This document provides a competency library for trade marketing. It outlines key areas of knowledge required for trade marketers including: brand and category knowledge, channel and customer understanding, shopper understanding models, market research tools for trade marketing, developing channel and trade marketing strategies, promotion strategies, category management, in-store messaging, shopper activation and trade events, sales team engagement, and effectiveness analysis and evaluation. The goal is to help trade marketers understand commercial opportunities, develop effective trade marketing strategies, and deploy and measure execution.

1. COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet
Understanding
Shopper Understanding models
Market Research For Trade MKT
(tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and
Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store
Effective Retail Messaging
Shopper Activation and Trade
Events
Sales Team and Customer
Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and
Evaluate
Finance For Non-finance
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING
STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION

2. COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet
Understanding
Shopper Understanding models
Market Research For Trade MKT
(tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and
Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store
Effective Retail Messaging
Shopper Activation and Trade
Events
Sales Team and Customer
Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and
Evaluate
Finance For Non-finance
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING
STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
UNDERSTANDING ON WHERE YOU ARE AND WHERE TO GO

3. BRAND AND
CATEGORY
KNOWLEDGE
Provide vital knowledge on category and brand that trade marketer must know to have good
connection with brand team and commercialize brand activities to channel
Category segmentation Category value growth driver Brand Positioning
Brand USP
Brand Identity (Brand 6P)
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
Target Consumer Brand Jobs to be done
BENEFIT: Easy to work with brand team and understanding their view. Do the brand
activities commercialize to channel better

4. CHANNEL,
CUSTOMER AND
OUTLET
UNDERSTANDING
Provide framework on how to understanding channel and clear on where to focus on. Also define
what activities we should do in each channel
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
BENEFIT: Clear on the operation on distribution channel. Ensure we planning and operate
channel activities correctly
Channel Segmentation Channel Mapping
Channel Analysis
Channel Prioritization Channel Activation Pillar

5. SHOPPER
UNDERSTANDING
MODELS
Provide framework to understanding shopper. And, how to get shopper insight and translate them
into channel activities ideas
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
BENEFIT: Use this knowledge for shopper research, channel activities planning.
Roles of Shopper
Shopper Understanding Model
Shopper Insights
Brand
ShopperChannel
Availability
Offer
Communicati
on
Shopper Marketing Mix

6. MARKET
RESEARCH
FOR TRADE
MARKETING
Provide all the tool to measure and evaluate Brands, Channel, Customer and Shopper. And, provide
method to read and analyze data, research reports
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
BENEFIT: This knowledge help us clear on how to measure brand, channel, customer performance
index. and how to use data in planning, measure activities effectiveness
Roles of Market Research for Trade Numeric Distribution, Weighted
Distribution, Market Share
Trade Market research methodology
Define I/Os from Channel Data How to work with research agency

7. COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet
Understanding
Shopper Understanding models
Market Research For Trade MKT
(tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and
Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store
Effective Retail Messaging
Shopper Activation and Trade
Events
Sales Team and Customer
Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and
Evaluate
Finance For Non-finance
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING
STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
DEVELOP CHANNEL OBJECTIVE, STRATEGY, PLAN

8. CHANNEL
AND TRADE
MARKETING
STRATEGY
Provide framework and tool to develop channel strategy plans
BENEFIT: This knowledge help us develop channel strategy with good approach. Ensure we have
clear and effective channel plan
DEVELOP TRADE
MARKETING STRATEGY
Process of Channel Planning
Channel strategy - Planning Steps
Channel Strategy House Trade Planning template

9. FINANCE
FOR NON-
FINANCE
This skill provide foundation knowledge finance for non finance
BENEFIT: This help us work with finance better and have good sense of finance in trade
activities developments
DEVELOP TRADE
MARKETING STRATEGY
P&L Calculation Value Chain
Price management
Channel Investment Balance forecast ROI Calculation

10. COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet
Understanding
Shopper Understanding models
Market Research For Trade MKT
(tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and
Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store
Effective Retail Messaging
Shopper Activation and Trade
Events
Sales Team and Customer
Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and
Evaluate
Finance For Non-finance
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING
STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
DEVELOP ACTIVITIES, FOCUS ON OPERATION AND HOW TO DEPLOY ACTIVITIES IN THE BEST WAY

11. TRADE
PROMOTION
EFFECTIVENESS
Provide knowledge on how to develop, deployment, execution and M&E a promotion plan in best
way. Ensure promotions investment is effective and efficient
BENEFIT: This knowledge help us know how to do promotion effectiveness (Clear objective,
suitable scheme, Good ROI, Great execution and insightful M&E)
DEPLOYMENT AND
EXECUTION
Promotion Objectives Promotion types
Develop Promotion strategy Promotion Evaluation

12. CATEGORY
MANAGEMENT
(CATMAN)
Provide knowledge on category development: key definition, tools, process. Ensure we clear on
how to delivery objective of Catman projects with customer
BENEFIT: This knowledge help to know how to work with customer on catman project and
process of execution it.
DEPLOYMENT AND
EXECUTION
Category decision tree Shopper decision tree Catman key definition CATMAN Process
Retailer & manufacturer R&R Range optimization Space optimization

13. CATEGORY
MANAGEMENT
(CATMAN)
Provide knowledge on category development: key definition, tools, process.
Ensure we clear on how to delivery objective of Catman projects with
customer
DEPLOYMENT AND EXECUTION
Category Development with Manufacture and Retailers Category Management key definition
CATMAN Process
Planogram key tactics

14. IN-STORE
MESSAGING
Provide knowledge on how to have suitable POSM in each location and provide principle for
evaluation good POSM
BENEFIT: This knowledge help us develop effective POSM at POPs
DEPLOYMENT AND
EXECUTION
Objective and Roles of POSM at POP
Shopper Zone at POP
4 key things at POPProcess to develop impactful POSM

15. SHOPPER
ACTIVATION
AND TRADE
EVENTS
Provide knowledge on how to develop, deploy, execute good Trade activation and events
BENEFIT: This knowledge help us know how to do an effective trade activation (for customer
and Shopper at POP)
DEPLOYMENT AND
EXECUTION
Trade Activation Objectives Trade Events definition and objectives Trade Activation Process
How to work with event agencies

16. SALES TEAM
AND
CUSTOMER
ENGAGEMENT
Provide knowledge on process of sales cycle planning and way to development a good trade
program from ideas to customer engagement
BENEFIT: This knowledge help us engage customer and sales team about trade programs in an
effective way. Ensure they understand and support our program
DEPLOYMENT AND
EXECUTION
Sales Cycle Planning process
Sales Briefing and Toolkits development
Customer Understanding Model Customer Proposition Customer JUBP

17. COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet
Understanding
Shopper Understanding models
Market Research For Trade MKT
(tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and
Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store
Effective Retail Messaging
Shopper Activation and Trade
Events
Sales Team and Customer
Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and
Evaluate
Finance For Non-finance
UNDERSTAND THE
COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING
STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
MESURE AND EVALUATE EFFECTIVESS OF TRADE MARKETING PLAN

18. EFFECTIVENESS
ANALYSIS AND
EVALUATION
Tracking with Data and ROI management
BENEFIT: Understand what you do right and wrong, control P&L
DEPLOYMENT AND
EXECUTION

19. EXAMPLE FOR 1 JOBS COMPETENCY
GAPS ANALYSIS
I want to become a CPA
Manager, but I have a big gap
in my competency skill
GAP
▪ CASK help youngster to know which
skills are needed to get their dream
position -> Give them a full picture for
their career path
▪ CASK help them to fill the gap by a
system of products and help them
achieve their dream position -> help
them improve their competency skills