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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-out

Manufacturer            Retailer              Shopper             Consumer




           Selling-in   ...
Developpement
                       Commercial




               shopper
              marketing
  Business
development
...
Category management…


Scanning                             Day-to-day
   ÂÂ
                                      CatMan ...
CatMan/Trade/Shopper marketing

                   Shoppers


Category A

Category B

Category C    Category management

C...
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 dedic...
www.ld-co.com
luc.desmedt@ld-co.com
     +32478424013

                        15
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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-out Manufacturer Retailer Shopper Consumer Selling-in Selling-out Consumption Key account TM/CatMan/ Marketing management Shopper M… 8
  9. 9. Developpement Commercial shopper marketing Business development 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 Shoppers Category A Category B Category C Category management Category D Category E Category … 11
  12. 12. CatMan/Trade/Shopper marketing Shopper Shopper Shopper Segment Segment Segment 1 2 …. Category A m S a Category B h r Category C o k p e Category D p t e i Category E r n Category … 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.com luc.desmedt@ld-co.com +32478424013 15

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