ROLE TRADE MARKETINGU....

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1 ROLE TRADE MARKETINGU...

2 … JE MAXIMALIZOVAT PRODEJE …
Užitím/prostřednictvím „5P“ Product Place – Merchandising Price Promotion (in store promotion) Proposal Vytvoření Multiplying Touch points mezi naším brandem a kupujícím ve chvíli, kdy dochází k nákupnímu rozhodnutí Oenobiol 360° plan POINT OF SALE

3 … BÝT VE STŘEDU CELÉHO PROCESU…
Sales reps and sell out promoters Marketing Key account managers Supply POS material studio Trade Marketing Finance Business analysis department External agencies (windows, merchandising Retailers and Pharma groups (to be developed)

4 …JAK INTERNĚ… TRADE MARKETING SALES MANAGEMENT
- Provide category insights to build customer propositions = “The ammunition” - Provide product training and key product messages (USP’s) - Plan and execute new product introductions - Work together to create annual cycle plan e.g. POS campaigns , detailing drives - Detailing strategies BRAND MARKETING - Adopt creative platform and translate into below the line communications - Leverage ATL spend in trade to maximise distribution and sales - Optimize new product introductions by working closely with brand teams - Work with brand team to optimize product range FINANCE - Optimize trade spend - Monitor and control - Minimize inventory write offs SUPPLY CHAIN - Optimize demand forecast to minimize out of stocks - Plan new product introductions - Ensure that plan reflects predicted uplift in sales from media and extended distribution - Ensure that forecasting methodology is in line with market needs e.g. customer stock management - Long range capacity planning - ensure that growth plans and capacity are aligned

5 CATEGORY BUYERS ( VIA SALES MANAGEMENT) HEALTHCARE PROFESSIONALS
...TAKÉ I EXTERNĚ… TRADE MARKETING SHOPPER ENGAGEMENT - Understand shopper behaviour in store and leverage knowledge to maximise sales e.g. Effective offers , trial pack sizes RETAIL SPACE - Convert traffic into purchases - Effective POS materials - Store positioning : High traffic flow zones - Shelf positioning : space management - Pack format optimization : shelf profit CATEGORY BUYERS ( VIA SALES MANAGEMENT) - Understand customer strategies and tailor plans - Deliver category insights through analysis of market data to build propositions and maximise sales for retailer and Sanofi - Build company loyalty - Deliver detailed product information e.g. environmental credentials HEALTHCARE PROFESSIONALS - Build recommendation for brands - Educational materials to facilitate on going professional development of pharmacists and PCA’s - Product benefits

6 …OVLIVNUJE HODNOTU KATEGORIE …
Hodnota kategorie = Počet pacientů x Počet tablet Cena za tabletu

7 … TÍM CO OVLIVNIT UMÍ…

8 …FAKTORY STANOVENÍ CENY...
Marketingové cíle Typ trhu a poptávky Marketingový mix Konkurence ROZHODNUTÍ Náklady Ekonomika Cenová organizace Regulace

9 …OBECNÉ POSTUPY CENOTVORBY…
Nákladově orientovaný přístup Stanovení ceny podle kupujícího Stanovení ceny podle konkurence Stanovení ceny podle přisuzované hodnoty Segmentace cen Pro zákaznický segment Podle typu produktu Podle místa prodeje Cenová elasticita CEP = %změny poptávky/ %změny ceny

10 …CENOVÝ POSITIONING… CENA Strategie vysoké ceny
Strategie dobré hodnoty KVALITA Strategie nadsazené hodnoty Ekonomická strategie

11 … I PROSTŘEDNICTVÍM UPTRADINGU…

12 … ÚROVEŇ UPTRADINGU ZÁVISÍ NA EFEKTIVITĚ EXEKUCE…

13 DĚKUJI ZA POZORNOST