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Brands are spending more to reach customers at the point of purchase or consumption, while retailers control the critical moments of purchase. By working together, brands and retailers can improve the consumer journey through to conversion. Brands must lead in the evolving consumer journey because the battle is now in the trade. Imagine having to decide which product to buy at a retail shop in the midst of competing brands. What do you think fuels impulse buying? The customer may not remember the different advertising on the products but would have to decide right there what brand to go with.  Branding and placement of product information in retail environment aids decision making in favour of your brand. Understanding the profile of your customer, the decision corridor in the channels and placing the right materials in the right quality and quantity will make the customer’s decision easier and favourable to your brand. This is what trade or channel marketing is all about. Hi

Value Proposition .  I know we are familiar with the term and we use it ever so often. But what does it mean? It is an innovation, service, or feature intended to make a company or product attractive to customers. Some say it is a promise of value to be delivered, communicated, and acknowledged or a belief from the customer about how value (benefit) will be delivered, experienced and acquired. Great definitions. I call it a tangible expression of who you are or what you are all about. Whichever way you want to look at it, it represents a promise that would make your audience listen to you and do what you want them to do towards you. So, what is your value proposition? What are you offering that should make anyone look your way and patronize you? There are essentially four elements to a properly crafted value proposition statement, irrespective of the type of business you do or the segment you are catering to etc. Top on the list is customer insight. Crafting a proposition sho