Trade Promotion & Optimization

Catalog description

While consumer advertising and promotion is more visible to the consumer, trade promotion is about half of a food companies’ budget. One can think of consumer promotion getting product to move off the shelf, trade promotion is how to get products on the shelf. This course will look at the various forms of trade promotion such as off invoice, bill backs, slotting allowances, advertising allowances, sponsorships, end caps etc. Attention will be given to optimization of trade promotions.