In various SMB & emerging brand posts, there’s a suggestion that achieving a margin objective is exclusive of a comprehensive promotional plan with retailers that provides consumers with discounts, whether significant (say, a Publix BOGO) or basic (EDLP strategy). These are in no way exclusive and, in fact, not even competing – a gross margin target would be an objective. The overall & specific retailer plans are strategies and executional tactics. They are complimentary.
The key lies in the analysis – driving the specific retailer spending plans to achieve these goals. Then the ongoing follow up, reforecasting & follow up analysis. With trade spending well over 20% of gross revenue, it should be a key functional area. However, most emerging brands do not have the expertise to address this, nor the dollars to hire the necessary expertise.
Fractional trade management expertise can be a short and long term solution – it’s all we do and have done for decades.
Connect and request a brief call to learn more – there’s quick benefits here.