Branding at the 1st Moment of Truth Trade Marketing

Create relevant value and be the preferred and strategic partner of your key retailers! A global survey of more than 100 retailers and consumer products companies revealed retailers widespread dissatisfaction with their trading partners in such areas as consumer insight development and the design and execution of promotional programs. The Strategic Trade Marketing seminar integrates the store into the marketing mix by communicating effectively at the point of purchase and creating value for the shopper. It provides a clear strategy that focuses on what happens in-store with a clear view of what customers really want. Trade marketing is branding the last mile for competitive advantage! Key benefits for participants The participants will learn how to: tools in the frameworks for approaching trade marketing activities to set themselves apart from novice trade marketing practitioners a deeper knowledge in developing a trade marketing plan which is aligned with marketing and sales plans Key benefits for companies The company will gain: knowledge in formulating strategies and tactics to win at the point of purchase where a differentiated, recognized brand proposition is needed competitive advantage in developing categories and improved trade relations Program Concept: THE RETAIL LANDSCAPE IS CHANGING! This intensive 2-day pioneering seminar teaches participants how to use trade marketing as a tool to create an impression and experience for the shoppers within a given purchase cycle, and add value to retailers as a strategic partner in gaining consumer advocacy and loyalty. Case studies, current best practices, and workshops that direct participants to conduct active adult learning activities on their own follow each topic to enhance the learning process. Program Overview Module 1: Why You Need Strategic Marketing Changing Landscape: Current And Future Global Trends In Trade Marketing And Its Implications To Your Companys Strategies Introduction To Retail Marketing: What It Is And Why Its Important To You What Is Trade Marketing And How It Differs From Brand Management And Sales Management In Context And Execution Module 2: The First Moment Of Truth Of The 21 st Century Shopper Understanding The Dynamics Of Shopper Purchase Behavior: Where, Why And How Shoppers Buy Developing The Big Idea For Effective And Efficient In-Store Marketing Through Consumer And Shopper Insighting

Pop Sales Building Models And Effective Use Of Store Signage And Gondolas Module 3: Strategic Category Management Business Process And Implementation Developing a Category Story Conducting A Joint-Business Planning Process With A Retail Partner Key Metrics Of Trade Marketing Programs Effectiveness Case Examples From The Following Product/Service Categories Apparel Biscuits Canned Fish Canned Goods Coffee Cooking Oil Conditioner Detergent Diapers Feminine Care Fragrances Hardware Ice Cream Instant Noodles Magazines Pasta Personal Care Powdered Milk Sauces Shampoo Skin Care Snacks Spreads Soap Toothpaste Toys Case Examples Of The Following Scenarios Shall Be Discussed: Trade Marketing Plan Aligning Trade Marketing Plan With customer and brand plans Category Management Implementation issues Who should attend The modules are primarily oriented to Trade Marketing Managers, Marketing Managers, Key Accounts Specialists (KAS) / Managers (KAM), and Sales Managers handling a Key Accounts Group What our past participants said: Building strong knowledge in trade marketing helps us realized to leverized it according to what tailored to the accounts need and customers wants. -- Rian Glenn L. Butron, Key Account Manager, JS Unitrade Merchandise, Inc.

Trade marketing seminar will help companies maximize sales/marketing effort and measure impact of programs. -- Elbert E. Muasque, Marketing Manager for Mindanao, Petronas Energy Phils., Inc. I have learned very valuable info on trade marketing w/c I can share and use w/ my company. -Analou G. Jundos, Marketing Operations Manager, International Pharmaceuticals, Inc. This training will help a lot of trade marketers gain competitive advantage in their field. -- Violeta Anne A. Honasan, Trade Marketing Manager, Big E Food Corporation "Trade marketers, here is a chance to enhance your skills, learn new things and grow in your career. Bong did a good job; His sense of humor is addictive." Eddie Ang, Sales Training Manager, Ajinomoto Philippines Corp. "It was very helpful and insightful. Materials and data presented were up to date and useful. I learned a lot, no dull moment. Everything is interesting." Charisse Vite, Trade Marketing -Key Accounts, 3M Philippines Recent Participants Include: Director of Wodel, Inc. AVP of Splash Corporation National Sales Manager of San Miguel Corp. Sales and Marketing Manager of RDL Pharmaceutical Head of National Trade Marketing of Globe Telecom Trade Marketing Manager of JT International Trade Marketing Manager of Level-Up Trade Marketing Manager of Henkel Trade Marketing Manager of Haagen Daz Trade Marketing Manager of JS Unitrade Trade Marketing Manager of Pepsi-Cola Products Trade Marketing Manager of Quantum Foods Trade Marketing Manager of Dole Philippines Marketing Manager of Rivendell Marketing Marketing Manager of Syngenta Philippines Marketing Manager of Future Trade International Marketing Manager of Philusa Corporation National Sales Manager of Finfish National Key Accounts Manager of General Mills Foods Retail Business Manager of MSI-ECS Philippines Circulations Manager of Philippine Daily Inquirer Consumer Field Sales Manager of Stiefel Philippines District Sales Manager of Bayer Philippines Key Account Manager of Abbott Laboratories Senior Manager of Sarimanok Feeds Area Sales Manager of Universal Robina Corp. Marketing Officer of Henkel Philippines Key Account Specialist of 3M Philippines, Inc. Senior Trade Promo Associate of Summit Publishing Senior Sales Engineer of ABB, Inc.

Trade Marketing Executive of United Laboratories Trade Marketing Representative of Bayer Philippines