1. Prepared by:
Mohammad Umaid
Marketing Strategist
Master of Business Administration MBA
Master of Arts in Marketing & Innovation MA
Postgraduate Diploma in Business & Marketing Strategy PGD
Extended Diploma in Strategic Management and Leadership EDSML
Associate of Chartered Institute of Marketing ACIM
(starting December 2016)
7. the well-known UFO satirist, hoaxer, and occasionally serious investigator
8. Envisioned Future consists of two parts:
Long term audacious goals
Vivid descriptions of what it will be like to achieve the
goal.
Visionary organizations often use bold visions, commonly
called as BHAG
We must translate the vision from words to picture with a
vivid description of what it will be like to achieve your
goal.
Passion, emotion and conviction are essential parts of
the vivid description.
24. 1%
16%
0%
6% 1%
0%
76%
0%
0%
0% Sales Pearl HF (2*6kg)
Pearl HF 10+1 kg
Pearl HF 10 kg
Pearl HF 25 kg
Pearl HF 2.25 kg+ DWL
500ml *4
Pearl HF 3 kg *4 (10%
Extra)
Pearl HF 25+2 kg
Pearl HF 380 gm * 24
Pearl HF 1 Kg * 12
Pearl HF 6kg * 2 + 10%
extra
25.
26. Reem
HF-
2.25kg
x 4
10%
Reem
HF 170
Gm x
72 P
13%
Reem
HF
Powder
10+1kg
16%
Reem
HF -
25+2
Kg
61%
Sales
512
3165
26183
7827
26250
6683
18817
38908
82657
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Jan Feb Mar Apr May Jun Jul Aug Sep
Sales
33. It consists of 22 active SKUs out of 31possible
It consists of 7 active brands out of 9 possible
1 brand contributes 73% of the total category sales
In that 1 brand which has 6 SKUs, 2 SKUs
contribute towards 60% of that brand sales
In that 1 brand top 3 SKUs contribute 63% of
category sales
Remaining 19 active SKUs are contributing less
than 2% per SKU
35. Definition: Trade marketing is a wider marketing
discipline that aims to increase demand with
supply chain partners such as wholesalers,
retailers, or at the distributor level, rather than just
at the customer level.
Description: Trade Marketing is also called B2B
marketing or business-to-business marketing. All
the promotional activities are aimed at increasing
the demand of the product among the various
supply chain partners.
36.
37. • To develop Trade marketing plan in line with Brand plan and sales channels.
• To Plan sales and promotion budget to meet that plan.
• To develop planograms/layouts for merchandising the products.
• To promote the products in store by right placement in category, out of category
or extra displays.(a & b retail self servise)(Key a/c)(w/s selective)(Horeca)(Ind)
• To work with top business unit to make plans according to category roles in
their stores.
• To successfully execute ideas and translate into sales. Also what the customer
wants, the art of product placement, the science of store traffic and proper
visual design.
• Monitor Rebate & Allowances Allocation for Regions in conjunction with GM.
• Market Mapping/Segmentation of Market and defining Distribution objectives.
• Monitor Brand Registrations and pricing strategy (Brand wise/SKUwise) with
the help of sales team.
Trade Marketing Manger job Responsibility.
38. • Market wise /Brand wise /Channel Category wise communication tool
development for new launch and consistent performance of existing brands.
• Tracking distribution and sales performance on monthly basis with the
coordination of sales team & plan to be build up.
• Market wise /Brand wise /Channel Category wise communication tool
development for new launch and consistent performance of existing brands.
• POS Allocation / Visibility standardization at all channels.
• Training and Development of regional teams on a continuous basis.
• Work closely with sales team to ensure trade marketing strategies are aligned
with sales objectives and revenue targets. setting up displays and designing
loyalty programmes.
• TMM working with each brand manager (planogram, promotion,
merchandizing, communication ) for key accounts or special projects
39.
40. Review Trade goals and purposes
Define budget methodology
Construct customer/market structure
Develop promotion set of choices
Cultivate planning tools
Develop budgets and management tools
Form analysis process
Build review and feedback practice
Develop reports and analysis
