2015

Since 1996, offering Commercial Consultancy and Training

Trade Marketing practices

OPERATION

ORGANIZATION SHOPPER

CUSTOMER

1. Integrate consumer and shopper insights to better understand the link between Consumption Occasions and Shopper Missions and Needs. Go beyond Visual

2. Thorough understanding of Shoppers Missions and Behaviour by channel and most relevant outlet types as foundation of the strategy definition

3. Shopper research becomes a relevant investment with important return during trade negotiations: “To know your shoppers better than they know themselves”

A modern trade organization start focusing in the shopper rather than in customers

SHOPPER

I.• Customers are the vehicle to reach shoppers and

consumers

• Their stores are the scenario where the “Activation Play” will be carried out.

4. Efficient retail classification and segmentation model, easy to be articulated by all marketing team to support the process from strategy up to implementation

5. Field force capable to identify each customer’s segment in 5 minutes, by implementing a short version of the long questionnaire – “Seg.Ident”

6. Flexible Go to Market model to guarantee competitive availability levels while reducing cost to serve.

7. Drive commitment of strategic customers and staff by offering business growth!

CUSTOMERS

II. Build sustainable partnerships based on business results rather than on Fees

8. To Place procurement, logistics, contract management, and forecasting/demand planning and similar management functions under the supply chain leader.

9. Strong collaboration between central offices of industries and customers to drive joint category plans, innovative products and multisensory shopper activation plans

10. Foster team integration and commitment with business results by defining shared objectives and variable compensation.

11. Integrated Cycle Plan process, involving Brand, Sales and Trade Marketing teams to build Operational plans by segment with relevant activation activities based on shopper characteristics.

12. Establish clear and well defined executional standards by segment and outlet types

OPERATION

III. Combine centralized strategy to gain consensus with decentralized execution to reduce time to market and improve quality of service

1970 1980 1990 2000 2008…

A modern trade organization is the result of an evolution process with clear structure, process and specific training programs focused on target Shoppers

• Robust marketing, trade marketing and customer development organizations (structures, competencies and processes) with clear and coordinated shopper marketing responsibilities.

• Strong and disciplined multifunctional mechanisms for planning, executing and monitoring (IBP, S&OP, Cycle).

• Robust training and incentive platform to guarantee best in class performance

ORGANIZATION

SKIL

LS

STRUCTURE & PROCESS

CAPABILIT-IES

IV.

SKILLS & CAPABILITIES STRUCTURE & PROCESS

• High understanding of customer, channel and shopper research techniques and methodologies.

• To generate relevant customer, channel and shopper insights from the market information available, global trends and global best practices

• Deeply understanding of Business objectives, corporate and portfolio strategy, target consumers, shopper profile, behavior & occasions.

• To deploy portfolio strategies through trade channels and strategic customers-accounts, reaching the highest rates of customer satisfaction.

• To have close control of retail execution and be able to deploy on time corrective actions to guarantee maximum performance and ROI

• Clear responsibilities for the business development assigned to teams following the strategic customer classification-segmentation.

• Clear Consumer, Shopper & Customer activation and development responsibilities assigned to different teams.

• Annual marketing planning process with the shared collaboration of brand, trade and sales teams.

• Monthly Marketing Meetings to evaluate past performance, review current execution and coordinate, discuss and agree operational details of upcoming consumers, shoppers and customers activation plans.

They establish specific Trade Marketing skills and capabilities for key positions, helping to differentiate brand, sales, distribution and trade marketing teams

ORGANIZATION

TRADE MARKETIG - GENERAL

V.

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