Peculiarities of forming a trade marketing strategy of an international company

Trade marketing is not only a means of enhancing consumer loyalty, brand recognition, and sales volumes but also a tool for expanding distribution, capturing market share, entering adjacent market segments, and developing sub-channels and niches in the Ukrainian market. Effective execution of these objectives is achievable only in the long term, following an approved plan. The successful implementation of a trade marketing strategy requires an integrated approach, aligning long-term five-year goals with intermediate annual objectives. An analysis of Carlsberg Ukraine demonstrates the integration of trade marketing within the sales department, which improved communication efficiency and focused on achieving the company’s key goals through optimized marketing tools and mechanisms. Key components of a trade marketing strategy include developing a brand-priority plan, optimizing interactions between brand and trade marketing departments, and aligning the budget with the company’s strategic directions. To address communication challenges between departments, it is recommended to plan budgets for materials and promotions in line with the brand marketing department’s responsibilities. Trade marketing should allocate support periods flexibly, outlining promotional activities and materials without specifying individual products, focusing instead on necessary sub-brands. This approach minimizes conflicts between departments, avoids duplicated efforts, reduces planning time, and improves budget accuracy at initial stages, ensuring the effective execution of trade marketing objectives.