Trade Marketing

Surya M

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Flow

• Trade Marketing

• Why Trade Marketing

• Scope

• Trade Marketing Examples

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Manager Trade marketing
or
Sales Support Manager

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Trade marketing is a form of B2B marketing in a B2C context

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 Trade Marketing
• Creating specialized expertise to manage trade engagement, relationship and throughput

o Emergence of large format retail. Recognition of the need to build programs with key
retailers
o Organised Retail
o Emergence of Retail Power
o High financial commitment
o Sales team taking responsibility of the budget as they understand trade better
o Local budget to build accountability
o Closer to the market
o Media fragmentation/ High media cost with low predictability on pull
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 Trade Marketing
• Specialized roles get created
with increase in complexity of
operation
• Launch of new products and
need for initial visibility and
momentum
• Competition intensity
• Creating expertise and focus
in an area where lot of money
is invested
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Trade Marketing- Scope
• Trade schemes– Design,
monitoring and Evaluation
• Key retailer programs
• Display and merchandising in
large format super stores
• In store promotions including
detailing
• Cooperative Advertising and
promotion
• Retail contest– Display or sales
• Sampling programs
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Trade Marketing- Scope

• Channel Schemes

• Cross Promotions

• Events at POS

• Branding at POS

• Trial/sampling at POS

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Trade Marketing- Strategy

 Woo & wow the shopper

• Win trade backing

• Narrate a story @ POS

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Trade Marketing- Execution

 Insights

• Planning

• Action

• Measure
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Exercise Time

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