Post on 02-Nov-2014
description
Vlerick Marketing Shower-
Shopper marketing Shopper marketing
June 28, 2011
Luc Desmedt
2
Consumer: difficult to reach and to influence…
Winning at the first moment of truth, Winning at the Point-of-Sales
Retailers have become strong marketeers
Winning at the first moment of truth, Winning at the Point-of-Sales
How to manage this challenge
How to manage this challenge
Managing sell-out
Retailer Shopper ConsumerManufacturer
8
Key accountmanagement
TM/CatMan/Shopper M…
Marketing
Selling-in Selling-out Consumption
DeveloppementCommercial
9
shopper marketing
Business development
ÂÂ
Category management…
Scanning
1975
Space
Management
Category
Management
1989
Day-to-day
CatMan
2000
Collaborative
Trade
Marketing
2006
Management
1985 Collaborative
CRM
2005 Shopper
Marketing
Today
Shoppers
CatMan/Trade/Shopper marketing
Category ACategory A
Category BCategory B
Category CCategory C Category management
11
Category CCategory C
Category DCategory D
Category ECategory E
Category …Category …
Category management
Shopper
Segment
1
Shopper
Segment
2
Shopper
Segment
….
CatMan/Trade/Shopper marketing
Category ACategory A
Category BCategory B
Category CCategory C
S
h
o
m
a
r
k
12
Category CCategory C
Category DCategory D
Category ECategory E
Category …Category …
o
p
p
e
r
k
e
t
i
n
g
3
manufacturerobjectives and
strategy
manufacturers
category vision
retailers
7 Guiding principles
shopper
retailer objectives and
strategy
2
1
4 5
6 category vision
price
in-store presentation
trade communication
promotion assortment
in-store communication co-marketing
implementation and evaluation
6
7
© Copyright, LD & Co 2011— confidential
Prerequisites
➲ Top management commitment & support
➲ Invest in the right organisation and the right data
➲ A dedicated team with the right skills
➲ Focus on the shopper and the retailer
➲ Optimal synergy between all the elements of the
14
➲ Optimal synergy between all the elements of the commercial strategy
➲ Clear priority setting
➲ Pro-active – Fact based – complete approach
15
www.ld-co.com
luc.desmedt@ld-co.com
+32478424013