Trade marketing is a relatively new direction of marketing, the purpose of which is to increase sales through interaction with partners offering a product to consumers.
Differences between trade marketing (trade marketing, TM) and regular marketing:
Focus on wholesalers and retailers, not the end us cell phone number list consumer. TM is a B2B strategy that allows you to place products in the stores and on the shelves of partners;
Impact on the consumer through product chains. The manufacturer tries to increase demand for the product through promotions, tastings, and “gift with purchase” type promotions. However, the main goal of TM is to make the product appear at the counterparty’s point of sale.
Trade marketing is optimal for manufacturers with distribution networks or chains of sellers selling goods to consumers, but it is inappropriate for online stores, as they work differently. For TM, it is necessary for a potential buyer to see the product in person, that is, on a store shelf. The difference between trade marketing and promotion is that promotional marketing is a part of it and is aimed at forming and stimulating demand from final consumers for certain products.
What tasks does trade marketing solve?
The goal of TM is long-term work with dealers, accordingly, its main task is to ensure that the manufacturer can offer optimal conditions for cooperation. Then its products will appear in the stores of counterparties and they will be bought.
The supplier needs:
create better conditions for cooperation;
offer sales assistance to counterparties;
prove to partners in practice the benefits of working together;
to strengthen the opinion of trading partners about the benefits of cooperation;
make your brand recognizable and create a good reputation;
offer discounts and promotions to customers to quickly sell the product;
increase the number of repeat purchases.