You Going To Call On Them
- When Are You Going To Call On Them
- Customer Census & Classification
- Trade Analytics
- Aligning Trade Marketing Strategy with Business Strategy
- Business Strategic MAP: Your business as a holistic with 4 difference areas to be measured:
- Financial: How are we looking as a share holder? What do we want to achieve in financial goal
- Customers: What value do we need to provide to our customers to achieve financial goal?
- Internal: What internal process do we need to provide value to customers to achieve financial goal?
- People: What skills, knowledge, experience of our people to drive internal process to provide value to customers to achieve financial goal
- Pillar 2: Trade Marketing Operational
- Trade Program Development
- Sales & Operational Planning
- Category Management
- Trade Coverage Planning
- Aligning Trade Marketing Operational with Strategy
- Trade Marketing Strategy overview
- Develop Trade Program aligning with Strategy
- Plan Sales & Operational aligning with Strategy
- Develop Category Management
- Plan Trade Coverage
- Trade Investment Modellin
- Pillar 3: Trade Marketing Executional
- Account Management
- Territory Management
- Trade Approach Contacts
- Trade Events & Relations
- Aligning Trade Marketing Executional with Strategy and Operational Plans