TRADE MARKETING
Trade
marketing in FMCG Cigarette is done through the guidelines of COTPA act.
Trade
marketing is very important vertical in the FMCG industry. The quote “Jo
dikhata hai wohi bikata hai” proves here. Every FMCG company tries hard to get
some space for PPOSM or TPOSM.
In cigarette
industry specifically in Metro cities where the consumption of cigarette is
higher hence the companies work hard to install their Retail
Advocacy outlets (Brand Shops).
There are competition among companies to get a space in pan shops / grocery shops / standalone
outlets / kirana stores etc. (as per the COTPA) where consumers’ footfall is high.
These companies are aware that counts of high footfall outlets are few in numbers and these outlets are the best outlets for the advertisement of their products.
These companies are aware that counts of high footfall outlets are few in numbers and these outlets are the best outlets for the advertisement of their products.
Company fix
the display at retail shop as per the space given by shop owner for the
advertisement as per the Regulations of COTPA
Maintaining /
increasing the counts of display are the main job of trade marketing.
Factors of Trade
marketing are depending on the availability of space for advertisement at shop,
consumer footfall, Target consumer (age / income / lifestyle / geography /
location of the shop) etc.
Trade
marketing team is the most important team in FMCG Cigarette industry. Actually this
industry is driven by visibility of available products.Because if you have
good visibility at the shop then there are chances of trial of your product.
Working of TSE / TM / TMS / MERCHANDISER in FMCG
Cigarette
Product familiarity leads to product purchase which proves here.
Trade people work
for product familiarity to its customers through PPOSM, TPOSM
They collect In
house / competitor’s data
They are
mainly responsible for Resolving market related / sales related / salesmen
related / POSM related issues
They provide
support to sales team
They work on
efficiency of the Trade schemes and coverage and take follow up for new product
launch and its availability
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Exact insight of market, especially for cigarette industry. Useful information about entire industry.
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