Presentazione della lezione tenuta al CUOA di Trade Marketing, introduzione al mondo retail, evoluzione, mappa del sistema distributivo italiano, cosa fa un merchandisier?

1. CUOA Business School
Docente: D.ssa Petra Schrott - @petraschrott
3/4/2017
Titolo intervento: Trade Marketing
Master in Management dell’Innovazione
6^ Edizione

2. #mycuoaCUOA Business School - All right reserved
Agenda
Retail Revolution
Mappa Distributiva Italiana
Shopper Marketing
Trade Marketing e i suoi Tools
Retail Merchandising
Lavori di gruppo

3. #mycuoaCUOA Business School - All right reserved
Marketing Consultant & Professor.
My expertise are in: Marketing Strategy,
Product Marketing and Digital marketing.
Worked for: Consumer goods, Cosmetics,
Apparel & Fashion (fashion accessories),
Small Domestic Appliances, Travel &
Tourism.
In love with Branding and Social Media.
Founder of Marketing Blogger:
AgataMarketing.
Mi presento..Petra Schrott
I love to travel, to ski, and to run. I
love Brazilian Music, Sushi, and I am a
Meditattion Student.
My loved brands are:
Mini, Apple and SodaStream!
I am half a creative person and half a
analytical one.

4. #mycuoaCUOA Business School - All right reserved

5. #mycuoaCUOA Business School - All right reserved

6. #mycuoaCUOA Business School - All right reserved

7. #mycuoaCUOA Business School - All right reserved

8. #mycuoaCUOA Business School - All right reserved

9. #mycuoaCUOA Business School - All right reserved

10. #mycuoaCUOA Business School - All right reserved

11. #mycuoaCUOA Business School - All right reserved

12. #mycuoaCUOA Business School - All right reserved

13. #mycuoaCUOA Business School - All right reserved
Amazon vs Walmart growth

14. #mycuoaCUOA Business School - All right reserved

15. #mycuoaCUOA Business School - All right reserved

16. #mycuoaCUOA Business School - All right reserved

17. #mycuoaCUOA Business School - All right reserved

18. #mycuoaCUOA Business School - All right reserved

19. #mycuoaCUOA Business School - All right reserved

20. #mycuoaCUOA Business School - All right reserved

21. #mycuoaCUOA Business School - All right reserved

22. #mycuoaCUOA Business School - All right reserved

23. #mycuoaCUOA Business School - All right reserved

24. #mycuoaCUOA Business School - All right reserved
Canali di distribuzione

25. #mycuoaCUOA Business School - All right reserved
Caratteristiche per una scelta di
canale

26. #mycuoaCUOA Business School - All right reserved
Caratteristiche dei canali

27. #mycuoaCUOA Business School - All right reserved
The first 25 Global Retailers

28. #mycuoaCUOA Business School - All right reserved

29. #mycuoaCUOA Business School - All right reserved
Evoluzione dei punti vendita negli anni

30. #mycuoaCUOA Business School - All right reserved
Evoluzione del peso dei canali

31. #mycuoaCUOA Business School - All right reserved
La distribuzione moderna FOOD in Italia

32. #mycuoaCUOA Business School - All right reserved
IL PESO DELLE FORMULE NELLE AREE
Superficie di vendita (mq)
per 1.000 abitanti

33. #mycuoaCUOA Business School - All right reserved
Grandi distributori internazionali

34. #mycuoaCUOA Business School - All right reserved
La distribuzione in Europa

35. #mycuoaCUOA Business School - All right reserved
Gruppi nella distribuzione alimentare

36. #mycuoaCUOA Business School - All right reserved
La distribuzione moderna NON FOOD in Italia

37. #mycuoaCUOA Business School - All right reserved
L’evoluzione delle insegne non alimentari

38. #mycuoaCUOA Business School - All right reserved
Evoluzione dei comparti non food

39. #mycuoaCUOA Business School - All right reserved
Trend canali prodotti durevoli secondo Gfk

40. #mycuoaCUOA Business School - All right reserved

41. #mycuoaCUOA Business School - All right reserved

42. #mycuoaCUOA Business School - All right reserved

43. #mycuoaCUOA Business School - All right reserved

44. #mycuoaCUOA Business School - All right reserved

45. #mycuoaCUOA Business School - All right reserved

46. #mycuoaCUOA Business School - All right reserved
il 70% delle decisioni di acquisto sono fatte sul punto vendita
Questo implica:
¨ l’esecuzione del Brand nei pv è fondamentale per le strategie di vendita
¨ la grande importanza del merchandising e della presenza del prodotto nel pv

47. #mycuoaCUOA Business School - All right reserved
Cos’è il trade marketing
È l’insieme delle tecniche di marketing
indirizzate al distributore piuttosto che
al consumatore finale
Questo significa che un’impresa
produttrice pianificherà le strategie e le
attività di marketing avendo oltre che
come obiettivo il brand e il
consumatore anche un mercato
intermedio, quello costituito dai
distributori- retailers

48. #mycuoaCUOA Business School - All right reserved
Handle the conflict

49. #mycuoaCUOA Business School - All right reserved
Finding the solution

50. #mycuoaCUOA Business School - All right reserved

51. #mycuoaCUOA Business School - All right reserved
Trade Marketing: Instore Communication

52. #mycuoaCUOA Business School - All right reserved
Trade marketing communication
Planograms Shop in Shop Category marketing Digital amazon
Volantini retailers Materiale POS (Point of sales)

53. #mycuoaCUOA Business School - All right reserved

54. #mycuoaCUOA Business School - All right reserved
Mediaworld in Milan
5 Different places instore where to find SodaStream

61. #mycuoaCUOA Business School - All right reserved
Promotional Island

62. #mycuoaCUOA Business School - All right reserved
Promotional Island

63. #mycuoaCUOA Business School - All right reserved
Promotional Island Gondola

64. #mycuoaCUOA Business School - All right reserved
Materiale Pop allestito in pv

65. #mycuoaCUOA Business School - All right reserved
SodaStream Germany

66. #mycuoaCUOA Business School - All right reserved
Trade Marketing Tools:Merchandising

67. #mycuoaCUOA Business School - All right reserved
Retail Merchandising

68. #mycuoaCUOA Business School - All right reserved
• Determines call schedule by reviewing priorities with supervisor; discussing special instructions, product
promotions, new products, and price changes.
• Maintains customer relationships by visiting with store managers, department managers, and employees;
answering their questions; responding to special requests; describing product features.
• Maintains store shelves by observing displays of company products; removing damaged or freshness-dated
products; tidying store shelves; providing optimum display of products.
• Maintains inventory by restocking shelves with product from inventory; observing inventory levels;
prompting store management to reorder when levels appear low; arranging for return and credit for damaged
products.
• Completes call report by observing display and pricing of competitors' products.
• Helps field sales representatives with special promotions by setting-up displays at aisle ends; checking
daily on special promotions; observing customer reaction to special promotions; forwarding observations to
management; removing promotions at end of special promotion period.
• Provides information by reporting growth, expansion, or closing of supermarketsin assigned territory.
What does a merchandiser do

69. #mycuoaCUOA Business School - All right reserved

70. #mycuoaCUOA Business School - All right reserved
E-commerce Strategy

71. #mycuoaCUOA Business School - All right reserved
Top E-retailers

72. #mycuoaCUOA Business School - All right reserved
Brand support on web platform

73. #mycuoaCUOA Business School - All right reserved
category support on web platform

74. CUOA Business School
Linkedin: Petra Schrott
Twitter: @petraschrott
Let’s keep in touch
www.agatamarketing.com