This document discusses Metro Cash & Carry Russia's shift from product marketing to customer marketing. It outlines Metro's target group management strategy of creating individual business solutions for key customer groups like HoReCa, retail stores, offices, and services. The key components of these business solutions include customer segmentation and priorities, assortment building, pricing policies, and additional services. Communication approaches like mailings, catalogs, expos, and customer centers are also mentioned.

1. METRO Cash&Carry RUSSIA:
от маркетинга продукта к маркетингу клиента
Анастасия Ласка
Директор по маркетингу и работе с клиентами
26, 27 и 28 октября 2011 г.
X ЮБИЛЕЙНЫЙ БИЗНЕС-ФОРУМ TOP Marketing Management
Москва, Holiday Inn, Lesnaya
www.MarketingOne.ru
METRO Cash & Carry Russia Member of

2. От маркетинга продукта к маркетингу клиента
METRO Cash & Carry Russia Page 2 Member of

3. Target Group Management – создание индивидуальных бизнес
решений для целевых групп клиентов
HoReCa Магазины Продукты Офисы и Сервисы
 I receive best prices on most  I receive consistent stable  I get a fast and easy access to
relevant products for my business assortment and reliable price an array of professional
 I have a full range of professional  I find full assortment range for solutions covering the majority
assortment, guaranteed safety my business in one place of my general business needs
and quality of goods  I get full business solution –  Products I need are always
 I get value added services & TS&P available in one place in
expertise on development of my needed quantity
business  Convenient way to order and
purchasing
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4. Составляющие бизнес-решений для целевых групп клиентов
Сегментация и Построение Ценовая Дополнительные
Коммуникация
приоритеты ассортимента политика сервисы
 Concentration on  Split Core  Improvement  Delivery  HRC MetroMail
Restaurants Assortment of regular price (assortment,
(national, Italian, for sub-CTGs monitoring pricing, terms)  Gastro Catalog
Asian cuisine) vs. wholesalers
 Regionalization  Master-classes  Metro Expo
and canteens
of Core Assortment  KVI pricing (including OB) + prof. expos
 Focus on
 OB focus (HS, Rioba)  Implementation  Customer center  Improvement of
A/B customers
of price fixation (Q4 2011) direct
 Roll out Key (HO, Store) communication
Account
Management
in MOW and SPB
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