Starbucks and Costa symbolize two competing companies in the coffee take-out category - the competition compels them to differentiate their brand from the competition, but coffee target groups and consumer trends are still identical for both.

Duty-Free Zones at the airports are very interesting places in terms of the activity of trade marketers from the largest companies.

The struggle to gain Shoppers’ attention at the store takes various forms.

While creating POSM, Trade Marketers often focus on colors, catchy slogans or proper placement.

In many countries the law regulates the sale of fresh, unpackaged bread.

In the video, we can see how Lidl managed this challenge in Greece.

Both Ferrero and Perfetti van Melle take great care of their product exposition in stores.

Some of their products even compete for the same shopper. When it comes to products made for children, producers try to draw kids’ attention to their products at all costs.