Prepared by:

Mohammad Umaid

Marketing Strategist
Master of Business Administration MBA
Master of Arts in Marketing & Innovation MA
Postgraduate Diploma in Business & Marketing Strategy PGD
Extended Diploma in Strategic Management and Leadership EDSML
Associate of Chartered Institute of Marketing ACIM
(starting December 2016)
 Macro vision
 Current Situation
 Need for Trade Marketing(TM)
 Without TM (exemplified)
 Micro vision for TM
 Bridging Micro and Macro
 Core
Ideology

Envisioned
Future
 Core • The reason we exist
Values

Core • The architecture behind

our decisions, infusing all
Purposes of our efforts
BHAG VIVID
DESCRIPTION ENVISIONED
FUTURE
1) Passion
2) Expertise
3) Sustainability
the well-known UFO satirist, hoaxer, and occasionally serious investigator
 Envisioned Future consists of two parts:
 Long term audacious goals
 Vivid descriptions of what it will be like to achieve the
goal.
 Visionary organizations often use bold visions,
commonly called as BHAG
 We must translate the vision from words to picture with
a vivid description of what it will be like to achieve
your goal.
 Passion, emotion and conviction are essential parts of
the vivid description.
 Sales

1200000

1000000

800000

600000 Sales

400000

200000

0
Jan Feb Mar Apr May Jun Jul Aug Sep
800000

700000

600000

500000
Jawahara
400000
Pearl
300000 Reem

200000

100000

0
Jan Feb Mar Apr May Jun Jul Aug Sep
Reem Sales
4%

Jawahara
23%

Pearl
73%
SKU Sales Value (SR) Percentage
Contribution
25 kg (blue high 109764
8.73%
foam)
1105071
25 kg +2 (HF) 87.89%
20993
2 * 6kg (HF) 1.67%
6376
DWL (1 Ltr* 12) 0.51%
3364
DWL (500ml * 24) 0.27%
4458
2.25 Kg * 4 (HF) 0.35%
3556
170 gm * 48 (HF) 0.28%
6 Kg * 2 + 10% 5789
0.46%
extra (HF)
 0% Sales 25 kg (blue high foam)
1% 0% 0%
0%
2% 25 kg +2 (HF)
9%
2 * 6kg (HF)

DWL (1 Ltr* 12)

DWL (500ml * 24)

2.25 Kg * 4 (HF)

170 gm * 48 (HF)
88%
6 Kg * 2 + 10% extra
(HF)
 Sales

Sept Jan
9% 9%
Feb
Aug 13%
20%
Mar
12%

Jul Apr
Jun
7% May 8%
11%
11%
 8

7 May, 7 Jul, 7 aug, 7

6 Apr, 6 Jun, 6 sept, 6

SKU Frequency

4 Mar, 4

3 Jan, 3 Feb, 3

0
Month
300000

250000

200000

150000

100000

50000

0
Jan Feb Mar Apr May Jun Jul Aug Sept
-50000
25 kg 25kg +2
 Sales
Sales
120
100 96.68

80
60
40
20
0.88 1.23 0.31 0.29 0.61
0
HF LF Antiseptic Fabric Pine DWL
Softener
 Sales

Sep Jan
13% 9%
Feb
11%
Aug
Mar
19%
10%
Apr
Jul 8%
9% May
Jun
9% 12%
25
21
20
20 19 19
18
17
16
15

10
8 8

0
Jan Feb Mar Apr May Jun Jul aug sept
 0% 0% Sales Pearl HF (2*6kg)

0% 1% Pearl HF 10+1 kg

Pearl HF 10 kg
16%
0% Pearl HF 25 kg

6% Pearl HF 2.25 kg+ DWL

1%
500ml *4
0% Pearl HF 3 kg *4 (10%
Extra)
Pearl HF 25+2 kg

Pearl HF 380 gm * 24
76%
Pearl HF 1 Kg * 12

Pearl HF 6kg * 2 + 10%

extra
 90000
82657
Reem Sales 80000
HF- Reem
2.25kg HF 170 70000
x4 Gm x
10% 72 P 60000
13%
50000

38908
40000

Reem 30000 26183 26250

HF - 18817
25+2 Reem 20000

Kg HF
10000 7827
61% Powder 3165
6683

10+1kg 0
512

16% Jan Feb Mar Apr May Jun Jul Aug Sep
Sales
Flour Analysis
(Jan-Aug 2016)
1600000

1400000

1200000

1000000

800000 Budget
Achievement
600000

400000

200000

0
Jan Feb Mar Apr May Jun Jul Aug
 Harish Chappati Strong Semolina
6% 2% 1% 0%
Jareesh Self raising
5% 0%

Flour
No. 3
11%
Flour No. 2
3%
Flour No. 1
72%
 QFM-Flour No1-10kg(Bag)------------- 31%
 QFM-FLOUR NO1-1KG *10P----------29%

 QFM-Flour No1 1KG*4----------------27%

 QFM-Flour No1- 50 Kg----------------7%

 QFM Flour No. 1 - 2Kg * 6p----------6%

 QFM-FLOUR NO1-5KG(2pcsX5kg)-{ less than 1%}
 31
It consists of 22 active SKUs out of possible
 It consists of 7 active brands out of 9 possible
1 brand contributes 73% of the total category
sales
 In that 1 brand which has 6 SKUs, 2 SKUs contribute
towards 60% of that brand sales
 In that 1 brand top 3 SKUs contribute 63% of
category sales
 19 active SKUs are contributing less
Remaining
than 2% per SKU
Brief Trade Marketing Action
Plan
 Definition: Trade marketing is a wider marketing
discipline that aims to increase demand with
supply chain partners such as wholesalers,
retailers, or at the distributor level, rather than
just at the customer level.
 Description: Trade Marketing is also called B2B
marketing or business-to-business marketing. All
the promotional activities are aimed at
increasing the demand of the product among the
various supply chain partners.
 Trade Marketing Manger job Responsibility.

• To develop Trade marketing plan in line with Brand plan and sales channels.
• To Plan sales and promotion budget to meet that plan.
• To develop planograms/layouts for merchandising the products.
• To promote the products in store by right placement in category, out of
category or extra displays.(a & b retail self servise)(Key a/c)(w/s
selective)(Horeca)(Ind)
• To work with top business unit to make plans according to category roles in
their stores.
• To successfully execute ideas and translate into sales. Also what the customer
wants, the art of product placement, the science of store traffic and proper
visual design.
• Monitor Rebate & Allowances Allocation for Regions in conjunction with GM.
• Market Mapping/Segmentation of Market and defining Distribution objectives.
• Monitor Brand Registrations and pricing strategy (Brand wise/SKUwise) with the
help of sales team.
• Market wise /Brand wise /Channel Category wise communication tool
development for new launch and consistent performance of existing
brands.
• Tracking distribution and sales performance on monthly basis with the
coordination of sales team & plan to be build up.
• Market wise /Brand wise /Channel Category wise communication tool
development for new launch and consistent performance of existing
brands.
• POS Allocation / Visibility standardization at all channels.
• Training and Development of regional teams on a continuous basis.
• Work closely with sales team to ensure trade marketing strategies are
aligned with sales objectives and revenue targets. setting up displays and
designing loyalty programmes.
• TMM working with each brand manager (planogram, promotion,
merchandizing, communication ) for key accounts or special projects
 Review Trade goals and purposes
 Define budget methodology
 Construct customer/market structure
 Develop promotion set of choices
 Cultivate planning tools
 Develop budgets and management tools
 Form analysis process
 Build review and feedback practice
 Develop reports and analysis
 GM

TMM
Assistant
Trade
Assistant Marketing
Trade Manager
Marketing
ATMM ATMM QDC & QFM
Manager
Dandy Merchandising
Officer QDC
Merchandising MO MO MO
Officer Dandy
Merchandising
Officer QFM