Trade marketing is a specific area of marketing related to the increased demand by wholesaler, retailer or distributor and that can bring several benefits to these elements.
Although trade marketing is not directly focused on the final consumer, this factor must never be forgotten, because the consumer identifies and attributes value to a particular product. Thus, if people are not interested in the product, retailers will not be interested in marketing the product either.
This expression is derived from English, where the word "trade" stands for exchange, and is often used in the sense of commercial exchange. Thus, trade marketing is used as a tool to satisfy consumer needs and is related to one of the 4 p's of Marketing, specifically promotion.
What does Trade Marketing do?
This area of marketing tries to prevent sales from being centralized in a few consumers, intending its expansion and globalization.
Trade marketing is a process whose simplicity or complexity depends entirely on the company's implementation capacity. An effective trade marketing strategy makes it possible to establish partnerships with important elements and
create distribution channels able to satisfy the needs of the consumer.For trade marketing, price is not the only determining factor in a commercial transaction and that there are other advantages for reselling the product. Furthermore, according to this aspect the value of that product must be determined in accordance with the consumer.
Trade marketing consists of three types of components: strategic, operational and executable, which refer to specific activities of your strategic planning.
Trade Marketing and Shopper Marketing
Some authors indicate that shopper marketing consists of a evolution of trade marketing and was created to understand consumer behavior during the act of purchase, in order to increase sales in retail establishments.
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