THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

NEW! Fundamentals of Trade Marketing

This program teaches participants how to use trade marketing to generate a sustainable and profitable sales revenue through the trade customer better than competitors. It neatly integrates the three main stakeholders: retailer, shopper, and supplier’s brand for a more holistic perspective. Basic principles and tools are generously provided to help participant immediately grasp and apply trade marketing concepts to different environments.
 
At the end of this program, participants will be able to:
  • Understand fundamental concepts in trade marketing;
  • Develop a coherent trade marketing plan; and
  • Learn basic financial metrics to measure effectiveness of trade marketing programs.

Modules and Key Topics:
 

1. FUNDAMENTAL CONCEPTS IN TRADE MARKETING

 
  • Defining Marketing and Trade Marketing
  • Retail Marketing Concept: Retailers’ quest for branding
  • Shopper Marketing Concept: Consumer versus Shopper behavior
  • Branding at the POP Concept: the first moment of truth
  • Trade Marketing structures in different organizations
2. HOW TO DEVELOP A TRADE MARKETING PLAN
  • The 6 Key Sales Drivers of Trade Marketing
  • How to integrate business process: brand, shopper, retailer
  • How to generate analysis and insights using the 6 x 3 model
  • Discussing different POP models
  • Step by step guide in formulating the Trade Marketing plan
3. BASIC FINANCIAL METRICS: What They Are and Their Uses
  • Customer Contribution Margin (CCM)
  • Return On Promotional Investments (ROPI)
  • Sales Off-take and Promotional Lifts
  • The Perfect Order: Service Level, OTD, Billing Accuracy

ABOUT THE SPEAKER

Emilio Macasaet III 
Partner and Chief Distribution Strategist
 
Mr. Emilio C. Macasaet III is the Chairman and CEO of Field Partners Inc., and Partner and Chief Distribution Strategist of Mansmith and Fielders, Inc. He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, and the newly launched book, 6 Steps To Effective Key Account Management. 
He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division. He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East. 
He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management. Bong also attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago; and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA. He partly writes a column in Business World newspaper and is currently a professor of Marketing Management at the Ateneo Graduate School of Business.

On-site Rate

(If paid during or after the seminar)

REGISTRATION
Closing Date

15,888.00

+Vat

Deadline : Jan 18, 2018