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. However, you need to continue with your Brand Management strategies to sustain the need at the consumer end. A consumer is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes your product against competitors', you must market your product to the retailers, also. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability. It is used to satisfy the needs and wants of the consumers. merchandising and shopper promotions than consumer directed programs. Below the line promotions have become the focus of most consumer goods companies in order to drive higher sales. Targets of trade marketing

Distributor/Dealer
Distributor/Dealers are channel trade partners who act as a medium to ensure stock delivery/availability for the consumer across the geographies. The role of these entities is absolutely critical as they help in ensuring that the product is widely distributed and available for the end consumer. The key benefit of these entities is in ensuring that the distribution costs are lower for the manufacturer and simultatenously the products are available for the end consumer. The distributor and dealers operate on a base trade margin (factored in the cost of the product by the manufacturer). Along with the base margin the trade partners also get additional schemes/incentives which keep on varying from time to time and product to product. The dealer could be a Retailer (selling to end consumer directly), wholesaler (selling to other retailers primarily) or a modern retailer (i.e. self service stores like the Walmart, Carrefour, Tesco etc which are into both the consumer retailing and wholesaling).

Sales outlet
Sales outlet means a retailer. A retailer is also one of customers in trade marketing targets. Plans of trade marketing is targeting customers and shoppers. Therefore, trade marketing should provide sales outlets with customer & shopper-based value creation plans. Sales outlets (customers) are a place that manufacturer can meet shoppers and consumers.

Methods of trade marketing

Basic method of trade marketing is focusing on sales fundamentals, such as Distribution, Display, Promotion and Price. With data and knowledge of sales fundamentals, trade marketing develops market strategy aligned with brand strategy. In order to deliver sales volume and value, trade marketing support sales forces with well-designed fundamental enhancement plans.SO WE MUST FOCUS ON TRADE MARKETING.

1. Job title: Trade marketing manager 2. Department: 3. Report to: Job purpose:

coordinate their companies' market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities. promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firms products. Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied. In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development. Promotions managers direct promotions programs that combine advertising with purchasing incentives to increase sales. Often, the programs are executed through the use of direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or other special events. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.
Marketing managers establish distribution networks for products and services, initiate market research studies and analyze their findings, assist in product development, and direct and evaluate the marketing strategies of establishments. Advertising managers plan, direct and evaluate the activities of firms and departments that develop and implement advertising campaigns to promote the sales of products and services.

1. Participates (under strict supervision of Marketing Dept.) in the design of the promotional materials and maintains contacts with the Key Accounts and DCs, in order to supervise all promotional activities. 2. Leading development of the Trade Marketing Strategy to achieve defined business objectives across all product categories. 3. Owning responsibility for the development, execution, and performance of all programs designed to increase presence and ultimate take-away. 4. Responsible for management and monitoring of Trade Marketing Investments and initiatives execution. 5. Contribute to the Companys goals and objectives and improve market share, customer satisfaction and productivity performance. 6. Establishing channel strategies and implementing the associated plans. 7. Development of a trade promotional plan with key customers and channels. 8. For any form of communication directly or indirectly linked to Company/Brand equity works under strict supervision and responsibility of Marketing Dept. 9. Ensuring alignment across the Sales and Marketing organizations on field sales needs and marketing initiatives, including coordination with Corporate Trade Marketing and budget management.

10. Working closely with key customers to provide category and shopper insights to drive performance. 11. Development and delivery of new product development (NPD) plans. 12. Co-ordination and communication of product, price and pack changes. 13. Leading efforts to leverage the Global Brand Positioning and solidify the companys superiority through our customers and their showrooms. 14. Providing seasoned leadership in the translation and execution of the Marketing strategy into impact programs. 15. Putting in place, monitor and improve processes to link all Marketing activities with the activities of the Sales team. Work closely with the CMO to improve processes that link corporate brand building activities and Product Development activities with Sales activities. 16. Is responsible for Sales Force Animation Programs and Actions. 17. Is actively participating to specific dedicated trainings to Sales Force. 18. Responsible for Trade Marketing / Category Management process & solutions with external & internal customers to grow the categories. 19. Develop, implement & evaluate category plans to meet profit objectives. 20. Manage and evaluate trade promotion levels to achieve maximum returns.
Retail trade managers perform some or all of the following duties:

Plan, direct and evaluate the operations of establishments engaged in retail sales or of departments in such establishments Manage staff and assign duties Study market research and trends to determine consumer demand, potential sales volumes and effect of competitors' operations on sales Determine merchandise and services to be sold, and implement price and credit policies Locate, select and procure merchandise for resale Develop and implement marketing strategies Plan budgets and authorize expenditures Resolve customer complaints Determine staffing requirements and hire or oversee hiring of staff.

specification of Trade marketing manager

Working under pressure is unavoidable when schedules change and problems arise, but deadlines and goals still must be met. College graduates with related experience, a high level of creativity, and strong communication and computer skills

substantial travel, and long hours, including evenings and weekends, Substantial travel may be required in order to meet with customers and consult with others in the industry. Sales managers travel to national, regional, and local offices and to the offices of various dealers and distributors. a bachelor's or master's degree in business administration with an emphasis on marketing. Courses in business law, management, economics, accounting, finance, mathematics, and statistics are advantageous. classes in marketing, consumer behavior, market research, sales, communication methods and technology Computer skills are necessary for recordkeeping and data management, and the ability to work in an Internet environment Also, the ability to communicate in a foreign language mature, creative, highly motivated, resistant to stress, flexible, and decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. These managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms.
Experience: 1-5 years Specific Skills: Plan, organize and direct daily operations. Ability to make cold calls. Prepare reports. Business Equipment and Computer Applications: Windows, electronic mail, general office equipment, word processing and spreadsheet software. Additional Skills: Recruit, hire, and train staff. Essential Skills: Oral communication, working with others, computer use, problem solving, job task planning and organizing, writing, reading text, document use, finding information, critical thinking, decision making, continuous learning and numeracy.

1. Bachelors Degree in business related discipline. 2. 4 6 years stretching experience in similar position preferably in the FMCG sector. 3. Perfect standard of written and spoken English, Command over Arabic. 4. Good knowledge of Markets. 5. Good project management skills. 6. Excellent presentation skills. 7. Strong interpersonal skills. 8. Leadership and Team Management skills. 9. Project management skills.

10. Used to interpreting data and driving value adding insights. 11. Budget management experience. 12. The ability and ambition to progress your career rapidly. 13. Organized and determined persistent person. 14. Good and effective communication and negotiation skills, leadership. 15. Proactive and Team player. 16. Able to promote cross functional effectiveness. 17. Decision making oriented & able to quickly react to changing environment. 18. Training skills. 19. Able to communicate at different organization levels.