METRO Cash & Carry Russia Member of

METRO Cash&Carry RUSSIA: от маркетинга продукта к маркетингу клиента

Анастасия Ласка

Директор по маркетингу и работе с клиентами

26, 27 и 28 октября 2011 г.

X ЮБИЛЕЙНЫЙ БИЗНЕС-ФОРУМ TOP Marketing Management

Москва, Holiday Inn, Lesnaya

www.MarketingOne.ru

METRO Cash & Carry Russia Member of Page 2

От маркетинга продукта к маркетингу клиента

METRO Cash & Carry Russia Member of

Target Group Management – создание индивидуальных бизнес

решений для целевых групп клиентов

I receive best prices on most

relevant products for my business

I have a full range of professional

assortment, guaranteed safety

and quality of goods

I get value added services &

expertise on development of my

business

HoReCa

I receive consistent stable

assortment and reliable price

I find full assortment range for

my business in one place

I get full business solution –

TS&P

I get a fast and easy access to

an array of professional

solutions covering the majority

of my general business needs

Products I need are always

available in one place in

needed quantity

Convenient way to order and

purchasing

Магазины Продукты Офисы и Сервисы

METRO Cash & Carry Russia Member of Page 4

Составляющие бизнес-решений для целевых групп клиентов

Сегментация и

приоритетыКоммуникация

Построение

ассортимента

Ценовая

политика

Дополнительные

сервисы

Concentration on

Restaurants

(national, Italian,

Asian cuisine)

and canteens

Focus on

A/B customers

Roll out Key

Account

Management

in MOW and SPB

Split Core

Assortment

for sub-CTGs

Regionalization

of Core Assortment

OB focus (HS, Rioba)

Improvement

of regular price

monitoring

vs. wholesalers

KVI pricing

Implementation

of price fixation

(HO, Store)

Delivery

(assortment,

pricing, terms)

Master-classes

(including OB)

Customer center

(Q4 2011)

HRC MetroMail

Gastro Catalog

Metro Expo

+ prof. expos

Improvement of

direct

communication