Summary
Samenvatting Retailmarketing K1
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- Institution
Samenvatting van colleges en lessen van retailmarketing in k1. Indien je deze samenvatting kent en begrijpt, haal je gemakkelijk een voldoende voor je tentamen.
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Retail marketing K1Inhoudsopgave
1. Category management............................................................................................................................... 2
1.1 Omgevingsanalyse.........................................................................................................................................4
1.2 Consument/shopper.......................................................................................................................................6
1.3 Formule..........................................................................................................................................................7
1.4 Verschillende kanalen..................................................................................................................................10
1.5 Plan...............................................................................................................................................................11
1.5.1 Categorie definitie................................................................................................................................11
1.5.2 Categorierollen.....................................................................................................................................11
1.5.3 Categorieanalyse..................................................................................................................................11
1.5.4 Categorie doelstellingen.......................................................................................................................14
1.5.5 Strategie................................................................................................................................................14
1.5.6 Tactiek...................................................................................................................................................15
1.5.7 Implantatie............................................................................................................................................18
2. Whize...................................................................................................................................................... 19
3. Winkelkompas......................................................................................................................................... 20
4. Keuzepiramide......................................................................................................................................... 20
5. Assortiments dimensies........................................................................................................................... 20
6. I/P-mapping............................................................................................................................................. 20
7. Verschil online/offline.............................................................................................................................. 21
, 1. Category management
Category management is het optimaliseren van categorieën in het perspectief van de
shopper en de formuledoelstelling. Je wil de formule van de retailer sterker maken en de
wensen van de consument optimaal bedienen. Category management omvat alles:
voldoende keuze, verschillende prijsklassen, diverse smaken, manier van presenteren, etc. Je
zorgt er dus voor dat je mooie schappen hebt, want ‘Niets staat toevallig zo in het schap’.
Dit Category Management model is eigenlijk een stappenplan. Je begint met de buitenste
ringen.
- Omgevingsanalyse
- Formule
- Kanalen
- Shopper
- Het 9 stappenplan
Tentamen:
Fairshare: marktaandeel in alc. Vrij bier is hoger dan het totaalmarktaandeel in de markt
Traffic builder: klanten trekken, aanbiedingen op bier, met als doel om klanten ook andere
boodschappen te laten doen. Tactieken: hoge promotie en out of stock voorkomen.
Destination: eigen gezicht geven, superieur assortiment, informatie. Bier in 3 kleuren
indelen: fris, blond en donker. Streekbier, kaartje per bier met smaak. Tactieken: advies,
enorme keuze en demonstratie.
Samenstelling assortiment verder uitwerken in ip, omdat belang groter is dan prestatie
,
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