Quarterly Trade Marketing Plan (Retail Sale)

Last modified: November 1, 2017

Why Use This Service?

A trade marketing plan (TMP) is not just defining periodical discounts and changing type and value of it. Making your product attractive to wide scope of customers on many other ways, among so much other similar products, is a challenge. So, are you ready to highlight the products?

If you want to make your products more attractive to customers in a crowd of similar ones, and have no idea how to highlight its benefits over all others, and on the other way, have no big budget and looking for cost-effective solution, then a good trade marketing plan is what you need – and I am here to make it.

To explain it easier, I will split the process in two phases:

Let’s meet:
The period of preparation and research in which I will focus on getting familiar with your product, and understand your ideas, goals and opportunities. In this phase, I will be grateful for all product materials (characteristics, previous monthly sales history…) and clear inputs about goals you want to achieve, planned budget and brand policy that you have. After I’m done with this, I’ll move on to the creative part.

Trade marketing plan creation:
When you look on the shelfs in a store, you can see that there are many products in one category, they are quite the same in shape, color, neto weight …  they are slightly different in price (which is one of the main reason for shopping decision), but they are very different in offers: promo pack, package with some little gift, combo pack, cooperation with other products, pack with gratis, SKU with inserted communication about usage/important attributes … for all of this exist a right time and a way … and I am here to do it for you and help you to achieve your goals.

The timeline of TMP will give you one picture of offers per channel/retailer type, with detailed explanation. My goal with this plan is to have offer continuity with different attributes in adequate time, adjusted to type of channel/retailer type, in order to achieve your goals on the most cost-effective way possible.

Trade marketing plan (TMP) contains next types of offer:

  • Discount type
  • Offer with special gift
  • Combo pack with other products from your assortment
  • Mix & Match – offer with some other product, which is not in your assortment, but can be profitable for both products.
  • Guidelines for specific communication for your product
  • Suggestion for POSM for your product
  • Suggestion for where your product should be positioned on the shelf

Plan contains offers for modern and traditional trade channels.

Before we seal the deal, I will need a several things from you:

  1. Category and products descriptions (Characteristic, usage and sales history).
  2. Assortment (all products you sell, no matter if they are included in this TMP or not).
  3. Brand guidance (if you have it).
  4. What does your sales process look like?
  5. What is a structure of retailers and specification of cooperation? (Representation of SKUs of the category, defined planograms, special conditions retailers have…).
  6. Who is your average customer and consumer?
  7. What are the goals, mission and vision of your company?
  8. Any market research you have.
  9. Budget for Trade marketing plan offers (maximum discount per SKU you can give, costs for special gifts).
  10. Anything else you can think of that you might find helpful.

I get it — you want to increase sales and have higher level of products visibility. This is a goal you can achieve and I’ll do my best to help you out with quarterly trade marketing plan.

My plan is to position your products visible on the shelf in the store and make it more attractive for retailers and consumers. That being said, it is my duty to make consumers to take it again and again.

The more different offers you have, the more attractive your products will be. And so, the longer we follow this logic, the bigger chance is to achieve planned sales in volume and value.

Most importantly, as new consumers start to buying your product, the more attractive it will be for retailer and later for negotiation for contact conditions.


How long does it take to prepare Trade Marketing plan (TMP)?
It depends on number of products you want to include in TMP, number of retailer you want to cover and how much info you can proceed to me. Usually, this takes around 3 weeks.

How many products I can include in the TMP?
There is no limit to products, but to category – this package includes one category. Which means, if you sell sweets, “Chocolate” is one category.

Why do you need the whole assortment of my products?
Some products can be attractive together, in one pack (Co-pack). I am willing to make a plan which can bring you more revenue for relevant category, where I consider all options. If I found some other product good for Co-pack, which is not in your assortment, I will suggest you a cooperation with other brands.

Can I suggest any changes in TMP?
Sure! You are welcome to do that; any guidance is welcomed. If you want, we can discuss about ideas and brainstorm together. First three revisions are included in the TMP, but there is possibility for deadline changes (which depend on wide of requested changes).

What is the period covered by the TMP?
Three months, started with the date you define. Of course, if I get some idea which will be good to realize in more adequate period (a period above planed) I will give you a short guidance for it.

Which retailers are covered with the plan?
I will cover both modern and traditional trade channels. To make a precise plan, I will be grateful for detailed retailer structure and some specifics of your cooperation (for example: Representation of SKUs of the category, defined places on the shelf, their planograms…)

Let’s have an awesome TMP and boost your sales.


Not sure if this service can help your business grow?

No worries, WeGrowth marketers are always open to answering your questions and discussing your business. Ask them anything, for free!

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  • Bio
    Hi, Ida here! I am a proud to be here for new challenges. With over three years of experience in Trade Marketing in FMCG industry, my passion goes for trade marketing campaigns, strategies, cost-effective discount plans, new product launches on POS, POSM creation. In other words, I love to make...