The Analysis of a Trading Marketing Program

The aim of the research work was to estimate the effectiveness of a trade marketing program which is held in the traditional channel by a large manufacture. In order to achieve the goal, the following tasks have been solved: • definition of theoretical background of trade programs analysis, • development of methodological recommendations regarding trade marketing analysis, • comparison of analytical software in connection with the indicators analyzed , • definition of specific characteristics of the market and the company which make an impact on the trade program's mechanics, expected results, • analysis of effectiveness of a trade marketing program according to the approach developped. The main results of the research include: • positive influence of the program on sales volume, • need to build long-term partnership with retail outlets, • crucial weight of correct target setting which should be based on previous shipments and sales volume in the outlet, • broad opportunities for further analysis. The possible directions include applying more specific mathematical methods in order to: • search for and identify correlation between two or more different programs held in the same retail outlet, • analyze complex impact of all elements of trade programs. Detailed recommendations can be received in the full text of the research.