The function entails field sales management, sales administration, sales forecasting & target setting, budgeting, planning, managing and controlling of sales overheads, capital expenditures, customer services management, inventory management, development & implementation of sales automation system and sales reporting and analysis.

The trade marketing function primarily acts as a bridge between sales & marketing thereby ensuring the achievement of all marketing & sales objectives. The key tasks include development of trade marketing plan by brand/channel, budgeting & controlling the trade spend by brand/channel, market/channel management & development, designing and implementing trade term structure by channel, finalization of price structure by brand/ SKUs, formulation of launch strategies for all new products, market intelligence reporting and analysis and managing and controlling the trade marketing spend.