Trade Marketing Master Class training centre in Bangladesh


Trade Marketing Master Class

  • Date : 15 June - 05 July 2019
  • Duration : Evening(6:30 pm-9:30 pm)
  • No. of Classes/ Sessions : 6 sessions
  • Class Schedule : Friday and Saturday
  • Total Hours : 18
  • Last Date of Registration : 14 June, 2019
  • Venue : Bdjobs Training, BDBL Building (Level 19), 12 Kawran Bazar C/A, Dhaka 1215.


Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. However, there is a need to continue with Brand Management strategies to sustain the need at the consumer end. A shopper, who may be the consumer him/herself, is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes a company's product against competitors', that company must market its product to the retailers, as well. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.

At the end of this training program, participants will be able to:

Understand Trade Marketing Department's role in adding value within the organization
Understand Trade Marketing Department & POP Vision development
Have a greater appreciation and understanding of how you can more effective market your products and services within the various trade channels
Be Better execute sales activities to maximize return on investment
Be Clear define consumer and customer needs
Develop powerful communication tools to support trade initiatives
Achieve higher level of customer support for your sales initiatives



Contents of Training:

1. Evolution of Trading and Consumer Environment
a. Understanding Needs and Wants and its implication in Business
b. Changing retail environment and emerging of Consumerism
c. Role of managers in changing environment
d. Changing consumer environment
e. Changing retail environment

2. Buying motives and Process
a. Why people buy. What drives people in buying decision
b. Buying Process. Attention, Interest, Desire, Conviction, Decision

3. Distribution Strategy
a. Push and Pull Strategy
b. Key challenges for managers in Push and Pull Strategy
c. Direct Distribution and Indirect Distribution
d. Defining markets and distribution planning
e. Key features of Urban and Semi Urban Markets and features of Rural Markets
f. Rural Market Penetration (RMP) Model for market prioritization

4. Trade Marketing Architecture
a. ATL and BTL
b. Shotgun Approach Vs Sniper Approach
c. The strategic challenge in 21st century
d. Key components of trade marketing, Scope of Trade Marketing
e. The relationship between ‘’Distribution’’ & ‘’Trade Marketing’’
f. Point-of-Sales (POS) Activation Strategy
g. 5 Pillars of POS Activation

5. Customer Engagement (CE)
a. Definition
b. The need for customer engagement
c. Customer engagement as a social phenomenon
d. Customer engagement as consumer behavior
e. Customer engagement as a metric

6. Display and Space Management
a. Five Pillars of POS Activation
b. Product Display
c. Space Management
d. What is Planogram?
e. Benefits of Space Management
f. Manager’s Role in Space Management

7. Cycle Instructions
a. Components of Cycle/Campaign Instruction
b. Responsibilities of manager and different stake holders
c. Cycle Activities – Role of a manager
d. Standard check list for briefing
e. Field Force briefing
f. Target Setting
g. Managing Promotions
h. Critical Success Factors in Managing Promotions

8. POSM Execution
a. Placement of POS Materials
b. What are the roles of POSM?
c. Types of POSM
d. Merchandising Definition & Types
e. Communication Opportunities inside the outlet
f. Key Considerations for Placing Merchandising Materials
g. VISA Model
h. In-Store Communication: Factors to be considered
i. Creative POS Material: An example of VISA
j. i Zone (Impact Zone
) k. Trade Loyalty

9. Analytics for a business manager
a. Must Have SKU
b. Population per outlet (PPO)
c. Net new outlet
d. Disposable Income
e. Per Capita Income
f. PPC per capita consumption
g. SEC A B C
h. Rural/Urban Definition
i. RGA/SGA (Revenue Generating Assets/Sales Generating Assets)

10. Tipping Point Leadership and the hidden influencer

11. Diffusion of Innovation Theory and the early adopter

12. Handling Launch – Relaunch and NPD Management

13. How to do a brief
a. What is a brief
b. Why a brief is needed
c. What happens if there is no brief

14. Role of a TSO/TSM
a. Role profile of TSO/TSM
b. TSM’s Daily tasks
c. Ideal Kick of Meeting
d. Developing PJP/ Route/ Beat Plan

15. FMCG Sales Terminologies
b. PC
d. Call Productivity/Strike Rate
e. Value Productivity
f. HE/ND
g. WD
h. Market Share
16. Doing Efficient Meetings a. Why do we do meetings b. The key rules for efficiency c. Meeting minutes d. How to prepare the agenda e. The roles for efficient meeting

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This workshop has been designed for professionals and business owners who know that one little learning tool can dramatically improve their prospects.

This course is also designed for people who sell, negotiate, promote with or manage customers operating in the various retail trade channels of your markets

Resource Person

Mohammad Abdur Rahman

Sales and Trade Marketing Specialist

Mr. Mohammad Abdur Rahman is currently working for Hemas Consumer Brands Pvt. Ltd as Regional Sales Manager. HEMAS is a Sri Lankan Based Multinational Corporation having diversified conglomerate business and a market leader in FMCG Business in Srilanka. Hemas is enjoying the leadership position in Value Added Hair Oil Catagory with its Flagship Brand “Kumarica” in Bangladesh. He has recently worked for CEAT Bangladesh Ltd as Regional Manager-Sales and Marketing. CEAT is a leading Manufacturer of automobile tyres in India, and one of the most recognized brands in South East Asian region.

He has 12 years of experience in sales and trade marketing with leading global brands. He has worked for top MNCs in FMCG like Reckitt Benckiser and Marico during His tenure and currently working for HEMAS Consumer Brands Pvt Ltd.

He has thorough understanding and experience in new business roll out, new process roll out, creation of sales channel, distributor management, dealer management, sales strategy, 360 executions of campaigns.

His Specialties are in Strategic Planning, Sales Management, Distributor/Dealer/Sub-Dealer Management, Key Account Management & Channel Management.

He is a Business Graduate from East West University with proven academic track record and a summa cum laude holder for his academic excellence.

During his tenure he has worked in Northern, Southern, Eastern and Central Parts of Bangladesh. During his tenure he has successfully handled several projects, launched/re-launched so many products and made them successful in his area. He has attended in number of training programs and conferences in home and abroad during his career. He has delivered a lot of training for ASMs, TSMs, Supervisors, and Salesman during his last assignments. He was also rewarded several times and received certificates for his professional excellence and achievements and also awarded for being the best.