THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

Trade Marketing

Delivering ROI via Shopper-centric value creation strategies
Trade marketing integrates the store into the marketing mix by communicating effectively at the point of purchase and creating value for the shopper and your company. But are you able to really measure the effectiveness of your trade marketing programs and their impact to your bottom line?
 
Key benefits for the participants
The participant/s will gain:
  • Tools in the frameworks to approaching trade marketing activities
  • How to set themselves apart from novice trade marketing practitioners
  • A deeper knowledge and understanding in developing a collaborative trade marketing strategy which is aligned with marketing and sales plans
Key benefits for the company
The company will gain:
  • Knowledge in formulating strategies and tactics to win at the point of purchase where a differentiated, recognized brand proposition is needed
  • Competitive advantage in developing categories and improved trade relations
  • Increased sales and return on trade marketing investment
Program Concept
Delivering ROI via Shopper-Centric Value Creation Strategies. This intensive 2-day seminar teaches participants how to use an analysis tool - that's already in your computer- to examine the impact of all your trade marketing programs to sales lift, and to effectively forecast sales increase per below-the-line program. Case studies, current best practices, and workshops that direct participants to conduct active adult learning activities on their own follow each topic to enhance the learning process.
 
Program Overview 

 Module 1: REVIEWING THE FUNDAMENTALS OF TRADE MARKETING
  • The key sales drivers of Trade Marketing
  • Trends and themes: What is Trade Marketing today?
  • The challenges in aligning retailers and manufacturers
  • The function of Trade Marketing in the Shopper Marketing framework
  • How other companies are organized and why they fail
  • Case illustration
  • Case examples of the following scenarios shall be discussed:
  • How other companies developed their go-to-market strategy
  • Developing a distributor selection criteria
  • How a multinational company managed transition from one distributor to another
  • Review of the Trade Marketing Planning framework
Module 2: THE IMPACT OF SHOPPER INSIGHTING ON TRADE MARKETING STRATEGIES
  • Illustrative case study
  • The difference between consumer insights and shopper insights
  • Qualitative and quantitative tools to use to generate shopper insights and formulate trade marketing strategies
  • Case illustrations: How shopper insights are integrated into brand and retail strategies
  • The framework for effective retail execution: from concept to execution
  • Influencing shoppers along the entire Path-To-Purchase
  • The shift to shopper solutions
Module 3: MEASURING RETURN ON TRADE MARKETING INVESTMENTS (ROTMI)
  • How to construct return on investment (ROI) as a metric
  • How to construct baseline sales and promotional lift
  • How to use regression analysis in Excel to compute for baseline sales (Note: participants to bring laptop computers for this exercise)
  • Return On Trade Marketing Investment (ROTMI) to measure the rate at which spending on a Trade Marketing program contributes to profit
  • Exercises
Module 4: THE FUTURE OF TRADE MARKETING
  • Changes in market and consumers affecting Trade Marketing
  • How Digital Marketing tools will change the rules of the game
  • More caveats in looking at Trade Marketing 
Primary audience: Trade Marketing, brand and sales practitioners

Who Should Attend
  • General and Division Managers, Sales Directors or Managers / Supervisors and Marketing Managers
  • Case examples from the following products / industries shall be cited:
  • Cosmetics
  • E-load
  • Food and Beverage
  • Motor Battery
  • Multi-level Marketing
  • Personal Care
  • Pharmaceutical products
  • Telecom
 About the Speaker

EMILIO MACASAET III,
Partner and Chief Distribution Strategist
President of his own two distribution companies; have organized and set-up different distributor networks, former VP sales and distribution of RFM, former national sales manager of L’Oreal, a part time professor of De La Salle Graduate School teaching Distribution Management, rose from the ranks of different companies (Nestle, Gillette, MetroLab). Attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago.