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Ø Monitor Brand Registrations and pricing strategy (Brand wise/State wise/SKUwise).
Ø Monitor Rebate & Allowances Allocation for Regions/State in conjunction with Sales Director and Regional Heads.
Ø Communicate and facilitate achievement of volume target on month wise/brand wise/SKUwise basis.
Ø Market Mapping/Segmentation of Market and defining Distribution objectives.
Ø Measure market potential channel wise and identifying target segment.
Ø Track competition volumes and monitor competitor activities to evaluate our brand performance.
Ø Tracking distribution and sales performance on monthly basis.
Ø Market wise /Brand wise /Channel Category wise communication tool development for new launch and consistent performance of existing brands.
Ø Brand wise Development and Standardization of trade promotions in Ho Re Ca & Retail.
Ø POS Allocation / Visibility standardization at all channels.
Ø Work closely to manage and monitor all Brand Activation.
Ø Training and Development of regional teams on a continuous basis.
Like most marketing disciplines, Trade Marketing has many interpretations ranging from shopper and retail marketing to channel and indirect marketing. I will provide a simple answer to the two questions and for more information, I suggest visiting the Trade Marketing Headquarters:
Key Responsibilities:
- Design/Develop/Implement Programs/Communication that Ensure the product is in stock and on the shelf
- Design/Develop/Implement Programs/Comms that Ensure products are sold out of the shop
Delivering Results:
Results can be measured through the following:
Coverage: How many shops are they targeting
Penetration: How many shops stock their products
Throughput: What is the average volume sell through
Again, this is a very simple overview, more info is available on Trade Marketing Headquarters.
Primary Responsibilities
Skills and Experience Required
Trade Marketing in simple words sales enablers....this is a very hypothetical description....
Its a connectivity between brands, customers/market and execution.....how all the3 are integral for brand strategy.... now this is a very scientific way of putting it.....
In real words how4Ps are executed to drive sales and reach shoppers/consumers.....placement and promotion comes at your distribution and push strategy.....product and price is the value proposition you show your customers/market or consumers/shoppers.....
To develop Trade marketing plan in line with Brand plan and sales channels.
To Plan sales and promotion budget to meet that plan.
To develop planograms/layouts at retail for merchandising the products.
To promote the products in store by right placement in category, out of category or extra displays.
To work with top retailers to make plans according to category roles in their stores
Generally managing some sales operations tasks
In short & sweet:
1- shelf space
2- Visibility
3- Always getting prominent eye level exposure
4- Well trained branded promoters
A trade marketing manager is usually responsible for local market brand development within a channel. This is done across a variety of marketing strategies including product launches, public relations and communications efforts, setting up displays and designing loyalty programmes.
Trade marketers typically have two target groups: Distributor/dealers, or retailers.
Such as...Buy 12 + 4 free
Display Contest,
Bonus commission on recommended special unit purchased
Instant Gift against the specific stocks purchased
Trade marketing manager responsibilities and duties from my point of view, essentially he needs to cover the following points in details:
Leadership and Drive Collaborative team leader with high motivation and strong desire to achieve in a demanding environment.
A team builder who inspires, coaches, develops and leads from the trenches and by example also adapts strategies and approach as new information and circumstances arise.
Intellectual Curiosity Connects "the dots" quickly and perceptively. Problem solves without a road map. Enjoys challenging conventional wisdom.
Communication Skills Translates data into focused insights. Highly articulate. Excellent verbal and written communication skills; operates equally effectively in formal and informal settings and internally and externally.
Cultural Astuteness and Flexibility is pragmatic, adaptable and focused in a fast-paced environment.
Planner Sets dramatic goals and aggressive schedules for improvement. Fascinated by emerging consumer and shopper trends and design.
Energy Has a very high capacity for work, always pushing to find new and better ways of working.
How to deliver to results : by having a wide marketing experience and an entrepreneurial spirit in addition tocollaborative planning and execution process creates brand equity with both the customer and consumer.
Trade Marketing means " Market & sell brand or product through trade " that means you required all sort of activities need to be done that enbles your brand to sell from retailer's shelves to ultimate consumers.
It must be in accordance with BPPC (Brand,pack,price channel) i,e right brand, right pack at a right price must be avaialble on right outlet classification channel.
Cut short not every brand or pack is meant for every retail outlet.
An excellent Trade Marketeer should have a great understanding of how to sell more of his/her products under their respective categories while spending wisely to promote them within the Brand guidelnes and allocated budget.
Of course this varries from one organization to another, yet a trade marketing budget covers back margins spends (Such as Rebates (Fixed and variable), Displays rentals, Logistical fees, Leaflet spots,Festivals & Megas ,Sellout data and other buckets) , and compensating front front margins during Featured/Non-Featured Promotions (Sell-ins & Sell-outs).
Also, the job extends to be fully capable of constructing the building blocks for upcomming periods, to periodically have the right insights & facts to steer the volumes during monthly demand cycles towards the right direction to maintain a healthy stock on hand while sustaining a safety stock cover without letting go of monitering the shelf life validity with regards to the market demands.
Full understanding of each SKU's value chain and good knowladge of currne market prices to better assist the brand team in making decisions when it comes to pentrating a new segment or increasing or decreasing prices or even going after growing the market share with a certain in market strategy.
These would be the main highlights of how to deliver real results yet it is for sure not limited to it.
