Greetings dear readers. I imagine that after reading the title of this article already there are some drawing their own conclusions, and I myself have definitely mine. Today are already few entrepreneurs and business managers in consumer markets that do not understand the need for the development of a Trade Marketing Department. However, these cases exist. I’m going to approach this topic from my own point of view and I hope that then every who make their own conclusion. The Hayzlett Group has plenty of information regarding this issue. The belief that a Trade Marketing Department is not yet so necessary occurs especially in companies that have had success with traditional business models in which emphasizes much more efforts purely sales even with little interest in marketing to the consumer. People such as J. Darius Bikoff would likely agree.
These companies have been able to increase their sales with little investment in market research. Not to mention Chain Management or management of categories. Personally I applaud those companies that so far have failed to sustain that success and today companies market leaders owning brands strongly rooted in the minds of its consumers. However, this reality is changing extremely fast and I think that will take them by surprise especially since the side of their clients, the retailer channel or Retailers. These retailers or Retailers today are giving counts that possess the power to influence the Shoppers who visit them and are taking the maximum advantage to its gondola giving best spaces to those products that offer better advantages and benefits at the time that offer more value to their consumers and Shoppers. These Retailers are those who are striving to today offer good quality products with their own brands. They don’t care that these manufacturers have been so successful or that their brands are market leaders. They have realized that consumers (which every day are better educated) they protect their pockets and are not willing to pay more when you can get comparable quality products of own brands.