Summary

Volledige samenvatting retail marketing .

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Course
Retail Marketing

Institution
Arteveldehogeschool (Artevelde)

Dit document is een samenvatting van retail marketing in marketing aan de Artevelde hogeschool. De samenvatting is voornamelijk gebaseerd op de slides uit de lessen, deze heb ik aangevuld met mijn notities die ik in elke les maakte. De samenvatting telt minder dan 40 pagina's dus is beknopt en mak...

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Uploaded on January 5, 2023
Number of pages 36
Written in 2022/2023
Type Summary

retail marketing
notities
slides
gastcollege
2022 2023
alle lessen
artevelde hogeschool
samenvatting

Institution
Arteveldehogeschool (Artevelde)
Education
Bedrijfsmanagement: Marketing
Course
Retail Marketing

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Inhoud
1. Het retail landschap............................................................................................................................3
1.1. Het concept.................................................................................................................................3
1.1.1. Definitie van retail................................................................................................................3
1.1.2. Het concept retail.................................................................................................................3
1.2. De supply chain............................................................................................................................3
1.3. Numbers & facts..........................................................................................................................5
1.4. 4 + 1 functies van retail................................................................................................................6
1.4.1. Wachttijd..............................................................................................................................6
1.4.2. Locatie..................................................................................................................................6
1.4.3. Hoeveelheid..........................................................................................................................7
1.4.4. Keuzemogelijkheid................................................................................................................7
1.4.5. Going the extra mile.............................................................................................................7
2. Categorisatie.......................................................................................................................................8
2.1. Retail............................................................................................................................................8
2.2. Product........................................................................................................................................9
2.3. Distributie..................................................................................................................................10
2.3.1. Intensiteit............................................................................................................................10
2.3.2. Evaluatie.............................................................................................................................10
3. De 4 p’s.............................................................................................................................................11
3.1. Product assortiment..................................................................................................................12
3.1.1. Algemeen............................................................................................................................12
3.1.2. Categorie management......................................................................................................13
3.1.3. Merksoorten en private labels............................................................................................17
3.2. Prijs............................................................................................................................................19
3.2.1. Positioneringsmatrix...........................................................................................................19
3.2.2. Prijsstrategie.......................................................................................................................19
3.2.3. Prijs en e-commerce...........................................................................................................20
3.3. Plaats.........................................................................................................................................20
3.3.1. Locatie................................................................................................................................20
3.3.2. Op basis van de doelgroep..................................................................................................21
3.4. Presentatie................................................................................................................................21
3.4.1. Winkelpresentatie..............................................................................................................21
3.4.2. In-store promotion.............................................................................................................24
4. Trends in retail..................................................................................................................................25

1

, 4.1. DNA Model................................................................................................................................25
4.2. Trends........................................................................................................................................27
4.3. Impact........................................................................................................................................31
5. Sustainability....................................................................................................................................32
5.1. De kloof.....................................................................................................................................33
5.2. Voedselverspilling......................................................................................................................33
5.3. Campagnes................................................................................................................................33
6. Retail strategie..................................................................................................................................34
Aldi retail gastspreker...........................................................................................................................35
1. Aldi België/Luxemburg..................................................................................................................35
2. MarCom structuur........................................................................................................................35
3. ALDI, altijd slim.............................................................................................................................36
4. MarCom plan................................................................................................................................36
5. Best practice: case campagne.......................................................................................................36

2

,1. Het retail landschap
1.1. Het concept
1.1.1. Definitie van retail
Definitie retail: alle activiteiten van bedrijven en organisaties die zich richten tot het direct leveren
van goederen, diensten en informatie aan eindconsumenten. De consumenten betalen dit met hun
netto-inkomen.

Retail: Primark, Dille & Kamille …

Online retail: Zalando, H&M

Omni retail: Coolblue

Restaurant retail: het is retail maar detailhandel (ondanks dat het eindconsumenten zijn die betalen
met netto-inkomen).

Hello Fresh: is retailer

1.1.2. Het concept retail
Retail is NIET hetzelfde als detailhandel

Verschil: retail kan ook de aankoop van een dienst zijn, detailhandel gaat altijd over iets materieel.
Vb. kapper is retail, maar geen detailhandel (als je bij kapper shampoo koopt, wel detailhandel)

Alle detailhandelaars zijn retailers, maar niet alle retailers zijn detailhandelaars

In de retail geldt spel van vraag & aanbod (vraag < aanbod => vraag omhoog proberen krijgen zodat
ze meer kopen = retail marketing, door prijzen te laten zakken en omgekeerd)

1.2. De supply chain

Bedrijfskolom = supply chain

De opeenvolgende stappen die een product doormaakt, voordat het bij de klant is.

Alle schakels die waarde toevoegen in het proces van oerproduct naar consument: toegevoegde
waarde.

2 stromen: geldstroom en goederenstroom

Bij recyclage: tweede kortere bedrijfskolom (want producten gaan terug naar producent, al dan niet
voor geld)

Voorbeeld supply chain van tomaat
 Oerproduct: zaad om tomaten te planten
 Handelsbedrijf: boer
 Producent van halffabrikaten: is er niet bij tomaten
 Producent van eindproducten: is er niet bij tomaten
 Groothandel: groentenveiling, Alcro
 Detailhandel: Albert Heijn, Colruyt, marktkramers
 Consument: mensen die naar winkels gaan

3

, Bewegingen in de supply chain:
 Integratie : supply chain wordt korter
 Voorwaartse integratie: fabrikant wordt retailer bv. Levi’s, Lush
 Achterwaartse integratie: retailer is ook leverancier bv. HEMA, IKEA (private label)
 Differentiatie: supply chain wordt langer (insourcen)
 Parallellisatie: supply chain wordt breder (extra aanbod)
 Specialisatie: supply chain wordt smaller (minder aanbod maar meer expertise)

Specialisatie

Differentiatie

4

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