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10-10-2011
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Trade marketing 2.0 10de TMA Congres Hilversum – 4 oktober 2011 Prof. Gino Van Ossel
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agenda
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1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
the path to purchase 2.0
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preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
orientation
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the path to purchase 2.0 orientation
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preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
orientation
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top of mind ?
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share of heart ?
the path to purchase 2.0 orientation
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the path to purchase 2.0 orientation
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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
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the new path to purchase
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comparison sites
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Google product search
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the path to purchase 2.0: solution finding
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preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
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the path to purchase 2.0: discovering
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preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
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the path to purchase 2.0: discovering
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preference constructing
preference matching
solution finding
discovering
problem solving
variety seeking
habitual
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agenda
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1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
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pure players (“clicks”)
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online retailers: pure players
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It’s shopper marketing, Jim, but not as we know it !
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pure players (“clicks”)
granular (one 2 one)
connected (mobile)
social (interactive)
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traditional retailers (“bricks” “bricks & clicks”)
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online retailers: traditional retailers
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webshop =
a new store
online retailers: traditional retailers
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webshop =
a new store
webshop =
biggest store
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online retailers: traditional retailers
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webshop =
a new store
webshop =
biggest store
webshop =
key channel
online retailers: traditional retailers
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webshop =
key channel
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online retailers: traditional retailers
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webshop =
a new store
webshop =
biggest store
webshop =
key channel
true cross channel
OR
online retailers: traditional retailers
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true cross channel
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traditional retailers (“bricks” “bricks & clicks”)
granular (one 2 one)
connected (mobile)
social (interactive)
local (location based)
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(indirect) direct sales (“branded goods manufacturers”)
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online retailers: direct sales
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(indirect) direct sales (“branded goods manufacturers”)
similar to: pure players (no brand stores)
traditional retailers (brand stores)
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online retailers: level of sophistication
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clicks
bricks & clicks
manufacturers selling directly
time
sho
pp
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keti
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2.0
agenda
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1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
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trade marketing 2.0
3 dimensions 8 generic strategies economic value
target group value
collaborative opportunities
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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
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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
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trade marketing 2.0
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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
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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 ?
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trade marketing 2.0
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"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
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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.”
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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 ?
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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. … ?
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online retailers: direct sales
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trade marketing 2.0
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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?
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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 ?
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trade marketing 2.0
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agenda
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1. the path to purchase 2.0
2. retailing 2.0
3. trade marketing 2.0
4. conclusion
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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 ?
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Retail & Trade Marketing Research Centre: • training • workshops • entertrainment • (contract)research
@ginovanossel
