Definitions of key terms in FMCG trade, retail, and commercial operations.
A retail and brand management process in which product categories are managed as strategic business units.
The percentage of stores or activations that are executed in line with the agreed brief, within the specified time window.
The team of sales representatives who visit retail stores to verify in-store execution, build relationships with store managers, take orders, and implement…
An annual collaborative process in which a FMCG brand and a retail partner build a commercial plan together, covering shared revenue targets, activation…
A dedicated digital environment in which Key Account Managers plan, execute, and review their account activities.
A strategic approach to managing relationships with a brand's most important retail or distribution partners.
A visual schematic that defines exactly where each product should be placed on a retail shelf, SKU by SKU and facing by facing.
A planning document that maps out all promotional activations, product launches, and in-store events across the year, organised by retailer, category, and…
The incremental volume or revenue generated by a promotion above the expected baseline.
A structured meeting between a brand's KAM team and a retail buyer held every three months to review performance against the joint business plan, discuss…
The volume of product shipped from a brand or distributor to a retailer's distribution centre or stores.
The quantity of product sold from the retailer's shelves to the end consumer, as measured by point-of-sale (POS) data.
The process of implementing agreed in-store plans, including product placements, promotional displays, price labels, and POS materials, at the shop floor level.
The set of activities and investments a FMCG brand uses to influence purchase decisions at or near the point of sale.
The return on investment generated by a trade marketing activation.