Effective Trade Marketing & Distribution Strategies

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Why Attend

Trade marketing is a discipline of marketing that relates to increasing the demand at the 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 recent study by Nielsen claims that less than half of all trade promotions fail to increase brand or category growth. This situation is unfortunate because the main goal of trade marketing is to do just that: grow one’s brand by increasing the demand at the retailer/distributor level. This course is designed for Sales/Marketing Professionals with responsibilities for market development, sales development, trade promotion, and distributorship/merchants development involved in the entire value chain of consumer goods.

Event Date: 27/03/2024 – 29/03/2024

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Overview
Course Outline

Course Objectives

By attending this course participants will be able to:

Understand Trade Marketing Fundamentals and gain a deep understanding of the core principles and concepts of trade marketing.
Analyze Market and Consumer Insights by conducting market research and analyzing consumer behaviors.
Develop Effective Trade Marketing Strategies by learning to design, plan, and execute trade marketing strategies that align with overall marketing and sales objectives.,
Optimize Trade Promotions by exploring various trade promotion techniques, understanding their impact on consumer behavior and sales, and developing strategies to optimize promotional activities for maximum ROI.
Manage Trade Relationships by discovering the key elements of building and maintaining strong relationships with trade partners
Implement Channel Distribution Best Practices and acquire insights into the selection and management of distribution channels.
Measure and Evaluate Trade Marketing Performance.
Develop Actionable Trade Marketing Plans.

Key Coverage Areas

DAY 1

* Introduction and Essential Elements of Trade Marketing

* Strategic Marketing in Trade/Merchandising

* Purpose and Roles in Trade Marketing

* Trade Marketing Set-up

* Sales & Marketing Interface

DAY 2

* Functional Responsibilities

* Planning Trade Spending

* Dealing with Deals and Deals Planning

* Trade Promotion Activities and Evaluation