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…
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