luc desmedt at the marketing shower
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Vlerick Marketing Shower-
Shopper marketing Shopper marketing
June 28, 2011
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Luc Desmedt
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Consumer: difficult to reach and to influence…
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Winning at the first moment of truth, Winning at the Point-of-Sales
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Retailers have become strong marketeers
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Winning at the first moment of truth, Winning at the Point-of-Sales
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How to manage this challenge
How to manage this challenge
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Managing sell-out
Retailer Shopper ConsumerManufacturer
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Key accountmanagement
TM/CatMan/Shopper M…
Marketing
Selling-in Selling-out Consumption
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DeveloppementCommercial
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shopper marketing
Business development
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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
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Shoppers
CatMan/Trade/Shopper marketing
Category ACategory A
Category BCategory B
Category CCategory C Category management
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Category CCategory C
Category DCategory D
Category ECategory E
Category …Category …
Category management
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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
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Category CCategory C
Category DCategory D
Category ECategory E
Category …Category …
o
p
p
e
r
k
e
t
i
n
g
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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
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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
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➲ Optimal synergy between all the elements of the commercial strategy
➲ Clear priority setting
➲ Pro-active – Fact based – complete approach