16th Advanced Trade Marketing

By Emilio Macasaet III

From Php 11,000.00 to Php 13,000.00
Tickets ×
Early Bird Rate
Sales end on 06/13/2024
Php 11,000.00 11000.0 PHP
Regular Rate
Sales start on 06/14/2024
Php 12,000.00 12000.0 PHP
Last Minute Rate
Sales start on 07/02/2024
Php 13,000.00 13000.0 PHP


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.


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


"All of the topics were relevant to the work we have in the company. it will definitely help us when we will be on the field creating strategies for our brand."
Phelps Dodge Philippines Energy Products Corp., Sales Specialist

"Mentor/Speaker were able to effectively deliver the course and guided us in evaluating our internal processes to improve and be better trade marketers."
Chocovron Global Corp., Marketing Manager

"This course helped me understand the purpose and importance of trade marketing."
Unilab, Inc., Marketing Manager
July 9, 10, 11, 12, 2024
9:00AM - 12:00PM
Who Should Attend

Primary audience: Trade Marketing, Brand and Sales practitioners, General and Division Managers, Sales Directors or Managers / Supervisors and Marketing Managers.


4 (3-3.5) sessions

Besides the lecture, there will be class discussions and brief reflection exercises, for immediate application.

Past Attendee
Managers (20%)
Supervisor (40%)
Support Team (40%)
Targeted Competencies
Consumer and Market Understanding
Technical and Professional
Knowledge and Skill
Strategic Thinking
Analytical Skills
  Retail Execution
Promotional Planning

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.

Date & Time
July 9, 2024
Start - 9:00 AM
July 12, 2024
End - 12:00 PM Asia/Manila

Live via Zoom

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Mansmith and Fielders, Inc.

0918-811-6888 • 0917-627-1888

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