FMCG Marketing

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Retailers’ number is growing, consumers’ is NOT!
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FMCG Marketing

  1. 1. Producer VS. Retailer
  2. 2. The Question is: what can you give me? MAX MAX share investments KAM Buyer
  3. 3. The Question is WRONG!
  4. 4. Where does the money come from?
  5. 5. What Shoppers Think about Retailers? Often it’s difficult There are so many to find quickly products! It takes ages what I need to choose! They are all similar! I wish I could buy everything I need for my baby I’m going mad at one place! with the queues! If I need to do a small shopping, I’d rather do it at BP!
  6. 6. Retailers’ number is growing, consumers’ is NOT!
  7. 7. So What?
  8. 8. The Right Question is: what can WE give THEM? Fight FOR customer, not AGAINST each other!
  9. 9. CONSUMER + SHOPPER = CUSTOMER!
  10. 10. Customer Loyalty is a Key. How to Gain it? ??? ??? !Promo-goods, !Price discounts, !BTL events, !Loyalty cards, !POS-materials !Private labels, !24 hours
  11. 11. Everyone is Doing It Already! The Approach is WRONG.
  12. 12. So What? Combine Efforts: ASSORTMENT & CATEGORY!
  13. 13. Need Some Examples?! 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)
  14. 14. What does it mean for: 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 :-) * Combination of sales & mktng budgets -> cost savings!
  15. 15. Haven’t contacted your brand manager yet? :-)
  16. 16. 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.

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