Question

Topic: Other

Strategy For Visibility, Planogram & Merchandising

Posted by Anonymous on 3/10/2008 at 4:01 AM ET 250 Points

Hi, I've been recently recruited for an FMCG Co. (Juices, Milk & Water) long life & short life products. My position is "Trade Marketing Manager" I should be playing the role of a link between "Corporate Marketing Dep."& "Sales Dep", my responsibilities are visibility in the supermarkets, planograms (for better display & better sales results), merchandising manuals, consumer promotions, BTL materials, etc....

My question is: How can I start with a good impression for my new colleagues & boss, and do a new strategy of displaying our products in the supermarkets (Long life tetrapak, & short life PET & Water), noting here that we are leaders in the market with the long life products. New merchandising manual & a good relation with the 2 departments??

I know it's a long question & a long topic to discuss, but maybe few & small tips might help, or if anyone can refer to a link that explains the above mentioned points.

Thanking you ALL in advance for your support.
Be safe.
Pat
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RESPONSES

  • Posted by Susan Oakes on 3/10/2008 at 7:14 PM Accepted
    Hi Pat,

    Have you sat down with each department to understand their plans for the brands. Usually with trade marketing they will have a thorough understanding of the marketing plan and work out with sales how to implement these plans at retail level.

    When I was in marketing we always presented to sales and trade marketing the marketing plans for the year ahead and specific plans for the next quarter and then sales would present back the sales plans for the categories and brands.

    Also understanding retailer's issues facing your category and brands is necessary. Knowing these issues will make it easier to ensure your activities, promotions etc lead to increased profitability for the category and help marketing with their future plans for the brands.

    Best of luck

    Susan
    Marketing for Business Success
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