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Route To Market > Cours n 3 - Trade Marketing > Flashcards

Cours n 3 - Trade Marketing Flashcards

1
Q

Trade marketing management : phases

A

TM Analysis -> tm strategy -> tm tactics -> tm control -> tm analysis …

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2
Q

Tm strategy

A

Segmentation
Targeting
Positioning

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3
Q

Trade marketing when ?

A

When a company is using an indirect channel
In order to attract warehouse and retailer
Create value for the final customer + intermediate

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4
Q

Tactics

A

TM tools: can be classified according to their prevailing effect on sell in vs sell out

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5
Q

Sell in

A

Economic terms
Trade promo
Launch of new packages, formats to be listed in the assortment

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6
Q

Economic terms

A

Price list
Payments terms
Discount
Fees and allowances

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7
Q

Discounts

A

Based on payment terms
On logistics terms
On quantités
On the product portfolio / full lines

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8
Q

Fees and allowances

A

Slotting allowances or fees

Promotional allowances

Cooperative advertising

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9
Q

Slotting allowances

A

Fee charged to manufactures by retailers in order to have their products on their shelves

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10
Q

ECR

A

Find a way to improve the efficiency & effectiveness in their response to the final consumer

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11
Q

Price discrimination

A

Subjective

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12
Q

Price differentiation

A

Rules and conditions

Objective

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13
Q

Trade promo :

A
  • continuous
  • una tantum

—> diff advantages : eco or non eco / certain or uncertain

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14
Q

Advantage with continuous promo

A

Collections to obtain prizes

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15
Q

Una tantum

Advantages

A
  • contests or incentive promo

- special promo deals

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16
Q

Innovation to satisfy trade needs

A

New product categories

Product variants

Dimension & packaging

17
Q

Sell out

A 
Category management 
Merchandising support 
In store promo / comm 
Logistical support 
Other support
18
Q

Merchandising support

A

Display and selling aids

Merchandisers

19
Q

Display and selling aids

A
  • diff types
  • might be over abundance problems and disparity of perceived usefulness
  • can be very effective but usually combined with promo allowances
20
Q

Merchandisers

A

Team managing the shelves re fill

21
Q

Tm control

A

Ranging from:
- Day to day monitoring of channel member performance
To
- long term approach of comprehensive performance evaluation

22
Q

Channel / client income statement

A

Industrial contribution

Margin after distribution

—> costs not imputable to the channel

23
Q

Industrial contribution

A

Sales - cost of goods sold

24
Q

Margin after distribution

A

Industrial contribution - trade mktg costs - sales costs - financial costs - logistics costs

25
Q

Poor market distribution

A

Due to poor customer based performances : our retailers have trust ? Loyal?..

Route To Market (6 decks)

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