online distributiestrategie b2b
DESCRIPTION
Deze presentatie gaat over distributie strategie in de B2B/Zakelijke markt. De impact die online heeft op de rol in de keten alsmede kanaalconflicten en hoe die te vermijden staan centraal.TRANSCRIPT
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Distributie Strategie B2B Luchtfietsen met beide benen op de grond
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Nexus B2B 2
Over Berd Warmelts
Nexus B2B
Social Selling Agency
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Vroeger was alles eenvoudig…Groot Zakelijk had een accountmanager
Klein zakelijk had een reseller of tussenpersoon
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Nexus B2B 4
De B2B markt wordt steeds complexer
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Het koopgedrag is veranderd door on-line mogelijkheden
• B2B DMU oriënteert eerst op internet
• Gedraagt zich als consument!
• 86% gebruikt hiervoor social media (Forrester)
• Men kiest het kanaal afhankelijk van fase in koopproces, voorkeur, belang en risico.
• De klant verwacht dat de aanbieder aanwezig is daar waar de klant hem zoekt….
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Ook jullie klanten voelen ROI druk!
• Afnemers willen value for money
• Commodity propositie = commodity prijs
• De huidige economische situatie leidt tot focus op kostenbesparing
• Inkopers moeten de deal intern kunnen verantwoorden
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De DMU vindt kiezen lastig!
• Veel producten lijken op elkaar….
• Tegelijkertijd is het moeilijk keuzes maken….
• Omdat het aanbod niet transparant is…..
• Waardoor de DMU keuzestress ervaart….
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De klant zoekt naar duurzame oplossingen
• Duurzaamheid is voor steeds meer B2B organisaties een voorwaarde om zaken te mogen doen
• Vanwege milieu, kosten, jaarverslag of imago
• Men wil geholpen worden om duurzamer aan hun klanten te kunnen leveren
• Niet duurzaam zijn is dus geen optie
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Men zoekt naar een totaaloplossing
• Het gaat niet om het product
• Producten zijn inwisselbaar• Het oplossen van het issue
achter de behoefte is wat telt
• Product + service + ontzorgen + goed gevoel = wat men wil
• Emotie is ook binnen B2B een niet te onderschatten factor!
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Nexus B2B 11
Distributie = inside out denken
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Nexus B2B 12
Toegang = outside in denken
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Nexus B2B 13
Praktijkvoorbeelden
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Nexus B2B 14
NXP -Semiconductors
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Nexus B2B 15
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Nexus B2B 16
Alle koop via Resellers
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Nexus B2B 17
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Nexus B2B 18
Long Tail
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Nexus B2B 19
NXP gebruikt de website als accountmanager in “the long tail”
• For customers in the long tail, our website is the best account manager in the company.
• It doesn’t eat, doesn’t sleep, doesn’t travel, doesn’t need a salary raise, operates smoothly 24X7, and talks to thousands of new and existing customers per minute…
• …every time these customers feel the desire to connect with us, for whatever reason
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Nexus B2B 20
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Nexus B2B 21
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Nexus B2B 22
Lease lijkt een commodity
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Nexus B2B 23
Leg de propositie maar eens uit…
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Nexus B2B 24
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Nexus B2B 25
Kansen van online in B2B
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Nexus B2B 26
Afhankelijkheid wederverkoper verminderen
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Nexus B2B 27
Flagstore
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Nexus B2B 28
Content sharing online en via social media
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Nexus B2B 29
Branding
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Nexus B2B 30
Productaanbod vergroten
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Nexus B2B 31
Testen van nieuwe producten
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Nexus B2B 32
Marge vergroten
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Nexus B2B 33
Kanaalconflicten
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Nexus B2B 34
Apple B2B
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B2B ChannelsB2B CUSTOMERS
SME
Added Value
Reseller
On-line store
Education
Added Value
Reseller
On-line store
Direct sales force
Enterprise & Gov.
Direct sales force
On-line store
Offer solicitatio
n
Not sold through direct sales force due to small volumeHigh level of serviceChannel with high level of control from Apple
Need for consultancy and assistanceCrucial consultant roleUse in educational environment also has a promotional dimension
Shorter channel due to the active role of Apple in the design of this systemsOn-line services for companies similar to DellGovernments buy mainly through tenders
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Multichannel shopping process
NeedRecognition
Search
Comparison
Choice/Purchase
Outcome
Web
Store
Web
Store/Reseller
Web
Store
First time customerApple customer A Apple customer B
Ste
ps
in p
urc
hasi
ng p
roce
ss
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Why Apple jumped in the retail business?
• Low exposure• Bad purchasing experience• Customers not able to perceive the
value
“Within [Sears] the computers invariably had missing keys, shipping boxes were crammed into the area, merchandise was askew, and software was poorly displayed. Even worse, CompUSA employees were generally completely unknowledgeable about Macintosh computers and related gear. It was a very discouraging experience.”An experience from an Apple buyer posted on the Forum of
the website ifoapplestore.com
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Retail strategy SWOT analysis
STRENGHTS-Total control-Retaining of margin-Better service level-Reduced pressure from buyers
WEAKNESSES-Expenditures-Integration within supply chain-Competition with big and expert retailers
OPPORTUNITIES-Greater exposure-Positive effects on brand-Bigger market share-Increased loyalty
THREATS-Cannibalization-Boycott from resellers-Aggressive reaction from other resellers
• Cannibalization • Boycott from
resellers• Agressive
reaction resellers
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Nexus B2B 39
Waardoor ontstaan kanaal conflicten?
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Nexus B2B 40
Klanten afpakken
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Nexus B2B 41
Goedkopere prijzen
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Nexus B2B 42
Free Riding
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Nexus B2B 43
Fullfillment, klachten en retouren
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Nexus B2B 44
Wat bepaalt de omvang van het kanaalconflict?
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Nexus B2B 45
Kracht van het merk
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Nexus B2B 46
Belang van het product
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Nexus B2B 47
Assortiment (one stop shop?)
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Nexus B2B 48
Fragmentatiegraad wederverkopers
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Nexus B2B 49
Conclusie: gedegen analyse nodig!
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Nexus B2B 50
Managen van kanaalconflicten
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Nexus B2B 51
Online strategieën fabrikantEenvoudig product Complex product
Bron: Eduard de Wilde
MachtigeFabrikant
MachtigeDistributie
Concurreren onderEigen label
Gidsfunctie
Onder ander labelOnline retailer opzetten
Samenwerken
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Nexus B2B 52
Samenwerken = beter dan “oorlog”
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Nexus B2B 53
Hoe conflict te vermijden?
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Nexus B2B 54
Nieuw online Label
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Nexus B2B 55
Wederverkoper helpen met online
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Nexus B2B 56
Werving en Leadgeneratie
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Nexus B2B 57
Zelf online verkopen en leveren via de wederverkoper
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Nexus B2B 58
Exclusiviteit wederverkoper / zelf andere producten verkopen
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Nexus B2B 59
Laat de klant beslissen:Uniforme prijzen en kortingen
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Nexus B2B 60
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Nexus B2B 61
Eerst naar retailers verwijzen
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Nexus B2B 62
Online kopen kan ook maar tegen de adviesprijs!
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Nexus B2B 63
Delen van kennis
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Nexus B2B 64
Philips Hotel TV
filmpje
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Nexus B2B 65
Cross Channel aanpak loont!
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Nexus B2B 66
Conclusie
• Cross Channel Management loont
• Cross Channel Management is complex
• Bezint eer gij begint maar durf ook te experimenteren
• Samenwerking levert vrijwel altijd een hoger rendement op dan “oorlog”
• De uitdaging is het benutten van de kerncompetenties in de keten