AiiM - Marketing Communication Skills Training Center Head Oce: 152 Nguyen Van Thu St., Dist. 1, HCMC, VietnamTel: +84 (8) 3911 5506 - 6291 6559 Web: aiim.edu.vn facebook.com/AiiM.Education

We are the exclusive partner of We are proud to be the ocial representative of

Mr. Hoang Khang Channel Activation Manager - Coca-Cola

WHO RUNS THIS COURSE?

WHO SHOULD TAKE THIS COURSE?

Marketers (Client side) who want to build competitive advantages by embracing the crucial role of Trade Marketing.

Activation practitioners (Agency side) who want to oer clients the best service by good understanding about Trade Marketing.

WHAT IS THIS COURSE ABOUT?

3 REASONS YOU SHOULD APPLY FOR THIS COURSE

TRADE MARKETING EXCELLENCE

The Trade Marketing Excellence course is designed to provide learners with skill set to handle both planning and execution.

Khang is one of the very few experts in Trade Marketing the new Marketing discipline in Vietnam. Before joining Coca-Cola, Khang worked as a Logistic Supervisor at Vietnam Brewery Limited and an Assistant Trade Marketing Manager of the laundry category at Unilever.

Mr. Thai Dat Customer Marketing Manager (On-trade) - Diageo Dat has built his career across dierent categories from FMCG (Unilever), construction (Holcim), oil & gas (Shell), to alcohol (Diageo). This gives him a broad understanding of the retail market to develop a method to build the most suitable model for Trade Marketing in Vietnam.

Oer comprehensive tools of Trade Marketing to achieve 5 objectives: availability, visibility, trade marketing scheme, sales engagement and retailer relationship.

Gain knowledge and understanding about dierent categories, eg; FMCG, dark market and food & beverage.

Conduct a Trade Market Audit and Trade Marketing Plan based on given template and process plus intensive market visits.

Mr. Hung Thien General Manager - GcommAn experienced & complete Researcher with 12 years of experience who started his career at Nielsen Vietnam and rose to Associate Director position. Thien is now running his owned Research boutique house named Gcomm to serve the specic needs of Vietnamese companies.

Overview of Trade MarketingDesign Trade Marketing PlanDistribution Channel StrategyMarket Retail MeasurementTrade Promotion (Customer Engagement)Return On Investment (ROI)Customer/ Shopper InsightCategory DevelopmentMerchandising (Shopper Engagement)

POSM at store (Shopper Engagement)Trade Event (Customer Engagement) + projects of channel understandingMeasurement system (Tracking)Brand Activation (Shopper Engagement) + projectsSales Force Engagement (System Engagement) + projectsOutside Trade Visit at HCM marketGroup discussion - Trade Marketing PlanFinal presentation

COURSE OUTLINE: 17 SESSIONS

01.02.03.04.05.06.07.08.09.

10.11.

12.13.14.15.16.17.

Trade Marketing is a young discipline that has been applied at multinational marketing organizations, when winning consumers hearts and minds by Brand Marketing is no longer eective enough. Winning at stores with Trade Marketing will ll the gap to win the battle.

Ms Minh Nha Senior Trade Category Management Manager - UnileverNha is an experienced Trade Marketing expert and now holds the postion of Senior Trade Category Management Manager at Unilever.

AiiM - Marketing Communication Skills Training Center Head Oce: 152 Nguyen Van Thu St., Dist. 1, HCMC, VietnamTel: +84 (8) 3911 5506 - 6291 6559 Web: aiim.edu.vn facebook.com/AiiM.Education

We are the exclusive partner of We are proud to be the ocial representative of

Anh Hong Khang Channel Activation Manager - Coca-Cola

Anh Hng Thin General Manager - Gcomm

I NG GING VIN

KHA HC DNH CHOChuyn vin Marketing (bn Khch Hng) vi tham vng xy dng li th cnh tranh bng cch n u xu hng Trade Marketing.

Chuyn vin Activation (bn cng ty T Vn) vi mong mun t vn v trin khai cc hot ng kch hot thng thiu cho khch hng bng s hiu bit thu o v Trade Marketing.

TNG QUAN V KHA HC

5 L DO NN THAM GIA KHA HC

TRADE MARKETING EXCELLENCE

Kho hc Trade Marketing Excellence ti AiiM trang b cho ngi hc cc k nng v kin thc t hoch nh n thc thi cc k hoch Trade Marketing.

Anh Khang l mt trong nhng chuyn gia Trade Marketing him hoi ti Vit Nam. Trc khi lm vic ti Coca-Cola, Anh Khang tng gi v tr Logistic Supervisor ti Vietnam Brewery Limited v v tr Assistant Trade Marketing Manager ngnh hng git ty ti Unilever.

Anh Thi t Customer Marketing Manager (On-trade) - Diageo Anh t xy dng s nghip thng qua vic tri nghim nhiu ngnh hng khc nhau nh ngnh hng tiu dng nhanh (Unilever), xy dng (Holcim), du nht (Shell), v ru mnh (Diageo). y l u th c bit gip anh t hiu rng v th trng bn l v pht trin phng php xy dng m hnh ng dng bn vng v Trade Marketing ti Vit Nam.

Cung cp cc cng c Trade Marketing hu dng t 5 mc tiu: bao ph, nhn din ti im bn, cc kinh nghim xy dng chin dch chiu th, lm vic cng i ng bn hng, lm vic cng nh bn l.Hc t cc chuyn gia tn tm v dy kinh nghim hin ang cng tc ti cc tp on hng u.Hiu bit nhiu ngnh hng khc nhau t tiu dng nhanh, th trng ti, gii kht, thc phmThc hnh trn cc bn k hoch mu (template) v qui trnh (process) c c rt t nhng tp on hng u v kinh nghim lm vic thc t ngoi th trng thc hin Bn nh Gi Hiu Qu Tip Th Thng Mi (Trade Market Audit) v Bn Hoch nh Tip Th Thng Mi (Trade Marketing Plan). Thc hnh gii quyt cc tnh hung thc t.

Anh Thin l mt trong nhng chuyn gia k cu trong ngnh Nghin Cu Th Trng vi hn 12 nm kinh nghim. Anh Thin bt u lm vic ti Nielsen Vit Nam - tp on Nghin Cu Th Trng hng u th gii - v trng thnh n v tr Associate Director.

Ch Minh Nh Senior Trade Category Management Manager - UnileverCh Nh l chuyn gia Trade Marketing giu kinh nghim v hin ang gi v tr Senior Trade Category Management Manager ti Unilever.

Tng quan v Trade MarketingXy dng Bn Hoch nh Tip Th Thng Mi(Trade Marketing Plan) Chin lc Knh Phn Phio lng th trngKhuyn mi Thng Mi (Trade Promotion)Hiu qu u t (ROI)Tm l khch hng/ ngi muaPht trin ngnh hng

Trng by (Merchandising)Cc vt dng h tr ti im bn (POSM) S kin Thng Mi (Trade Event)H thng o lngKch hot thng hiu (Brand Activation)Gn kt vi i ng bn hngKho st thc tTho lun nhmTt nghip cui kho

NI DUNG KHA HC - TNG CNG: 17 BUI01.02.

03.04.05.06.07.08.

09.10.11.12.13.14.15.16.17.

Trade Marketing l mt phn ngnh kh mi m c p dng tin phong ti cc tp on ng dng Marketing hng u trn th gii. Trade Marketing ng vai tr cc k quan trng trong s thnh cng ca mt thng hiu khi n lc xy dng nhn bit v yu thch ca Brand Marketing khng cn hiu qu nh trc y. V vy, bn cnh mc tiu chin thng trong tm tr ngi tiu dng th vic chin thng ti im bn hng cng ang tr thnh cuc cnh tranh sng cn ca cc thng hiu.