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?

Module 1: Reviewing the Fundamentals of Trade Marketing

  • The key sales drivers of Trade Marketing
  • Trends and themes: What is Trade Marketing today?
  • The challenges in aligning retailers and manufacturers
  • The function of Trade Marketing in the Shopper Marketing framework
  • How other companies are organized and why they fail

Module 2: The Tools for Shopper Insighting

  • What is and is not a shopper insight?
  • Case illustrations: How shopper insights are integrated into brand and retail strategies
  • Qualitative and quantitative tools to use to generate shopper insights and formulate trade marketing strategies

Module 3: Return on Trade Marketing Investments (ROTMI) & Regression Analysis

  • How to construct return on investment (ROI) as a metric
  • Return On-Trade Marketing Investment (ROTMI) to measure the rate at which spending on a Trade Marketing program contributes to profit
  • How to construct baseline sales and promotional lift
  • How to use regression analysis in Excel to compute for baseline sales (Note: participants to bring laptop computers for this exercise)
  • Exercises

Module 4: The Future of Trade Marketing

  • Changes in market and consumers affecting Trade Marketing
  • How Digital Marketing tools will change the rules of the game
  • More caveats in looking at Trade Marketing

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

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

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

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.