Rahmani Group Trade Marketing Capability

Construct a First Class Trade Marketing Capability

The Work
Create & Train a New Team of Trade Marketers

By extensively assessing Rahmani Group’s sales capabilities and trade marketing practices, and comparing them to good FMCG practice, Certius detected a gap between marketing plans and initiatives, and sales implementation. The existing trade marketing function focused largely on point of sale execution, and so was not capable of devising and executing category growth plans, channel or customer development plans, and initiative deployment. This was an important gap which needed to be closed in order to ensure the success of Rahman Group’s many plans. To help do this, Certius designed a trade marketing capability concept which enabled Rahmani Group’s trade marketing to drive the business. We also created an implementation plan to build required trade marketing skills, capabilities and tools. In order to better facilitate the creation of the new department, we then helped Rahman Group identify high potential candidates, hire external ones and transfer employees from the sales department, as well as assisting with the onboarding process. To help empower the new team, we then designed a training and coaching roadmap, and provided training in the core trade marketing skills of category strategy and segmentation; SKU analysis and classification; market coverage planning; point of sale vision and effective merchandising; pricing and promotions; development of customer value proposition; and concept selling.

The Impact
Deliver Compelling Trade Marketing & Sales Initiatives

By working with Certius, Rahmani Group’s new trade marketing function masters the core capabilities required for delivering trade marketing and sales initiatives and is highly effective in creating demand with customers.