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Last updated on 2024年10月5日

How do you create a trade marketing plan that delivers value to your consumers and retailers?

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Trade marketing is the process of promoting your products and services to the retailers and distributors who sell them to the end consumers. It is a crucial part of your marketing strategy, as it helps you build strong relationships with your trade partners, increase your brand visibility and awareness, and boost your sales and profitability. But how do you create a trade marketing plan that delivers value to your consumers and retailers? Here are some steps to follow:

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Seif Abdelghany

Product Innovation Expert | Home Appliances Strategist

1 个答复
Nicolas Breedlove

Founder & CEO, NVB Playgrounds | Helping schools, parks, and communities design safe, engaging, and accessible…
Innocent Nyakwara

Commercial Leader with in depth experiences in Customer Marketing, Revenue Growth Management, Integrated Business…

1 个答复

1 Analyze your market and competitors

Before you design your trade marketing plan, you need to understand your market and your competitors. You need to research the size, growth, trends, and opportunities of your target market, as well as the needs, preferences, and behaviors of your consumers. You also need to identify your main competitors, their strengths and weaknesses, their market share, and their trade marketing activities. This will help you find your competitive edge and differentiate your offer from others.

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Seif Abdelghany

Product Innovation Expert | Home Appliances Strategist
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The Trade Marketing Plan is an extremely critical plan that ensures alignment with your retailers and consumers. Yet an analysis of the market and the competition is important to ensure proper plan design 1) Analyze the market TAM/SAM/SOM 2) Analyze the competition activities and latest trade marketing execution 3) PinPoint the top 3 competitors and their executions and activities in the market 4) Identify the way to customize your trade marketing communication and activities to your consumers 5) Identify your top retailers and adjust the plan how to empower and profit your retailers 6) Define KPIs how to to measure success for the trade marketing 7) Align on the line up and what financial support to ensure your trade marketing plan success

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Rodrigo Branco

Trade Marketing | Gest?o de Marcas | Marketing | Gest?o Comercial
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The more I see people talking about trade, sales channel management, loyalty, shopper, customer, merchandising materials, etc., the more I realize that the fundamentals are often overlooked: behind your product, WHAT CONCEPT DOES YOUR BRAND REPRESENT? Apple, McDonald’s, Porsche, Nike, and many others don't sell products, but concepts. So, do you know what concept your company sells?

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Nguyen Viet Anh Do

10+ year working in FMCG Trade Marketing & Strategic Sales (across channels & regions in Vietnam) | Pricing Rebates and Promotion Manager @ Akzo Nobel
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In my experience, do not zoom into competitors this early because Trade Marketing does not focus on the competitors but on the shoppers or retailers/business partners. Alternatively, this is my approach: 1. Overall economic performance + industry criteria update if any 2. Market Size (Vol & Value, %Share) BY SEGMENTATION, CHANNEL, AND REGION (BY SCR) 3. Size of Prize BY SCR 4. 4C - 9P/6P/4P Business Model Mix Analysis (Competitors should be here) 5. Define targets & KPIs 6. Trade Marketing Strategies - Deployment - Execution 7. Budget Planning - Phasing - Tracking 8. Program Evaluation/Market Analysis for Learnings and adaptation to changes

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Carlo Mario Romero

Director Comercial |Gerente General | Country Manager | Gerente de Unidad de Negocio | FMCG
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Analizar el mercado es súper importante , solo si podremos entender las fortalezas de los jugadores existentes y por dónde perfilar nuestra propuesta de valor donde una parte importante debe ser el estudio definición del route to market.

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Aline Meloni

Global Account Director @ Mintel | Client Advisor | CPG Expert | Market Intelligence | Consumer Insights | Data Science, AI and Analytics | Pragmatic Optimist | Women in Business Mentor
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To create an effective trade marketing plan, you should consider these strategies: - Value Perception: Highlight quality, taste, and health benefits beyond just price. - Omnichannel Approach: Ensure a seamless experience across digital and physical touchpoints. - Brand Communication: Focus on your brand’s unique value and social purpose. - Quality and Innovation: Offer high-quality, innovative products. - Trust and Loyalty: Build trust through transparency and personalized experiences. - Economic Adaptation: Cater to different consumer responses in various economic conditions. - Technology Use: Invest in tech that improves consumer interactions and satisfaction.

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2 Define your objectives and KPIs

Next, you need to define your trade marketing objectives and key performance indicators (KPIs). Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. They should align with your overall business goals and marketing strategy, and reflect what you want to achieve with your trade marketing efforts. Your KPIs should be the metrics that you use to track and measure your progress and success. They should be relevant, realistic, and quantifiable. For example, some common trade marketing objectives and KPIs are: increasing distribution, shelf space, or market share; improving brand awareness, loyalty, or reputation; enhancing customer satisfaction, retention, or referrals; or generating more leads, sales, or revenue.

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Innocent Nyakwara

Commercial Leader with in depth experiences in Customer Marketing, Revenue Growth Management, Integrated Business Planning, Business Transformation, Analytics, Forecasting, Go-to-Market, Strategy and Finance
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we should define three way objectives - what are you trying to achieve for the company and its products, what are the objectives for the customers and do they align with their strategy and what are the objectives for the customer - is it to drive trial, frequency or premiumization

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Carlo Mario Romero

Director Comercial |Gerente General | Country Manager | Gerente de Unidad de Negocio | FMCG
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Definir los objetivos parece ser siempre una tarea importante, pero así mismo es importante el desarrollo de un plan de acción para alcanzar los objetivos definidos y establecer los mercanismos de seguimiento que permitan asegurar que los equipos están enfocados en alcanzarlos.

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3 Develop your trade marketing mix

The trade marketing mix is the combination of tools and tactics that you use to execute your trade marketing plan. It consists of four elements: product, price, place, and promotion. You need to decide how to optimize each element to create value for your consumers and retailers. For example, you need to consider how to adapt your product features, packaging, or labeling to meet the needs and expectations of your trade partners and consumers. You also need to consider how to set your price to be competitive, profitable, and attractive for your trade partners and consumers. You also need to consider how to distribute your products to the right places, channels, and markets, and how to manage your inventory and logistics. Finally, you need to consider how to promote your products to your trade partners and consumers, using various methods such as advertising, merchandising, sales incentives, trade shows, or digital marketing.

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Carlo Mario Romero

Director Comercial |Gerente General | Country Manager | Gerente de Unidad de Negocio | FMCG
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La mezcla de trade marketing va más allá de las 4p’s , pasa por entender las misiones de compra alrededor del portafolio con el que se cuenta y las características del shopper al que se busca atraer. Cada formato de venta tiene características distintas en términos de ticket promedio de venta , frecuencia de visita entre otros elementos que deben ser tomados en cuenta de cara a poder definir correctamente el mix de trade.

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4 Implement and monitor your trade marketing plan

Once you have developed your trade marketing mix, you need to implement and monitor your trade marketing plan. You need to allocate your budget, resources, and time to each element of your mix, and assign roles and responsibilities to your team members. You also need to communicate your plan clearly and consistently to your trade partners and consumers, and provide them with the necessary support and training. You also need to monitor your plan regularly, using your KPIs and other feedback tools, such as surveys, interviews, or analytics. You need to evaluate your performance, identify any gaps or challenges, and make any adjustments or improvements as needed.

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Carlo Mario Romero

Director Comercial |Gerente General | Country Manager | Gerente de Unidad de Negocio | FMCG
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La supervisión es clave para garantizar un óptimo grado de cumplimiento del plan pre definido. Pasta ello es importante también definir check points que permitan que los equipos multidisciplinarios conozcan los avances.

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5 Build long-term relationships with your trade partners and consumers

The last step of creating a trade marketing plan that delivers value to your consumers and retailers is to build long-term relationships with them. You need to maintain regular contact and communication with your trade partners and consumers, and provide them with value-added services, such as after-sales support, loyalty programs, or co-branding opportunities. You also need to listen to their feedback, suggestions, or complaints, and address them promptly and effectively. You also need to reward their loyalty, trust, and advocacy, and show them your appreciation and recognition. By doing so, you will create a win-win situation for both parties, and ensure your mutual success and growth.

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Tábata Ruas

Gerente de Trade Marketing na Porto
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To develop an effective trade marketing strategy, it’s crucial to focus on building long-term relationships with trade partners and consumers. This involves maintaining regular communication, offering value-added services such as after-sales support and loyalty programs. Listening to and addressing feedback and complaints promptly is essential. Additionally, recognizing and rewarding loyalty and trust is important for fostering advocacy. Providing value-added services enhances the overall experience and supports mutual growth. Ultimately, the goal is to create a win-win situation, ensuring long-term success and sustainability for both parties.

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David de la Calle Armesto

Te ayudo a conseguir tus metas empresariales, desarrollando tu negocio de manera eficiente. Dirección General CdV en Pascual y en Bodegas Matarromera. Experto en: Asesoramiento Estrategico y Desarrollo de Negocio. M&A
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Ganar/Ganar está expresión que tan frecuentemente utilizamos no está siendo utilizada correctamente, si lo que pretenden las dos partes es que sea un beneficio mutuo inmediato. Ganar/Confiar/Ganar/Invertir, es para mi la expresión correcta, ya que si implantas un plan de TM con un cliente tienes que lograr que confie en ti y en los resultados del mismo a medio y largo plazo. De igual modo tu tienes que entenderlo como una inversión a medio plazo, que no te traerá un retorno inmediato, pero que dejara su huella en el mercado e iras sembrando para el futuro. #Aportandovalor #Desarrollandonegocios #Lamanoderechaylaizquierda

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Carlo Mario Romero

Director Comercial |Gerente General | Country Manager | Gerente de Unidad de Negocio | FMCG
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Construir relaciones con los socios comerciales es de máxima importancia , para lo cual recomiendo también entender los grupos de interés alrededor de nuestros socios , ya sean asociaciones o gremios.

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Lucas de Sá

Analista de Trade Marketing pleno | Analista de Trade Marketing Sênior | Especialista de Trade Marketing
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Na minha experiência, esse passo é o mais importante em toda jornada comercial. Os relacionamentos com fornecedores e parceiros comerciais ditam uma grande parte do sucesso, n?o adianta querermos chegar em grandes resultados sem grandes parcerias, é um caminho longo e difícil, quanto mais parceiros nessa trajetória, melhor para a saúde do negócio.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nicolas Breedlove

Founder & CEO, NVB Playgrounds | Helping schools, parks, and communities design safe, engaging, and accessible playgrounds that inspire active play. Trusted nationwide.
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Provide a very specific solution to a very specific problem. Your marketing strategy should highlight both the problem and solution in a simple, yet understood approach. Simple > Complex

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How do you create a trade marketing plan that delivers value to your consumers and retailers?

1

2

3

4

5

6

1 Analyze your market and competitors

2 Define your objectives and KPIs

3 Develop your trade marketing mix

4 Implement and monitor your trade marketing plan

5 Build long-term relationships with your trade partners and consumers

6 Here’s what else to consider

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