TRADE MARKETING: The Best Trading Strategies

Trade Marketing
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Are you looking to change careers or have you recently begun working in trade marketing? Want to know what a trade marketing job can entail? For whatever reason, we figured you could benefit from this explanation of trade marketing and what a typical function entails. Read on to see if you should proceed in this direction. In this post, you will learn about trade marketing strategy, the job description and salary of a trading manager.

Relax and enjoy the ride!!!

Trade Marketing 

The main goal of trade marketing is to generate demand for goods through a variety of channels before they are delivered to consumers. Marketing items across the value chain and the points of sale, or the retailers, is the responsibility of a trade marketer.

Every trade marketing effort aims to sell goods to other businesses so they can then sell them to consumers. A successful trade marketing strategy conveys to the manufacturer, the retailer, and the customer the special value of the product. Manufacturers of consumer goods work with retailers through B2B to justify prominent product displays, expand shelf space, or advertise products at in-store events.

What is Trade Marketing Essential?

Even if a firm has the best product available, its level of success will ultimately depend on how it is positioned in the market. Retailers desire names and goods that will generate a lot of sales and, eventually, maximize their profit.

Trade marketers put a lot of effort into comprehending their industry so they can spot prospects there for both themselves and their clients. Retailers need incentives to list and sell their products in-store because there is severe rivalry among major retailers, especially for FMCG companies. This could take the form of a deal, a two-for-one offer, a product, a brand, or the packaging. If a company wants to persuade retailers and consumers to choose one brand over its rivals, it must optimize the marketing mix, which includes the product, price, place, and promotion.

Who Uses Trade Marketing?

CPG producers utilize trade marketing techniques to expand their market share, raise sales, and generate revenue by taking use of their partners’ market distribution networks.

Typical supply chains include…

  • A product is created by the CPG producer, who then sends it to a distributor.
  • It is offered to wholesalers by the distributor.
  • Retailers buy the goods from wholesalers.
  • Retailers advertise the product to customers.
  • Any lull in that process can cause sales to stagnate and expense increases due to returns, expirations, or return freight.

Trade Marketing Practices

To create a successful B2B campaign, you must understand the how, when, and why.

The following are the primary B2B techniques:

#1. Trade Promotions – 

Trade promotions take the shape of price cuts, incentives, bonuses, and other tactics aimed specifically at certain partners. Promotions can enhance sales and are a good way to forge lasting bonds with your business partners.

#2. Advertising – 

To raise awareness of a product or brand, advertisements may target general audiences or niche markets. When customers are aware of your goods, distributors, wholesalers, and retailers have much easier tasks as a result of effective advertising efforts that are targeted to the correct people.

#3. Branding – 

Branding emphasizes a product’s distinctive benefits and distinctive value, and even speaks to the very identity of a buyer. Successful product branding is essential as more products continue to reach the market.

#4. Strategic Partnerships 

can help you move your goods by enlisting the aid of other companies. You can also benefit from a partner’s operations, insights, and data to update and enhance your procedures.

#5. Digital Marketing –

With the use of digital marketing, you may target the precise groups that best represent your target consumer demographic. A robust digital content platform can help you differentiate yourself from the competition because buyers today use digital channels to study their purchase decisions.

#6. Coupons 

Coupons persuade consumers to try your product and encourage repeat business from current clients. While paper coupons are fantastic, it is simple to create and manage tailored discounts with digital coupons. Digital coupons are used to generate demand in a variety of methods, including retailer-specific coupons, social coupons, and email coupons.

#7. Trade Exhibitions – 

Trade shows allow you to display your product. Around 9,000 B2B trade fairs and exhibits were staged in the US in 2019, adding $101 billion to the GDP of the country, according to the Center for Exhibition Research. However, the widespread adoption of COVID-19 fundamentally altered the trade show sector. Trade exhibitions used to be a terrific forum for CPG companies looking to launch new products or expand into untapped regions. If trade fairs will continue to be a part of the B2B landscape, only time will tell.

Trade Marketing Strategy 

Trade marketing, also known as business-to-business (B2B) marketing, focuses on identifying consumer needs at the moment of sale and aims to promptly deliver answers. This tactic also gives buyers the finest possible picture of your goods and services. Consumers at retail locations, supermarkets, trade centers, stores, agents, and the vicinity of the point of sale are communication targets for B2B marketing.

Why Is a Trade Strategic Marketing Necessary?

Trade marketing is crucial for increasing sales effectiveness since it seeks to get products in front of customers faster than rivals. In addition, this tactic contributes to customers having a better experience, remembering products and brands longer, and returning to the store the following time. Trade sales promotion serves as a crucial link between retailers and companies. Connecting with and piquing distributors’ and retailers’ interest in the brand’s items is their responsibility.

Role of Trade Marketing Strategy

The compatibility of the product and brand marketing strategy is also important. In summary, the four primary functions of B2B.

#1. Perform Analysis and Develop a Plan.

B2B marketing is accountable for conducting research and designing tactics that best fit the company’s development trend. The goals of brand development and the product message are aligned with the trading activity.

#2. Create and Grow Sustainable Businesses

The department of business-to-business marketing seeks to develop strategies that will assist companies in growing, differentiating themselves from rivals, and solidifying their place in the market. Trade marketers need to understand that trade serves as a conduit between suppliers and customers. The individual in charge of this side must be adaptable and actively conduct research to create the best plans.

#3. Upholding Successful Customer-Brand Relationships

Maintaining positive customer connections is essential for organizations to develop potential client segments. Both retailers and customers want to use the brand’s items for a very long period.

#4. The Main Trend in Product Consumption

Trade marketers are required to continuously develop and adapt to new market trends. In order to draw customers and boost product consumption at the point of sale, you must be a trendsetter in point-of-sale marketing by providing distinctive and engaging events and programs.

In other words, the trade marketing division needs to find ways to persuade distributors and retailers to want to import products from the company. When making purchases at supermarkets, shops, and other retail locations, customers always see your merchandise.

How To Create A Trade Marketing Strategy

To create an effective strategy, businesses can take into account the following seven steps:

#1. Carry Out Market Analysis

Building a successful modern trade sales strategy requires conducting extensive market research. When conducting market research, some items to consider are:

  • Determine the target customer’s wants and requirements.
  • Analysis of industry competitors:
  • Investigate the best product and approach.
  • Assess the market’s existing business opportunities.
  • Identify the shopping habits of your target market.
  • distinct product innovation from the competition.

#3. Construct and Plan the Final Product.

After gathering all the essential market data, you must plan the product’s design and manufacture it while making sure it satisfies consumer needs. It is also the finest option for comparable products currently on the market. Hence, product design must be distinctive, inventive, and appealing. It is recommended to select packaging designs that capture the eye and convey product quality.

#4. Create your Brand

The brand name is crucial since it gives customers a special way to remember your product. Customers will also choose to purchase goods with remarkable and reputable brand names, while retailers will only choose branded products for their businesses.

#5. Have a Plan for Your Product’s Positioning.

In order to optimize revenues, it is necessary to properly arrange your incentive programs for distributors and agents.

#6. Put Together a Thoughtful Portfolio

In order to spread awareness of their products, retailers must carefully plan their product promotion techniques. Being prepared to respond to product queries is recommended. Another crucial point to keep in mind is the importance of outlining the exceptional benefits of each product and the commercial benefits to persuade merchants to select and present them to clients.

#7. Implement Trade Marketing Strategies.

  • Creating and constructing a distribution network
  • Creating the category through clever tactics
  • Perform activation activities inside the store:
  • Work along with the sales team

Trade Marketing Manager 

Typically, a trade marketing manager is in charge of channel-wide local market brand development. This is accomplished via a range of marketing techniques, such as product releases, public relations and communications initiatives, exhibit setup, and loyalty program design.

What Skills are Required of a Trade Marketing Manager?

Because there are so many transferable abilities, it’s not unusual for Brand Managers, Category Managers, or National Account Managers to transition into a Trade Marketing post in order to further their careers and get more knowledge. A Trade Marketing Manager who is successful must be able to:

  • Establish productive working connections with a variety of stakeholders.
  • Create useful insight from a variety of data
  • Recognize and divide a customer base
  • Create and market ideas based on facts and knowledge
  • Recognize and control P&Ls and budgets.
  • Control several projects at once

Trade Marketing Manager Salary 

The average annual salary for a trade marketing manager in the United States as of Mar. 22, 2023, is $84,243. The bulk of Trade Marketing Manager salaries currently fall within the $75,000 to $103,500 bracket, with top earners in the United States earning $113,000 per year. The wide range of average compensation for a trade marketing manager—up to $28,500—indicates that there may be numerous prospects for development and higher income based on experience level, location, and skill level.

According to recent job posting activity, there aren’t many employers recruiting right now, making the market for Trade Marketing Manager positions in Port Harcourt, Nigeria, as well as the entire state. The average yearly pay for a trade marketing manager in your region is $84,243, which is equal to the $84,243 national average. Ranked first nationwide among the 50 states for Trade Marketing Manager pay.

Trade Marketing Job Description

To improve the success rate of the product and brand perception, trade marketing managers should create and implement marketing tactics including product launches and loyalty programs. They must serve as the primary point of contact between buyers and product development, as well as preserve consumer relationships for future purchases. Trade marketing managers must also aid distributors, retailers, or wholesalers in developing their marketing plans.

Responsibilities of a Trade Marketing Management

These are some duties from genuine trade marketing manager resumes that depict regular duties that they would probably carry out in their positions.

  • Oversee the post-promotion analysis process to evaluate trade promotions and offer suggestions for enhancing ROI and future promotions’ efficacy.
  • Support a worldwide wine firm with a premier portfolio of classic wines with national, regional, and local trade marketing and brand assistance.
  • Ad campaigns can be tailored, and new POS materials can be developed to raise consumer awareness of the product.
  • Do a thorough analysis of each marketing activation program to gauge ROI and identify fresh approaches to improving programs for the upcoming implementation.
  • Segment clients based on their strategic value to better allocate resources, improve service quality, and take advantage of POS opportunities.
  • The project manager will collect both qualitative and quantitative data to support the new foaming platform’s value in comparison to client KPIs.
  • Build, establish, and continue to manage a prosperous Facebook community.
  • Review your company’s operations and analyze the market in-depth using IRI data, taking into account trends and promotional activity.

What Is an Example of Trade Marketing? 

Branding is one of the best illustrations of a trade marketing strategy and a crucial tool for ensuring the identification of a manufacturer’s goods.

What Is the Difference Between Marketing and Trade Marketing? 

In contrast to trade marketing, which targets retailers, conventional marketing aims to reach consumers.

What Is Trade Marketing Also Known As? 

Trade marketing is sometimes known as business-to-business marketing or B2B marketing.

How to Do Trading Marketing? 

Simply described, trade marketing is a B2B marketing tactic meant to get a product into shop shelves. This is accomplished by convincing other companies of the value of your product and how helping you sell it will ultimately benefit them financially as well.

What Does Trade Marketing Do? 

B2B aims to boost the demand among supply chain partners and bring items in front of consumers by concentrating on wholesalers, retailers, and distributors rather than consumers.

What Are the 4 PS of Trade Marketing?

The four Ps of the marketing mix is a product, pricing, promotion, and place. These are the main components of introducing a good or service to the general public.


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