Trade marketing

 

TRADE MARKETING ESSENTIALS

Trade Marketing (Trade Promotion) consists in promoting sales in the trade network and among resellers.

The modern trade marketing is a set of effective measures ensuring the development of distribution and the increase in sales. It includes pricing, financial management, competitive incentives to resellers and its own sales staff.

Leaders in the use of commercial marketing are now the largest multinational and Russian companies. In the rapidly developing Russian commodity markets, trade marketing can be a major means of promotion for smaller companies.

Trade Marketing involves an active influence on a variety of channels and links marketing networks. This is the motivation to work with the all the brands between the goods and the consumer, from leading wholesale sellers to station kiosks. Currently, trade marketing is perhaps the most important sector in btl-communications.

 

TRADE MARKETING OPPORTUNITIES

Trade marketing is used by companies constantly and everywhere. In most large organizations, there are divisions and departments dealing with trade.

Nevertheless, in many cases, companies benefit from recourse to agencies. Sometimes it is cheaper, sometimes very effective. For example, if a company needs to work hard and wants a quick access to market, or if their own creative resources are already on the wane.

In such practical situations, there is always a set of solutions, for example:

• Deriving a new product to market or entering the existing market with a new brand designed for a given region;
• Ensuring a substantial increase in distribution (representation) of the goods in a specific trading channel;
• Establishing an advisory level in markets where the sellers play a crucial part (pharmaceuticals, complex appliances and equipments, auto parts);
• Clearance of goods (before introducing and displaying a new version of a given product, restarting the brand, etc.);

A somewhat less direct commercial marketing tool is used as part of a comprehensive program: loyalty trade. This is especially likely if market competition is strong and shelf space is very expensive.

An essential part of the trade marketing sector is the audit of the sales staff. With the growing competition in most product and service markets, an independent evaluation of the effectiveness of sales and service becomes extremely important.

Working with Ace Target in the area of trade marketing gives you several advantages:

• You buy creative solutions and a creative approach to the necessary measures to implement as well as the work to be done. Very often, we look at them differently, finding a elegant way out of dead-ends.
• you are referring to experienced professionals who have worked with well-known consumer brands. Most likely, we already know how to solve your problem at the lowest cost.
• Buying Ace Target Services, you buy our technology and our work at the same time. You can use them later independently. We will only be the helping pros.
• By involving a temporary staff agency, you do not increase your core staff. In addition, you pay us for the results - visit shops, posted materials -, not the process.

ACE TARGET TRADE MARKETING SERVICE OFFER

We provide one-time actions as well as comprehensive programs in the following areas:

 

Merchandising programs designed for outlets. This kind of programs is in demand by companies whose products are mainly sold through distributors. Typically, our clients have a limited sales force, but they want their products to be displayed for greatest impact in retail outlets and quality clearance sales points. This is exactly the sort of situation where Ace Target provides the best resources in professional merchandising. Our experts can offer guidance and help our clients to solve their main problem: merchandising in all types of retail stores.

Learn more about merchandising.

 

Outsourced merchandising In order to work efficiently with its products, a retail trade company does not necessarily have the adequate merchandising staff. It is often more efficient and cost saving to contact Ace Target and let us get qualified outsourced personnel for you. We select and recruit the team of employees who will work for you. We train and manage the hired personnel as a part of our agency staff. The advantages of outsourcing are obvious: you do not have to worry about hiring employees nor overstaffing, you save on social taxes, while, with proper organization of work, we supply high quality personnel. That is why the following international companies providing outsourcing services are increasingly using large and medium-sized Russian businesses.

Learn more about outsourcing personnel.

 

Co-merchandising In recent years, co-merchandising (for combined merchandising) has become increasingly popular. As a part of this service, Ace Target implements layout of goods in retail outlets for a number of non-competing clients. Co-merchandising is usually carried out in large- and medium-sized networks of sales points. It helps the company to substantially reduce the costs of having to send sales reps to various outlets across a given area.

This is particularly true for big cities with huge distances between sales points and frequent traffic jams. Using co-merchandising can reduce client costs by 25 to 50 % without harming service quality. In order to ensure this high-quality service, Ace Target uses a system of monitoring visits and audits by freelance inspectors.

Learn more about co-merchandising.

 

Ensuring retail and wholesale distribution of new products. This may include trade area research, primary outlet visits, description of sales points, presentation of new products, products supply contracts. The main advantage of working with Ace Target and using this service is a significant saving of time at the start of sales. With the help of our temporary sales representative, you will increase your sales power.

 

Increased distribution of existing products in retail outlets.This is one of the most popular services in trade marketing. Many different companies are needed at the same time to market for new commodities. This is the reason why they choose Ace Target to be in charge: avoiding conflicts of interests of their own sales representatives who do not have time to provide a basic range of products for sales, nor to place new items on the shelves.




 

Forming an advisory level among sellers. . The popularity of this service is easy to explain. Despite all the success of branding and TV advertising, the seller remains the lead expert on the product in many categories, from cheap vodka to very expensive home appliances. Consumers trust the seller, ask for his/her opinion. The seller himself is often very active, becoming a passionate brand advocate or, conversely, discouraging customers from buying although they had almost decided to.

 

Checking the effectiveness of promo / sales personnel. . This service includes a variety of measurements and observations. It may take the form of an audit work based on formal criteria. The auditor checks the placement of goods on the shelves, the quantity and quality of promotional materials, the vendor awareness about the product. Results of observations are recorded in report forms, often including photographs, and sent to the client. For operational reporting, regional data can be posted on a special private website.

 

 

Loyalty program for resellers. . These are the most complex and expensive programs, but the most effective in strategic terms. They are implemented by companies that already have high levels of distribution and, in general, have succeeded in building sales. Working with Ace Target allows these companies to secure and strengthen their success. Loyalty program are designed to build a "long-term attachment" to the trade of the company, its brands and products. Learn more about loyalty programs.

 

Completed projects

 

Reference information

 

• Articles on trade marketing
• Terms of trade marketing



Trade Marketing (Trade Marketing) —a package of measures aimed at improving the efficiency of interaction between participants in a distribution chain.

Trade Marketing views the market as an opportunity to implement a given product, "to push it to the consumer”, make it more accessible to the buyer, and convey information about it in the most accessible consumer-oriented way.

 Activities usually referred to as Trade Marketing consist in working with distributors, trading partners and retailers as well as complex merchandising..