cask trade competency library
TRANSCRIPT
COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet Understanding
Shopper Understanding models
Market Research For Trade MKT (tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store Effective Retail Messaging
Shopper Activation and Trade Events
Sales Team and Customer Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and Evaluate
Finance For Non-finance
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet Understanding
Shopper Understanding models
Market Research For Trade MKT (tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store Effective Retail Messaging
Shopper Activation and Trade Events
Sales Team and Customer Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and Evaluate
Finance For Non-finance
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
UNDERSTANDING ON WHERE YOU ARE AND WHERE TO GO
BRAND AND
CATEGORY
KNOWLEDGE
Provide vital knowledge on category and brand that trade marketer must know to have good connection with brand team and commercialize brand activities to channel
Category segmentation Category value growth driver Brand Positioning
Brand USP
Brand Identity (Brand 6P)
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
Target Consumer Brand Jobs to be done
BENEFIT: Easy to work with brand team and understanding their view. Do the brand activities commercialize to channel better
CHANNEL,
CUSTOMER AND
OUTLET
UNDERSTANDING
Provide framework on how to understanding channel and clear on where to focus on. Also define what activities we should do in each channel
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
BENEFIT: Clear on the operation on distribution channel. Ensure we planning and operate channel activities correctly
Channel Segmentation Channel MappingChannel Analysis
Channel Prioritization Channel Activation Pillar
SHOPPER
UNDERSTANDING
MODELS
Provide framework to understanding shopper. And, how to get shopper insight and translate them into channel activities ideas
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
BENEFIT: Use this knowledge for shopper research, channel activities planning.
Roles of ShopperShopper Understanding Model
Shopper Insights
Brand
ShopperChannel
Availability
OfferCommunicati
on
Shopper Marketing Mix
MARKET
RESEARCH
FOR TRADE
MARKETING
Provide all the tool to measure and evaluate Brands, Channel, Customer and Shopper. And, provide method to read and analyze data, research reports
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
BENEFIT: This knowledge help us clear on how to measure brand, channel, customer performance index. and how to use data in planning, measure activities effectiveness
Roles of Market Research for Trade Numeric Distribution, Weighted Distribution, Market Share
Trade Market research methodology
Define I/Os from Channel Data How to work with research agency
COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet Understanding
Shopper Understanding models
Market Research For Trade MKT (tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store Effective Retail Messaging
Shopper Activation and Trade Events
Sales Team and Customer Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and Evaluate
Finance For Non-finance
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
DEVELOP CHANNEL OBJECTIVE, STRATEGY, PLAN
CHANNEL
AND TRADE
MARKETING
STRATEGY
Provide framework and tool to develop channel strategy plans
BENEFIT: This knowledge help us develop channel strategy with good approach. Ensure we have clear and effective channel plan
DEVELOP TRADE MARKETING STRATEGY
Process of Channel PlanningChannel strategy - Planning Steps
Channel Strategy House Trade Planning template
FINANCE
FOR NON-
FINANCE
This skill provide foundation knowledge finance for non finance
BENEFIT: This help us work with finance better and have good sense of finance in trade activities developments
DEVELOP TRADE MARKETING STRATEGY
P&L Calculation Value ChainPrice management
Channel Investment Balance forecast ROI Calculation
COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet Understanding
Shopper Understanding models
Market Research For Trade MKT (tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store Effective Retail Messaging
Shopper Activation and Trade Events
Sales Team and Customer Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and Evaluate
Finance For Non-finance
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
DEVELOP ACTIVITIES, FOCUS ON OPERATION AND HOW TO DEPLOY ACTIVITIES IN THE BEST WAY
TRADE
PROMOTION
EFFECTIVENESS
Provide knowledge on how to develop, deployment, execution and M&E a promotion plan in best way. Ensure promotions investment is effective and efficient
BENEFIT: This knowledge help us know how to do promotion effectiveness (Clear objective, suitable scheme, Good ROI, Great execution and insightful M&E)
DEPLOYMENT AND EXECUTION
Promotion Objectives Promotion types
Develop Promotion strategy Promotion Evaluation
CATEGORY
MANAGEMENT
(CATMAN)
Provide knowledge on category development: key definition, tools, process. Ensure we clear on how to delivery objective of Catman projects with customer
BENEFIT: This knowledge help to know how to work with customer on catman project and process of execution it.
DEPLOYMENT AND EXECUTION
Category decision tree Shopper decision tree Catman key definition CATMAN Process
Retailer & manufacturer R&R Range optimization Space optimization
CATEGORY
MANAGEMENT
(CATMAN)
Provide knowledge on category development: key definition, tools, process. Ensure we clear on how to delivery objective of Catman projects with customer
DEPLOYMENT AND EXECUTION
Category Development with Manufacture and Retailers Category Management key definition
CATMAN ProcessPlanogram key tactics
IN-STORE
MESSAGING
Provide knowledge on how to have suitable POSM in each location and provide principle for evaluation good POSM
BENEFIT: This knowledge help us develop effective POSM at POPs
DEPLOYMENT AND EXECUTION
Objective and Roles of POSM at POP
Shopper Zone at POP4 key things at POPProcess to develop impactful POSM
SHOPPER
ACTIVATION
AND TRADE
EVENTS
Provide knowledge on how to develop, deploy, execute good Trade activation and events
BENEFIT: This knowledge help us know how to do an effective trade activation (for customer and Shopper at POP)
DEPLOYMENT AND EXECUTION
Trade Activation Objectives Trade Events definition and objectives Trade Activation Process
How to work with event agencies
SALES TEAM
AND
CUSTOMER
ENGAGEMENT
Provide knowledge on process of sales cycle planning and way to development a good trade program from ideas to customer engagement
BENEFIT: This knowledge help us engage customer and sales team about trade programs in an effective way. Ensure they understand and support our program
DEPLOYMENT AND EXECUTION
Sales Cycle Planning processSales Briefing and Toolkits development
Customer Understanding Model Customer Proposition Customer JUBP
COMPETENCY LIBRARY – TRADE MARKETING
Brand and Category knowledge
Channel and Customer and outlet Understanding
Shopper Understanding models
Market Research For Trade MKT (tools and usage)
Channel and Trade MKT Strategy
Promotion Strategy
Trade Marketing Investment and Trade Promotion Effectiveness
Category Management (CATMAN)
POSM In Store Effective Retail Messaging
Shopper Activation and Trade Events
Sales Team and Customer Engagement
Promotional Effectiveness Analysis
Trade Activities Measure and Evaluate
Finance For Non-finance
UNDERSTAND THE COMMERCIAL OPPORTUNITIES
DEVELOP TRADE MARKETING STRATEGY
MESURE AND EVALUATEDEPLOYMENT AND EXECUTION
MESURE AND EVALUATE EFFECTIVESS OF TRADE MARKETING PLAN
EFFECTIVENESS
ANALYSIS AND
EVALUATION
Tracking with Data and ROI management
BENEFIT: Understand what you do right and wrong, control P&L
DEPLOYMENT AND EXECUTION
EXAMPLE FOR 1 JOBS COMPETENCY GAPS ANALYSIS
I want to become a CPA Manager, but I have a big gap
in my competency skill
GAP
▪ CASK help youngster to know which skills are needed to get their dream position -> Give them a full picture for their career path
▪ CASK help them to fill the gap by a system of products and help them achieve their dream position -> help them improve their competency skills