Trade Marketing: An Integrative Framework
by Emilio Macasaet III
Program Concept:
This training program is specifically designed to provide today’s trade marketing practitioners with practical and immediately applicable frameworks 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. Critical principles and tools are generously provided to help participant immediately grasp and apply trade marketing concepts to different environments.
Program Overview:
Trade marketing serves as the integrating hub where branding, retailer objectives, and shopper needs converge. Hence, viewing trade marketing as an integrative framework that aligns: The brand's long-term positioning with how it's presented at the point of sale; The retailer's objectives and brand identity with the products they stock and promote; and Shopper behavior and preferences, influencing the strategies used to present products and promotions.
In this sense, trade marketing operates at the intersection of brand strategy, retailer collaboration, and shopper insight, orchestrating a cohesive approach that benefits all stakeholders while delivering a seamless shopper experience.
Key Topics:
Case Illustrations
The Trade Marketing Model: An Ecosystem of 3 Key Stakeholders
The Trade Marketing Mix: 6+1 Ps
Workshop: The Trade Marketing Mix
Trade marketing ensures that the company's branding remains consistent and compelling across all retail touchpoints. This goes beyond sales and marketing coordination and involves embedding brand identity into how products are positioned, promoted, and sold in-store. The alignment between brand identity and how it is portrayed at the retailer level is crucial, as retailers also have their own brand and marketing strategies that can influence product display and promotion.
Key Topics:
Case Illustrations
Exercise: How well do you know your brand’s positioning strategy?
Brand Positioning: How to bring all the Branding Elements @ POP
How Brand Associations are used in Merchandising & Display
Workshop: Branding elements at the POP
Retailers are not just passive intermediaries; they have their own strategies, brand identity, and objectives for engaging their shoppers. Trade marketing takes these into account, tailoring campaigns and promotions to align with both the manufacturer’s brand and the retailer’s goals.
Key Topics:
Case Illustration
Retailer’s Supply and Demand Initiatives (and how they influence our plans)
Collaboration in Category Management
Visioning with the Account: From shared aspiration to shared OKRs
Workshop: Visioning with the Account and Shared OKR
At the heart of trade marketing is the shopper, whose behaviors, preferences, and purchase triggers are the primary drivers of trade marketing activities. The goal is to create a shopping experience that resonates with the shopper, influences purchasing decisions, and drives sales—whether that’s through in-store promotions, shelf placement, or product visibility. By understanding the shopper, trade marketing integrates shopper insights into both the branding strategy and the retailer’s execution strategy.
Key Topics:
Data-Driven Decision Making: Utilizing Data and Insights
Correlation analysis
Cluster analysis
Regression analysis (Linear and multiple)
Shopper Research: Qualitative and Quantitative Tools in Trade Marketing
Shopper Insighting Model: From Basic Truth To New (or Hidden) Truth
Workshop: Shopper Insighting
Schedule
March 18 & 19, 2025 | 9:00 AM - 5:00 PM
Methodology
Two (2) whole day sessions (each session runs for 7.0-7.5 hours)

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.