A marketer's view of FMCG producer interaction with retailer and consumer. Made for Russian market

1. Producer VS. Retailer

2. The Question is: what can you give me? KAM Buyer MAX share MAX investments

3. The Question is WRONG !

4. Where does the money come from?

5. What Shoppers Think about Retailers? I’m going mad with the queues! If I need to do a small shopping, I’d rather do it at BP! They are all similar! I wish I could buy everything I need for my baby at one place! Often it’s difficult to find quickly what I need There are so many products! It takes ages to choose!

6. Retailers’ number is growing, consumers’ is NOT!

7. So What?

8. The Right Question is: what can WE give THEM ? Fight FOR customer, not AGAINST each other!

9. = CUSTOMER! + CONSUMER SHOPPER

10. Customer Loyalty is a Key. How to Gain it? !Price discounts, !Loyalty cards, !Private labels, !24 hours !Promo-goods, !BTL events, !POS-materials ??? ???

11. Everyone is Doing It Already! The Approach is WRONG .

12. So What? Combine Efforts : ASSORTMENT & CATEGORY!

13. Assortment: package solutions (f.i., all you need to prepare your kid for school in one place) new exclusive & seasonal offerings (f.i., co-production with producer/several of them. By the way, every month is a season now!) Category: category building solutions (f.i., cosmetics displays with testers as in beauty shop; special food displays with all ingredients for preparing dinner) “shop in shop solutions” (special shopping islands for babies, schoolchildren, teens) Need Some Examples?!

14. 1) Retailers: satisfied shopper -> category growth & leadership in retail 2) Producers*: satisfied consumer -> brand’s growth & leadership in category 3) KAMs: alliance with marketing -> power of one -> yearly bonus & career :-) What does it mean for: * Combination of sales & mktng budgets -> cost savings!

15. Haven’t contacted your brand manager yet? :-)

16. Comments: All above works for FMCG brands with the large volume & value share in NA. In future there’s high probability that others will face the same situation.