Trade Segmentation


Mapping the trade landscape for better resource allocation

Trade Segmentation provides the critical foundation for resource allocation decisions within the channel. Three things need to be considered:

  • Outlet Universe: the total number of outlets focused on will have a direct impact on the level of 
 investment, field force structure, route to market and capabilities to develop and implement marketing initiatives
  • Channel Segmentation: breaking down existing trade channels into differentiated sub-channels 
 drives the planning process and drives activity differentiation
  • Outlet Classification: goes a step deeper than channel segmentation by defining specific priority 
 outlets within sub-channels, to ensure up weighted outlet investment is only focused on

We have a wealth of experience in developing models which work for different industries, categories and brands in mapping the trade landscape, and use this to work with our clients to build approaches that meet their specific strategic needs.