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