TRADE MARKETING OF FAST MOVING CONSUMER GOODS INDUSTRY IN VIETNAM: A CASE STUDY OF PROCTER & GAMBLE

Nguyễn Thùy Anh - Nguyễn Thị Mỹ Linh

Abstract

Abstract:

Trade marketing is a discipline of marketing that focuses on increasing the demand at wholesaler, retailer or distributor level rather than consumer level (Howard, 2011). Trade marketing is of utmost importance when it comes to increasing revenue for fast moving consumer good (FMCG) section. However, trade marketing is still a new term in Vietnam while many companies choose to focus on spending money on extravagant commercials rather than attracting shoppers at the points of sales. As a big multinational FMCG corporations, Procter & Gamble (P&G) is still one of the market leaders in Vietnam. However, because developing markets such as Vietnam is not the strategic target of the corporation, thus not receiving big investment, they are losing their top place here (Nielsen, 2015). If the company wants to be No 1 in Vietnam, it is essential that the company should invest more in trade marketing strategy to compete with its rivals. By using case study method combined with interviewing agents, merchants and cosumers in urban cities namely Ho Chi Minh city and Hanoi, authors would like to analyse a specific case of trade marketing in P&G to pinpoint some strengths and weaknesses of a real trade marketing strategy and propose some practical recommendations for Vietnam FMCG companies to conduct an effective trade marketing strategy.

Keywords: trade marketing, fast moving consumer goods