Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Il Trade Marketing E Le Attività Tattiche Nel Largo Consumo Sabmiller Peroni 2007

5,547 views

Published on

Il dott. Magi espone come la SabMiller-Peroni, in Italia, abbia efficacemente utilizzato l’ In Store Promotion.

Published in: Education
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Il Trade Marketing E Le Attività Tattiche Nel Largo Consumo Sabmiller Peroni 2007

  1. 1. SABMiller – Birra Peroni IL TRADE MARKETING E LE ATTIVITA’ TATTICHE NEL LARGO CONSUMO: LA IN STORE PROMOTION PER TOURTEL Valerio Magi
  2. 2. Agenda <ul><li>Chi è Birra Peroni-SABMiller </li></ul><ul><li>Flash sul mercato italiano </li></ul><ul><li>Cosa fa il trade marketing </li></ul><ul><li>Cos’è una In Store Promotion </li></ul><ul><li>L’In Store Promotion per Tourtel </li></ul><ul><li>Risultati </li></ul>2
  3. 3. <ul><li>SABMiller è il secondo produttore mondiale di birra </li></ul><ul><li>E’ presente in oltre 40 Paesi </li></ul><ul><li>Ha un portafoglio prodotti con più di 200 brand di birra </li></ul><ul><li>Ha più brand di birra tra i top 50 nel mondo di qualsiasi altro gruppo ed è tra i primi 3 produttori in più di 30 paesi </li></ul><ul><li>Produce circa 178 mio di hls di birra (F06) </li></ul><ul><li>Ha stabilimenti produttivi di birra in 4 continenti </li></ul><ul><li>Oltre 33.500 litri di birra vendute ogni minuto </li></ul>SABMiller nel mondo Fonte: SABMiller Global Portal 2006 3 Produzione mondiale di birra nel 2005 (mio hls)
  4. 4. Nord America N. di stabilimenti: 8 Capacità produttiva: 61,7 mio hl N. di dipendenti: 5.760 America Centrale N. di stabilimenti: 2 N. di stab. imbottigliamento: 6 Capacità produttiva: 13,3 mio hl N. di dipendenti: 6.873 Sud America N. di stabilimenti: 16 N. di stab. imbottigliamento 11 Capacità produttiva: 36,3 mio hl N. di dipendenti: 12.900 Europa N. di stabilimenti: 18 Capacità produttiva: 39,9 mio hl N. di dipendenti: 11.424 Africa N. di stabilimenti: 14 N. di stab. imbottigliamento: 10 Capacità produttiva: 20,1 mio hl N. di dipendenti: 6.995 Sud Africa (+ altre bevande) N. di stabilimenti: 7 N. di stab. imbottigliamento: 10 Capacità produttiva: 48,1 mio hl N. di dipendenti: 9.616 Asia N. di stabilimenti: 47 Capacità produttiva: 57,6 mio hl N. di dipendenti: 6.995 Fonte: SABMiller Global Portal 2006 SABMiller nel mondo 4
  5. 5. SABMiller Group: risultati 2006 <ul><li>Revenue saliti al 19% (US$m 15,307) </li></ul><ul><li>EBITDA +23% (US$m 2,941) </li></ul><ul><li>Adjusted earnings +22% (US$m 1,497) </li></ul><ul><li>Adjusted earnings per share +11% (US cent 109,1) </li></ul><ul><li>Dividends per share +16% (US cent 44,0) </li></ul><ul><li>Net cash flow from operations +18% (US$m 3,291) </li></ul>Fonte: SABMiller Global Portal 2006 5
  6. 6. Flash sul mercato italiano <ul><li>Nonostante un piccolo progresso negli ultimi anni, l’Italia è ancora fanalino di coda per consumo individuale di birra (29 litri pro capite), ma rappresenta il quinto mercato nell’Europa Occidentale sia in termini di volumi consumati che in termini di valore. </li></ul><ul><li>Circa 17,2 milioni di ettolitri di birra sono stati consumati in Italia nel 2004. </li></ul>6 Fonte: Assobirra 2005 79,6 Media EU 2004 29,9 Italia 35,5 Francia 39 Grecia 55,4 Svezia 59 Portogallo 77,6 Finlandia 78,3 Spagna 78,7 Olanda 96 Belgio 96,2 Danimarca 99,5 Lussemburgo 101,5 U.K. 111,1 Austria 117,7 Germania 118 Irlanda 155 Repubblica Ceca Litri pro capite Nazione
  7. 7. Situazione concorrenziale <ul><li>La produzione in Italia fa capo a 8 compagnie italiane che possiedono 16 impianti per la produzione di birra situati in differenti regioni del Nord e del Sud Italia. </li></ul><ul><li>I quattro gruppi principali – tutti appartenenti a multinazionali della birra (Heineken Italia, Peroni-SABMiller, Carlsberg Italia e Inbev Italia-import) – coprono più del 70% del totale mercato italiano. </li></ul>7
  8. 8. Share of market (2005) Fonte: Assobirra 2005 8 100 17,515 TOTAL 28,1 5,054 Others 0,1 19 Hausbrandt 1,7 297 Tarricone Morena 4,4 765 Castello UD 3,9 671 Forst/Menabrea 7,2 1,246 Carlsberg It 22,0 3,814 Peroni SABMiller 32,6 5,649 Heineken It % 000 hl   2005 Gruppi
  9. 9. Cosa fa il Trade Marketing <ul><li>Si occupa principalmente di comunicazione BTL </li></ul><ul><li>Supporta la forza di vendita </li></ul><ul><li>Analizza e monitora la situazione del “mercato intermedio” </li></ul><ul><li>Traduce in attività le proposte del Marketing </li></ul><ul><li>Organizza e mette in atto attività a favore del consumatore e in accordo con il Trade </li></ul>9
  10. 10. Trade Marketing Modern Trade Channel Marketing Forza vendita Trade Marketing Agenzie esterne Trade Consumatori 10
  11. 11. In Store Promotion <ul><li>Una In Store Promotion (ISP) è un’attività che prevede la vendita di un prodotto, con la presenza di un team di animazione che contatta i potenziali consumatori nel punto vendita e che propone un beneficio aggiuntivo immediato o potenziale (gift o concorso). </li></ul><ul><li>L’utilizzo di una ISP è connesso alla necessità di contattare nel punto vendita lo shopper per trasferirgli i valori del brand, per invitarlo al trial o per sostenere i volumi a seconda della criticità che evidenzia il consumer disposition funnel. </li></ul>11
  12. 12. Il Consumer Disposition Funnel Il consumer disposition funnel è lo strumento utilizzato periodicamente per verificare lo stato di salute di un Brand. Un numero fisso di consumatori viene contattato e sottoposto ad un questionario composto di varie domande che permettono di definire un imbuto. La progressiva “scrematura” degli intervistati permette di comprendere dove intervenire. AWARENESS CONSIDER TRIAL REPERTOIRE REGULAR Lo conosci? Lo consideri positiva-mente? L’hai provato? Lo consumi? Lo consumi regolarmente? 12
  13. 13. <ul><li>L’ISP nazionale è un evento aziendale spesso regolato da accordi contrattuali </li></ul><ul><li>E’ un’opportunità per aumentare il sell out </li></ul><ul><li>E’ un grande investimento dell’azienda in termini di risorse ed immagine </li></ul><ul><li>Solamente un lavoro sinergico fra dipartimenti può garantirne il successo </li></ul>In Store Promotion 13
  14. 14. Struttura FdV MT Director NAM NAM RSM SUD RSM CENTRO RSM NE RSM NO NAM NAM AS AS AS AS AS AS AS AS AS AS AS AS AS AS AS AS 14
  15. 15. In Store Promotion Obiettivi & Strategia ISP Trade Mktg & Marketing Condivisione fattibilità ISP Trade Mktg & Dir. Vendite Definizione meccanica Trade Mktg & Marketing Comunicazione Tutti Pianificazione RSM, NAM, AS Implementazione AS Feedback Tutti AZIONE CHI 15
  16. 16. Trade Marketing <ul><li>Detiene il budget </li></ul><ul><li>Definisce, coordina e comunica: </li></ul><ul><ul><li>Agenzia partner </li></ul></ul><ul><ul><li>Aspetti legali, fiscali e amministrativi </li></ul></ul><ul><ul><li>Obiettivi dell’attività </li></ul></ul><ul><ul><li>Periodo (di prenotazione e di esecuzione) </li></ul></ul><ul><ul><li>Meccanica (brand, referenze, gadgets, nr hostess) </li></ul></ul><ul><ul><li>Insegne e punti di vendita dove effettuare l’evento </li></ul></ul><ul><ul><li>Il briefing con Hostess ed Accounts </li></ul></ul><ul><ul><li>Il folder di presentazione evento e prodotto </li></ul></ul><ul><ul><li>File prenotazione evento </li></ul></ul><ul><ul><li>Presentazione attività alla fdv </li></ul></ul><ul><ul><li>File per feedback finale AS </li></ul></ul><ul><ul><li>Comunica a tutti i risultati con punti di forza e debolezza </li></ul></ul>16
  17. 17. National Account Manager <ul><li>Presenta l’evento al responsabile dell’insegna partner </li></ul><ul><li>Pianifica l’attivita’ definendo: </li></ul><ul><ul><li>Pdv coinvolti </li></ul></ul><ul><ul><li>Data week end dell’attività </li></ul></ul><ul><ul><li>Referenze se diverse da quelle comunicate dal Trade Mktg </li></ul></ul><ul><ul><li>Prezzo prezzo di uscita </li></ul></ul><ul><ul><li>Visibilita’ se testata di gondola oppure corsia promo </li></ul></ul><ul><ul><li>Comunicazione se con volantino oppure no </li></ul></ul>17
  18. 18. Regional Sales Manager <ul><li>Coordina l’implementazione del progetto sul territorio </li></ul><ul><li>Coordina le azioni degli AS </li></ul><ul><li>Comunica eventuali problematiche </li></ul><ul><li>Assicura la propria presenza e degli AS nei briefing </li></ul><ul><li>Assicura il presidio del punto di vendita nel giorno dell’evento </li></ul>17
  19. 19. Account Supervisor <ul><li>Presenta l’evento al pdv </li></ul><ul><li>Condivide con il referente del pdv: </li></ul><ul><ul><li>Informazioni dal nazionale: prezzo e visibilita’ (fondamentale) </li></ul></ul><ul><ul><li>Orario hostess </li></ul></ul><ul><ul><li>Stima prodotto </li></ul></ul><ul><ul><li>Stima gadgets </li></ul></ul><ul><li>Compila format prenotazione per l’agenzia e lo invia con almeno 2 settimane di anticipo rispetto all’inizio dell’attività </li></ul><ul><li>Una settimana prima si assicura dell’ordine avvenuto </li></ul><ul><li>3 gg prima si assicura dell’arrivo del prodotto e dei gadgets </li></ul><ul><li>Il giorno dell’evento presidia il pdv per l’inizio dell’attività </li></ul><ul><li>La settimana successiva richiede il risultato dell’attività al responsabile del pdv </li></ul><ul><li>Stila il report finale con il supporto fotografico </li></ul>19
  20. 20. L’ISP su Tourtel <ul><li>Tourtel è la birra analcolica che il Gruppo Peroni produce su licenza. </li></ul><ul><li>Il segmento delle analcoliche nell’ultimo anno si è ampliato a volume e a valore, spinto dall’ingresso e dalla massiccia campagna di comunicazione di Moretti Zero (analcolica del Gruppo Heineken). </li></ul><ul><li>I principali attori del segmento no-alcool sono al momento: Tourtel, Moretti Zero, Buckler, Drive Beer, Saint Louis, Von Wunster (NA), Beck’s (NA) </li></ul><ul><li>Tourtel non fa comunicazione ATL dal 1997, si è quindi deciso di intervenire a supporto dei volumi del brand utilizzando un mezzo meno costoso della comunicazione ATL ma che permettesse di sfruttare la crescita del segmento analcoliche colpendo il consumatore nel momento in cui effettua la sua scelta nel pdv. </li></ul>20
  21. 21. L’ISP su Tourtel/2 <ul><li>La referenza su cui si è scelto di effettuare un ISP è la confezione 4x33cl, proprio per contrastare le referenze rivali (tutte 3x33cl). </li></ul><ul><li>I pdv sono stati selezionati a partire dai potenziali IRI e dai suggerimenti della forza vendita presente sul territorio. </li></ul><ul><li>La stessa forza vendita contatta e concorda con il Trade date e modalità di svolgimento delle attività, chiedendo, quando necessario adattamenti e soluzioni ad hoc. </li></ul>21
  22. 22. Prima dell’On Air Marketing Agenzia Trade Marketing <ul><li>Detta le linee strategiche guida </li></ul><ul><li>Assicura che l’operazione (messaggi, attività, etc.) sia in linea con la brand identity </li></ul><ul><li>Assicura l’utilizzo corretto del brand </li></ul><ul><li>Traduce in proposte gli spunti del Marketing </li></ul><ul><li>Raccoglie i suggerimenti della forza vendita </li></ul><ul><li>Indirizza e collabora con l’agenzia che svolgerà praticamente l’attività </li></ul><ul><li>Propone e suggerisce soluzioni alle problematiche esposte dal Trade Marketing </li></ul><ul><li>Realizza fisicamente creatività e materiali di supporto all’ISP </li></ul><ul><li>Reperisce, istruisce e coordina il personale hostess </li></ul>22
  23. 23. I materiali POS Gadget Locandina Banchetto hostess Totem trifacciale 23
  24. 24. L’On Air <ul><li>Una volta decisa meccanica dell’attività e selezionati i pdv in cui effettuare l’ISP con l’aiuto della forza di vendita, si procede a svolgere l’attività. </li></ul><ul><li>Nel caso di Tourtel sono state selezionate hostess per un week end di attività (una hostess per ogni Iper per 8 ore al giorno nei giorni di venerdì e sabato). </li></ul><ul><li>Al termine del week end di attività, la hostess prepara un report che consegna all’agenzia. L’agenzia raccoglie tutti i report, li riunisce in un database e li gira a Birra Peroni </li></ul>24
  25. 25. I risultati <ul><li>Gli elementi che vengono analizzati per valutare l’efficacia e l’efficienza di una ISP sono: </li></ul><ul><li>Volumi sviluppati (Hl) </li></ul><ul><li>Contatti sviluppati </li></ul><ul><li>Hl/€ </li></ul><ul><li>Max MS durante l’attività </li></ul><ul><li>Costo per contatto </li></ul><ul><li>Costo per trial </li></ul><ul><li>Gli indici così calcolati, sono valutati assieme ad altri parametri qualitativi e confrontati con i risultati di ISP precedentemente svolte. </li></ul>25
  26. 26. <ul><li>Grazie per l’attenzione </li></ul><ul><li>Questions & Answers </li></ul>26

×