*** This is just a shorten version of whole trade marketing (I have 8 years of experience). If you like the longer version or have questions, just drop me an email at urinmyroom@gmail.com, and I will be glad to assist you. ***
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Introduction to Trade Marketing
1. Brand Management versus Trade Marketing
Brand Management
a. Emphasis on END CONSUMER
b. Penetration, Awareness, Trial and Repeat Level
Trade Management
a. Emphasis on TRADE CHANNEL
b. Category growth and profitability (Days inventory value, retail service level, etc)
2. The strategic role of "Place" in changing 4Ps of retail trade
Product
a. Competitive Frame
b. Store Brands
c. New Products
d. CM by SBU
Place
a. Size of Retailers
b. I.T.
c. Space Policy
d. ECR
e. Store Format
d. Order Processing
Promo
a. POP Decision
b. Store Loyalty
c. Category Builders
Price
a. Cost Structure
b. Fee-based Entry
3. What is Trade Marketing
A. Aligning sales and marketing altogether.
B. Satisfy the needs and wants of the consumer.
C. To be better the COMPETITION.
D. At all points of interface with our product.
4. Need an wants of Trade Partners
Needs
a. Quality
b. Availability
c. Credit line
Wants
a. Breakthrough Trade Marketing Programs
Now, hope you learn some Introductory Trade Marketing Concepts. If you need the whole concept, you can drop me an email at, urinmyroom@gmail.com.
