Introduction
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. RBNC designed this program focusing on 2 days practice in Trade Marketing Strategy of several industries
How you will benefit
At the end of this training program, participants will be able to:
- Build real Trade Marketing Strategy plan for their own business
- Learn Critical Successful Factors (CSFs) from other industries
- Be ready for action plan right after come back to workplaces
Who should attend
- RBNC designed this advanced level for people who already attended "Essential Trade Marketing" Program
- 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: Aligning Trade Marketing Strategy with Business Strategy
- Business Strategic MAP: Your business as a holistic with 4 difference areas to be measured:
- Financial: How are we looking as a share holder? What do we want to achieve in financial goal
- Customers: What value do we need to provide to our customers to achieve financial goal?
- Internal: What internal process do we need to provide value to customers to achieve financial goal?
- People: What skills, knowledge, experience of our people to drive internal process to provide value to customers to achieve financial goal?
- Trade Marketing Strategy:
- Who Are You Going to Call On
- Who Is Going To Call On Them
- How Are You Going To Call On Them
- When Are You Going To Call On Them
Module 2: Practice - Practice - Practice
There are 4 Scenario are designed with all detail information for exercises. Participants will work in group to develop Trade Marketing Strategy
- Scenario 1: B2C (Business-to-Consumer) business model, FMCG Industry
- Scenario 2: B2C (Business-to-Consumer) business model, Luxury Goods Industry
- Scenario 3: B2B (Business-to-Business) business model, Animal Feeds Industry
- Scenario 4: B2B (Business-to-Business) business model, Service Industry