(Available also for Customised Training by Duration, Venue & Fee)
Programme Description
This is the discipline of marketing that relates to manufacturers increasing the demand at wholesaler or distributor, as well as retailer levels without disrupting brand management activities at the consumer level. It works well as a strategic alliance between manufacturers and distributors. Both parties develop joint activities of advertising, promotion and merchandising in the point of sales, with the final objective of increasing the demand from the end user.
Course Contents
DAY ONE
Requirements of Channel Balance (especially geographically)
The Need for New Channels
The Battles of Manufacturers for Channels Control:
• the battle for precedence
• the battle for credibility
• the battle for shelf space
Critical Business Issues for FMCGs:
• Media fragmentation
• Advent of Category (beyond Product) Management
• Retail consolidation - the growing significance of malls in urban centres
Management of Sales Chain Partners
• what a Wholesaler does
• what a Distributor does
• what a Retailer does
DAY TWO
Creating Trade Marketing Strategy
• Research for shopper behaviours
• Work on effective branding
• Proposition channel partners
• Public Relations and Advertising agenda
Ways to Create Buzz for Market Attention
• contending with busy audience diverse agenda
• coping with Channel Partners diverse agenda
Methods of Trade Marketing
• Trade Shows
• Road Shows
• Promotions
• Digital Marketing - emails, social media, etc
• Win-Win Relationships
• Advertisements
Tools of Trade Marketing
• Display boards
• Kiosks
• Banners
• Posters, brochures, flyers, P.O.S. items
DAY THREE
Benefits to Target
• Channel Partners promote your product more
• Supply chain levels support your product supply to meet demand
• Volume sales to promote cash flow and profitability
• Bring up new market relationships
• Opportunities for up-selling and cross-selling other products.
Challenges
• Clever approaches to trade marketing that delivers
• Effectiveness of merchandising
• Discounts and margins
The mainstream marketing skills that support Trade Marketing
• Strong understanding of the market
• Effective USP
• Consistent brand message
• Clever communications copy.
