fmcg marketing
DESCRIPTION
Retailers’ number is growing, consumers’ is NOT! Source UnknownTRANSCRIPT
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Producer VS. Retailer
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The Question is: what can you give me?
MAX shareMAX
investments
KAM Buyer
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The Question is WRONG!
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Where does the money come from?
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What Shoppers Think about Retailers?
I’m going mad with the queues! If I need to do a small shopping,
I’d rather do it at BP!
They are all
similar!I wish I could buy everything I need
for my baby at one place!
Often it’s difficult to find quickly
what I need
There are so many products! It takes ages
to choose!
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Retailers’ number is growing,
consumers’ is NOT!
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So What?
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The Right Question is: what can WE give THEM?
Fight FOR customer,not AGAINST each other!
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CONSUMER SHOPPER
=CUSTOMER!
+
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Customer Loyalty is a Key.How to Gain it?
!Price discounts,!Loyalty cards,!Private labels,!24 hours
!Promo-goods,!BTL events,!POS-materials
??? ???
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Everyone is Doing It Already!
The Approach is WRONG.
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So What?
Combine Efforts: ASSORTMENT & CATEGORY!
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Assortment:
package solutions (f.i., all you need to prepare your kid for school in one place)
new exclusive & seasonal offerings (f.i., co-production with producer/several of them. By the way, every month is a season now!)
Category: category building solutions (f.i., cosmetics displays with testers as in beauty shop; special food displays with all ingredients for preparing dinner)
“shop in shop solutions” (special shopping islands for babies, schoolchildren, teens)
Need Some Examples?!
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1) Retailers: satisfied shopper -> category growth & leadership in retail
2) Producers*: satisfied consumer -> brand’s growth & leadership in category
3) KAMs: alliance with marketing -> power of one -> yearly bonus & career :-)
What does it mean for:
* Combination of sales & mktng budgets -> cost savings!
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Haven’t contacted your brand manager yet? :-)
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Comments: All above works for FMCG brands with the large volume & value share in NA.In future there’s high probability that others will face the same situation.