Trade Marketing, an integral leg of Marketing, aims to improve the consumer demand for brands by deploying strategic tools and techniques to drive optimum performance and engagement from distributors, retailers and shoppers. The field has greatly evolved over time, both at the global and the local context. This course will shed light on the inception, evolution and the current status of trade marketing as a specialized function. In addition to focusing on the fundamentals of trade marketing, the course will include insights about the critical challenges of contemporary times. Specifically, this course is designed to develop and enhance understanding of category and channels management as well as delve into the basics of shopper marketing. In order to make learning active, experiential activities such as case studies and role plays will be a fundamental part of the course.
Atif Murtaza
Atif is a seasoned professional with over 15 Years of Experience in Sales, Marketing, Coaching and Capability Development. He Holds an MBA from IBA and is an Engineer from NED UET. He has worked with Different Organizations in variety of Roles. His Employers include fortune 500 companies where he has proved his mettle throughout the years. Atif has worked for The Nielsen Company, TRG, Nestle Pakistan and Afghanistan, Reckitt Benckiser, Shan Foods , Novo Nordisk and IBA. Atif brings high engagement and energy into his session coupled with Functional Knowledge and Activity Based Learning. Atif has trained more than 4,000+ Individuals on Functional and Leadership Skills. He believes in adding Value in terms of Commercial benefits to his clients.
Saima Husain
Saima has been associated with IBA since 2006 and has experience of teaching in the undergraduate, graduate and executive education programs. Her core area of interest in teaching and research is consumption behaviour. After completing her PhD from the University of Southampton in 2019, Saima works in both local and international research teams and has successfully published academic papers in local and international Marketing journals. In addition to this, Saima has published case studies that are used as pedagogical tools for teaching Marketing concepts. Saima’s teaching philosophy revolves around participant centered learning. Therefore, she uses experiential learning activities such as simulations, case studies and task-based exercises.
How will you (participant) benefit? (Learning Milestones)
At the end of the course, participants will be able to:
- Understand the core concepts of trade marketing.
- Understand category dynamics and deploy the right tools for optimization of their brands at the point of sale.
- Understand the character of different channels and design their own channel strategy.
- Understand the shopping process and design strategies to influence shoppers at the point of sale.
Trade Marketing and its importance in the current era
Category Management:
- Identification of the Category Drivers
- Similar and Competitive Products in the Category
- Forecasting/Seasonality/Data Driven Actions
Channel Management:
- Identifying the Route to Market Strategies
- Channel Stewardship
- Channel Design and Channel Management Decisions
Shopper Marketing:
- Creating Engagement at POS
- Designing POSM Relevant to the Shopper Needs
- Shopper Profiling
- Shopper Behavioral Studies
Agenda |
Day 1 |
First Half |
Ice Breaking |
Learning Objectives and Expectations Setting |
Introduction to Trade Marketing |
Category Management Fundamentals |
Second Half |
Identification of Category Drivers |
Category Mapping |
Forecasting/Seasonality |
Data Driven Actions |
Promotion Design |
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Day 2 |
First Half |
Recap of Day 1 |
Introduction of Channel Marketing |
Identifying the RTM Strategies (The aircare industry case) |
Channel Stewardship |
Second Half |
Channel Management (Competitive advantage through channel management case) |
Introduction to Shopper Marketing
Reading: How to analyse and maximise your in-store shopper marketing strategy |
Creating Moments of Truth |
POSM Design |
Shopper Profiling |
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Shopper Behavioral Studies (Airport retailing case) |
- Professionals currently engaged in or aspiring to build careers in Trade Marketing.
- Sales and marketing professionals with an interest to optimize their trade execution.
IBA CEE Cancellation Policy for Open Enrollment Programs:
In the event of participant's cancellation, the following schedule will apply:
- 5 days before start of workshop - No cancellation
- Within 4 to 2 days prior to workshop Half program fee forfeiture
- Within 1 day and No Shows - Full program fee forfeiture
Cancellation notification must be made in writing to CEE.
Postponement
Due to any unavoidable circumstances, the workshop may be postponed by the institute. In case of postponement, the institute will refund full fee of the program or the participant may opt to defer his/her registration to the next program.
Substitute
Substitutes will be taken at least 2 days prior to the workshop. Should we be unable to accept your application for any reason, your payment (cheque/draft) will be returned to you.
Deferrals
All registrations deferrals must be requested in writing at least 2 days prior to the workshop. Send a note to the Program Registration Team indicating that you wish to have your registration deferred to another session of the same program within one year. The deposited fee will be carried forward. Please note that only one transfer is permitted. After one year, the deposited fee will be fully forfeited.
