Trade Marketing

Jean was responsible for creating Trebor Bassett's Trade Marketing Division in order to harmonise sales and marketing, creating definitive trading strategies. She is adamant that all encompassing strategies must have complete synergy if the business is to be successful.

As a specialist in this area Jean advices on the integration of sales, marketing and trade marketing both structurally and strategically in order to influence the customer and consumer effectively.

Trade Marketing - Confusion or harmony

A cohesive strategic approach to sales and marketing is essential but companies divide their marketing into a myriad of departments whose responsibilities often overlap. Departments such as; customer marketing, brand marketing, channel marketing, category marketing et al often coexist within an organisation making it impossible to harmonise strategies and plans. Evaluating performance and profitability is virtually impossible making future planning pure guesswork. Furthermore job roles constantly overlap creating confusion and disharmony. A focussed, synergistic approach is missing and businesses need to re-assess their organisational structure in order to get back on track.