Trade Marketing

Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. 

Trade Marketing is also called B2B marketing or business-to-business marketing. All the promotional activities are aimed at increasing the demand of the product among the various supply chain partners.

Trade marketing plays an effective part in sustainable brand development. To be more effective, market gurus have point out seven areas where the manufacturer should focus more for trade marketing to be effective.

For effective trade marketing, manufacturer should focus on

a) Promotion schedule (which could include time of sale),

b) Do lot of cross promotion of your own items,

c) Promotions should always be around a theme (Christmas, New Year, festivals etc.),

d) Communicate the value of the product to the consumer (how it stands as compared to competition),

e) Always plan in advance, and

f) Promotions should be aimed at growing the brand rather than just sales.

Trade Promotions

Promotions are another great way to separate yourself from the competition. Sometimes, supply chain partners or consumers won’t realize the full value of your brand without a little help. Use promotions to give them that extra push towards choosing your product. Examples of promotions include temporarily reduced prices or in-store displays that grab attention, build brand awareness, and ultimately incentivize people to choose your product over others.