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Master in Management dell’Innovazione2a EDIZIONE13 NOVEMBRE 2012 – 12 SETTEMBRE 201313 NOVEMBRE 2012 – 12 SETTEMBRE 2013
Titolo intervento:Il panorama della distribuzione italiana, la retail renaissance e primi fondamenti di trademarketing
Docente: D.ssa Petra Schrott
Data: 28/11/2012
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DallaDalla strategiastrategia al brand e poi al tradeal brand e poi al trade
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DaDa Brand loyalty a store loyaltyBrand loyalty a store loyalty
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EvoluzioneEvoluzione deidei puntipunti venditavendita neglinegli annianni
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EvoluzioneEvoluzione del peso del peso deidei canalicanali
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La La distribuzionedistribuzione modernamoderna in Italiain Italia
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GruppiGruppi nellanella distribuzionedistribuzione alimentarealimentare
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La La distribuzionedistribuzione modernamoderna non foodnon food
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La La distribuzionedistribuzione in in EuropaEuropa
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La La distribuzionedistribuzione del non del non alimentarealimentare
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L’evoluzioneL’evoluzione delledelle insegneinsegne non non alimentarialimentari
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EvoluzioneEvoluzione deidei comparticomparti non foodnon food
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Trend Trend consumiconsumi non foodnon food
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MigrazioneMigrazione dall’offlinedall’offline al proximityal proximity
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From online to offlineFrom online to offline
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From online to offlineFrom online to offline
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The new retail experienceThe new retail experience
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Apple retail experienceApple retail experience
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Cos’èCos’è ilil trade marketingtrade marketing
TRADE MARKETINGChe cos’è ?
È l’insieme delle tecniche di marketing indirizzate al distributore piuttosto che al consumatore finaledistributore piuttosto che al consumatore finale
Questo significa che un’impresa produttrice pianificherà le strategie e le attività di mktgavendo oltre che come obiettivo il brand e il consumatore amche un mercato intermedio, quello costituito dai distributori
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Trade marketingTrade marketing
L’ ATTIVITÀ DI MKTG È FORMATA DA 2 GRANDI AREECONSUMER MKTG e TRADE MKTG
IL PRINCIPALE OBIETTIVO DELLA PIANIFICAZIONE DI MKTGÈ QUELLO DI INDIVIDUARE IL PUNTO DI EQUILIBRIO TRAÈ QUELLO DI INDIVIDUARE IL PUNTO DI EQUILIBRIO TRAINVESTIMENTI DI CONSUMER E TRADE MKTG, CHEPERMETTE DI MASSIMIZZARE LE PERFORMANCE AZIENDALI
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Le Le leveleve del trade marketingdel trade marketing
Place (distribution)
POS (Point of sales) Price
Promotion
POP Material
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Le Le leveleve del trade marketingdel trade marketing
Place (distribution)
Dobbiamo capire qual’è illuogo ideale dove vendere ilns prodotto, in che tipo di(distribution) ns prodotto, in che tipo dicanale distributivo, ovveronegozi indipendenti, grandedistribuzione food o non food e decidere di fare politiche diprezzo/promozione/ materiale pop diverso
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Le Le leveleve del trade marketingdel trade marketing
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Le Le leveleve del trade marketingdel trade marketing
Il materiale POP (point of purchase) è fondamentale per far riconoscere il proprio
POP Material far riconoscere il proprio
brand, per informare il consumatore su novità di prodotto o su promozioni ad hoc
Material
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L’era glaciale 4 : Materiale POPL’era glaciale 4 : Materiale POP
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Saturn Verano Brianza 2
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Le Le leveleve del trade marketingdel trade marketing
Il prezzo di riferimento sarà adeguato al canale distributivo del prodottoPrice
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Promotion
Promozioni , comarketing ad hoc , hostess all’interno del pvper informare il consumatore su nuovi prodotti o promozioni ad hoc del marchioad hoc del marchio
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L’era glaciale 4 : Materiale POPL’era glaciale 4 : Materiale POP
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TradeTrade eventsevents
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LET’S PLAYLET’S PLAY
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CasoCaso didi trade marketingtrade marketing
3 gruppi per lancio di 3 nuovi prodotti sul trade:
Nuovo shampoo Testanera (gruppo 1)
Nuova Scarpa Nike (gruppo 2)
Nuovo Smartphone Nokia (gruppo 3)
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Declinazione della strategia:
• Scelta canali distributivi • Scelta canali distributivi
• Prezzo per canale
• Pop material (che tipo di materiale)
• Attività instore, comktg ecc..
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