Luc Desmedt at the Marketing Shower

Vlerick Marketing Shower - 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

Managing sell-outManufacturer Retailer Shopper Consumer Selling-in Selling-out Consumption Key account TM/CatMan/ Marketing management Shopper M… 8

Developpement Commercial shopper marketing Businessdevelopment 9

Category management…Scanning Day-to-day ÂÂ CatMan Trade 1975 2000 Marketing Category Management 2006 Space 1989 Management Collaborative 1985 CRM Shopper 2005 Marketing Today

CatMan/Trade/Shopper marketing ShoppersCategory ACategory BCategory C Category managementCategory DCategory ECategory … 11

CatMan/Trade/Shopper marketing Shopper Shopper Shopper Segment Segment Segment 1 2 ….Category A m S aCategory B h rCategory C o k p eCategory D p t e iCategory E r nCategory … g 12

7 Guiding principles 2 3 retailers manufacturers 1 retailer manufacturer objectives and objectives and strategy strategy 4 shopper 5 6 category vision price promotion assortment in-store presentation in-store communication co-marketing trade communication 7 implementation and evaluation© 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 commercial strategy➲ Clear priority setting➲ Pro-active – Fact based – complete approach 14

www.ld-co.comluc.desmedt@ld-co.com +32478424013 15

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Luc Desmedt at the Marketing Shower

by marketmomenta on Jul 01, 2011

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Luc Desmedt at the Marketing Shower — Presentation Transcript