Unsubscribe at any time. CPG companies must develop systems, processes and teams that reflect the changing relationships between manufacturers, retailers and consumers. CPG Trade Marketing Direct shoppers to both retailer ecommerce solutions and brick and mortar storefronts. Daniel Lohman is the owner of Category Management Solutions (CMS) which provides innovative strategic solutions for natural and organic CPG companies interested in gaining a significant competitive advantage. Trade Promotion is a marketing technique aimed at increasing demand for products in retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more. Based on the changing preferences of the consumer, CPG companies should constantly invest in developing and innovating new products. For one, CPG companies will strive to become more efficient in trade spend. Leverage your professional network, and get hired. As of 2017, 30 percent of CPG leaders already considered trade-promotion optimization through big data and advanced analytics their number-one priority. Trade promotion teams worked with retail customers to secure mutually beneficial outcomes, aligning their brand, geographic and demographic strategies with promotion spending to hit targets such as increased footfall, greater basket size and improved margins. Trade marketing is a form of B2B marketing. These companies have to handle complex trade promotion activities on a daily basis. Moreover, CPG businesses that cannot move quickly in this direction risk being marginalized by the disruption sweeping through their industry. This will navigate you to Accenture.com Sign In page. How can CPG businesses bring together their trade and consumer marketing activities with the coherence and cut-through required to drive growth? Conclusion: The time is now Meanwhile, consumer promotion teams focused on building brand, fostering loyalty and driving repeat business. Three steps to success: Use technology to become a better listener; study the past to anticipate the future; reorganize to improve alignment. Speed and agility are key: CPGs need to redesign consumer relationship and channels: The lines between trade and consumer marketing are vanishing. Used efficiently alongside trade promotion activities, they deliver more predictable results from marketing spending. CPG manufacturers began pumping more dollars into trade events in 2009 to avoid lowering their baseline prices on food products, yet still enable retailers to compete on promoted prices. Logically, CPG companies can shift marketing dollars away from ineffective trade promotions and invest in traditional advertising or other programs that can yield a higher return in this consumer segment. 2 The primary question for CPG companies is how to make it happen. Trade Promotion Management is a challenge faced by most CPG/FMCG companies around the globe. GET STARTED. Introduction to Trade Marketing. Find CPG talent in one easy place. Today’s analytics technologies make it possible, for the first time, to understand in granular detail how consumers think and what is driving their shopping behaviours. Trade Promotion Management (TPM[1][2]) typically refers to one or more software applications that assist companies in managing their complex trade promotion activity. Trade marketing today Today, almost all leading manufacturers have a trade marketing function in their business. The first name is required and cannot be empty, The last name is required and cannot be empty. We are mathematicians, data scientists and the most experienced customer marketing advisors in the industry – with more than 25 years of experience leading CPG sales and customer marketing teams. They will rapidly lose share of market to the digital natives now working so hard to build their own consumer relationships. Traditionally, CPG manufacturers kept trade and consumer marketing activities separate. Now they may be trying to wean off the Apply to Account Manager, Category Manager, Trading Manager and more! Although sometimes confused with strategic Sales planning, Trade Marketing is actually a marketing discipline that relates to increasing demand with supply chain partners, such as distributors, wholesalers and retailers, rather than at the consumer level.

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