Trade Franchise Management
Protecting and nurturing a brand is far more than defending the consumer franchise; it involves a tandem initiative against the trade — whose aims often diverge from the aims of the marketer. The management aspect of this initiative is to better understand the relationship between the trade and marketer and then to arm both the sales department and brand management with the tools to exploit these opportunities.
Specific Applications of This Service Include:
Trade Optimization Programs:to implement more effective and efficient spending tactics.
Distribution Volumetrics:that determine profitable targets of opportunity.
Account Promotion Analysis: to leverage “more bang for the buck”.
Account Profitability Studies:to apply store-level ROI and capture true spending levels.