O que é e como criar estratégia de Trade Marketing?

O QUE É E COMO CRIAR ESTRATÉGIA DE TRADE MARKETING?

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Basicamente, o trade marketing é uma estratégia focada nos pontos de vendas. Ou seja, como você pode posicionar melhor sua mercadoria nesses pontos. Em síntese, os pontos de vendas são os supermercados, farmácias, lojas e outros. Neste sentido, o trade marketing é um marketing de empresa para empresa. Ou seja, a sua empresa vai vender para as empresas de distribuição. Portanto, estas empresas de distribuição facilitarão a chegada de seu produto ao consumidor final.

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O trade marketing é usado pelo fabricante. Ou seja, aquela empresa que faz a mercadoria. Envolve, por exemplo, vantagens do produto, novidade, prazo de entrega e preços promocionais. Ou seja, os empresários atacadistas precisam comprar a sua ideia.

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Para compreender é preciso entender os conceitos de: Ponto de venda, que são os locais onde são disponibilizados os produtos; Canais de vendas, que são os tipos diferentes de pontos de vendas, como lojas e farmácias; Meio de distribuição, que é o modo que o produto chega ao consumidor.

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Você vende seu produto ao consumidor ou para os atacadistas e distribuidores. Estes estabelecimentos irão revender o seu produto para os varejistas. Por fim, estes estabelecimentos menores vendem para os consumidores finais.

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Uma boa campanha de trade marketing vai garantir que seu produto atenda à demanda.

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Uma boa campanha de TM vai melhorar a relação da sua marca com a cadeia de suprimentos. Ou seja, com os distribuidores, atacadistas e varejistas.

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O trade marketing vai ajudar a sua lucratividade mesmo se você não tem ideia de seu consumidor final. Isto porque a sua estratégia será focada para outros vendedores. Estes irão defender seu produto para os consumidores finais.

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Nas estratégias de trade marketing você descobre quais são os desejos dos distribuidores. Neste sentido, se você faz uma pesquisa de consumo rápida com eles e economiza tempo. Ou seja, para saber o que seus clientes necessitam é só se reunir com estes comerciantes.

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Se você faz uma relação de parceria com os distribuidores, você só tem a ganhar. Neste sentido, fazer um plano de vendas que esteja alinhado com os objetivos do distribuidor é bem promissor. Assim, você tem um aliado para suas vendas.

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O objetivo do trade marketing é mostrar para os distribuidores que a sua marca vai oferecer muitas vantagens. Então, invista em ações como: Anúncios criativos, que irão atrair os empresários do varejo e atacado; Participação de feiras e eventos; Amostras grátis; Pesquisa de mercado, feita junto com os atacadistas sobre os produtos.

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