TRADE MARKETING   ||  CONCEPT ||   Product:  product, service/money value etc   Comparative challenge with other Mix lies ...
TRADE MARKETING   ||  IMPORTANCE AND ROLE  ||   RETAILER INTERACTS WITH CUSTOMER 96% of our sales executed from retail  <u...
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Trade Marketing Concept

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TM should be the key focus area at Marketing Commuincation media..cost efective, one to one commuincation, large number of perception sharer...........retail could be the best source of selling product if the Trade Marketing is effective..

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  • Training Manual V 1.01
  • Trade Marketing Concept

    1. 1. TRADE MARKETING || CONCEPT || Product: product, service/money value etc Comparative challenge with other Mix lies at here. TM works for sales so that the retailers also exactly say the same what MKT Communication Mix is saying in the Market through direct communication Image: Brand perception, affiliation, motivation, loyalty, features, quality, after sales service, response of HR etc. What goes to the consumer ? Customer Trade Marketing: different BTL activities, POS profiling, SDE etc. Market Communication: print, electronic media, ooh, sponsorship etc. Trade Marketing defined as the discipline of marketing that relates to increasing the demand at wholesaler, retailer or distributor level and ensures the Brand Bondage so that they push the product and influence buying decision of buyers in a competitive scenario. Distribution, other: Sales Distributor/ Franchisee/ Dealer/Retailer
    2. 2. TRADE MARKETING || IMPORTANCE AND ROLE || RETAILER INTERACTS WITH CUSTOMER 96% of our sales executed from retail <ul><li>- POS is a place where customers goes to buy </li></ul><ul><li>Retailer is a person who makes one to one communication </li></ul><ul><li>Retailer is one of the key resource to influence buying decision </li></ul><ul><li>POS used as one of the ancient way of communicating Brand Message </li></ul><ul><li>Retailers affiliates Organization with Consumer </li></ul><ul><li>Traditional product distribution modality now become pioneer </li></ul><ul><li>Shoppers buying nature diverting towards Trade </li></ul><ul><li>Buyers dependency on POS relationship </li></ul><ul><li>Image of the product / organization should be positive to the retailers </li></ul><ul><li>Retailers need to be loyal and motivated towards organization </li></ul><ul><li>Retailer should be affiliated with product information </li></ul><ul><li>POS should be affiliated with total brand positioning target </li></ul><ul><li>Retail front should be influencing enough so that customer get inside </li></ul><ul><li>Affiliated information should be available at POS </li></ul><ul><li>There should be clear bondage between brand, sales, and POS </li></ul>Trade Marketing works to ensure these
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