This document outlines a trade marketing "mix" and distribution (5P market approach) strategy. It discusses key considerations for the product, price, place (distribution), promotion, and people aspects of the strategy. For product, it covers branding, packaging, product differentiation, quality, and service. For price, it discusses pricing education for outlets, rebate policies, and retail prices. For place, it outlines routes to market, distribution organization, coverage, and wholesaler segmentation. For promotion, it discusses sales marketing programs for different channels, outlet branding, and relationship building. Finally, for people, it summarizes distributor development including supervisor coaching/training and sales representative training.

1. TRADE MARKETING „MIX‟
&
DISTRIBUTION
(5P MARKET APPROACH)
By Vicky

2. product
Price
People
Place
Promotion

3. PRODUCT
BRAND
Packaging
Diferensiasi
Produk
It Should be close to the
consumer with a strong
identity and a simple name
Quality
Service
Brand Building
Consumer
Behavior of
visibility
PRODUCT MIX
For Consumer
For Outlet

4. PRICE
Price Education
( to outlet )
Rebate policy
• By channel
• Maximum price to sell from outlet to consumer
• Minimum price to sell from outlet to consumer
• Retail rebate : (new outlet development)
• Just give the rebate to new outlet

5. PLACE / DISTRIBUTION
Route To Market
GO RETAIL
Economic
Market
Coverage
Organization
Capability
Distribution
Reporting
System &
Process
Wholesaler direct and indirect
Distribution
(Weighted Distribution)
WS
Segmentation
WS sales
Product Focus
Force
territories
Penetration
Management

6. PROMOTION
&
SALES MARKETING
“SALES”
Modern / Horeca
Channel
Perfect Execution
•
•
•
•
•
Avaibility
Affordability
Quality
Visibility
KPI Standard for
P.E
Retail Channel
Wholesale
Channel
Retail
Consumer Promo
WS Program
(WS Display
Program)
Outlet Branding
(Cluster)
Relationship
Building
(WS Gathering)
Maintenance

7. SALES
“PEOPLE”
DISTRIBUTOR DEVELOPMENT
Supervisor
• Coaching & Leadership Training
Sales Representatif (Salesman) Training
• Selling skill
• Negotiation skill
• Standard call Procedur etc

8. TERIMA KASIH