Question

Topic: Strategy

Elements Of A Trade Marketing Plan Non-food Sector

Posted by Anonymous on 4/4/2009 at 9:06 AM ET 125 Points
I am working in furniture industry and have daily contact with many different retailers. I think that there is a real need for a strategic trade marketing plan. Especially while marketing and sales are not in line. Could anyone advise on the elements to evoke in this kind of plans?
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  • Posted by Linda Whitehead on 4/5/2009 at 8:34 PM Accepted
    hi,
    You need to treat this like any marketing plan. I suggest the following format:
    -A profile of your retail clients based on your research
    -Top client profile
    -New target clients
    -segmentation if applicable
    -key messaging and desired responses
    -an overview of what is happening in the market (challenges and opportunities)
    - feedback and learnings from clients
    - any other relevant client/market research
    - size of total market and your share/target share
    -marketing response model (the response rate to current trade marketing efforts)
    -SWOT analysis from your client's point of view
    -an analysis of all current Customer Touchpoints and areas for improvement
    -planned launches
    -business objectives for the trade
    -marketing objectives for the trade (acquisition and retention)
    -marketing strategies for the trade (acquisition and retention)
    -marketing tactics for the trade (acquisition and retention)
    -budget and ROI

    Hope this helps
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