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Producer VS. Retailer

Producer VS. Retailer. MAX share. MAX investments. The Question is: what can you give me?. KAM. Buyer. The Question is WRONG !. Where does the money come from?. What Shoppers Think about Retailers?. Often it’s difficult to find quickly what I need. There are so many

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Producer VS. Retailer

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  1. Producer VS. Retailer

  2. MAX share MAX investments The Question is: what can you give me? KAM Buyer

  3. The Question is WRONG!

  4. Where does the money come from?

  5. What Shoppers Think about Retailers? Often it’s difficult to find quickly what I need There are so many products! It takes ages to choose! They are all similar! I wish I could buy everything I need for my baby at one place! I’m going mad with the queues! If I need to do a small shopping, I’d rather do it at BP!

  6. Retailers’ number is growing, consumers’ is NOT!

  7. So What?

  8. The Right Question is: what can WE give THEM? Fight FOR customer, not AGAINST each other!

  9. CONSUMER SHOPPER =CUSTOMER! +

  10. ??? ??? Customer Loyalty is a Key.How to Gain it? !Promo-goods, !BTL events, !POS-materials !Price discounts, !Loyalty cards, !Private labels, !24 hours

  11. Everyone is Doing It Already!The Approach is WRONG.

  12. Combine Efforts: ASSORTMENT & CATEGORY! So What?

  13. Need Some Examples?! Assortment:package solutions(f.i., all you need to prepare your kid for school in one place)new exclusive & seasonal offerings (f.i., co-production with producer/several of them. By the way, every month is a season now!)Category:category building solutions(f.i., cosmetics displays with testers as in beauty shop; special food displays with all ingredients for preparing dinner)“shop in shop solutions”(special shopping islands for babies, schoolchildren, teens)

  14. What does it mean for: 1) Retailers: satisfied shopper -> category growth & leadership in retail2) Producers*: satisfied consumer -> brand’s growth & leadership in category3) KAMs: alliance with marketing -> power of one -> yearly bonus & career :-) * Combination of sales & mktng budgets -> cost savings!

  15. Haven’t contacted your brand manager yet? :-)

  16. Comments:All above works for FMCG brands with the large volume & value share in NA.In future there’s high probability that others will face the same situation.

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