Trade Marketing ROI Optimisation Toolkit

About this resource

Indian FMCG companies can improve trade marketing ROI by 15-25% using this toolkit. It provides a framework for measuring, managing, and maximising trade marketing investment across channels. The toolkit helps users allocate trade spend effectively, execute promotions with high ROI, and measure returns accurately, resulting in 10-20% reduction in trade marketing costs.

What's included

• Trade Marketing Investment Framework — spend taxonomy and investment principles
• Consumer Promotion ROI Calculator — models for price-off, BOGOF, and free goods
• Visibility & Merchandising ROI Calculator — models for shelf share and POSM
• Shopper Activation & Event ROI Calculator — models for in-store sampling and demo
• Key Account Trade Investment ROI Calculator — models for listing fees and co-op ads
• Trade Spend Optimisation Framework — portfolio allocation and efficiency curve
• 12 Strategic Initiatives — 30-60-90-180 day trade marketing improvement plan

Contents preview

• MODULE A: Trade Marketing Investment Framework
• MODULE B: Consumer Promotion ROI Calculator
• MODULE C: Visibility & Merchandising ROI
• MODULE D: Shopper Activation & Event ROI
• MODULE E: Key Account Trade Investment ROI
• MODULE F: Trade Spend Optimisation Framework
• SECTION A: Trade Investment Principles
• SECTION B: Consumer Promotion ROI Calculator