Trade Marketing, the importance of taking care of the distribution channel

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Trade marketing can be defined as the set of commercial and merchandising operations developed by a supplier - or manufacturer - and a distributor.
The concept of trade marketing is closely linked to distribution channels. It seeks to increase demand from the end customer. At BCM Marketing, we know from our experience that it is important to value it within a marketing strategy.

Within Trade Marketing there are four essential elements that must be taken colombia email list into account: sender and receiver, the message, the distribution channel and the sales channel.

Sender and receiver

Trade marketing responds to the change in mentality, as well as to new market trends and requirements. Due to the saturation of information that the consumer receives, the messages sent through the point of sale are decisive. This is where the purchase decision is made.

The message

We must always work to ensure that this message is coherent in itself and coherent with other marketing resources by combining the tools at our disposal: traditional and digital marketing.

Distribution channel

The central focus of trade marketing is cooperation to optimize results. Channel partners must work together in a coordinated manner. Close coordination is required to ensure “just in time” deliveries to points of sale.

Sales channel

Here, too, there must be collaboration between the supplier and the distributor, who must also make investments in the points of sale to communicate to consumers about the advantages of their agreements.

As marketing consultants, we become your strategic partner to help you with everything you need.

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