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Challenges for marketers with modern trade by bhawani nandan prasad iimc
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Challenges for marketers with modern trade by bhawani nandan prasad iimc

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Challenges for marketers with modern trade by bhawani nandan prasad iimc

Challenges for marketers with modern trade by bhawani nandan prasad iimc

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  • 1. Challenges for Marketers with Modern Trade:- Rapid Growth Channel – High customer service by providing specific managers to handlesuch organized trade customers, High fill rates to be given to customer, reserve stocksfor customer, higher credit terms to be provided to customer, Customer more Demanding- High Service expectation, Hard Negotiations on promotionsand margins, High Trading terms and Higher cost to serve More Competition Brands- Market Share is volatile as any manufacturer can enter thecustomer by offering differential margins, Consumer has more choice of brands and canfeel the product at store Customer direct interface- Product to stand by itself by communicating directly toconsumer, Experiential Marketing is a big opportunity but comes with an additionalcost, Higher Point Of Sales material cost as compared to general trade. Accelerated Go To Market – Advantage on Speed of launches as quick execution will bevisible so Customer will be more demanding on listing new products, Quickerpenetration will demand more activation hence cost goes up. Conflict Management – Modern Trade which is currently only 10 to 12% of totalconsumption but since growing fast will force marketers to invest higher than that ingeneral trade so it raises conflict vs money spent on general trade Retaining existing Consumers – High cost to retain loyaltyChallenges for Marketers with growing Information Needs More aware consume coping up – hence information will be compared, increasescomplexity and pushes marketers to be on toes to update information thru variousmedia tools. Competition – Has more information will lose confidentiality Cost to provide information- the costs of adding information thru communication modewill go up as more frequent updating of information. Speed to market has to go up for marketers with Consumer being more updated onlatest trend Social media will become most important tool– Needs more, can make a product bigsuccess or a big failure Product life cycle will shorten– Catching up with newer trends