2. Content
ROLE OF TRADE
MARKETING
•PLANNING THE STRATEGY
•INNOVATION
•MARKET INTELLIGENCE
•BRAND BUILDING
•MANAGING TMI BUDGET
• MARKET REVIEW
• ACTION POINTS
• STRATEGY
3. ROLE OF TRADE MARKETING
Planning The Strategy
Preparing business case in advance to participate in branded campaigns learning competitors' strategies and the
effectiveness of their promotions working together with internal departments for yearly cycle plan creation for
the brand, formulate & implement “1-pager look of success” by channel to enhance Product Visibility based on
CATMAN guidelines.
• Supporting and guiding the sales force in merchandising, building good relationship with the retailers through
having mutual agreements on the terms providing support to key accounts (Store opening support, EPD,
Central Delivery).
• Forecasting to have additional product, by coordinating with category management or the production team.
• Analyzing the sales data to identify base line sale V/s the promo sale and to identify the ultimate promoted
price point.
• The goal for planning the strategy is to increase our loyal consumer base by inviting new customers to try our
brand and to reduce CODB.
4. Innovation
• Instead of repeating same promotions and copy competitive promotions, plan innovative strategies engage
and target shoppers through development of interactive programs to compliment / supplement the existing
products or SKU’s e.g. one plus one free, coupon / Scratch n win placement through coordination with
marketing agencies to achieve greater success in growing sustained volume.
• Innovative POSM tools for the brands, Brand recognition through participation in ATL / BTL events.
• The ultimate goal is to increase consumer takeaway after the promotion ends, this occurs when new
customers become committed loyal shoppers.
Market Intelligence
• The promotion or trade plan should have a well-defined and understood purpose, designing promotions
around opportunities to build your brand such as product demos and important causes (Mother’s Day, back-
to-school, National Day etc.).
5. Brand Building
• Building a strategy around your consumer's specific wants and needs explaining the positive aspects of the
brand, communicate a consistent message across all trade channels by integrating sales strategies through all
mediums like shelve talkers, interactive POSM and B2C platforms like Facebook, Twitter.
• Plan to achieve OSA score for the brands across all or targeted trade channels.
Managing Trade Marketing Budget
• One of the most important areas is to effectively manage TMI budget, Identifying and adopting systems that
allow us to effectively manage trade spending, cash flow across simultaneous promotions at multiple retailers,
deductions, promotion reconciliation, and promotion analysis and inventory movement throughout the supply
chain. Integrate your system with retailer and obtaining contracts for data sharing with retailers to get market
data to maximize your results.
REPORTS: DSR, TMI – VGR/FGR Spends, ONE PAGER, BRAND Budgeting, Competitor’s Bench Marking.
7. ACTION POINTS
Visibility is very important for any brand plan the strategy to have more visibility at less cost and training of
merchandisers.
In-store activities at key outlets/hypermarkets would be very helpful to create the awareness among the visiting
consumers. category branding, store interception, placing exclusive special attractive shelves of our own brands
at checkout counters, store interception, in-store sampling, in-store promotions etc. We can operate interactive
promotions for the consumer, so they experience the activity/game and product range interlinked leading
toward excitement and good experience related to brand.
FGRs: Fixed Gondola Rentals would prove quite beneficial for us within the category. Variable gondolas (out of
category) in addition can be rented wherever a promotion is intended to be run.
Facebook, and Instagram accounts to be created for the product range where promotions and interactive
competitions can be provided to our members.
Radio advertisement is also a good medium to attract consumers.
Lifestyle magazines can be used as a vehicle to get our brands advertised to gain attention of youth market.
Bundle promotions with internal brands or with some other key brands will also be quite helpful.
8. STRATEGY
OBJECTIVE STRATEGY
ModrenTrade
Hyper Market - KEY ACCOUNTS
Cover the gaps by expanding coverage wherever
we are not present. It's the low hanging fruit
which we should not miss out. Profitable
growth, aggressively grow through better
merchandising execution, and customer specfic
in store activation.
Product Assortment, promo participation,
pricing management, business reviews, space
and planogram with must have and good to
have assortment. Merchandising would play a
pivotal role as not only it will help in boosting
off-take but also reduce the market return
issues
Wholesale At this stage not be focused much
Offer market competitive prices and prmotion
(if required) and develop long term
partnerships.
Semi Wholesale
Utilize wholesale to cover remote areas where
pop density is low, developing numeric
distribution for select brands and cover 100%
directly
Target linked additional payouts, participation
with key wholesalers
Self Service
Profitable growth, selectively grow through the
ones which may give promising sales along with
business viability
Promo participation and good customer
standard compliance.
Large Grocery
Coverage only in selct stroes with viable
business
Mostly targeting low priced SKUs
Small Grocery Focus on the stores those geograpical benefits
Leverage WS to reach these small
shops/groceries
Petrol Pumps Cover as much as we can
Good displays at checkouts and in category,
Better Visiblity via merchendising
CHANNEL
WholesaleGeneralTrade
Strategic Role ( To Be Decide Via Coordination With Management )
STRATEGY
