AVK denkcel voor OTC project:TradeMarketingModel

Trade Marketing covers all activities undertaken by manufacturers in order to optimise the presence of product categories and brands on the shop floor.

Retail Insights takes the inspiration for all its trade marketing projects from the trade marketing model.

This model takes as its starting point the idea that a successful trade marketing initiative has to reconcile the needs and strategic considerations of three parties.

On the one hand there is the manufacturer, who is looking to achieve a number of business, marketing and sales objectives through his presence on the shop floor of several retailers.

Then there is the retailer, who to a great extent will determine what is actually possible on this shop floor. More than ever the retailer, in his retail marketing policy, is taking as a starting point the idea that his shops are the means of allowing him to reach a specific target group, and to differentiate from the competition.

And finally there is the shopper. The extent to which retailers and manufacturers take account of the profile and the expectations/needs/behaviour of this shopper in the shop, will to a large extent determine whether they are successful in their trade and retail marketing initiatives.
http://www.avk.be/wikini/upload_dir/OTC/trademarketingmodel.jpg

A successful trade marketing initiative does not only require a certain level of experience and the ability to draw up objectives and set up trade marketing plans.
Success will depend rather on the extent to which the setting up of the plan is preceded by an analysis of the needs of these 3 parties.

Retail Insights considers the analysis of these needs and the translation of these into concrete Trade Marketing plans to be the core of its service provision.

====Apotheek - Patient  - Labo====

**Winkelkeuze**
De shopper overtuigen om de categorie bij de retailer aan te kopen
Shopping experience voor de categorie
**Het categorie-aanbod optimaliseren** in functie van de verwachtingen en de
behoeften van de shopper voor de categorie, in lijn met de strategische
positionering van de retailer.

====Shopping research====

===Regel 1: Shoppinggedrag is de resultante van

individuele én situationele parameters.===

Alleen oudere mensen lezen de folders
::: **DUS de FOLDERDS en de krantjes die in de apotheek liggen worden gelezen door oudere mensen
	Die firma's van Dialoog en gezondheid moeten betrokken worden in ons marketing plan**                        dialooggezondheid@be.cmpmedica.com
:::

http://www.avk.be/wikini/upload_dir/OTC/folderslezen.jpg

===Regel 2: Er is geen gemiddelde winkel===

Welke elementen hebben een rol gespeeld bij de aankoop van dit product?
in het kruidvat of een discounter zal bvb de prijs de doorslaggevende rol spelen, bij een apotheek zal het advies, de kwaliteit van het product de doorslaggevende rol spelen.

http://www.avk.be/wikini/upload_dir/OTC/waaromkoopjedaar.jpg

===Regel 3: Traditionele onderzoeksmethodes hebben hun beperkingen.===

====Shopper Research Model====

//#B#Het shopper research Het shopper research model verklaart aan de hand
van individuele en situationele parameters hoe de shopper voor de aankoop van een
welbepaalde categorie tot de winkelkeuze en vervolgens tot de aankoopbeslissing komt
en meet de tevredenheid die het resultaat is van deze beslissingen bij een bepaalde retailer.#B#//

http://www.avk.be/wikini/upload_dir/OTC/researchmodel.jpg

====EXPLANATORY VARIABLES RESEARCH MODEL====

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Socio-SocioS-odceimo-odgermapohgircapvhaircia blesvariables> ; Leeftijd, inkomen, gezinssituatie, iedereen koopt in de apotheek
General attitude towardsshopping > ;Fun seeker, explorer, functional shopper, dutifulshopper, Apotheek is verplicht bij ziekte
Number of stores in the neighbourhood> ; Verplaatsingstijd & afstand  Apotheek zit dichter
Perception of, knowledge of and attitude towards retailers>; Houding tov en beleving van de verschillende retailers
Category perception and experience>; Financieel risico, sociaal risico, functioneel risico,
Attitude towards brands>;  Merkvoorkeur en mate van exclusiviteit
Type of shopping trip/shopping occasion>; Grote voorraadaankopen, aanvullende tussentijdse boodschappen, kleine onverwachte boodschappen
Motivations and need states>; Verwacvhtingen, behoeften vertrekkende vanuit het consumptiemoment
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http://www.retailinsights.be/detail.asp?id=88

2003 POPAI Consumer Buying Habits Study Drug Stores- The Netherlands

A report summarising a large-scale quantitative study into buying and decision-making behaviour in drug stores in the Netherlands. 1000 visitors to Kruidvat, ETOS, DA,… were questioned as they entered and left the shops. This unique report gives an insight into the profiles of the visitors, the distinguishing features of their shopping behaviour and the motivation for their choice of shop. (Report in Dutch)

====SHOPPING EXPERIENCE====

http://www.avk.be/wikini/upload_dir/SegmentSenioren/shoppingexperience.jpg

====SHOPPER SATISFACTION====

http://www.avk.be/wikini/upload_dir/OTC/klanttevreden.jpg

http://www.avk.be/wikini/upload_dir/OTC/klantevreden.jpg

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