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Inteligência no Trade Marketing - Simone Terra (Dia Comunicação)

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Inteligência no Trade Marketing - Simone Terra (Dia Comunicação)

  1. 1. Quem somos
  2. 2. PioneiraPrimeira agência a tratar design como um negócio, a levar branding ao ponto de venda e a reunir equipes de planejamento, gestão e criação.
  3. 3. 40anosMovimentando o mercado, provocando questionamentos, construindo relacionamentos de valor e entregando projetos que geram resultados concretos e rentáveis para nossos clientes. Estamos presentes no Rio de Janeiro e São Paulo.
  4. 4. Reconhecida Mais de 100 prêmios em design, ponto de venda, branding e comunicação, no Brasil e no exterior. Repertório rico em diferentes segmentos: alimentos, moda, beleza, tecnologia, telefonia, farmacêutico, financeiro, mobiliário, educação, energia e editorial.
  5. 5. 60talentosEquipe múltipla e integrada: administração, marketing, comunicação, design gráfico, design de produto, estudos de mídia, publicidade, arquitetura, psicologia, antropologia e pesquisa de comportamento e consumo. +
  6. 6. coautoresNa construção de soluções, ideias e parâmetros junto às principais associações e comitês nacionais e internacionais de design, branding, trade, merchandising, shopper marketing e ponto de venda. T R A D E Participando regularmente dos principais congressos internacionais relacionados ao Trade Marketing, Shopper Marketing, Varejos e hábitos de compras.
  7. 7. ESSÊNCIA EXPERIÊNCIA Trabalhamos as marcas para promover maior identificação e engajamento com seus públicos e vendas !
  8. 8. ESSÊNCIA EXPERIÊNCIA Soluções criativas: da ESSÊNCIA (Marca) à EXPERIÊNCIA (Execução)
  9. 9. branding
  10. 10. embalagens
  11. 11. varejo
  12. 12. inteligência trade Segmentare estabelecer objetivos Definir portfólio de produtos por canal Construirações e indicadorespor segmento(KPI) Desenhar modelo de execução Novas bases de negociação sell in/sellout Capacitar equipes de vendas e trade Implementar e motivar equipes Mensurare gerir tomadade decisão Comunicar e Recompensar Aprimorar o modelo continuamente
  13. 13. modelo de execução
  14. 14. incentivo
  15. 15. merchandising
  16. 16. on line • GESTÃO DE AÇÕES EM REDES SOCIAIS • WEBWRITING • SEO • LINKS PATROCINADOS E FACEBOOK ADS • SAC 2.0 • AÇÕES PROMOCINAIS ONLINE • WEB ANALYTICS – Análise de métricas • SITE E HOTSITES • MOBILE
  17. 17. STAKEHOLDERS produto CANAISCOMUNICAÇÃO COMERCIALIZAÇÃO BRANDING Solução completa na entrega de resultados TRADE
  18. 18. INTELIGÊNCIA TRADE MARKETING Simone Terra – Diretora de Estratégia
  19. 19. Fatores que condicionaram o surgimento do Trade Marketing: • Excesso de marcas e produtos • Pulverização do mercado • Fortalecimento dos intermediários • Concentração dos varejistas • Comportamento do shopper • Automatização das lojas e práticas de ECR e GC • Especialização dos canais de venda • Infidelidade do consumidor (ALEXANDER, Silva, 2002; LOW, Mohr, 2000) Surgimento do Trade Marketing O Sucesso da indústria passava a depender: 1. Do sucesso de seus revendedores 2. Da decisão do consumidor no PDV
  20. 20. Shopper/consumidor Fabricante Varejista Merchandising Comercial Marketing TRADE MARKETING PDV Trade marketing como Área de Integração
  21. 21. Fabricante Varejista Shopper Insights Preço Ações de PDV (Promoção, merchan, ...) Mix, portfólio, Sortimento Visibilidade (Penetração, positivação...) Implementação e avaliação ECR/Gerenciamento por categorias Modelo de Trade centrado no Shopper
  22. 22. Compreendendo o Shopper É preciso conhecer profundamente o Shopper para transformar o ambiente de compra em uma experiência favorável às marcas e ao varejo
  23. 23. Compreendendo o Shopper • Por categoria • Canal/Tipo de PDV • Por Região • Por Cliente
  24. 24. 1ª FASE PLANEJAMENTO •O que eu quero •Onde vou comprar 2ª Fase COMPRA • O que eu considero • O que eu compro 3ª FASE CONSUMO • A experiência • A avaliação Comportamento de Compra do Shopper e Experiência no PDV Baseado em The Coca-Cola Company, In-Store Marketing Institute, Inc. and The Partnering Group, Shopper Marketing Best Practices: a Collaborative Model for Retailers and Manufacturers. 2010. p. 28 Path-to-Purchase (Jornada de Compra) CONHECIMENTO Fora da Loja ATRAÇÃO Entrada da loja e da seção ENGAJAMENTO No corredor PERSUAÇÃO Na gôndola COMPRA Produto na cesta de compras
  25. 25. Pré-Shop INTERNET CELULAR MÍDIA TRADICIONAL JORNAIS DE OFERTA VITRINE TELEVISÃO FACHADAS
  26. 26. Shopping • Gestão por categoria • Percurso • Impacto • Merchandising • Experiência (som, iluminação, aroma • Vínculos emocionais (suporte a decisão, degustação, interação)
  27. 27. Reunir os 3 processos-chave : A Disciplina para Atingir Resultados Pessoas Capazes Execução Estratégica Sinergia entre Planejamento e Processos Modelo Operacional
  28. 28. Planejamento dos Canais de Vendas/PDV Região Canais Shopper  Estrutura Modelo de Execução por Canal Segmentação & Clusterização Seel in/sell out portfólio de produtos fotografia do sucesso Gestão do Processo, Formação &Tracking Processos (seta) Métricas  Tecnologia  Tomada de decisão Trade/Comercial Incentivo - Cadeia de Vendas e ao Shopper Trade Marketing Visão do Processo de Execução
  29. 29. PADRÃO DE EXECUÇÃO POR CANAL As Marcas nas Embalagens certas... Nos Preços adequados ( trade / consumidor )... Nos Locais corretos... Com relevante Comunicação MKT Mix no PDV (4P’s + S) Valoriza Marca Garante Visibilidade Presta Serviço ao PDV MAXIMIZA VENDAS ATRAVÉS DA EXCELÊNCIA NA EXECUÇÃO DIFERENCIAÇÃO NA ATUAÇÃO Atuação Tática (concorrência) Construindo o Modelo de Execução por Canal
  30. 30. Não podemos melhorar o que não pode ser medido.
  31. 31. KPIs Estratégicos Simples MensuráveisTransparentes Recompensáveis Características de KPIs eficientes:
  32. 32. Distribuidores (gestores e vendedores) Varejistas (donos e funcionários) Consumidores Vantagens para estimular a Cadeia PROMOÇÕES Criando premiações, levando informações e proporcionando desenvolvimento de cadeia CAMPANHAS DE INCENTIVO
  33. 33. NEGÓCIO DAS EMPRESAS DEPENDE SELL OUT O PONTO DE VENDA É A CHAVE MESTRA PARA ATINGIR O SHOPPER! Show no PDV
  34. 34. O futuro não está à nossa frente, ele já aconteceu. Kotler 44
  35. 35. SEJA QUAL FOR SEU SEGEMNTO DE ATUAÇÃO, DESENVOLVA A ÁREA TRADE, APRIMORE OS PROCESSOS, CUIDE E MOTIVE SUA EQUIPE, POIS A EXECUÇÃO 360 (GRAUS) MUDA COMPLETAMENTE O SUCESSO DE SUA MARCA NO PDV!
  36. 36. s.terra@diacm.com.br www.diacm.com.br www.mundodomarketing.com.br/blogs/simoneterra www.twitter.com/simoneterrra OBRIGADA!

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