Trade Marketing - From Concepts to Practical Methods

This explains trade marketing, defining it as the activity where manufacturers target retailers’ buyers and consumers (shoppers) to maximize sales at the point of purchase. Effective trade marketing hinges on discovering and addressing both buyer insights, which involve the buyer's unconscious motivations like whether a product is "desirable to sell" and "likely to sell," and shopper insights, which are the consumers' underlying motivations to purchase. It presents the case of Kenvue's Listerine campaign as an excellent example, demonstrating how repositioning a product as beneficial for whole-body health successfully addressed the buyer's challenge of low mouthwash sales and appealed to the shopper's growing health consciousness, thereby increasing both category and adjacent product sales. Successful trade marketing requires building a selling story that aligns the product's value with the needs of both the retailer and the end-consumer to maximize availability and drive demand.