THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

10th Advanced Trade Marketing

 

Program Concept:

 

How have you been doing, in terms of measuring the effectiveness of your trade marketing  programs?

Have you been able to assess the impact of your programs to your bottom line?

Do you know what tools to use to measure the effectiveness of your trade marketing programs and their return to your investments?

Program Overview

 

Module 1: REVIEWING THE FUNDAMENTALS OF TRADE MARKETING

·         The key sales drivers of TradeMarketing

·         Trends and themes: What is Trade Marketingtoday?

·         The challenges in aligning retailers andmanufacturers

·         The function of Trade Marketing in the Shopper Marketingframework

·         How other companies are organized and why theyfail

Module 2: THE TOOLS FOR SHOPPER INSIGHTING

 

·         What is and is not a shopperinsight?

·         Case illustrations: How shopper insights are integrated into brand and retailstrategies

·         Qualitative and quantitative tools to use to generate shopper insightsand formulate trade marketingstrategies

Module 3: RETURN ON TRADE MARKETING INVESTMENTS (ROTMI) & REGRESSION ANALYSIS

 

·         How to construct return on investment (ROI) as ametric

·         Return On Trade Marketing Investment (ROTMI) to measure the rate at which spending ona Trade Marketing program contributes toprofit

·         How to construct baseline sales and promotionallift

·         How to use regression analysis in Excel to compute for baseline sales (Note: participantsto bring laptop computers for thisexercise)

·         Exercises

Module 4: THE FUTURE OF TRADE MARKETING

 

·         Changes in market and consumers affecting TradeMarketing

·         How Digital Marketing tools will change the rules of thegame

·         More caveats in looking at TradeMarketing

Key benefits for the participants 
The participant/s will gain: 

 

  •  Tools in the frameworks to approaching trade marketing activities

  • How to set themselves apart from novice trade marketing practitioners
  • A deeper knowledge and understanding in developing a collaborative trade marketing strategy which is aligned with marketing and sales plans 

 

Key benefits for the company 
The company will gain: 

  • Knowledge in formulating strategies and tactics to win at the point of purchase where a differentiated, recognized brand proposition is needed
  • Competitive advantage in developing categories and improved trade relations
  • Increased sales and return on trade marketing investment

Who Should Attend: 

  • Primary audience: Trade Marketing, Brand and Sales practitioners, General and Division Managers, Sales Directors or Managers / Supervisors and Marketing Managers.

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 & 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 in marketing management at the Ateneo Graduate School of Business (AGSB).

Best buy Rate

(If Paid until July 19)

Early Bird Rate

(If Paid from July 20- August 2)

Regular Rate

(If Paid from August 3-16)

On-Site Rate

(If Paid during or after the seminar)

REGISTRATION
Closing Date

12,888.00

+Vat

13,888.00

+Vat

14,888.00

+Vat

15,888.00

+Vat

Deadline : Aug 16, 2017