Trade Marketing By Aurangzaib Qazi V1.1
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This document outlines the role and strategies of trade marketing. It discusses planning strategies to increase brand visibility and loyal customer base. It emphasizes innovating promotions to engage shoppers and build the brand. Managing the trade marketing budget and reporting on key metrics are also important. The strategies suggested include improving in-store visibility and activities, participating in promotions, utilizing different advertising channels, and bundling products for targeted outlets. The overall goal is profitable growth through better merchandising and activation across retail channels.
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Chapter 16 discusses the modern retail environment, highlighting key trends such as the emergence of new retail forms, technological advancements, and the increasing significance of omnichannel strategies. It outlines essential retailing decisions regarding target markets, product assortments, services, and pricing, emphasizing the importance of customer experience and consistency across various sales channels. Additionally, the chapter explores the dynamics of private labels and wholesale activities, underscoring the necessity for retailers to adapt in a competitive landscape.11 strategic planning in retail
11 strategic planning in retailDr. Chandan Vichoray
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The document discusses strategic planning in retail. It outlines the key components of developing a strategic retail plan, including deciding the store's philosophy, mission, and objectives through establishing a vision and conducting situational analyses. It also discusses formulating a retail strategy using Ansoff's matrix to determine options like market penetration, product development, market development, and diversification. Finally, it discusses implementing the strategic plan and considerations around ethics in retailing related to customers, employees, suppliers, and other stakeholders.Advertisement & retail
Advertisement & retailChetan Jagtap
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This document discusses retail marketing strategies in India. It covers creating footfalls and converting browsers to buyers by building a strong store brand and positioning, understanding customer behavior, and using promotional events. It also discusses ways to strengthen store positioning through merchandising, services, ambience and customer experience. Examples provided position stores differently based on these factors, such as positioning Barista for a unique coffee shopping experience.vijay
vijayvijay
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1. Small, low-priced packaging allows rural consumers to try products that would otherwise be out of their price range. This strategy has been successfully used by other consumer goods.
2. Products designed for rural consumers should be sturdy enough to withstand rough handling and storage, as rural consumers value durability. They also prefer bright, flashy colors.
3. Rural consumers are more concerned with a product's utility than its brand name, but brand name recognition is still important for easy recall and trust.Ad
Trade Marketing By Aurangzaib Qazi V1.1
- 1. Benefits by Trade Marketing Prepared By Aurangzaib Khan Qazi
- 2. Content ROLE OF TRADE MARKETING PLANNING THE STRATEGY INNOVATION MARKET INTELLIGENCE BRAND BUILDING MANAGING TMI BUDGET MARKET REVIEW ACTION POINTS STRATEGY
- 3. ROLE OF TRADE MARKETING Planning The Strategy Preparing business case in advance to participate in branded campaigns learning competitors' strategies and the effectiveness of their promotions working together with internal departments for yearly cycle plan creation for the brand, formulate & implement 1-pager look of success by channel to enhance Product Visibility based on CATMAN guidelines. Supporting and guiding the sales force in merchandising, building good relationship with the retailers through having mutual agreements on the terms providing support to key accounts (Store opening support, EPD, Central Delivery). Forecasting to have additional product, by coordinating with category management or the production team. Analyzing the sales data to identify base line sale V/s the promo sale and to identify the ultimate promoted price point. The goal for planning the strategy is to increase our loyal consumer base by inviting new customers to try our brand and to reduce CODB.
- 4. Innovation Instead of repeating same promotions and copy competitive promotions, plan innovative strategies engage and target shoppers through development of interactive programs to compliment / supplement the existing products or SKUs e.g. one plus one free, coupon / Scratch n win placement through coordination with marketing agencies to achieve greater success in growing sustained volume. Innovative POSM tools for the brands, Brand recognition through participation in ATL / BTL events. The ultimate goal is to increase consumer takeaway after the promotion ends, this occurs when new customers become committed loyal shoppers. Market Intelligence The promotion or trade plan should have a well-defined and understood purpose, designing promotions around opportunities to build your brand such as product demos and important causes (Mothers Day, back- to-school, National Day etc.).
- 5. Brand Building Building a strategy around your consumer's specific wants and needs explaining the positive aspects of the brand, communicate a consistent message across all trade channels by integrating sales strategies through all mediums like shelve talkers, interactive POSM and B2C platforms like Facebook, Twitter. Plan to achieve OSA score for the brands across all or targeted trade channels. Managing Trade Marketing Budget One of the most important areas is to effectively manage TMI budget, Identifying and adopting systems that allow us to effectively manage trade spending, cash flow across simultaneous promotions at multiple retailers, deductions, promotion reconciliation, and promotion analysis and inventory movement throughout the supply chain. Integrate your system with retailer and obtaining contracts for data sharing with retailers to get market data to maximize your results. REPORTS: DSR, TMI VGR/FGR Spends, ONE PAGER, BRAND Budgeting, Competitors Bench Marking.
- 6. Diagram - Trade Marketing Process
- 7. ACTION POINTS Visibility is very important for any brand plan the strategy to have more visibility at less cost and training of merchandisers. In-store activities at key outlets/hypermarkets would be very helpful to create the awareness among the visiting consumers. category branding, store interception, placing exclusive special attractive shelves of our own brands at checkout counters, store interception, in-store sampling, in-store promotions etc. We can operate interactive promotions for the consumer, so they experience the activity/game and product range interlinked leading toward excitement and good experience related to brand. FGRs: Fixed Gondola Rentals would prove quite beneficial for us within the category. Variable gondolas (out of category) in addition can be rented wherever a promotion is intended to be run. Facebook, and Instagram accounts to be created for the product range where promotions and interactive competitions can be provided to our members. Radio advertisement is also a good medium to attract consumers. Lifestyle magazines can be used as a vehicle to get our brands advertised to gain attention of youth market. Bundle promotions with internal brands or with some other key brands will also be quite helpful.
- 8. STRATEGY OBJECTIVE STRATEGY ModrenTrade Hyper Market - KEY ACCOUNTS Cover the gaps by expanding coverage wherever we are not present. It's the low hanging fruit which we should not miss out. Profitable growth, aggressively grow through better merchandising execution, and customer specfic in store activation. Product Assortment, promo participation, pricing management, business reviews, space and planogram with must have and good to have assortment. Merchandising would play a pivotal role as not only it will help in boosting off-take but also reduce the market return issues Wholesale At this stage not be focused much Offer market competitive prices and prmotion (if required) and develop long term partnerships. Semi Wholesale Utilize wholesale to cover remote areas where pop density is low, developing numeric distribution for select brands and cover 100% directly Target linked additional payouts, participation with key wholesalers Self Service Profitable growth, selectively grow through the ones which may give promising sales along with business viability Promo participation and good customer standard compliance. Large Grocery Coverage only in selct stroes with viable business Mostly targeting low priced SKUs Small Grocery Focus on the stores those geograpical benefits Leverage WS to reach these small shops/groceries Petrol Pumps Cover as much as we can Good displays at checkouts and in category, Better Visiblity via merchendising CHANNEL WholesaleGeneralTrade Strategic Role ( To Be Decide Via Coordination With Management ) STRATEGY
- 9. Prepared By Aurangzaib Khan Qazi