Slide 1: Trade Marketing
Trade Marketing Rodolfo Chung Trade Marketing Director
Slide 2: Connection with Strategy
Connection with Strategy
Slide 3: Personal Introduction
Rodolfo Chung MBA Harvard Business School 2007 Bachelor Business Admin. University of Sao Paulo-USP 2000 Hire date GMT Brazil 2002, in APAC since 2007. Working ‘Wele=js{e))) APAC Headquarters, Shanghai, China Trade Marketing Director Brazil: 2002-2003 PPM Specialist 2003-2004 Consumer Insights 2004-
Slide 4: Chinese shoppers are not loyal to beer brands
In China, decisions are made inside the POC – Point of Connection Chinese shoppers are not loyal to beer brands. They care about brands but are switchers inside a basket of considered brands Therefore, they don’t leave home with a brand in mind… 66% of shoppers decide inside the POC! How to influenc
Slide 5: The battle for Shoppers inside the POC in China is complex
The battle for Shoppers inside the POC in China is complex. It can be won through multiple ingredients. Impacting Consumer’s Decision in the POC Brand Visibility Promoter team Availability Right Portfolio Retailer Push Consumer Promotions
Slide 6: Centralization of Trade Capabilities driving efficiency and competitive advantage
Since 2011, centralization of Trade Capabilities are driving efficiency and building a competitive advantage for ABI China Through Centralized Approach: Launch of 61% Innovation pipeline Discipline on Shopper Insights 14% National Consumer Promo Execution Machine Game Plan Campaigns Centralized Benc
Slide 7: The 5 pillars of a Trade Program
“Trade Program” is how we pack solutions that address the insights of Trade and Shoppers. 5 pillars of a Trade Program A Selected POCs C Channel B Clear ABI Volume Clear POC Benefits E Location Benefits Tracking D Branding Upgraded ambience SKU mix (trade up) Consumer of Results Guaran
Slide 8: Standardized approach to ideate, screen and scale-up Trade Programs
We have a standardized approach to ideate, screen and scale-up Trade Programs.
Slide 9: Trade Program is a long-term platform
“Trade Program” is a long-term platform. We need to constantly identify and close gaps, refresh client base, stimulate excellence
Slide 10: China Trade Solution Roadmap - Out of Home
China Trade Solution Roadmap - Out of Home Hyper/Super Formal KTV Western Bar Casual KTV Nightlife Modern Trade Convenience Stores Bar Dancing Club Traditional Liquor Store A Chinese Restaurants C Chinese Restaurants B Chinese Restaurants D Chinese Restaurants Traditional Trade Restaurants LDA Food
Slide 11: Example of Proven Solution: UP Trade Program
Example of Proven Solution: “UP Trade Program” rationalize investments where decisions are made.
Slide 12: Example of Solution being scaled-up: DaPaidang Fun
Example of Solution being scaled-up: DaPaidang Fun is key to owning the summer Show Mini-Rig (Live Band) Duo Singer + SPR Basic Execution
Slide 13: Innovative Programs: A pipeline of trade solutions
Innovative Programs: A pipeline of trade solutions based on latest channel trends and shopper insights. Hot Pot Focus KTV 2.0 Hapiwifi POC Manager Engagement Clubs Party at Home
Slide 14: We will see some of these Trade Solutions in the market soon
We will see some of these Trade Solutions in the market soon...