Fundamentals of Trade Marketing

  • Get a good understanding of what’s happening in the market and how Trade Marketing fits in the big picture of winning at point-of-sale.
  • Understand the Fundamentals of Trade Marketing and develop a better appreciation of its integrative function within the organization.
  • Gain insights on how other organizations are structured in Trade Marketing.
  • Learn the strategic, operational and executional components of Trade Marketing.

Trade Marketing Officers/Specialists/Managers, Key Accounts Specialists/Managers, Marketing/Brand personnels, Sales personnels

  • Retail Trade Development
  • What is Trade Marketing?
  • Role and Importance of Trade Marketing
  • How to be Effective at Trade Marketing?
  • Strategic, Operational and Executional Components of Trade Marketing



Milona Mier-Barraca built her Trade Marketing career and acquired more than 15 years of solid experience, knowledge, exposure and training from three multinational companies across different industries, namely: Abbott Nutrition International, Reckitt Benckiser, Inc., and Selecta Wall’s, Inc. She initiated and successfully executed merchandising and trade promotions programs, trained and built Trade Marketing teams, pioneered systems and set-up business processes in Trade Marketing and Sales Management, and championed winning Trade Marketing projects and initiatives in the following industries: pharmaceutical-nutrition, food (ice cream), and household cleaning solutions. She has been doing Trade Marketing for more than 16 years, and two years of combined Trade Sales Management and Business Development (Pacific Islands). She finished her MBA and Business Management Degree at the University of the Philippines. Her workshops include The Winning Trade Marketing Plan, The Winning Trade Promo Planning and Implementation, and The Winning Promotions and Merchandising Programs.