Marketing & Sales

Key Account Management Strategy

New York
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Essential Trade Marketing


Trade marketing is a discipline of marketing that relates to increasing the demand at the wholesaler, retailer, or distributor level rather than at the consumer level. However, there is a need to continue with Brand Management strategies to sustain the need at the consumer end. A shopper, who may be the consumer him/herself, is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes a company's product against competitors, that company must market its product to the retailers, as well. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.  




How you will benefit

At the end of this training program, participants will be able to:

  • Understand Trade Marketing Department's role in adding value within the organization
  • Understand Trade Marketing Department & POP Vision development
  • Have a greater appreciation and understanding of how you can more effectively market your products and services within the various trade channels
  • Be Better execute sales activities to maximize return on investment
  • Be Clear Define consumer and customer needs
  • Develop powerful communication tools to support trade initiatives
  • Achieve a higher level of customer support for your sales initiatives

Who should attend

  • RBNC designed this workshop for professionals and business owners who know that one little learning tool can dramatically improve their prospects.
  • This course is also designed for people who sell, negotiate, promote with or manage customers operating in the various retail trade channels of your markets

What you will cover

Module 1: Roles of Trade Marketing Department

  • Distributor/Dealer and Retailer Development and Management
  • Responsible for sales fundamentals, such as Distribution, Display, Promotion and Price
  • Develops market strategy aligned with brand strategy
  • Support sales forces with well-designed fundamental enhancement plans

Module 2: Three Pillars of Trade Marketing

  Pillar 1: Trade Marketing Strategy

  • Trade Strategy: Who and How
  • Customer Census & Classification
  • Trade Analytics
  • More...

  Pillar 2: Trade Marketing Operational

  • Trade Program Development
  • Sales & Operational Planning
  • Category Management
  • Trade Coverage Planning
  • Trade Investment Modeling
  • More...

  Pillar 3: Trade Marketing Executional

  • Account Management
  • Territory Management
  • Trade Approach Contacts
  • Customer Call Processes
  • Trade Events & Relations
  • More...
Study Time

This practical training program is designed with:

16 hours training - 2 days


Live Online
4,200 $
14 Feb & 15 Feb 2025
Live Online
4,200 $
19 May & 20 May 2025
New York
4,200 $
15 Sep & 16 Sep 2025
Live Online
4,200 $
14 Nov & 15 Nov 2025

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