Producer VS.

Retailer
 The Question is:
what can you give me?
MAX
MAX share
investments

KAM Buyer
The Question is WRONG!
Where does the money come
from?
 What Shoppers Think
about Retailers?
Often it’s difficult
There are so many to find quickly
products! It takes ages what I need
to choose!
They are all
similar!

I wish I could buy

everything I need
for my baby I’m going mad
at one place! with the queues! If I need
to do a small shopping,
I’d rather do it at BP!
Retailers’ number is growing,
consumers’ is NOT!
So What?
 The Right Question is:
what can WE give THEM?
Fight FOR customer,
not AGAINST each other!
CONSUMER + SHOPPER

=
CUSTOMER!
 Customer Loyalty is a Key.
How to Gain it?
??? ???

!Promo-goods, !Price discounts,

!BTL events, !Loyalty cards,
!POS-materials !Private labels,
!24 hours
Everyone is Doing It Already!
The Approach is WRONG.
 So What?

Combine Efforts:
ASSORTMENT & CATEGORY!
 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)
 What does it mean for:

1) Retailers: satisfied shopper -> category growth &

leadership in retail

2) Producers*: satisfied consumer -> brand’s growth &

leadership in category

3) KAMs: alliance with marketing -> power of one ->

yearly bonus & career :-)

* Combination of sales & mktng budgets -> cost savings!

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

Published at: www.kamblog.ru