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          ...
Developpement                       Commercial               shopper              marketing  Businessdevelopment          ...
Category management…Scanning                             Day-to-day   ÂÂ                                      CatMan      ...
CatMan/Trade/Shopper marketing                   ShoppersCategory ACategory BCategory C    Category managementCategory DCa...
CatMan/Trade/Shopper marketing             Shopper   Shopper   Shopper             Segment   Segment   Segment            ...
7 Guiding principles                                                        2               3       retailers             ...
Prerequisites➲   Top management commitment & support➲   Invest in the right organisation and the right data➲   A dedicated...
www.ld-co.comluc.desmedt@ld-co.com     +32478424013                        15
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Luc Desmedt at the Marketing Shower

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Luc Desmedt at the Marketing Shower

  1. 1. Vlerick Marketing Shower - Shopper marketing June 28, 2011
  2. 2. Luc Desmedt 2
  3. 3. Consumer: difficult to reach and to influence…
  4. 4. Winning at the first moment of truth, Winning at the Point-of-Sales
  5. 5. Retailers have become strong marketeers
  6. 6. Winning at the first moment of truth, Winning at the Point-of-Sales
  7. 7. How to manage this challenge
  8. 8. Managing sell-outManufacturer Retailer Shopper Consumer Selling-in Selling-out Consumption Key account TM/CatMan/ Marketing management Shopper M… 8
  9. 9. Developpement Commercial shopper marketing Businessdevelopment 9
  10. 10. 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
  11. 11. CatMan/Trade/Shopper marketing ShoppersCategory ACategory BCategory C Category managementCategory DCategory ECategory … 11
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. www.ld-co.comluc.desmedt@ld-co.com +32478424013 15

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