Trade Marketing

The set of activities and investments a FMCG brand uses to influence purchase decisions at or near the point of sale. This includes price promotions, in-store displays, secondary placements, category management support, and co-branded campaigns with retailers.

Why it matters

Trade marketing turns a brand's plans into activities the retailer agrees to run, from promotions to displays. It also manages a large part of the trade budget, so it needs to know which activities pay back.