Trade Marketing, the importance of dealing
Trade marketing can be defined as the set of commercial and merchandising operations developed by a supplier – or manufacturer – and a distributor.
The concept of trade marketing is closely linked to distribution channels as it seeks to increase demand from the end customer. In BCM Marketing, we know from our experience that it is important to value it within a marketing strategy.
Within Trade Marketing there are four essential elements that must be taken into account: issuer and receiver, the message, the distribution channel and the sales channel.
Trade Marketing elements
Issuer and receiver
The trade marketing responds to the change of mentality, as well as to the new tendencies and requirements of the market. Due to the saturation of information that the consumer receives, the messages sent through the point of sale are decisive, since that is where the purchase decision is made.
Always work on making that message coherent in itself and consistent with other marketing resources by combining the tools within our reach: traditional and digital marketing.
The central focus of trade marketing is to cooperate to optimize results. The members of a distribution channel must work together in a coordinated way. Close coordination is required so that deliveries are made “just in time” at the points of sale.
There must also be collaboration between the supplier as well as the distributor, who must also invest in the points of sale to communicate to consumers about the advantages of their agreements.
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