Trade Marketing Strategies, Second Edition: The partnership between manufacturers, brands and retailers (Marketing Series) [Paperback]

Geoffrey Randall (Author)

Book Description

Publication Date: October 4, 1994 | ISBN-10: 0750620129 | ISBN-13: 978-0750620123 | Edition: 2

As more producers' outlets are dominated by the main retail groups, manufacturers have to sell to the trade first to get space on retailers' shelves alongside own label products. The case for marketing to the trade is increasing and changing, and this
book develops and provides strategies for this area of marketing.


Manufacturers have two - and only two - strategies for success: *build and maintain strong brands *deliver outstanding customer service to retailers. The first has been neglected recently, which will create disastrous consequences in the medium to long
term and the second forces companies to change not only their strategies, but their culture and organizational structures. The book is intended for practitioners and managers who are responsible for finding practical solutions to real problems. Key
trends and real issues arising out of them will be familiar to those responsible for marketing in the FMCG section as well as to students of marketing.

Product Details

• Paperback: 183 pages
• Publisher: Butterworth-Heinemann; 2 edition (October 4, 1994)
• Language: English
• ISBN-10: 0750620129
• ISBN-13: 978-0750620123
• Product Dimensions: 9.2 x 6.2 x 0.7 inches
• Shipping Weight: 6.4 ounces
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,114,966 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars Outstanding customer service to retailers, May 2, 2000

By 

Juan Carlos Bascopé (CARACAS, VENEZUELA.) - See all my reviews

This review is from: Trade Marketing Strategies, Second Edition: The partnership between manufacturers, brands and retailers (Marketing Series) (Paperback)

This is an excelent book for manufacturing organizations in how to have a competitive advantage based on customer service. It all starts understanding customer needs. Continues explaining how to handle private labels, information technology, direct product profitability, space managment, what are the key questions to know about each customer and finally, and where you get the best advice, examples of real benefits valued by retailers. Will definetively help you define your best trade organization after understanding the basic trade marketing tasks and building customers into planning and operations. Key questions: What are our retailers goals and strategies?. What is the competitive positioning of the retailing?. What are their SWOT? What brands should we produce and for whom?. How important is private label an important strategy of our retailers?. Do we know their direct product cost (warehouse, handling and shelf space)?. Do we know ther direct product profitability to give them advice on space managment? What they whant from us? What do they think of us?. Key concepts: EPOS (Electronic point of sale), EFTOPS (Electronic funds transfer at point of sale), EDI (Electronic data interchange)TRADANET (an electronic mailbox), DPP (direct product profitability),DPC (Direct product cost),DPPROI (Direct product profitability return on inventory), NAM (National account managers). Don't get behain other competitors, get your competitive advantage based on customer service!