Cours n 3 - Trade Marketing Flashcards
Trade marketing management : phases
TM Analysis -> tm strategy -> tm tactics -> tm control -> tm analysis …
Tm strategy
Segmentation
Targeting
Positioning
Trade marketing when ?
When a company is using an indirect channel
In order to attract warehouse and retailer
Create value for the final customer + intermediate
Tactics
TM tools: can be classified according to their prevailing effect on sell in vs sell out
Sell in
Economic terms
Trade promo
Launch of new packages, formats to be listed in the assortment
Economic terms
Price list
Payments terms
Discount
Fees and allowances
Discounts
Based on payment terms
On logistics terms
On quantités
On the product portfolio / full lines
Fees and allowances
Slotting allowances or fees
Promotional allowances
Cooperative advertising
Slotting allowances
Fee charged to manufactures by retailers in order to have their products on their shelves
ECR
Find a way to improve the efficiency & effectiveness in their response to the final consumer
Price discrimination
Subjective
Price differentiation
Rules and conditions
Objective
Trade promo :
- continuous
- una tantum
—> diff advantages : eco or non eco / certain or uncertain
Advantage with continuous promo
Collections to obtain prizes
Una tantum
Advantages
- contests or incentive promo
- special promo deals
Innovation to satisfy trade needs
New product categories
Product variants
Dimension & packaging
Sell out
Category management Merchandising support In store promo / comm Logistical support Other support
Merchandising support
Display and selling aids
Merchandisers
Display and selling aids
- diff types
- might be over abundance problems and disparity of perceived usefulness
- can be very effective but usually combined with promo allowances
Merchandisers
Team managing the shelves re fill
Tm control
Ranging from:
- Day to day monitoring of channel member performance
To
- long term approach of comprehensive performance evaluation
Channel / client income statement
Industrial contribution
Margin after distribution
—> costs not imputable to the channel
Industrial contribution
Sales - cost of goods sold
Margin after distribution
Industrial contribution - trade mktg costs - sales costs - financial costs - logistics costs
Poor market distribution
Due to poor customer based performances : our retailers have trust ? Loyal?..
