Nền Tảng Của Tiếp Thị Thương Mại: Foundation Of Trade Marketing – Brand Camp

Giới thiệu 

• Cung cấp cho học viên nền tảng vững chắc về Trade Marketing (hay còn gọi là Customer Marketing và Shopper Marketing). Giới thiệu Trade Marketing Framework hoàn chỉnh với 4 bước đơn giản, từ đó giúp các trade marketers xây dựng và phát triển Trade Marketing Plan một cách xuất sắc. Nắm bắt được sự cam kết của các đối tác bên trong và bên ngoài công ty nhằm đảm bảo kế hoạch hoạt động được triển khai một cách trơn tru tại thị trường. Đo lường và đánh giá kết quả của các hoạt động Trade Marketing.

Nội Dung Phần Học

▶️ Buổi 1 – Consumer & Shopper Journey
1.1 – Course Introduction
1.2 – Consumer & Shopper Journey
1.3 – Lecturer Slides (P1)
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▶️ Buổi 2 – Why do we need Trade Marketing?
2.1 – What is Trade Marketing?
2.2 – Why do we need Trade Marketing?
2.3 – What exactly Trade Marketing doing?
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▶️ Buổi 3 – Phase 1: Understand 3 Key Stakeholders (P1)
3.1 – Trade Marketing Plan Framework
3.2 – Understand Your Category & Brand
3.3 – Lecturer Slides (P2)
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▶️ Buổi 4 – Phase 1: Understand 3 Key Stakeholders (P2)
4.1 – Understand Your Shopper: Shopper Insight
4.2 – Understand Your Shopper: Target Shoppers & Experience
4.3 – Understand Your Shopper: Triggers & Barriers
4.4 – Understand Your Shopper: Shopping Mission
4.5 – Reference – Shopper Marketing
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▶️ Buổi 5 – Phase 1: Understand 3 Key Stakeholders (P3)
5.1 – Understand Your Channel: Channel Definition, Channel vs Route To Market
5.2 – Understand Your Channel: Channel Segmentation – Principles
5.3 – Understand Your Channel: Channel Roles & Prizes
5.4 – Understand Your Channel: Channel Prioritization
5.5 – References – GT Channel: Shoppers vs Retailers
5.6 – References – GT Channel: Nielsen Tradition Trade Report 2015
5.7 – References – MT Channel: The Growth of mina markets & convenient stores
5.8 – References – MT Channel: Nielsen Global Retail Growth Strategies Report
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▶️ Buổi 6 – Phase 2: Develop Channel Marketing Plan – Step 1: Channel Analysis
6.1 – 4 Steps Introduction
6.2 – Step 1.1: In-store Audit
6.3 – Step 1.2: Detect The Channel I&O
6.4 – Lecturer Slides (P3)
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▶️ Buổi 7 – Phase 2: Develop Channel Marketing Plan – Step 2: Channel Objective
7.1 – Step 2: Channel Objective (Channel J2BD)
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▶️ Buổi 8 – Phase 2: Develop Channel Marketing Plan – Step 3: Channel Strategy
8.1 – Step 3: Channel Strategy
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▶️ Buổi 9 – Phase 2: Develop Channel Marketing Plan – Step 4: Channel Marketing Plan (P1)
9.1 – Step 4.1: Availability – Definition
9.2 – Step 4.1: Availability – Location On-Shelf
9.3 – Step 4.1: Availability – Putting Category Driving Segments In Hotspots
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▶️ Buổi 10 – Phase 2: Develop Channel Marketing Plan – Step 4: Channel Marketing Plan (P2)
10.1 – Step 4.2: In-store Communication – Where
10.2 – Step 4.2: In-store Communication – What & How
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▶️ Buổi 11 – Phase 2: Develop Channel Marketing Plan – Step 4: Channel Marketing Plan (P3)
11.1 – Step 4.3: Offer – Planning Your Offer
11.2 – Step 4.3: Offer – Promotion Type
11.3 – Develop Channel Marketing Plan
11.4 – Master Activity Calendar – Template with example
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▶️ Buổi 12 – Phase 3: Engage Stakeholders
12.1 – Engage Sales Team
12.2 – Engage Customer
12.3 – Lecturer Slides (P4)
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▶️ Buổi 13 – Phase 4: Measurement & Tracking
13.1 – Measurement & Tracking