3. 1. Integrate consumer and shopper insights to better understand the link between
Consumption Occasions and Shopper Missions and Needs. Go beyond Visual
2. Thorough understanding of Shoppers Missions and Behaviour by channel and most
relevant outlet types as foundation of the strategy definition
3. Shopper research becomes a relevant investment with important return during trade
negotiations: “To know your shoppers better than they know themselves”
A modern trade organization start focusing in the shopper rather than in customers
SHOPPER
• Customers are the vehicle to reach shoppers and
consumers
• Their stores are the scenario where the “Activation Play”
will be carried out.
4. 4. Efficient retail classification and segmentation model,
easy to be articulated by all marketing team to
support the process from strategy up to
implementation
5. Field force capable to identify each customer’s
segment in 5 minutes, by implementing a short
version of the long questionnaire – “Seg.Ident”
6. Flexible Go to Market model to guarantee competitive
availability levels while reducing cost to serve.
7. Drive commitment of strategic customers and staff by
offering business growth!
CUSTOMERS
Build sustainable partnerships based on business results rather than on Fees
5. 8. To Place procurement, logistics, contract management, and forecasting/demand planning
and similar management functions under the supply chain leader.
9. Strong collaboration between central offices of industries and customers to drive joint
category plans, innovative products and multisensory shopper activation plans
10. Foster team integration and commitment with business results by defining shared
objectives and variable compensation.
11. Integrated Cycle Plan process, involving Brand, Sales and Trade Marketing teams to build
Operational plans by segment with relevant activation activities based on shopper
characteristics.
12. Establish clear and well defined executional standards by segment and outlet types
OPERATION
Combine centralized strategy to gain consensus with decentralized execution to reduce
time to market and improve quality of service
6. 1970 1980 1990 2000 2008…
A modern trade organization is the result of an evolution process with clear structure,
process and specific training programs focused on target Shoppers
• Robust marketing, trade marketing and customer development organizations (structures,
competencies and processes) with clear and coordinated shopper marketing responsibilities.
• Strong and disciplined multifunctional mechanisms for planning, executing and monitoring
(IBP, S&OP, Cycle).
• Robust training and incentive platform to guarantee best in class performance
ORGANIZATION
SKILLS
STRUCTURE & PROCESS
CAPABILITIE
S
DISTRIBUTION PRE-SALES KA-CHANNEL SHOPPERTRADE
7. SKILLS & CAPABILITIES STRUCTURE & PROCESS
• High understanding of customer, channel and
shopper research techniques and methodologies.
• To generate relevant customer, channel and
shopper insights from the market information
available, global trends and global best practices
• Deeply understanding of Business objectives,
corporate and portfolio strategy, target
consumers, shopper profile, behavior &
occasions.
• To deploy portfolio strategies through trade
channels and strategic customers-accounts,
reaching the highest rates of customer
satisfaction.
• To have close control of retail execution and be
able to deploy on time corrective actions to
guarantee maximum performance and ROI
• Clear responsibilities for the business
development assigned to teams following the
strategic customer classification-segmentation.
• Clear Consumer, Shopper & Customer activation
and development responsibilities assigned to
different teams.
• Annual marketing planning process with the
shared collaboration of brand, trade and sales
teams.
• Monthly Marketing Meetings to evaluate past
performance, review current execution and
coordinate, discuss and agree operational details
of upcoming consumers, shoppers and customers
activation plans.
They establish specific Trade Marketing skills and capabilities for key positions,
helping to differentiate brand, sales, distribution and trade marketing teams
ORGANIZATION
TRADE MARKETIG - GENERAL
