cask trade competency library

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







Promotion Strategy












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)


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


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


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


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







Promotion Strategy












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


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


P&L Calculation Value ChainPrice management

Channel Investment Balance forecast ROI Calculation







Promotion Strategy












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.


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


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


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)


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


Sales Cycle Planning processSales Briefing and Toolkits development

Customer Understanding Model Customer Proposition Customer JUBP







Promotion Strategy












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


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