Consumer Goods Marketing and Sales

So after a super long hiatus, I am back to updating posts. This one is about trade marketing, an extremely vital part of marketing that most of us recent grads know nothing about (Other than random facts such as (“98% of purchase decisions are made at the Point of Purchase”). Swati is a Trade Marketing Manager with United Spirits (where in the absence of ATL, BTL becomes really important) and interned with me at L’Oreal. You can find her here ---- Trade Marketing is a marketing discipline that targets the ‘customer’ rather than a ‘consumer’. And your ‘customer’ could be anyone ranging from your ‘trade partners’ to your ‘shopper’. Trade Marketing revolves around creating value-propositions for both these entities to increase offtake. This could range from something as basic as a counter sales man incentive to something more shopper-focused like a promotional gift/price-off to display elements at point-of-purchase. Now you may ask - why would anyone have a marketing funct...