FIVE SHADES OF TRADE (MARKETING) & Mar Doñate By Belén Derqui Presented at FORO DE TRADE MARKETING Madrid, October 2015
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FIVE SHADES
OF TRADE(MARKETING)
& Mar DoñateBy Belén Derqui
Presented at FORO DE TRADE MARKETINGMadrid, October 2015
¿Old Clichés or
Real Truths?
Most Innovations Fail1
We are Compelled to Get Along2
Retail Shelves are not Elastic3
Shoppers are OmniChannel4
Consumer vs Shopper, are they the same?5
1 Most Innovations Fail
True, but successful New Products:
1- Are Unique
2- Focus on a Clear Target Group
3- Create New Usages & Moments of Consumption
4- Are Affordable
5- Excellent Execution at the POP
Most Innovations Fail
RELEVANCE, FOCUS & EXECUTION
We are Compelled to
Get Along2
1We are Compelled to Get Along
1.- With the Retailer
2.- Marketing & Sales Teams
3.- With those who Execute
ADAPT YOUR TRADE PLANS
to the Product, the Retailer, the Channel
and even to every single Store.
Retail Shelves are not Elastic3
Retail Shelves are not Elastic
Shoppers are OmniChannel4
OmniChannel
Shoppers are OmniChannel
• Get the product closer to the NEED:
– Do not JUST consider Modern Retail
– Look for Distribution opportunities wherever the consumer
may feel the Need
• Take Advantage of EVERY Touch-Point with the
Shopper
Inter-Connection requires CONSISTENCY
5Consumers vs Shoppers,
are they the same?
Shoppers & Consumers may be the
same person
BUT they are in a different Mood
Our proposal is to
Reinvent the Path to Purchase
5 SHADES FREEDED
«Shopsumer
Marketing»
A New Look at the
Path to Purchase
FIVE SHADES OF TRADE
LET THEM
FIND YOU
TEMPT THEM
LET THEM
TRY YOU
MAKE THEM
REPEAT PURCHASE
LET THEM
KNOW YOU
«Shopsumer Mkt»
The New Path to
Purchase thru 3 Real
New Product Launches
FIVE SHADES OF TRADE
«Shopsumer Mkt»
LET THEM
KNOW YOU
LET THEM KNOW YOU
Youtubers y viners
TV
RRSS & Digital
In store media
www.thomasbagels.es
TV
RRSS & Digital
In store media
TV
RRSS, Digital & PR
In store media
FIVE SHADES OF TRADE
«Shopsumer Mkt»
LET THEM
FIND YOU
LET THEM FIND YOU
Signage
OOH Presence too Bars
Communication thru PackagingColour Codes
SignageSignage
Adhoc designed POP Materials
Adhoc designed POP Materials
Planogramming
Dinámico Tradicional
FIVE SHADES OF TRADE
«Shopsumer Mkt»
TEMPT THEM
TEMPT THEM
Sales Activation
Secondary Displays
Sales Activation Sales Activation
Secondary DisplaysSecondary Displays
FIVE SHADES OF TRADE
«Shopsumer Mkt»
LET THEM
TRY YOU
LET THEM TRY YOU
Cross-Category Displays
FOOD TRUCK
EXTREME BCN
RUTA 3X NBA
SPONSORSHIPSSamplings
FIVE SHADES OF TRADE
«Shopsumer Mkt»
MAKE THEM
REPEAT PURCHASE
REPEAT
%Penetración acumulada
THINS
Éxito
Interr.
52,4
Superéxito
total FMCG
33%
High Penetration Rates As well as Repeat Rates And WD
98
0
20
40
60
80
100
120
P3
-13
P4
-13
P4
-13
P5
-13
P7
-13
P8
-13
P9
-13
P1
0-1
3
P1
1-1
3
P1
2-1
3
P1
3-1
3
Thins Creates a New Moment of Consumption for the Category
FIVE LIGHTS OF TRADE
LET THEM
FIND YOU
TEMPT THEM
LET THEM
TRY YOU
MAKE THEM
REPEAT PURCHASE
LET THEM
KNOW YOU
«Shopsumer Mkt»
Our 5
Lights on
TRADE MARKETING
Great
Innovation
Category
Vision
Adaptation
Execution
Consistency
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