Fundamentals of Trade Marketing: Branding at the Last Mile

By Emilio Macasaet III

Registrations are closed

This 5-session synchronous online training program is specifically designed to provide today’ trade marketing practitioners with practical and immediately applicable approaches to bringing all the branding stories at the point of purchase - the brand’s last chance to engage with the shopper. Each course provides participants with frameworks, templates, and illustrative cases to facilitate more productive and insightful training sessions.

Five (5) synchronous learning sessions. Each session lasts for 3.0-3.5 hours.

Key Topics
  • Search Engine Marketing (SEM) and the Shopper’s Journey 

  • The Supply and Demand Initiatives of the Retailer 

  • Shopper Marketing Concept: Consumer versus Shopper behavior 

  • SEM and Branding at the Path-To-Experience: Omni-channels 

  • The 7 Ps of Trade Marketing 

  • Understanding the Shopper and Shopping behavior (using qualitative and quantitative tools) 

  • How to engage the shopper at the 3 Shopping Zones  

  • Plan-O-Gram concept and applications 

III. Trade Marketing: Integrating Business Solutions 
  • How to integrate business process: brand, shopper, retailer 

  • How to develop the Trade Marketing plan using the 7 Ps and to serve the 3 Stakeholders

  •  Group presentation: Trade Marketing Plan 

October 4, 5, 10, 11, 12, 2022
9:00AM - 12:00PM
Who Should Attend

Key Account Managers, Trade Marketing Managers, Distributor Managers, Channel Managers


Five (5) synchronous learning sessions. Each session last for 3.0-3.5 hours

Targeted Competencies

Consumer and Market Understanding
Technical and Professional Knowledge
and Skills
                             Strategic Thinking
                             Analytical Skills
                             Retail Execution
                             Promotional Planning


Emilio Macasaet III

Partner and Chief Channel Marketing Strategist
  • Emilio “Bong” Macasaet is the author of the best-selling, Distributor Management: Winning Tools in Managing Distributors as Partners, the first ever book on distributor management in the Philippine Market, 6 Steps To Effective Key Account Management, and the newly launched book, Fundamentals of Trade Marketing.

  • He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division.

  • He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East. He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management.

  • Bong also attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago; and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA.

  • He partly writes a column in Business World newspaper and is currently a professor in marketing management at the Ateneo Graduate School of Business (AGSB).

Date & Time
October 4, 2022
Start - 9:00 AM
October 12, 2022
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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