At the end of this program, participants will be able to:

1. Understand fundamental concepts in trade marketing; 
2. Develop a coherent trade marketing plan; and
3. Learn basic financial metrics to measure effectiveness of trade marketing programs.

I. 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

II. 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

III. 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


Partner and Chief Channel Marketing Strategist

Emilio C. Macasaet III is the Chairman and CEO of Field Partners Inc., and Partner and Chief Channel Marketing 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, 6 Steps To Effective Key Account Management and his most recent book, Fundamentals of Trade Marketing.

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.