Trade Marketing and Merchandising Excellence

In South African retail, a product can be perfectly marketed and still fail on the shelf if trade marketing and merchandising are weak. This programme equips brand and sales teams to plan promotions that retailers will actually support, negotiate shelf space and display with buyers, and measure in store execution across supermarkets, wholesalers and informal trade channels.

What you will be able to do

Design a trade promotion plan that balances retailer margin expectations with brand investment.
Negotiate shelf space, planogram position and secondary display with retail buyers.
Coordinate merchandising standards across supermarkets, wholesalers and informal trade outlets.
Evaluate promotional return on investment using sell through and stock cover data.
Manage field merchandising teams to maintain consistent in store execution.
Resolve conflicts between trade terms, brand guidelines and store level realities.

Course outline

01Trade marketing role in the mix
02Understanding retailer economics and margin
03Planning promotions retailers will support
04Negotiating space and display with buyers
05Merchandising standards and field execution
06Working with informal and wholesale trade
07Measuring promotional return on investment
08Building an annual trade marketing calendar

Who should attend

Trade marketing managers, key account executives, merchandising managers and brand managers who work with retail and wholesale partners to get products onto shelves and moving.

Dates, venues and fees

Dates	Venue	Days	Fee
17 to 18 Aug 2026	Lusaka	2	US$1,100
24 to 25 Aug 2026	Kigali	2	US$1,100
31 Aug to 1 Sep 2026	Nairobi	2	US$1,100
7 to 8 Sep 2026	Durban	2	R10,000
14 to 15 Sep 2026	Johannesburg	2	R10,000
28 to 29 Sep 2026	Mauritius	2	US$1,100
5 to 6 Oct 2026	Dubai	2	US$1,100
12 to 13 Oct 2026	Lagos	2	US$1,100
19 to 20 Oct 2026	Harare	2	US$1,100
26 to 27 Oct 2026	Kampala	2	US$1,100
2 to 3 Nov 2026	Dar es Salaam	2	US$1,100
9 to 10 Nov 2026	Pretoria	2	R10,000
16 to 17 Nov 2026	Cape Town	2	R10,000
30 Nov to 1 Dec 2026	Online	2	US$900
7 to 8 Dec 2026	Mozambique	2	US$1,100
14 to 15 Dec 2026	Cairo	2	US$1,100
21 to 22 Dec 2026	Accra	2	US$1,100

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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Training a whole team?

We can run Trade Marketing and Merchandising Excellence privately for your team, on your dates and built around your own systems. Group delivery is usually more cost effective from about six delegates.

Run this in-house