Page 1

Deloitte Export Hub “Why is it so necessary to understand your potential clients?

1 | Copyright Š 2018 Deloitte Development LLC. All rights reserved.


Bayer is decision maker • Buyer is not a customer but understands customer’s needs. Buying is not shopping. • Buyer competes with other retail specialists, understands and develops unique advantages. • Buyer holds and promotes corporate values and chooses each product in accordance with them. • Selecting a product buyer makes a choice about future sales, profits, corporate image, etc. • Selecting a partner buyer makes a choice about future success of his category performance.

Will I succeed with this supplier? Is this supplier reliable? Do we share same values? Is he ready to change? Does he aim to win-win result? Do I trust him?

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

2


Product Selection Criteria • Quality - ingredients, their origin, production technology, shelf life, additional benefits (suitable for particular diet, natural, organic, sustainable, enriched, kosher, etc.), guaranty, risk of claims. • Quality standards and safety certificates • Organoleptics - color, aroma, taste, texture, clearness, matching consumer's preferences. • Packaging - appearance, size, clear naming, clear product info, storing convenience, convenience after opening, suitability for layout and merchandising, ability for utilization, sustainability. • Innovation and uniqueness. • Price - does it corresponds to retailer's price policy, is it the best price on the market, value for money? • Marketing - what is marketing contribution? • Sales forecast - how much I can sell? how much will I gain? (margin, customer turnover) • Image - will it make my shelf more attractive? will it help to build the right

© 2018 Limited Liability Company “Deloitte & Touche”

image?

Presentation title [To edit, click View > Slide Master > Slide Master]

3


Partner Selection Criteria • Reliability - financial stability, business growth. • Proactive mindset, integrity, and transparency. • Readiness for a win-win business relationship. • Highest criteria of product quality and safety. • Innovative production technology. • Flexibility in technology, product ingredients, taste, packaging, marketing. • Accordance to logistic requirements. • Do I negotiate with decision maker? Is the supplier’s decision-making process clear?

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

4


Category Role

• Destination category is critical for the key customer. Usually, has wide and deep assortment. A category in which retailer perceived as a market leader. • Preferred category is a category of essential goods which customers regularly buy in a significant amount. Price as a primary competitive advantage. • Convenience category has a moderate importance for the customer, is necessary for one-stop shopping. Regular prices and average margins. • Seasonal category shows seasonal peak sales

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

5


Finding New Place in the Category

Take your TOP 10 products and match them to Retailer needs

Define the gaps on the Retailer shelf and match them with your assortment

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

6


Store Visit - Critical Source of Information • General impression – look and feel. • Who is the main customer? Customer groups? Age? Income? How much time do customers spend in the store? • Which role plays the category for the retailer? • Price policy in the category. It depends on the general marketing strategy and particular category role. • Promotional activity - quantity of promotions at the moment, type of promotions, discount

level.

• Own brand importance and its price positioning. • Core brand in the category (benchmark).

Who is my competitor? Where is my place on this shelf? Which product can be replaced by mine and why? What are my competitive advantages on this particular shelf? © 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

7


Sample: info on single retailer target

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

8


POS Research Point of sale

• It is recommended to invest in POS data to understand the category dynamics in each market. This way, an analysis can be made to establish potential (total market and per retailer), market leaders and followers, strong and weak competitors, distribution levels, etc. • In order to break into a certain category, data analysis is crucial in preparing a business offer to a retailer. • When listed, a periodic purchase of scanning data is recommended to follow performance and category developments. Top line Nielsen scanning data starts at a rate of Euro 2.500 and increases when more in-depth data is required. © 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

9


Product Range (Example)

• No own brand in 4 sub-categories • No best price in 3 sub-categories • Just 1 brand presented in beer mixes © 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

10


Product Range

Width and Depth

© 2018 Limited Liability Company “Deloitte & Touche”

SubCategories

Price and Promotion

Innovation

Leader, Follower, Own brand, Best price, etc.

Presentation title [To edit, click View > Slide Master > Slide Master]

11


Checklist • Product is understandable for local consumers. • Product fits quality criteria of retailer • Product is one of my best sellers • Product is innovative/traditional/organic/has health benefits (or other clear differentiation) • Product is competitive (compare with market leaders) • I can offer the best price/quality balance • Product is strategic for my company and will not be changed or discontinued in coming months.

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

12


Step by Step Preparation • Make a research about the potential client - online, market data providers, store visit, etc. • Study retailer’s assortment, your product range and choose the strongest product. • Find all possible points of common interest. • Build you own vision of your product place and strategy on the retailer’s shelf. • Prepare to sell this concept to your potential partner.

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

13


Meeting with Buyer • Tell the company story - frankly, transparently, passionately. • Show the deep understanding of your strategy, production, and product

itself

• Present the product properly – samples • Present the product advantages for consumer • …and for the retailer • Show your flexibility and readiness to change • Know your next steps

Be prepared for decision making!

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

14


Vienna Trade Fair 2017

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

15


Rewe Group “Ukraine Supplier Day” 2018

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

16


Go Global with Rewe event in Kyiv 2018

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

17


Consumer preferences in Austria • Preference for high quality foods • Sales of organic products account for about 7 percent of retail sales (highest in EU) • The traditional Austrian diet is rich and based

on meat, flour, and vegetables.

• Cakes and bakery products are important parts of the

diet.

• Increasing interest in healthy lifestyles • GMO food products have a very negative image among the Austrian

public.

• High awareness of environmental issues (“Pro Planet” brand in REWE) • Urban population growing, which boosts demand for international food • Cheese consumption, which is already high, continues to rise. This is particularly true for semi-hard and fresh cheeses. • With fruit juices, tartness (higher acidity) is preferred over sweeter

products.

• Jams and marmalade are more appealing to Austrians if fruit pieces are included and if they are not too sweet. • Cereals sell better if they are crunchy. *Exporter Guide Austria 2016 by USDA Foreign Agricultural service © 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

18


Consumer research Data tracked

Household composition

Social class

Buying habits/ trends

Cooking habits

Eating habits

Taste preferences

Health & Wellbeing

Social conscience

Internet habits

Use of labels

Buying local

© 2018 Limited Liability Company “Deloitte & Touche”

Presentation title [To edit, click View > Slide Master > Slide Master]

19

AGROPORT West Lviv 2018: Семінар з ягідництва. (Грегорі ФІШМАН)  

Спікер: Грегорі ФІШМАН - компанія "Deliotte". II Міжнародний форум: "Ягідництво та кооперація". Организатор: Асоціация "Ягідництво України",...

AGROPORT West Lviv 2018: Семінар з ягідництва. (Грегорі ФІШМАН)  

Спікер: Грегорі ФІШМАН - компанія "Deliotte". II Міжнародний форум: "Ягідництво та кооперація". Организатор: Асоціация "Ягідництво України",...

Advertisement