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Trade marketing activities - what is it? What does a trade marketer do? What is Trade Marketing Promotions

To be honest, I don't like trends. They come and go. I like the fact that it works forever. Now, for example, in a trend (that is, fashionable) such a thing as trade marketing.

Everyone literally rushes with him like with a written bag. From the series “I will now set up trade marketing and my product will start selling much better! What is there?! It will just be swept off the shelves.”

Although if you think about it, then trade marketing (or if you say in Russian, then trade marketing) includes all the tools that are in one way or another aimed at increasing sales (God!? What a hackneyed phrase!).

For example, such as merchandising or holding “ ”. But about everything in order and structured.

To the origins of the roots

Trade marketing, aka trade marketing, aka trade marketing (I hope you know where this phrase is borrowed from :)) is “a set of activities aimed at increasing sales of the company's products”.

What?!

I agree, it sounds terrible! How can I say it easier? Yes Easy! I think you have heard such a phrase as BTL events more than once.

Those same tastings in stores, racks with specials. offers and so on. Have you heard the expression ATL events? Not sure. Here is the difference.

ATL(above the line) - these are events designed to deliver advertising directly to the consumer, the same audio and TV advertising.

Or in our case, this is the classic one that we are all so used to.

BTL(below the line) - actions aimed at advertising products indirectly, that is, trade marketing.

Story from the series “I was surprised”

By the way, the history of the appearance of these abbreviations is very interesting. In the middle of the 20th century, one of CEOs The Procter & Gamble Company studied a marketing budget prepared by a marketing staff.

And I was extremely surprised that it included huge expenses for advertising on radio, newspapers, and so on, but there was absolutely no expense item for distributing product testers (and the amount, as you understand, is not at all small).

Then, with a light wave of his pen, he drew a line in this estimate and under the drawn line (below the line) entered the necessary amount, which was intended for these events.

It was after this feature that the division of marketing into large companies on ATL and BTL.

Thus, trade marketing is a whole set of tools that allow you to sell a product (in extremely rare cases, a service) by directly influencing the buyer (touch, feel, etc.).

Tastings;
Lotteries;
Exhibitions;
Conferences;
And so on.

And to be completely honest, trade marketing is contrary to the vision and words of the great Philip Kotler, who said that the main task of marketing is to “make efforts to sell products unnecessary”.

Trade marketing, on the other hand, is engaged in the fact that it makes efforts to sell products on an already formed stream. But more on that a little further.

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Unexpected turn

I'm shocking you now, but the main task (or rather tasks, since there are several of them) is by no means to sell “Faster! Now! Immediately!”, but quite different:

Attracting the attention of a potential buyer to the product. Make sure that he sees it and realizes the need to buy it in the future. That is, in fact, one of the main tasks is to gain a foothold in the mind of the consumer.
Influence the mind of the buyer through a favorable (customer-oriented) image of the brand / company and show the advantages of products over competitors.
And of course, to make the potential buyer make a decision to buy a particular product faster (tastings, promotions, discounts, gifts). In a word, or rather a phrase, the main task of trade marketing is to develop loyalty and commitment to a particular brand and product to the stage of the buyer, and then to the brand advocate.
An increase in the number of repeated purchases of the promoted product and, as a result, an increase in the number of brand/product followers.

Quite an unexpected turn

Even I, an experienced person, but extremely rarely (only a couple of times in my memory) meet such a specialist as a trade marketer. As the saying goes, "everyone has heard about them, no one has seen them, but they exist."

The same specialists who make and implement trade marketing. Although we would (in a small business, I mean) first figure out what a mere mortal has. But back to the trade marketer.

Of course, what if given profession and exists as a dedicated position, then in large companies with a large staff of the marketing department, which are divided, for example, into:

brand manager;
Marketing Analyst;
Internet marketer;
And others.

Why am I? I will now list the tasks of a trade marketer (or rather, the duties that he should deal with) and you will think whether you need such a separate person in the state, or you are already partly a trade marketer yourself 😉

Market monitoring;
Development and implementation of the company's strategy in the framework of trade marketing;
Knowledge of the main advantages, key competitors, pricing policy, purchase situations;
Determination and selection of the assortment participating in promotions;
Sales analysis and demand forecasting, determination of sales growth factors;
Development of new mechanics of promotional events;
Analysis of competitors' activities - new types of POS materials, sales mechanics, etc.;
Building and maintaining effective communications with trading partners;
Development of cross-partner loyalty programs;
Close cooperation with the customer service department;
Development of promotional calculation standards;
Development of recommendations for partners on effective merchandising;
Participation in the preparation and holding of exhibitions;
Planning and control of execution of the trade marketing budget;
Analysis of the results of marketing activities;
Preparation and presentation of reports.

More about responsibilities

Remember the story about the line? So, a trade marketer, like the very concept of trade marketing, has 2 sides of the coin, so to speak, visible and invisible, or rather obvious and non-obvious.

1. Obvious

trade promotion(or, in Russian, trade) is what is important for b2b, that is, selling your products to dealers, sellers, distributors.

sale promotion(or speaking in Russian, sale) - the concept is a little more complicated, since in fact it is also a sale of products, only to a specific consumer (those same BTL events).

If you read our articles on the basics of marketing, and in particular about marketing, you should have quickly guessed where the word Promotion came from. If not, then I recommend that you quickly watch this video about 4P and get back to reading.

2. Non-obvious

Price management. No, no, I'm not talking about pricing at all now. And about more mundane things.

Those same discounts that any adequate owner hates (well, actually, because they eat up the entire margin).

So here is the development of discounts, markups, loyalty programs, different kind shares - this is one of the main, but not the most obvious tasks of a trade marketer.

A simple example. In my article (below), I described 16 examples of different promotions that any business (retail, services, b2b) can use.

The trade marketing segment accounts for about 5% of all marketing vacancies Russian market labor. Despite the fact that this direction has long and firmly established itself in business, now and then questions flare up: what functions does a trade marketer perform in Russian companies? What is the difference between a trade marketer and a brand manager, product manager or just a marketing manager? But the reality is different from the classical theory. The recruiting portal has analyzed jobs for trade marketers to answer these questions.

Job Responsibilities of a Trade Marketing Manager

In 11% of vacancies for trade marketers, there is a second job title: promotion manager, analyst, marketer, advertising specialist ... The duties of an employee here may go beyond the usual functionality. And yet there are basic points that can be recognized as typical duties of a trade marketer.

These include:

Development and implementation of a product promotion strategy;
- monitoring and analysis of the market, study of the competitive environment;
- development and implementation of a comprehensive calendar of trade activities;
- development, organization, control and evaluation of the effectiveness of trade marketing activities (BTL, promotions, promotions, presentations, etc.);
- sales analysis, assortment planning, development of measures to improve sales efficiency;
- participation in pricing, assortment formation;
- participation in the launch of a new product on the market;
- building and maintaining effective communications with partners and customers;
- control of work, training of sales personnel;
- participation in the development of motivational programs for sales staff;
- planning and control of execution of the trade marketing budget;
- control of development and production of POS-materials;
- preparation of analytical reports.

Trade-, brand-, product-

If you look at the typical functionality, then trade marketing managers have quite a lot of intersections with brand and product managers: participation in the development of a product promotion strategy, market analysis, participation in pricing, development of marketing and promotional activities. And it may even seem that Russian employers do not see the difference between these positions. However, a detailed analysis of vacancies revealed some differences in the approach to these specialists.

Trade marketers are engaged in the promotion of goods directly at the points of sale. Accordingly, most of the events and promotions are aimed at end users. Therefore, their responsibilities include working with sales personnel: training, monitoring work, development of motivational schemes. They are closest to the consumer among the specialists we are considering, which is why their participation in the development of POS materials is so important - they understand how the design of a point of sale can push a visitor to purchase a particular product.

The product manager develops a strategy and tactics for promoting the product through all possible channels. His work is focused not only on the end user, but also on distributors. This specialty is definitely broader than Trade Marketing Manager.

As for brand managers, they are responsible not so much for the sales of specific products, but for the development of the brand. This obliges them to master PR methods and be able to plan a long-term development strategy. And although the functionality of the brand manager also includes conducting marketing and promotional activities and analyzing their effectiveness, we are talking about activities of a different level aimed at maintaining the brand and image of the company, and not at increasing sales or developing new distribution channels.

Thus, trade marketing managers occupy their niche in the hierarchy of marketers. What requirements do employers impose on them and what working conditions do they offer?

Salary offers and requirements of employers

The average salary offer for a trade marketing manager in Moscow is 75,000 rubles, in St. Petersburg - 60,000 rubles, in Volgograd - 33,000 rubles, in Voronezh - 38,000 rubles, in Yekaterinburg - 50,000 rubles, in Kazan - 38,000 rubles, in Krasnoyarsk - 45,000 rubles, in Nizhny Novgorod- 35,000 rubles, in Novosibirsk - 42,000 rubles, in Omsk - 38,000 rubles, in Perm - 43,000 rubles, in Rostov-on-Don - 38,000 rubles, in Samara 38,000 rubles, in Ufa - 38,000 rubles, in Chelyabinsk - 42,000 rubles.

University students and applicants with incomplete higher education who have minimal work experience in marketing field related to conducting market research and preparing analytical reports. Vacancies also require good theoretical background from candidates: knowledge of the basics of marketing and promotional activities, methods of product promotion. The starting salary of trade marketing managers in Moscow ranges from 40,000 to 52,000 rubles, in St. Petersburg - from 30,000 to 40,000 rubles, in Voronezh and Perm - from 20,000 to 26,000 rubles.

City	Income level, rub. (no experience in this position)
Moscow	40 000 - 52 000	- Incomplete higher education - Knowledge of the basics of marketing and advertising, methods of promoting products - Skills in conducting market research, preparing analytical reports - Experience as a marketing/sales manager with marketing functions Portrait of the applicant in 1 range
Saint Petersburg	30 000 - 40 000
Volgograd	18 000 - 23 000
Voronezh	20 000 - 26 000
Ekaterinburg	27 000 - 35 000
Kazan	20 000 - 26 000
Krasnoyarsk	24 000 - 32 000
Nizhny Novgorod	20 000 - 24 000
Novosibirsk	22 000 - 30 000
Permian	20 000 - 26 000
Omsk	23 000 - 30 000
Rostov-on-Don	20 000 - 25 000
Samara	20 000 - 26 000
Ufa	20 000 - 27 000
Chelyabinsk	22 000 - 30 000

Trade marketing managers with at least 1 year of experience can consider vacancies with higher salary offers. The increased salary implies more serious requirements for candidates: employers select specialists with experience in planning and organizing trade marketing events, negotiating skills and training sales personnel. Applicants must know the basics of budgeting and computer programs ("1C", SPSS). Often the work of a trade marketing manager is associated with business trips. Companies with international partners prefer specialists who are fluent in English. Trade marketers who meet these requirements earn up to 65,000 rubles in the capital, up to 50,000 rubles in the city on the Neva, and up to 33,000 rubles in Voronezh and Perm.

City	Income level, rub. (with 1 year work experience)	Requirements and wishes for professional skills
Moscow	52 000 - 65 000	- User "1C", possibly SPSS - Negotiation skills - Basic knowledge of budgeting - Experience in training sales staff - Experience in planning and organizing trade marketing events - Experience in evaluating the effectiveness of the activities carried out Possible wishes: - knowledge in English at a conversational or fluent level - willingness to travel Portrait of the applicant in the 2nd range
Saint Petersburg	40 000 - 50 000
Volgograd	23 000 - 30 000
Voronezh	26 000 - 33 000
Ekaterinburg	35 000 - 44 000
Kazan	26 000 - 33 000
Krasnoyarsk	32 000 - 40 000
Nizhny Novgorod	24 000 - 30 000
Novosibirsk	30 000 - 35 000
Permian	26 000 - 33 000
Omsk	30 000 - 37 000
Rostov-on-Don	25 000 - 32 000
Samara	26 000 - 33 000		Ufa	27 000 - 34 000	Chelyabinsk	30 000 - 35 000

The next salary range is for trade marketers with more than 2 years of experience. One of the main requirements of vacancies is the presence of a higher education, specialized either in the field of economics and management. Employers give preference to specialists with work experience in companies of similar specialization, who have experience in developing and implementing product promotion strategies. The upper limit of the salary range in Moscow is 90,000 rubles, in the northern capital - 70,000 rubles, in Voronezh and Perm - 45,000 rubles.

City	Income level, rub. (with 2+ years experience)	Requirements and wishes for professional skills
Moscow	65 000 - 90 000	- Higher education(economics / marketing / management) - Experience in developing and implementing product promotion strategies - Experience in companies of a certain specialization Portrait of the applicant in the 3rd range
Saint Petersburg	50 000 - 70 000
Volgograd	30 000 - 40 000
Voronezh	33 000 - 45 000
Ekaterinburg	44 000 - 60 000
Kazan	33 000 - 45 000
Krasnoyarsk	40 000 - 54 000
Nizhny Novgorod	30 000 - 42 000
Novosibirsk	35 000 - 50 000
Permian	33 000 - 45 000
Omsk	37 000 - 52 000
Rostov-on-Don	32 000 - 45 000
Samara	33 000 - 45 000
Ufa	34 000 - 45 000
Chelyabinsk	35 000 - 50 000

Even more attractive salaries are waiting for trade marketing managers with more than 3 years of experience. The main employers in this salary range are large Russian and foreign companies, That's why competitive advantage before colleagues will be used by trade marketers who previously worked in similar organizations. The experience of conducting negotiations and presentations at the level of the first persons of companies is also in demand. The salary maximum fixed in the capital is 150,000 rubles, in St. Petersburg - 120,000 rubles, in Voronezh and Perm - 75,000 rubles.

City	Income level, rub. (with experience from 3 years)	Requirements and wishes for professional skills
Moscow	90 000 - 150 000	- Experience in large / foreign companies - Experience in conducting negotiations and presentations at the level of the first persons of the company Portrait of the applicant in the 4th range
Saint Petersburg	70 000 - 120 000
Volgograd	40 000 - 65 000
Voronezh	45 000 - 75 000
Ekaterinburg	60 000 - 100 000
Kazan	45 000 - 75 000
Krasnoyarsk	54 000 - 90 000
Nizhny Novgorod	42 000 - 70 000
Novosibirsk	50 000 - 85 000
Permian	45 000 - 75 000
Omsk	52 000 - 85 000
Rostov-on-Don	45 000 - 75 000
Samara	45 000 - 75 000
Ufa	45 000 - 75 000
Chelyabinsk	50 000 - 85 000

Applicant portrait

According to labor market research, the majority of trade marketers are young women with higher education. Men in this segment of the labor market - 26%. 54% of applicants are young people under the age of 30. 93% of trade marketing managers have higher education. 32% of professionals are fluent in English.

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Trade Marketing Manager

The trade marketing segment accounts for about 5% of all marketing vacancies in the Russian labor market. Despite the fact that this direction has long and firmly established itself in business, questions flare up every now and then: what functions does a trade marketer perform in Russian companies? What is the difference between a trade marketer and a brand manager, product manager or just a marketing manager? But the reality is different from the classical theory. The recruiting portal has analyzed jobs for trade marketers to answer these questions. for the system, how it works.

What is called trade marketing activities

Trade Marketing- this is a special system of events carried out by trading enterprises for stimulating the growth of sales of products in the field of wholesale and retail sales. With the help of certain methods developed by world-famous marketers, this system affects consumers with different levels of income and lifestyle.

At the same time, a direct impact is exerted not only on the final consumers of products, but also on intermediate links - sales representatives of manufacturers or wholesale depots. Methods of influence for the purchase made can be made with accrual bonus savings, product discounts, free gifts or other motivating reward.

This way of promoting goods is much more productive. direct advertising - ATL, which only reminds potential consumers to buy a brand. Trade Marketing although it is indirect advertising, it is he who directly convinces the potential consumer what choice of product should be made.

Goals and objectives of trade marketing

the main objective trade marketing is to create a positive image of manufacturers and products produced by them among potential consumers. At the same time, the trade marketing strategy is aimed at a long-term period of sales promotion, but it also has a short-term tactic.

The key goals of trade marketing are achieved by solving specific tasks:

studying the needs of buyers and their psychology in order to attract attention and fix the image of the product in the subconscious of a potential buyer;
consolidation and improvement of the position of the manufacturer and its products in the environment market competition, by providing a qualitative advantage of the proposed product over analogues of competitors' products;
sales promotion with the help of technological optimization of the trading floor of the enterprise-seller;
management of a potential buyer in the area of the fastest decision-making on the choice and the need to make a purchase, with a further offer of other goods.

Organization of trade marketing at enterprises producing a branded product

Trade Marketing- one method of the mass of possible options, stimulating the sale of brands to the end consumer. In companies producing branded goods he enters into production planning, with his own budget and brand development program.

In a manufacturing company, a separate division can be organized trade marketing. But if the production already has a marketing department, then you can take a qualified specialist into its staff trade marketer.

Most likely, the new trade-marketing unit should be included in the department already operating at the enterprise. marketing and work with him to achieve efficiency in marketing his brand.

The separation of the functions of the existing marketing departments and the newly formed trade marketing structure can be given to outsourcing.

New Branch trade marketing must analyze the situation in the sales markets, develop and implement plans for the effective promotion of its brand from intermediary enterprises to the end consumer of the brand.

Trade Marketing Toolkit

Trade marketing methods are quite diverse, but the key ones are:

Direct sales promotion by encouraging customers with bonuses, discounts and gifts for purchases made, as well as with prize competitive drawings of goods;
Merchandising- this is a special marketing layout of trademarks on the equipment of the trading floor, informing consumers about new products in the brand's assortment, advising those who want to learn about the benefits of products, organizing exhibitions, as well as developing detailed promotional programs;
Special marketing exhibition promotions to present new products, conduct training events for employees of intermediary enterprises.

- what is it and what tool to use in a particular situation, the specific persons responsible for the implementation of the marketing strategy at trade enterprises know and decide about it.

Resellers and working with them

trade marketing includes a system of methods that affect the active promotion of brand sales among employees of intermediary enterprises and distributors of manufacturing companies. Here, the main thing is material incentives for producers of the intermediary chain, through the organization of actions aimed at:

Volume increase bulk purchases. To do this, the purchase price is reduced, but discounts can be provided with different conditions:
With bulk purchase of goods with an expanded range of products.
Hot discounts.
When purchasing the agreed volume of products for the term of the contract.
Growth of intermediary sales due to its activity in the sale of a certain product:
Encouragement of completed sales plans;
Lottery of gifts for employees;
Organization of the "Mystery Shopper" event, with the awarding of personnel with good performance;
Increasing the zone of integration of goods by outlets, if the intermediary:
Provided the goods of the required volume to new outlets;
The trademark is provided in an increased assortment;
Produced conditional marketing calculations of the brand assortment at points of sale.

Merchandising is part of marketing

Trade marketing defines merchandising, as a special system of developed methods for increasing the growth of trade volumes. These activities are carried out by the personnel of the trademark manufacturer both by agreement with intermediaries and without them.

The main functions of merchandising:

Brand display- one of the main responsibilities of a merchandiser. The product range on display equipment should be laid out according to the developed trade marketing scheme so that a potential client wants to buy it.
Regulation of the nomenclature of the represented trademark.
Equipping a place for a trademark: determining the marketing location of the sales area on the trading floor, taking into account the design features of the site; organization of illumination of goods, if necessary, then sound design.
Equipment trading floor necessary equipment, mannequins, refrigerated display cases and other necessary props.
Provision of a trade enterprise with POS-materials, banners, stands, racks, booklets and branded price tags.
Sound and visual advertising of brands, using modern media.
Carrying out promotional activities in the form of contests, sweepstakes, encouraging potential customers to make a purchase of the promoted product.

Trade marketing activities for managers and merchandisers of the intermediary chain

For merchandisers special intangible promotions are carried out to ensure the loyalty of the trading chain links, these are:

Organization for personnel intermediary enterprises introductory seminars for brand awareness.
Conferences, which is a collection of employees of manufacturing companies and intermediary personnel. Here further interaction is planned, an analysis of working issues and methods for their resolution is made, and the results are summarized. Such promotions are carried out by large companies with well-established and efficient trading networks.
business gifts This is common business etiquette. They are presented exclusively in connection with significant events, but taking into account the usefulness for one of the colleagues or a team of employees.

Trade marketing for the end user

A variety of effective methods of working with the end buyer of the goods are working base for trade marketing. Influencing the formation of the subconsciousness of a potential consumer of a product, they contribute to a temporary stimulation of demand for promoted products.

Based on trade marketing activities- what are these methods, we will determine the ways of such influence:

Conducting gaming contests and lotteries, which involves winning in the form of a surprise for a consumer who has made a purchase of certain products.
Organization of clubs from the community of consumers of the brand, with the provision of certain privileges for them when purchasing products.
Sponsorship, charity events and event marketing is participation in city holidays, organization of sports competitions, festivals and concerts.
Distribution of POS-materials about specific products in the form of printed material with the address of the outlet.
A gift for a purchase made with an investment in each package, an investment of an increased amount of goods at the same cost, holding promotions popular among consumers, like “2 + 1”.
Sampling- issuance of low-cost branded goods or new products to customers.
Promotional reduction in product prices in a certain period and the distribution of bonus coupons for the subsequent purchase of goods at a discount together with other goods, as well as through magazines or mail orders.

How effective is trade marketing?

Trade Marketing Manager must be fluent in professional tools for managing the sale of products. At the same time, he must make a correct assessment of the effectiveness of the complexes carried out. trade marketing. This point is very significant in a trade marketing strategy.

These activities are quite expensive and the management of manufacturing companies always wants to know how effective such financial investments are, whether it should be continued and what are the future prospects in this matter.

High quality and efficient trade marketing company will show how it affected the image of the brand. This implies an increase in the popularity of the brand, the loyalty of the main customer base to it, their awareness of the manufacturer of a particular trademark and the trade organizations involved in the sale of this product.

Economic efficiency analysis trade marketing is made on the basis of the main indicators in sales, purchases, the size of client developments and distribution of goods. In the course of such an analysis, the initial indicators are compared before trade marketing and after stimulating trade with its help.

Fundamentals of Effective Trade Marketing

Having sorted out the question trade marketing activities- what is it, it is necessary to determine plans for organizing work, the sequence of stages, as well as the set of tools used trade marketer taking into account the characteristics of each specific event. The main program stages of trade marketing should be identified:

definition of trade marketing goals and expected indicators from its application;
adjustment of connecting links between producers and chains of intermediary enterprises, with an analysis of their capabilities based on the provided information base and feedback from colleagues;
training employees of intermediary enterprises in the basics of trade marketing;
increasing the level of trust in the brand of intermediary trade organizations;
material and moral impact on the activity of enterprises participating in the intermediary chain during the implementation of trade marketing activities;
merchandising of retail trade enterprises;
organization of work among potential consumers;
determination of the effectiveness and analysis of the conducted trade marketing activities.

In the end result, it will be enough to compare the achieved results with the planned parameters of trade marketing. With the introduction of corrective amendments to marketing procedures, trade marketing process needs to be renewed for best results.

The frequency of repetition of marketing activities is associated with the difficulty in choosing the best, optimal trade marketing scheme, given the variable internal and external conditions for the sale of products.

Manufacturers must respond to this by making the necessary decisions with the necessary amendments and changes in their work to improve product quality, introduce a new range and increase production efficiency.

The correct organization of the joint activities of the entire series of enterprises - from the manufacturing company, through intermediaries - to the final buyer of the promoted product, is guaranteed to ensure positive indicators and effectiveness for all participants trading process.

Trade Marketer

Trade marketing is a direction in the activities of all participants in the trade, organization and promotion of manufacturers' goods to their consumers, under the most favorable conditions. Trade marketing was formed several years ago as a separate direction in marketing, very closely related to the direction of sales, since its main goal is to increase sales and increase brand awareness. Trade marketing differs from consumer marketing in that the consumer marketing mix is aimed at satisfying and studying the needs of the end user, while trade marketing satisfies the needs of the entire sales team.

A trade marketer or trade marketer is a specialist designed to communicate between buyers, and trade and manufacturing organizations, to promote and popularize the brand, goods and services among resellers, buyers and consumers. The main mission of a trade marketer is the planning and implementation of a set of measures to stimulate the distribution network (distributors, dealers, wholesalers and retailers, retail sales personnel). A trade marketer is a person who exercises overall control and planning of all related activities. In addition to promotion, one of its tasks is to build relationships with wholesale and retail trade enterprises, other intermediaries; development of dealer relations. The main functions of a trade marketer: the ability to encourage customers to cooperate, provide all information about the product to sales staff and customers, participate in the development of loyalty programs, trainings for customers.

The following main functional responsibilities of trade marketers can be distinguished: Modern marketing technologies and their role in the development of business space: interuniversity. Sat. scientific tr. / Vladivostok. state University of Economics and Service; scientific ed. E.V. Yaskevich. - Vladivostok: VGUES Publishing House, 2009. - 372 p.

Analysis and forecasting of sales, analysis of the effectiveness of conducted trade and marketing activities;

Work closely with the brand marketing and sales departments;

Briefing and work with marketing agencies;

Planning and implementation of sales activities;

Development, organization of production and distribution of POS-materials;

Formation, distribution and control of the use of the trade marketing budget.

In general, a sales marketer must spend a great deal of time in the product department, interacting daily with the sales staff, and must know all large or important customers personally. This specialist must know all the needs of customers and satisfy them. This specialist must be systemic and structured, since he needs to carry out an analysis by distribution channels, conduct price monitoring based on a categorical matrix, and draw up a marketing plan based on this information. He must make them love their company and the product it provides, make the customer buy more and want to come back to them. Marketing in questions and decisions: a textbook for students / I. V. Zakharova, T. V. Evstigneeva. - Moscow: KnoRus, 2011. - 303 p.

Essence of trade marketing

trade marketing(Trade Marketing) - a set of measures aimed at increasing the efficiency of interaction with participants in the marketing channel (distribution chain) from the manufacturer to the buyer of products. Trade marketing considers the market as a testing ground, as an opportunity to sell an existing product, “push it to the consumer”, make a product or service more accessible to the buyer, convey information about the company’s offer in the most accessible way for all players in the marketing channel.

trade marketing (trade marketing) -sales promotion in the distribution network and among resellers. I draw your attention to the fact that trade marketing is not only sales support marketing in retail with merchandising and BTL. Thus, the task of trade marketing is the development of distribution and the effective functioning of the entire marketing channel.

Trade marketing includes financial, competitive, price promotion of resellers and the company's own sales force and is used by companies constantly and everywhere. Trade marketing is a priori a necessary, basic and often the only available means of promotion for small companies. Trade marketing, like marketing in general, involves observation, active influence and analysis of the results of influencing various channels and participants in the distribution network. Active influence is the motivation to work with the brand of everyone who stands between the product and the consumer: from wholesalers to mini convenience stores.

typical trade marketing tools(trade marketing) are: bonuses; discounts; bonuses to the sales staff when fulfilling the assigned marketing tasks, promotions, contests, distribution of free samples, etc.

Trade Marketing Promotions(trade marketing promotions), assist in solving problems related to expanding distribution, increasing purchase volumes, managing warehouse balances, developing communications between business partners, personnel control, etc. At the same time, I will say always and everywhere: marketing promotions are from the word action! Only a clearly defined goal, script and show determine the quality of the ongoing marketing campaign, just as quality ultimately determines the sales result.

If you look more systematically, then trade marketing is often used as an element of the program for the complex formation of the loyalty of the trade system. And the more expensive the shelf space and the stronger the competition, the more likely it is that trade marketing is one of the most effective tools of the loyalty program. And it is clear, loyalty to what and to whom?

If a company cannot carry out marketing activities on its own, it turns to specialists, for example, to an advertising agency. The reason for contacting trade marketing specialists, in addition to the above, is that the company may strive to complete a large amount of promotional work in a short time.

the company buys ready-made system solutions and chooses the optimal solution for itself and the market situation, based on a qualitative analysis of the market situation;
the firm turns to experienced professionals who have experience in developing sales through a system of trade marketing events, who have proven themselves to be successful in working with well-known brands.
An agency or a hired specialist will help solve the problem at the lowest cost, as it optimizes trade marketing solutions based on the experience previously gained while working on similar projects.

Purpose of trade marketing

The goals of trade marketing (trade marketing) are described very well and in detail in the article "", but here I would like to briefly note only a part of the postulates and conclusions given in the article.

The purpose of trade marketing addressed to the consumer is to stimulate the desire of consumers to choose a specific product, brand.

As for the goals, in relation to intermediaries, the merchant is interested in increasing the overall profit and building customer loyalty to himself, in the first place. It is important for him that good sales of goods should not be a goal, but a means to the growth of his own well-being and name. In order to maintain and strengthen their influence on consumers, merchants develop special programs designed to encourage customers to purchase goods in their company or store. Of the traditional sales stimulants, the most significant are price, discounts and advertising. However, practice has shown that consumers quickly get used to low prices, discounts are perceived as mandatory applications, and their termination causes an outflow of "economic" buyers. People get used to the irritants used in advertising and stop noticing them.

So how do we manage sales of our product directly from the merchant? I have reason enough for such a need. Here I would like to note the following: the greater the similarity between the goods, the less role the mind plays in their choice (J. Trout) - the more obvious the need for trade marketing. Therefore, to promote goods that do not have a stable consumer motive of preference (and there are most of them in the modern price list), it is necessary to use not only traditional methods of sales promotion, but also new, more effective means based on the psychology of potential buyers.

It is necessary to use psychometric methods to make the buyer pay attention to our products and perceive them in a favorable light, forming interest in them, thereby pushing them to buy. Trade marketing forms a balance between the natural system of a person (reflexes, attention, perception) and a complex of our external stimuli, when the consumer provides the most rational satisfaction of his own needs as a result of buying our product.

Most retailers believe that the main purpose of trade marketing is to facilitate and stimulate in-store sales, which in turn create the conditions for maximizing turnover and profits. However, the desire to sell as much product as possible without taking into account the subsequent reaction of the consumer (estimation of the degree of satisfaction from consumption) can turn into a loss. And since the number of buyers is not increasing, while manufacturers and sellers are becoming more and more, the desire to increase current profit without taking into account its impact on the future can lead to loss of competitiveness.

Therefore, the main goal of trade marketing is promotion of goods and increasing customer loyalty. Any company sets and implements not one, but several goals that are important for its functioning and development. The following types of trade marketing goals are most widely used in practice:

stimulate the sale of your product from an intermediary;
create a competitive advantage of the supplier and individual brands;
build brand loyalty; increase the number of loyal customers and win new ones.
improve the advertising and communication policy of the enterprise.
improve the trade and technological processes of the company (and intermediary);
influence consumer behavior as much as possible.

The main tasks of trade marketing

The main tasks of trade marketing, trade marketing can be considered as follows.

1. Trade marketing allows you to manage sales:

effective presentation of goods in a trading enterprise; - attracting the attention of consumers to new products and special offers;
fixing in the minds of consumers the distinctive features of goods and brands;
product positioning based on the psychological characteristics of buyers and attention regulation factors;
development of promotion programs for individual products or their complexes, in which some products stimulate the sale of others without attracting additional investment.

2. The second task of trade marketing is to maintain the competitiveness of the enterprise:

ensuring better customer satisfaction;
increase in the number of customers loyal to the enterprise (store);
fixing in the minds of customers a distinctive image of the store and the range of goods;
creating an environment in which visitors would enjoy the process of making purchases.

development of a marketing communications program;
providing buyers with the necessary information;
improving the types and methods of using advertising at points of sale;
reduction in the duration of the thought process, which takes place from the moment the buyers first get acquainted with the product until the moment it is fully mastered.

4. The object of attention of trade marketing is the improvement of trade and technological processes at the enterprise:

organization of management of trade and technological processes in the store through the optimal layout of the trading floor and the system of equipment placement;
more efficient use of retail space;
regulation of the movement of customer flows in the trading floor of the store;
ensuring the availability of goods for buyers in the selection process without the participation of sales assistants;
organization of the distribution of cognitive resources in time and space of the trading floor;
reducing the period of adaptation of buyers in the trading floor;
creating a store atmosphere that is adequate to the psychological state of visitors.

5. Managing consumer behavior is also one of the tasks of trade marketing:

analysis and interpretation of factors influencing the purchasing behavior of various population groups;
increasing the level of decision-making by the buyer directly in the store;
increasing the time spent by customers in the store and the number of purchases they make;
an increase in the average purchase amount.

What do trade marketers do?

Very often I answer this question, asked in different interpretations, from different sides, with undermining, absolutely seriously not understanding what a trade marketer is. I suggest that you read the material "what trade marketers do" in the blog "Marginal Notes". In the note, in my opinion, this topic is quite fully disclosed.

Infographics (from Latin informatio - clarification, presentation; and other Greek γραφικός - written, from γράφω - I write) is a visual way of presenting information, data and knowledge that is popular today. The range of applications for infographics is huge. I'll try to use infographics to talk about what trade marketing is... Trade marketing infographics on a marketer's blog.

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