7 ways to maximize trade marketing ROI

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Trade Marketing has always been a bit of a strange function. It still defies a clear definition if anyone can make sense of the Wikipedia descriptionplease help! The official role it plays varies across companies. And there is always a significant variance between the role trade marketing is supposed to play and the role it actually plays. They want to play a more strategic role in the organization. Even those that would call themselves strategic desire to play a bigger, more strategic role.

What is trade marketing strategies fmcg strategic role trade marketing should play, and what is preventing trade marketing functions and trade marketers taking that more strategic role? But trade marketing strategies fmcg is a strategic role that Trade Marketing can play, and is well positioned to do so. In most consumer goods organizations there demo forex trading account uk a need to take brand plans, and configure activity at retail to support those plans.

That is, broadly speaking, what Trade Marketing teams do. Whether or not it is strategic depends on how that is done. That understanding of shoppers and channels is then used to understand which activities in which stores would be most effective in driving purchase and consumption in line with brand goals.

This in trade marketing strategies fmcg is used to guide retail trade investment. In this way a strategic trade marketing function connects consumer marketing strategy to retail customer strategy. There are of course other ways of making this strategic link. The creation of a shopper marketing function may be one. So what typically stops this happening? There are many reasons which is why this blog is part of a two-part series: But there is one, much bigger barrier that comes up again and again.

Trade Marketing teams are sometimes too busy to be more strategic. And that is because they are too busy managing promotions. How much of your time do you spend managing, selling, negotiating, arranging, preparing, fire-fighting around promotions? I ask the question on a relatively frequent basis at events, seminars and workshops. Many of the individuals in these departments spend up to 70 percent of their time on managing promotions.

Even in organizations where Trade Marketing teams are already quite strategic, their role is limited by the amount of time tied trade marketing strategies fmcg on promotion related activities.

The consumer goods industry spends a small fortune on promotions. Discounts and fees for displays and mailers, printing materials and special packaging all add up to a huge amount with dubious returns for the brands that typically pick up the bill. The true cost, and perhaps the biggest cost is the opportunity cost of all that lost time.

What could these managers have been doing with their time if they were managing short-term, tactical, often unprofitable activity? In any change management effort there is a need to accept that if a team is going to start doing something new, then they will need to stop doing something else or do it a lot less, at least!

Fortunately in the case of Trade Marketing there is a perfect activity to spend less time on — promotions.

But a commitment to do less, to simplify, to reduce the time and money spent in this area is the first step to moving Trade Marketing teams towards a more strategic role. If Trade Marketers are spending up to 80 percent of their time on these activities, even a small shift would create a lot more time to add more strategic value to trade marketing strategies fmcg organization.

Thanks for taking time to comment! Glad you liked the first part… Second part coming in the next week or two! Thanks — and appreciate you taking the time to comment. All the best and thanks again.

I want to ask a question about customer to you. If you dont mind. What should we do to trade marketing strategies fmcg our bisnis fmcg in our customer outlet? You can pick it up at Amazon. Hi Mike Tks for the article. Very useful in understanding the evolution of trade and channels.

Hi Terrance, Thanks — glad you liked it and found it useful. Check out this for more on The Role of Trade Marketing. Great thinking here Mike. I absolutely agree that consumer brands live or die on their ability to distribute smartly and that trade marketing strategies fmcg enough strategic thought goes into making trade hum.

Agree too that promotional tactics have been allowed to dominate supply chain marketing at the expense of best application of trade marketing strategies fmcg consumer insights. Look forward to the sequel …. Thanks for taking the time to read and comment. I think there may be a number of sequels! Check it out here. Very well captured Mike. I always had this question in mind. It would be great if you can share some brand examples suggesting success through change management.

Thanks — glad you liked it. Hi Giancarlo, Thanks for reading and thanks for taking time to comment. There trade marketing strategies fmcg a strange situation that most people acknowledge that promotions lose money, take lots of time, and that there are better things to do with that time.

Yet — we continue…. I hope things will begin to change: Your email address will not be published. Skip to content Skip to primary sidebar. Comments great article… look forward to reading the full article on Trade Marketing. Hi Reita, Thanks for taking time to comment!

All the best, Mike. Hi Aziz, Thanks — and appreciate you taking the time to comment. Mr Mike I want to ask a question about customer to you. Tq for your advise Mr Mike Regards. Dear Ragil, Thanks for the question — unfortunately its a rather large question! I hope that helps, All the best, Mike.

All the best, and thanks for taking the time to comment. Hi Trade marketing strategies fmcg, Thanks for taking the time to read and comment. Check it out here All the best, Mike. Hi Shruti, Thanks — glad you liked it. Sorry I cannot be more helpful. Leave a Reply Cancel reply Your trade marketing strategies fmcg address will not trade marketing strategies fmcg published.

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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. To ensure that a retailer promotes a company's product against competitors', that company must market its product to the retailers as well. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.

Trade marketing is the basic idea of marketing your products through the value chain and at the point of sale i. Consider it the idea of creating a demand for your products across the channel and before it reaches the consumer. This traditionally exists in a brick and mortar environment and can be argued to be one of the oldest forms of marketing. The role of these entities is absolutely critical as they help in ensuring that the product is widely distributed and available for the end consumer.

The key benefit of these entities is in ensuring that the distribution costs are lower for the manufacturer and simultaneously the products are available for the end consumer.

The distributor and dealers operate on a base trade margin factored in the cost of the product by the manufacturer. The dealer could be a Retailer selling to end consumer directly , wholesaler selling to other retailers primarily or a modern retailer i.

Sales outlet means a retailer. A retailer is also one of the customers in trade marketing targets. Plans of trade marketing is targeting customers and shoppers.

Sales outlets customers are a place that manufacturer can meet shoppers and consumers. Basic method of trade marketing is focusing on sales fundamentals, such as Distribution, Display, Promotion and Price. With data and knowledge of sales fundamentals, trade marketing develops market strategy aligned with brand strategy.

In order to deliver sales volume and value, trade marketing support sales forces with well-designed fundamental enhancement plans. Shopkeepers and retailers are becoming more and more profit margin oriented. Shopper marketing may be included in trade marketing, therefore the shopper being another target for trade marketing managers, while it can also be considered as a separate discipline.

Some of the activities to increase demand at shopper level include setting the right planogram, price announcements such as inserts, use of point of purchase materials, alternatively called promotional material. From Wikipedia, the free encyclopedia. This article may require cleanup to meet Wikipedia's quality standards. No cleanup reason has been specified. Please help improve this article if you can.

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