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3. Trade Marketing

5. From Personal Point of View TM=Catalyst

7. Real Life Tasks :
• Project Management for POS (Even hole store )
• Marketing Store control (Stocks)
• Logistics and Installation
• Promotions
• Designing
• Campaign
• Launches
• Part of Deals and Contracts
• Budget Control
• Follow up with Direct Retail key account
• Cooperate with company divisions to assure the quality and cost of any
Marketing material
• Offers Packing
• Apply and update a Merchandising plan with brand Manager

10. Planning
• Brief
• Budget
Implementation
• Quotation
• Design
Review
• Installation & Receiving
• Project Close with Finance

11. Vendors

12. Responsibilities
 Focus on developing promotional programs that attract business from wholesalers,
distributors and retailers
 Category Management working with each brand manager (planogram, promotion,
merchandizing, communication ) for key accounts or special projects
 Identify category plans including range and merchandise proposals OR Stor lay out
 Development and execution of trade / consumer promotions including pricing, sales
estimates, operations and POS development
 Recommend and develop local market promotions to promote sales
 Execute launches to gain maximum distribution
 Proactively communication and build relationships with the global Marketing teams
 Work closely with sales team to ensure trade marketing strategies are aligned with
sales objectives
 Work to develop trade communications - traditional and digital-POS
 Utilizing planogram software to develop effective solutions for key accounts / working
with all assets available and developing new programs when needed including in-
store merchandisers
 Collect and disseminate Best Practice for profitable Trade Marketing activities
 Provide feedback to management on new product launches or re-launch initiatives

13. Skills and Experience
 University degree with experience in Marketing or Sales position
 Experience in a relevant industry preferable .
 Analytical - ability to analyze large amounts of data
 Top rate commercial communication
 Strong knowledge of Target Area retailers
 Category Management Skills
 Strong range management: Harmonization and rationalization
 Experience analyzing and identifying trends to plan against
results
 Prior experience with complex project management tasks

14. Trade VS Brand Manager
 “Brand management begins with
having a thorough knowledge of
the term “brand”. It includes
developing a promise, making that
promise and maintaining it. It means
defining the brand, positioning the
brand, and delivering the brand.
Brand management is nothing but
an art of creating and sustaining the
brand. Branding makes customers
committed to your business. A
strong brand differentiates your
products from the competitors. It
gives a quality image to your
business.”
• “Trade marketing is a discipline of
marketing that relates to increasing the
demand at wholesaler, retailer, or
distributor level rather than at the consumer
level. However, there is a need to continue
with Brand Management strategies to
sustain the need at the consumer end. A
shopper, who may be the consumer
him/herself, is the one who identifies and
purchases a product from a retailer. To
ensure that a retailer promotes a
company’s product against competitors’
than company must market its product to
the retailers, as well. Trade marketing might
also include offering various
tangible/intangible benefits to retailers. The
alignment of sales and marketing discipline
to profitability can be another explanation of
trade marketing.”

15. Summary
• While brand grants promises, trade must make these promises
affordable for the customers. While brand builds loyalty among
consumer (B2C), trade builds trust and relationships with
wholesalers and retailers (B2B). While brand management is the
beginning, trade management is an extension of everything brand
has achieved so far.
One may say that we do not need two teams taking care of the
same product. But when we go deeper into contents of
responsibilities and roles it is important to cover them all. There is an
evident connection between brand manager’s roles and trade
marketing manager’s roles. It is extremely important that these two
teams act in the same direction – for company’s profit. But yes, we
need them both.

16. Notes
 Trade marketing plays an effective part in sustainable brand
development. To be more effective, market gurus have point
out seven areas where the manufacturer should focus more
for trade marketing to be effective.
 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.

17. POS Activity

18. Production Printing
1. Floor Stands & Wall Units
2. Counter Stands
3. Glorifiers
4. Counter Top
5. Tester Bar
6. Roll Ups
7. POP Ups
8. balloons
9. Totems
10. Headers
11. Shelf Talker
12. Danglers
13. Booklets & Catalogs
14. Flyers
15. User leaflet
16. Brochures
17. Foot Print
18. Wobblers
19. Paper bag
20. Product Cards
21. Back Lights
22. Promotion Kits
23. Prescription Pad
24. Trials

19. Trade Marketing Components

20. Question