Trade Marketing In Transition
Marketing at many product companies is divided into two disciplines: brand & trade. Brand marketing is all about telling the story of the product and building awareness and demand. Trade marketing, in contrast, focuses on “sealing the deal” with shoppers: it is comprised of the many ways that brands work with retailers through local media and in stores to draw attention to their products. It includes retail display allowances for product positioning, temporary price reductions, shelf talkers, end caps, and shopper marketing. Shopper marketing here is defined as the practice of using data to focus on the individual shoppers.
