What is Trade Marketing Retailer?

Love Triangle at Point of Sale  February 18, 2013 – 05:10 pm
Trade Marketing Tips

Hi,

lets forget the shopper in this post, the key charactor in entire shopper marketing saga.

Today we explore the love triangle or rather the love hate triangle between retailer, brand sales team and trade marketing team.

Lets see broadly see what one thinks about the others

Retailer

The retaler sees the sales person as the one who dumps stocks and pesters him for cheques.I have seen weird ways adopted by retailers to humiliate sales guys when they want to drive home some point….The sales guy would laugh it off in any case and later rant out abuses at the retailer in private

The trade marketing to him is just “Head Office” or “Company” in most cases which does some promotions and schemes

Sales Person

The sales person sees the retailer as his career asset who helps him in meeting targets.He would always try to make good relationship with him as his relationship with retailers is independent of employment.More retailers in his ambit would mean greater bargaining power for him with his current employers or prospective employers.He suffers a lot of humiliation at the hand of retailers but not to miss a lot of lighter moments too.Some sales persons account this to “Retailers’ Frustatations” because of their exposure to some crude behaviour from shoppers…a 14 year old can really roughen him up on account of the smallest of grievance

Source: firearcindia

Butterworth-Heinemann Trade Marketing Strategies, Second Edition: The partnership between manufacturers, brands and retailers (Marketing Series)
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