4Cs Model of Trade Marketing

Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing

1. C1 = Customer Development:

  • Channel Development
  • Trade Discount Policy
  • Loyalty Program
  • Customer Events


2. C2 = Category Development:

  • Penetration Strategy
  • Portfolio Strategy
  • Pack-size strategy
  • Pricing Strategy


3. C3 = Consumer Engagement:

  • Consumer Promotion
  • Merchandising
  • Point of Sales Material (POSM)
  • Point of Purchase (POP) Activation


4. C4 = Company Engagement:

  • Sales forecast, target
  • Sales brief
  • Visibility/Display Contest
  • Penetration Contest