Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
10-10-2011
1
Trade marketing 2.0 10de TMA Congres Hilversum – 4 oktober 2011 Prof. Gino Van Ossel
2 |
10-10-2011
2
3 |
4 |
10-10-2011
3
agenda
5 |
1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
the path to purchase 2.0
6 |
preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
orientation
10-10-2011
4
the path to purchase 2.0 orientation
7 |
preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
orientation
8 |
10-10-2011
5
9 |
10 |
10-10-2011
6
11 |
12 |
10-10-2011
7
13 |
14 |
10-10-2011
8
15 |
16 |
top of mind ?
10-10-2011
9
17 |
share of heart ?
the path to purchase 2.0 orientation
18 |
10-10-2011
10
19 |
the path to purchase 2.0 orientation
20 |
Kosten van 1 bezoeker bij Google Koffiemachine 2,93 Wasmachine huren 1,63 Bosch ovens 1,09 Whirlpool 0,88 Oven 0,71 Afwasmachine 0,68
10-10-2011
11
the new path to purchase
21 |
22 |
comparison sites
10-10-2011
12
23 |
24 |
10-10-2011
13
25 |
Google product search
26 |
10-10-2011
14
27 |
28 |
10-10-2011
15
29 |
the path to purchase 2.0: solution finding
30 |
preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
10-10-2011
16
31 |
32 |
10-10-2011
17
33 |
the path to purchase 2.0: discovering
34 |
preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
10-10-2011
18
35 |
the path to purchase 2.0: discovering
36 |
preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
10-10-2011
19
37 |
38 |
10-10-2011
20
39 |
40 |
10-10-2011
21
agenda
41 |
1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
42 |
pure players (“clicks”)
10-10-2011
22
online retailers: pure players
43 |
It’s shopper marketing, Jim, but not as we know it !
44 |
pure players (“clicks”)
granular (one 2 one)
connected (mobile)
social (interactive)
10-10-2011
23
45 |
46 |
traditional retailers (“bricks” “bricks & clicks”)
10-10-2011
24
online retailers: traditional retailers
47 |
webshop =
a new store
online retailers: traditional retailers
48 |
webshop =
a new store
webshop =
biggest store
10-10-2011
25
online retailers: traditional retailers
49 |
webshop =
a new store
webshop =
biggest store
webshop =
key channel
online retailers: traditional retailers
50 |
webshop =
key channel
10-10-2011
26
online retailers: traditional retailers
51 |
webshop =
a new store
webshop =
biggest store
webshop =
key channel
true cross channel
OR
online retailers: traditional retailers
52 |
true cross channel
10-10-2011
27
53 |
traditional retailers (“bricks” “bricks & clicks”)
granular (one 2 one)
connected (mobile)
social (interactive)
local (location based)
54 |
(indirect) direct sales (“branded goods manufacturers”)
10-10-2011
28
online retailers: direct sales
55 |
56 |
10-10-2011
29
57 |
58 |
(indirect) direct sales (“branded goods manufacturers”)
similar to: pure players (no brand stores)
traditional retailers (brand stores)
10-10-2011
30
online retailers: level of sophistication
59 |
clicks
bricks & clicks
manufacturers selling directly
time
sho
pp
er
mar
keti
ng
2.0
agenda
60 |
1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
10-10-2011
31
trade marketing 2.0
3 dimensions 8 generic strategies economic value
target group value
collaborative opportunities
61 |
trade marketing 2.0
withdraw
trade leadership
monitor
monitor brand
brand focus
defend sales
sales focus
enhance trade
low
high
low
high
low
high
low
high
low
high
low
high
low
high
economic value
target group value
collaborative opportunities
channel support strategy
source: The Trade Marketing Dimension, Ron Cijs & Herwin van den Berg, 2010
10-10-2011
32
trade marketing 2.0
withdraw
trade leadership
monitor
monitor brand
brand focus
defend sales
sales focus
enhance trade
low
high
low
high
low
high
low
high
low
high
low
high
low
high
economic value
target group value
collaborative opportunities
channel support strategy
source: The Trade Marketing Dimension, Ron Cijs & Herwin van den Berg, 2010
trade marketing 2.0
withdraw
trade leadership
monitor
monitor brand
brand focus
defend sales
sales focus
enhance trade
low
high
low
high
low
high
low
high
economic value
target group value
collaborative opportunities
channel support strategy
source: The Trade Marketing Dimension, Ron Cijs & Herwin van den Berg, 2010
collaborative opportunities ? • retailers lack resources:
• manpower • financially
the retailer’s needs ? • “product virtualisation” • efficiency:
• P.I.M. • automatic alignment
• sales • traffic building • conversion • upselling • impulse purchases
10-10-2011
33
trade marketing 2.0
65 |
clicks
bricks & clicks
manufacturers selling directly
time
sho
pp
er
mar
keti
ng
2.0
manufacturers not selling directly
trade marketing 2.0
withdraw
monitor
monitor brand
brand focus
low
high
low
high
low
high
low
economic value
target group value
collaborative opportunities
channel support strategy
source: The Trade Marketing Dimension, Ron Cijs & Herwin van den Berg, 2010
5% 2015
10-10-2011
34
trade marketing 2.0
withdraw
monitor
monitor brand
brand focus
low
high
low
high
low
high
low
economic value
target group value
collaborative opportunities
channel support strategy
source: The Trade Marketing Dimension, Ron Cijs & Herwin van den Berg, 2010
manufacturer’s strategies: • monitor • brand focus owned vs. paid ?
retailer’s needs: • sales focus • cash (“allowances”)
trade marketing 2.0
3 dimensions 8 generic strategies economic value
target group value
collaborative opportunities
internet as a channel ? channel activation or development ?
existing or new accounts ?
68 |
10-10-2011
35
69 |
70 |
10-10-2011
36
71 |
72 |
10-10-2011
37
73 |
trade marketing 2.0
74 |
"Ultimately, our goal in working with an experienced e-commerce business like PFSweb is to test concepts and programs that can be reapplied with all of our online retail partners in ways that exponentially grow consumer affinity for our brands and mutually increase sales for P&G and our retailer partners."
http://www.webpronews.com/pg-to-launch-ecommerce-site-2010-01
10-10-2011
38
trade marketing 2.0
what ? outsourced (technically ‘indirect sales’) P&G webshop (in practice ‘direct sales’)
announced Jan ’10, pilot with 5,000 consumers Feb ‘10 and national US launch May ‘10
ecommerce full fledged webshop
“learning by doing”: e-commerce test lab
results “P&G doesn't expect the site to have much immediate impact on revenue or profits, but to provide key insights into what works best in digital marketing and shopping.”
75 |
trade marketing 2.0
3 dimensions 8 generic strategies economic value
target group value
collaborative opportunities
internet as a channel ? channel activation or development ?
existing or new accounts ?
the trade marketing practice one size fits all ?
76 |
10-10-2011
39
77 |
trade marketing 2.0
3 dimensions 8 generic strategies economic value
target group value
collaborative opportunities
internet as a channel ? channel activation or development ?
existing or new accounts ?
the trade marketing practice one size fits all ?
trade vs. consumer marketing vs. … ?
78 |
10-10-2011
40
79 |
online retailers: direct sales
80 |
10-10-2011
41
81 |
82 |
10-10-2011
42
trade marketing 2.0
83 |
84 |
10-10-2011
43
trade marketing 2.0
what ? Heinz UK (annual sales 70 mio. bottles of ketchup)
limited edition “balsamic”: 1,000,057 bottles
f-commerce tryvertising through a pop-up
pre-release 3,000 bottles
“like” on Facebook to be able to order
results 75,000 likes (24th May 2011 – launched early March)
discussion points true e-commerce?
brand mgmt or trade marketing?
85 |
trade marketing 2.0
3 dimensions 8 generic strategies economic value
target group value
collaborative opportunities
internet as a channel ? channel activation or development ?
existing or new accounts ?
the trade marketing practice one size fits all ?
trade vs. consumer marketing vs. … ?
cross channel: role of trade marketing ?
86 |
10-10-2011
44
trade marketing 2.0
87 |
agenda
88 |
1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
10-10-2011
45
conclusion
path to purchase 2.0 retailers have outpaced the branded goods manufacturers
communication has become granular – connected – interactive – local
trade marketing 2.0 is highly needed plenty of collaborative opportunities…
… but major lack of competences
economic value
if low: monitor for growth & explore direct sales to learn
if high: efficient P.I.M. alignment is becoming entry level to compete
rethinking trade marketing
one size fits all
relationship with consumer marketing & (direct) sales
involvement in all cross channel touchpoints ?
89 |
Retail & Trade Marketing Research Centre: • training • workshops • entertrainment • (contract)research
@ginovanossel