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Guides to Successful Trade Marketing Course

By: Tom Associates Training  

Lagos State, Nigeria

08 - 10 Apr, 2019  3 days

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NGN 105,000

This is the discipline of marketing that relates to manufacturers/producers increasing the demand at wholesaler or distributor, as well as retailer levels without disrupting brand management activities at the consumer level. Its effectiveness reflects a strong strategic alliance between manufacturers/producers and the distributors/retailers. Parties develop joint activities of promotion, merchandising, advertising with the final objectives of creating comparative preference for the particular product or brand so as to increase, through the retail outlet, the demand from the end user.

Trade Marketing handles:

  • Distributor/Dealer and Retailer Development and Management
  • Sales fundamentals that include Distribution, Display, Promotion and Price effectiveness 

Course Contents


  • Aims of B2B Marketing vs Aims of B2C Marketing
  • The shifting balance of negotiating positions in the markets
    • The challenge of brand competition
    • The challenge of shelf space
  • Management of Sales Chain Partners:
    • What a Wholesaler does
    • What a Distributor does
    • What a Retailer does
  • The on-going battles of Manufacturers for Channels Control:
    • The battle for precedence
    • The battle for credibility
    • The battle for shelf space
  • Critical Business Issues for FMCGs:
  • Advent of Category (beyond Product) Management
  • Retail consolidation - the growing significance of malls in urban  centres
  • Media fragmentation


  • Methods of Trade Marketing
    • Trade Marketing through designs of consumer promos
    • Trade Marketing through brand awareness activities
    • Trade Marketing through niche relationships
    • Trade Shows
    • Road Shows
    • Special Promos
    • Digital Marketing - emails, social media, etc
    • Win-Win Relationships
    • Advertisements
  • Creating Trade Marketing Strategy
    • Research for shopper behaviours
    • Work on effective branding
    • Proposition channel partners
    • Public Relations and Advertising agenda
  • Tools of Trade Marketing
    • Display boards
    • Kiosks
    • Banners
    • Posters, brochures, flyers, P.O.S. items
  • Ways to Create Buzz for Market Attention
    • Contending with busy audience diverse agenda
    • Coping with Channel Partners diverse agenda


  • Benefits to Target
    • Channel Partners promote your product more
    • Supply chain levels support your product supply to meet demand
    • Volume sales to promote cash flow and profitability
    • Bring up new market relationships
    • Opportunities for up-selling and cross-selling other products.
      • Challenges
  • Clever approaches to trade marketing that delivers
  • Effectiveness of merchandising
  • Discounts and margins
  • The mainstream marketing skills that support Trade Marketing
    • Strong understanding of the market
    • Effective USP
    • Consistent brand message
    • Clever communications copy
5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony, Lagos. Apr 08 - 10 Apr, 2019

Registration: 08:30:am - 09:00:am

Class Session: 09:00:am - 04:00:am

NGN 105,000.00(VAT Inclusive)
(Convert Currency)

Mr Abiodun Toki 08033019120

Discount of 5% to 3-4 Participants from Same Organization. Discount of 10% to 5 or More participants from Same Organization.
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