Perfiles dentro de un CPG

La investigadora de Mercado:
To understand the category, brands, customers and the key business objectives and challenges, and be able to set relevant research programmes to deliver against the objectives.
To Identify gaps in strategic understanding and support marketing teams to develop & implement strategic plans for the brand/category and align with objectives & Company Vision.
Provide the market information required by the business, ensuring that it is accurate, timely, insightful and actionable.
Design and deliver research for projects throughout the innovation plan, and manage continuous projects (Innovation, Renovation).
Contribute to and/or manage category/strategic consumer & market understanding work.
Manage and negotiate with agencies to ensure they deliver to the business objectives.


El de Trade Marketing
Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. However, there is a need to continue with Brand Management strategies to sustain the need at the consumer end. A shopper, who may be the consumer him/herself, is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes a company's product against competitors', that company must market its product to the retailers, as well. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.