Post on 03-Jan-2016
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ROLE TRADE MARKETINGU...
… JE MAXIMALIZOVAT PRODEJE …
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Užitím/prostřednictvím „5P“ – Product – Place – Merchandising– Price – Promotion (in store promotion)– Proposal
Vytvoření Multiplying Touch points mezi naším brandem a kupujícím ve chvíli, kdy dochází k nákupnímu rozhodnutí
Oenobiol 360° plan
POINT OF SALE
… BÝT VE STŘEDU CELÉHO PROCESU…
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Trade Marketing
Marketing
Sales reps and sell out promoters
Key account managers
Finance
External agencies (windows,
merchandising
Business analysis department
Retailers and Pharma groups (to be developed)
Supply POS material studio
…JAK INTERNĚ…
SALES MANAGEMENT- Provide category insights to build customer propositions = “The ammunition”- Provide product training and key product messages (USP’s) - Plan and execute new product introductions- Work together to create annual cycle plan e.g. POS campaigns , detailing drives- Detailing strategies
BRAND MARKETING- Adopt creative platform and translate into below the line communications- Leverage ATL spend in trade to maximise distribution and sales- Optimize new product introductions by working closely with brand teams - Work with brand team to optimize product range
FINANCE- Optimize trade spend- Monitor and control - Minimize inventory write offs
SUPPLY CHAIN- Optimize demand forecast to minimize out of stocks- Plan new product introductions- Ensure that plan reflects predicted uplift in sales from media and extended distribution- Ensure that forecasting methodology is in line with market needs e.g. customer stock management- Long range capacity planning - ensure that growth plans and capacity are aligned
TRADE MARKETING
...TAKÉ I EXTERNĚ…
SHOPPER ENGAGEMENT- Understand shopper behaviour in store and leverage knowledge to maximise sales e.g. Effective offers , trial pack sizes
RETAIL SPACE- Convert traffic into purchases - Effective POS materials - Store positioning : High traffic flow zones- Shelf positioning : space management- Pack format optimization : shelf profit
CATEGORY BUYERS ( VIA SALES MANAGEMENT)- Understand customer strategies and tailor plans - Deliver category insights through analysis of market data to build propositions and maximise sales for retailer and Sanofi- Build company loyalty- Deliver detailed product information e.g. environmental credentials
HEALTHCARE PROFESSIONALS- Build recommendation for brands- Educational materials to facilitate on going professional development of pharmacists and PCA’s- Product benefits
TRADE MARKETING
…OVLIVNUJE HODNOTU KATEGORIE …
Hodnota kategorie=
Počet pacientůx
Počet tabletx
Cena za tabletu
… TÍM CO OVLIVNIT UMÍ…
…FAKTORY STANOVENÍ CENY...
Marketingové cíle
Marketingový mix
Náklady
Cenová organizace
Typ trhu a poptávky
Konkurence
Ekonomika
Regulace
ROZHODNUTÍ
…OBECNÉ POSTUPY CENOTVORBY…
• Nákladově orientovaný přístup• Stanovení ceny podle kupujícího• Stanovení ceny podle konkurence• Stanovení ceny podle přisuzované hodnoty
• Segmentace cen– Pro zákaznický segment– Podle typu produktu– Podle místa prodeje
• Cenová elasticita – CEP = %změny poptávky/ %změny ceny
…CENOVÝ POSITIONING…
Ekonomická strategieStrategie nadsazené hodnoty
Strategie vysoké ceny Strategie dobré hodnoty
CENA
KVAL
ITA
… I PROSTŘEDNICTVÍM UPTRADINGU…
… ÚROVEŇ UPTRADINGU ZÁVISÍ NA EFEKTIVITĚ EXEKUCE…
DĚKUJI ZA POZORNOST