Getting to know the trade market
Our Trade professionals have been categorised into five audience personas. To effectively support our different customer groups, we recommend you adjust your approach with each customers to successfully service their unique needs, preference, and behaviours.
Our checklist opposite has been designed to equip you with a comprehensive understanding to help you make smarter decisions, reduce risk, and remain competitive in your dynamic market environment, to drive the right priorities and initiatives.
Distribution overview Distribution gaps by customer and location (white spots) Key accounts and customer health Opportunities for growth
Market data
Market intelligence reports Customer segmentation Primary research
Your business ambition Growth targets
Competitor overview
Key Strategic Focus areas Growth enablers
by brand, category, SKU Pricing Benchmarking Claims (Range review vs main competitor) Comms (Range review vs main competitor) Channel activation – in-store, customer engagement, services, incentives and loyalty
Speak to your team to find out where this information lives for your business.
Category Insight
5-10 year trend Sales: value and volume Margin
ASP(Average selling price) Mix of businessby brand Share of relevant market (Trade/ Category/product)
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