15th Advanced Trade Marketing
By Emilio Macasaet III
PROGRAM CONCEPT
This webinar is specifically designed to provide today’s trade marketing practitioners with
practical and immediately applicable approaches to bringing all the branding elements at the point of
purchase - the brand’s last chance to engage with the shopper. This program teaches participants how
to use trade marketing to generate a sustainable and profitable sales revenue through the trade
customer better than competitors. It neatly integrates the three main stakeholders: retailer, shopper,
and supplier’s brand for a more holistic perspective. Basic principles and tools are generously provided
to help participant immediately grasp and apply trade marketing concepts to different environments.
At the end of this program, participants will be able to:
1. Understand core concepts in trade marketing;
2. Develop a coherent trade marketing plan consistent with brand positioning; and
3. Learn relevant metrics to measure effectiveness of trade marketing programs.
Relevance: This module introduces effective and inexpensive tools available for trade marketing
practitioners that they can use to develop more efficient shopper-centric trade marketing programs
consistent with brand positioning strategies.
Uniqueness: This is the only trade marketing course that integrates the three key stakeholders — brand, shopper, and retailer — across various distribution channels.
Believability: The credibility of the module is backed by the facilitator, Emilio Macasaet III, who
possesses a rich array of credentials including being the author of the best-selling Trade Marketing
book. Additionally, the program's reputation is further reinforced by the 5-Star ratings it has received
from previous participants who attended, and satisfied clients who consulted with Mr. Macasaet for
their Trade Marketing and Category Management needs.
MODULES AND KEY TOPICS
Key Topics:
1. Trade Marketing in the OmniChannel Landscape
2. The Stakeholders: Brand, Shopper, Retailer
3. The Brand: How to align Trade Execution with Brand’s Positioning Strategy
4. The Shopper: Changing Behavior at the Path-To-Experience
5. The Retailer: How to Respond to her Supply and Demand Initiatives
6. Workshop
Key Topics:
1. Shopper Insighting Model: From Basic Truth To New (or Hidden) Truth
2. Shopper Research: Qualitative and Quantitative tools
3. Case Illustrations: How Insights are leveraged in formulating strategy
4. Engaging the Shopper at the 3 Shopping Zones
5. Workshop
Key Topics:
1. How to integrate business process: brand, shopper, retailer
2. How to develop the Trade Marketing plan to serve the 3 Stakeholders
3. The Pillars of Execution and Evaluation of Plans
4. Workshop
Participants in four (4) groups
Each group to represent a key account (as case study); prepare category and brand performance review (with photos of product shelf and off-shelf displays )
Group to present either a category or a trade marketing plan for the key account
Testimonials
Schedule
Who Should Attend
Primary audience: Trade Marketing, Brand and Sales practitioners, General and Division Managers, Sales Directors or Managers / Supervisors and Marketing Managers.
Methodology
Two (2) whole day synchronous learning sessions. Each session last for 7 hours with breaks in between.
Lectures / discussions (Q&A)
Break-out sessions / plenary discussions
Past Attendee
Supervisor (40%)
Targeted Competencies
Emilio Macasaet III
Partner and Chief Channel Marketing Strategist
Author of 3 best-selling books (Distributor Management, Key Account Management, and Trade Marketing)
Agora Awardee for Marketing Education (2023)
Worked in top companies such as Gillette, Nestle, L'Oreal, Metrolab, and RFM (as VP of Sales and Distribution).
Marketing Professor at the Ateneo Graduate School of Business (AGSB).
Consultant and trainer for clients across Asia.
Attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago.