TRADE MARKETING PLANS
Trade marketing plans are critical for aligning the efforts of sales, marketing, and trade marketing functions to drive retail success. These plans ensure that products are strategically positioned, promotions are effectively executed, and shopper needs are met. By fostering collaboration across functions, trade marketing plans enhance brand visibility, optimize in-store performance, and maximize
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Course Overview
Trade Marketing Plans
Trade Marketing is a strategic function designed to create and implement plans that bridge the gap between brands and their trade partners, ensuring mutual growth and profitability. These plans are essential for delivering tailored solutions to retailers, enhancing shopper engagement, and aligning brand strategies with channel objectives. This course, structured into 9 core chapters, provides a step-by-step guide to crafting and executing impactful trade marketing plans, equipping participants with the skills to navigate dynamic markets and achieve measurable success.
9 Chapters of Trade Marketing Fundamentals
1. Develop the TM Plan
2. Human Resources
3. Financial Plans
4. Markets & Opportunities
5. Categories & products
6. Customers & Channels
7. Competitive evaluation
8. Themes and tactics
9. KPI’s
Course Approach
This course ensures that participants can apply theoretical insights to real-world scenarios by leveraging high-quality content, practical case studies, and interactive exercises. With a strong focus on actionable tools and strategic applications, students will develop their trade marketing expertise and build robust plans to drive growth and profitability. Whether you are a beginner or an experienced professional, this program offers a structured approach to mastering trade marketing plans.
What Students Will Gain from This Course
- A comprehensive understanding of trade marketing plans and their strategic importance.
- Practical tools for designing and implementing effective trade strategies.
- Skills to align trade marketing plans with shopper, retailer, and business objectives.
- Expertise in monitoring performance and driving continuous improvement for impactful results.
Schedule of Classes
Course Curriculum
1 Subject
Trade Marketing Plans
1 Exercises • 86 Learning Materials
DEVELOP THE TRADE MARKETING PLAN
CHAPTER F2F
Chapter INTRODUCTION
Corporate OBJECTIVES
The Wider CORPORATION
Trade Marketing OBJECTIVES
Developing The Trade Marketing Plan Outline
One Page SUMMARY
9 Types of TM PLANS
Tools and FORMATS
CHAPTER SUMMARY
HUMAN RESOURCES IN TRADE MARKETING
F2F INTRODUCTION
Chapter INTRODUCTION
Components of a HR Plan in TRADE MARKETING
Roles and RESPONSIBILITIES
Strategy VS OPERATIONS
TRADE MARKETING PLAN INPUT
CHAPTER SUMMARY
FINANCIAL PLANS IN TRADE MARKETING
CHAPTER F2F INTRODUCTION
CHAPTER INTRODUCTION
5 KEY FINANCIAL ASPECTS
KEY FINANCIAL INPUTS FOR TM
P&L review FOR TRADE MARKETING
TM FINANCIAL PLAN INPUTS
CHAPTER SUMMARY
MARKETS AND OPPORTUNITIES IN TRADE MARKETING
CHAPTER F2F INTRODUCTION
CHAPTER INTRODUCTION
THE 5 X 5 CORE COMPONENTS OF TRADE MARKETING
MARKET SIZE DEVELOPMENT METHODS
MARKET AND CHANNEL SIZING
EVALUATION METRICS FOR TM
TRADE MARKETING PLAN INPUTS
CHAPTER SUMMARY
CATEGORIES AND PRODUCTS
CHAPTER F2F INTRODUCTION
CHAPTER INTRODUCTION
PRIORITISING BRANDS AND CATEGORIES
PRIORITIZING CATEGRIES AND PRODUCTS
TRADE MARKETING PLAN INPUTS
CHAPTER SUMMARY
CUSTOMERS AND CHANNELS
CHAPTER F2F INTRODUCTION
CHAPTER INTRODUCTION
WHO IS A CUSTOMER
TYPES OF CUSTOMERS
PRIORITIZING CUSTOMERS
CUSTOMER PROFILE
JOINT BUSINESS REVIEW
TRADE MARKETING PLAN INPUTS
CHAPTER SUMMARY
COMPETITIVE EVALUATION
CHAPTER F2F INTRODUCTION
CHAPTER INTRODUCTION
6 WAYS TO GATHER DATA
9 WAYS TO EVALUATE COMPETITION
KEY METRICS FOR EVALUATION
ORGANISING FINDINGS
ANALYZE FINDINGS
CONSOLIDATE FINDINGS
COMPETITIVE INTELLIGENCE GATHERING TOOL
TRADE MARKETING PLAN INPUTS
CHAPTER SUMMARY
THEMES AND TACTICS
F2F INTRODUCTION
CHAPTER INTRODUCTION
THEMES
PLANNING PROCESS
PLANNING PROCESS RESOURCE
TACTICS
THEME 1 BRANDING
THEME 2 - CHANNELS AND INTEGRATION
THEME 3 - PRICING
THEME 4 - COMMUNICATION
THEME 5 - RESEARCH
THEME 6 - PROMOTIONS
THEME 7 - GAMIFICATION
TM PLAN INPUTS
CHAPTER SUMMARY
KEY PERFORMANCE INDICATORS
CHAPTER F2F INTRODUCTION
CHAPTER INTRODUCTION
#1 KPI SHELF SHARE
#2 KPI CATEGORY SHARE
#3 KPI VOLUME SHARE
#4 KPI GROSS MARGINS
#5 KPI BREAK EVEN VOLUME
#6 KPI OUT OF STOCKS
#7 KPI DPP
#8 KPI TRADE MARKETING COSTS
#9 KPI ROI
#10 KPI PROMOTIONAL UPLIFT
CHAPTER SUMMARY
QUIZ SELF CERTIFICATION
TRADE MARKETING PLANS - QUIZ
Course Instructor
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Sudarshan Raman
10 Courses • 56 Students
Professional with extensive experience in B2C and B2B sectors across the Middle East, Pakistan, Africa, and CEE / NA markets. Focuses on trade marketing, marketing, KAM, sales, business transformation, and business skills. Worked with AEG, P&G, Rothmans, BAT, Bayer, Durex, BiC and 3M. Expertise spans 250+ categories, focusing on Analysis, Planning, Implementation & Control.
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