Trade Promotion Management & Trade Spend
Trade promotion management is how manufacturers plan, fund, execute and measure the promotions they run through the channel, and trade spend is the money behind them. For Indian channels this spans scheme budgets, market development and co-op funds, display and visibility deals, and the settlement of each against proof. These guides cover the trade-promotion lifecycle, budgeting and utilization, MDF and co-op claims, and keeping spend visible from plan to settled credit note.
Start here
In reading order- CPG Trade Promotion Guide: Schemes, Settlement & ROI (India)A practical CPG trade promotion guide for India — scheme types, settlement across the channel, secondary scheme settlement and promotion ROI.
- Trade Promotion Management with ClaimDS: A Step-by-Step GuideA step-by-step trade promotion management guide for India: plan, budget, launch, settle claims with the right GST credit note, measure trade-spend ROI.
- Trade Promotion Budget: Allocation and Budget vs ActualHow to allocate a trade promotion budget, track scheme-budget utilization, and run budget vs actual for Indian channel and FMCG trade schemes.
- MDF and Co-op Claims in India: A Practical GuideHow the MDF claim process works in India — allocation, pre-approval, proof of performance, utilization, and how co-op funds settle by credit note.
- Trade Promotion Management Software in IndiaWhat trade promotion management (TPM) software does, why Indian channel businesses need it, and how to choose one that fits the mid-market.
More in this category
7 articles
How to Model What a Trade Scheme Will Cost Before You Launch It
Before a scheme goes live, know its best, likely and worst-case cost. How to model scheme liability against budget, with worked examples in ₹.
Trade Spend Management Software for Indian Brands and Distributors
See what your channel spend actually costs — schemes committed, claims settled, deductions taken and accruals trued up, with GST-compliant settlement.
Trade Spend vs Advertising: Where Your Promotion Money Actually Goes
Trade spend and advertising (A&P) are two different budgets that behave differently. What separates them, why finance teams confuse them, and how each is tracked.
Consumer Promotions vs Trade Promotions
Consumer promotions vs trade promotions — who each targets, who funds them, how they are measured, and why trade promotions create claims.
Painter and Contractor Loyalty Programs in India
How painter and contractor loyalty programs work in India — points, rewards and redemption, why brands run them, and the Section 194R tax pointer.
How TPM Software Forecasts Trade-Spend Liability and Measures Promotion ROI
How trade promotion management software projects scheme liability before period-close and measures promotion ROI from settled claim data — and what it cannot predict.
How Indian SMBs Can Implement Affordable Trade Promotion Management
A practical guide for Indian SMBs to implement affordable trade promotion management: codify schemes, automate distributor claims, and stay GST-compliant.
Key terms
Quick definitionsSee ClaimDS on your own claims data
A 30-minute walkthrough tailored to how your channel actually settles claims.