Politici de marketing pentru KA locali. Cristina Colacel Coca-Cola HBC Romania SRL
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1 Politici de marketing pentru KA locali Cristina Colacel Coca-Cola HBC Romania SRL
2 CE SPUN CONSUMATORII Toticonsumatoriidoresco comunicaremaibunain magazin Consumatorii tineri doresc mancare nu ingredienti Viteza si confort DE CE? Calitatea produselor si serviciilor Brand-uri Toate sunt produse Toate sunt de buna calitate EI APRECIAZA VALOAREA Cumparaturile nu mai sunt amuzante Asemanare mare a magazinelor si produselor Consumatorii devin devin din din ce cein in ce cemai sofisticati Source: Deloitte Research
3 Info International Source: INformation and COnsulting for efficient MArketing Preferinta consumatorilor ptr cumparaturi din Hypermarket & Supermarket Czech Republic Hungary Slovakia Poland 49% 32% 27% 17% 55% 51% 40% 33% 39% 30% 21% 23% 56% 46% 40% 36% Other Stores 66% 57% Magazinele Preferate de cumparaturi 46% Supermarket 24% 26% 23% 16% 34% 29% 20% 27% 29% 26% 30% 21% 25% 37% 21% 19% Hypermarket 1% 4%
4 Structura Retail VALUE SHARE Total Romania Sursa:AC Nielsen Hyper/Supermarkets Notes: - based on ACNielsen FMCG categories Traditional excluding cigarettes groceries Home & Personal Care stores - Home & Personal Care include Pharmacies, Cosmetics, and Petrol Stations - Traditional Grocery include Confectioneries as well
5 Unde isi cheltuie cumparatorii banii - pe categorie de cumparatori Comertul modern este alegerea pentru mai mult de ¾ dintre cumparatorii unde cheltuiesc cei mai multi bani (81%). Supermarkets Traditional Grocery / Grocery Store Hypermarkets Cash & Carry Open markets Discount Stores Wholesale market Kiosk Total Modern Traditional Base: All respondents (n=900) - Modern Trade Shoppers (n=675), Traditional Shoppers (n=225) Sursa:AC Nielsen
6 Private Label Mai mult de jumatate dintre cumparatori nu au cumparat niciodata Private Label ARO 42 Clever 34 Non- Buyers of Private Label 54% Buyers of Private Label in P4W 46% 67% in Bucharest 33% in Bucharest Profi Marca No. 1 TOTAL CORA Cora Winny 2 Gima Sarto 3 6 Delhaize / 365 2
7 Structura clienti Clienti de tip Fragmented Trade Supermaketlocale Magazine traditionale Chioscuri Categorii de produse Promotii nationale Lansari de noi produse Executie Clienti de tip Modern Trade Lanturi internationale: Hypermarket, Supermarket Local KA: Hypermarket, Supermarket Categorii de produse Promotii nationale Lansari de noi produse Activari dedicate Promotii aniversare
8 Cine sunt KA locali? 19 magazine 2 magazine 19 magazine 14 magazine 9 magazine 8 magazine
9 La Fourmi La Fourmi La Fourmi La Fourmi La Fourmi
10 Strategia de Trade Marketing Coca-Cola Tipurile de ambalaje Promotii Nationale Lansari produse noi Activitati dedicate pentru local KA Sampling
11 Strategia de Trade Marketing Tipurile de ambalaje Promotii Nationale Lansari produse noi Activitati dedicate pentru local KA Sampling
12 Sursa: INSS Romania Trend-ul consumatorilor Cresterea in importanta a consumatorilor cu venit mare duce la extinderea oportunitatilor pentru ambalajele premium (ambalaje pentru consum imediat) 20% din populatie cu venituri mici 20% din populatie cu venit mare Romania, venit lunar disponibil, RON/familie Estimare trend ( )
13 Sursa: EIU, CCHBC In piete dezvoltate, nevoile consumatorilor devin foarte diverse Fragmentare portofoliu Share al celor mai vandute ambalaje FC CSD, Procent, Serbia Romania Bulgaria Poland Greece Italy NIvel de dezvoltare piata Venit/familie 000 EUR
14 Rolul ambalajelor pentru retail-ul modern Modelul este bazat pe 4 concepte Promotii & activari Valoare adaugata Tip de ambalaj Imagine Usor de purtat/manipulat Atribute functionale Comunicare Comunicarea ocaziilor de consum/cumparare la punctul de vanzare Plasari speciale Propunere catre consumator Segmentare prin pret (multipacks)
15 Rolul ambalajelor pentru retail-ul modern Tip de ambalaj Consum pe Loc Consum pentru Acasa Ocazia de cumparare Frecventa Crestere tranzactie Pentru gospodarii mici Frecventa Crestere tranzactie Multi-tranzactie Hyper/Supermarket (tranzactie UV) 500ml Pet MP 330 ml 1 ltr Pet 2 ltr Pet 2,5 ltr Pet PET Multipack Cash & Carry (tranzactie la bax) 500ml Pet 330 ph.c. 1 ltr Pet 2 ltr Pet 2,5 ltr Pet PET Multipack Discounters (tranzactie la sticla) 500ml Pet 2 ltr Pet 2,5 ltr Pet
16 Strategia de Trade Marketing Tipurile de ambalaje Promotii Nationale Lansari produse noi Activitati dedicate pentru local KA Sampling
17 Trade marketing Promotii Nationale Cresterea numarului de cumparatori Cresterea frecventei de cumparare Generarea unui volum aditional de vanzarepecategorii Lansari de noi produse Introducerea unui nou produs creat pentru a satisface nevoile consumatorilor pe un anumit segment de piata
18 Strategia de Trade Marketing Tipurile de ambalaje Promotii Nationale Lansari produse noi Activitati dedicate pentru local KA Sampling
19 Trade marketing Promotii dedicate Dezvoltarea afacerii clientului prin generarea unui volum aditional de vanzare prin implicarea in: Promotii aniversare Promotii de deschidere noi magazine Loializarea consumatorilor Activari specifice Dezvoltarea afacerii clientului prin generarea unui volum aditional de vanzarepeo categoriespecifica Atragerea de noi cumparatori Cresterea frecventei de cumparare
20 Strategia de Trade Marketing Tipurile de ambalaje Promotii Nationale Lansari produse noi Activitati dedicate pentru local KA Sampling
21 Trade marketing Sampling Atragerea de noi consumatori pe o anumita categorie de produs Cresterea frecventei de cumparare Cunoasterea unui nou produs introdus in piata Rezultate (ex: Cappy Ice Fruit sampling) persoane au fost implicate in activitatea de sampling
22 Exemplu: Promotie de deschidere PIC Craiova Perioada: 25 Oct 10 Nov 2006 Mecanica: Premii: La fiecare 2 sticle cumparate cumparatorul are posibilitatea sa participe la extragerea la sorti 1 Home Cinema, 1 TV, 1 Cuptor cu microunde Rezultate: Volumul de vanzare generat: [uc] +36% Vs trend KA Peste de cumparatori participanti Beneficii: Crearea unei relatii de tip win-win Atragerea de noi cumparatori Cresterea awareness client printre consumatori Livrarea unui volum aditional de vanzare
23 Marketing Plan Activitati Q1 Q2 Q3 Q4 J F M A M J J A S O N D Promotii Nationale Lansari Activitari dedicate Promotii oferta Activari pe categoria necarbonat ate Spatii de racire
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