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Guides to Trade Marketing Methods, Tools and Strategie Courses

5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony, Lagos. Sep 03 - 05 Sep, 2018 Registration: 08:30:am - 09:00:am Class Session: 09:00:am - 04:00:am
Start Date:
September 3, 2018
End Date:
September 5, 2018


This is the discipline of marketing that relates to manufacturers increasing the demand at wholesaler or distributor, as well as retailer levels without disrupting brand management activities at the consumer level. It works well as a strategic alliance between manufacturers and distributors. Both parties develop joint activities of advertising, promotion and merchandising in the point of sales, with the final objective of increasing the demand from the end user.

Course Contents

Day One

  • Requirements of Channel Balance (especially geographically)
  • The Need for New Channels
  • The Battles of Manufacturers for Channels Control:
    • the battle for precedence
    • the battle for credibility
    • the battle for shelf space
  • Critical Business Issues for FMCGs:
    • Media fragmentation
    • Advent of Category (beyond Product) Management
    • Retail consolidation - the growing significance of malls in urban       centres
  • Management of Sales Chain Partners
    • what a Wholesaler does
    • what a Distributor does
    • what a Retailer does

Day Two

  • Creating Trade Marketing Strategy
    • Research for shopper behaviours
    • Work on effective branding
    • Proposition channel partners
    • Public Relations and Advertising agenda
  • Ways to Create Buzz for Market Attention
    • contending with busy audience diverse agenda
    • coping with Channel Partners diverse agenda
  • Methods of Trade Marketing
    • Trade Shows
    • Road Shows
    • Promotions
    • Digital Marketing - emails, social media, etc
    • Win-Win Relationships
    • Advertisements
  • Tools of Trade Marketing
    • Display boards
    • Kiosks
    • Banners
    • Posters, brochures, flyers, P.O.S. items

Day Three

  • Benefits to Target
    • Channel Partners promote your product more
    • Supply chain levels support your product supply to meet demand
    • Volume sales to promote cash flow and profitability
    • Bring up new market relationships
    • Opportunities for up-selling and cross-selling other products.
  • Challenges
    • Clever approaches to trade marketing that delivers
    • Effectiveness of merchandising
    • Discounts and margins
  • The mainstream marketing skills that support Trade Marketing
    • Strong understanding of the market
    • Effective USP
    • Consistent brand message
    • Clever communications copy.


Tom Associates
NGN 125,000.00 (Convert Currency)
Organizer's Phone Number: 
Mr Abiodun Toki 08033019120