APPARATO CIRCOLATORIO Rosalba Fazio - Lucio Troise Rosalba Fazio - Lucio Troise.
Presentazione a supporto video intervista Lucio Smareglia
18
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Distribuzione Verso il 2010: Ambiente, Clienti, Negozi, Struttura
Transcript of Presentazione a supporto video intervista Lucio Smareglia
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Distribuzione Verso il 2010: Distribuzione Verso il 2010: Ambiente, Clienti, Negozi, Ambiente, Clienti, Negozi,
StrutturaStruttura
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2009
Lo tsunami
t
€
2004 2005 2006 2007
Andamento dei
consumi
2008
?Tsunami Aumentano le
materie prime
2004: inattesa discontinuità2004: inattesa discontinuità
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15 ragioni che identificano la crisi strutturale...
1. Diminuzione del potere d’acquisto
2. Diminuzione della quota di reddito destinato all’alimentare
3. Aumento dell’indebitamento delle famiglie e aumento dei tassi
4. Pessimismo sull’andamento economico e sulla sicurezza del posto di lavoro
5. Alleggerimento dei pasti principali
6. Il consumo alimentare non è più status symbol
7. La spesa alimentare è una noiosa routine
8. In aumento consumo pasti fuori casa
9. La popolazione invecchia10.Single e coppie senza figli
aumentano11.Gli stranieri aumentano12.Scarsa innovazione
nell’alimentare (nuovi prodotti validi < 2%)
13.Eccesso di offerta dell’industria
14.Eccesso di superfici di vendita15.Aumenta la povertà (più di 1
italiano su 10 vive in condizioni precarie)
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La discontinuità del 2004 ci ha colti impreparati perché l’offerta...
Bassa prestazione Alta prestazione
Altoprezzo Enfasi
sullaprestazion
e
Enfasi sulprezzo
EquilibrioPrestazione-PrezzoBasso
prezzo
100
50
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Non ha seguito la domanda...
Bassa prestazione Alta prestazione
Enfasi sulla
prestazione
Enfasi sulprezzo
EquilibrioPrestazione-PrezzoBasso
prezzo
100
50
Altoprezzo
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Con un impatto non indifferente sullo “spendente” (shopper) che...
1. Sempre meno disposto a riconoscere un premio agli articoli di marca (in parecchi casi li giudica, troppo cari)
2. Diminuisce la quantità di prodotti acquistati
3. Aumenta l’acquisto di prodotti di basso prezzo
4. Aumenta la frequentazione di mercati rionali, outlet e formule discount
5. Cresce l’insofferenza verso un eccessivo uso delle attività promozionali
6. Aumenta l’apprezzamento vs formule distributive che offrono una scelta più limitata ed un prezzo basso tutti i giorni
7. Diminuisce la fedeltà verso il punto vendita
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Nuovi stilidi consumo
Nuovistili di vita
Nuovivalori
Diversificazione dei consumi
(Viaggi, Hi-tech…)
Aumento dei consumi
extradomestici
Il Food perde il proprio ruolo centrale
Meno tempo dedicato alla spesa alimentare
Salute, Freschezza, Libertà,Giusto Prezzo
Take Away, Fast Food, Bar,
Cibo etnico
Low cost, innovazione
Hard discount e negozi di
nicchia
Consumi: “Lo Spesante”
Effetti
Minacce
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SupermercatoDesiderata
Il cliente e la GDO
100%70%20%
100
75
50
Discount
150
Numero referenze trattate
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Chi è lo spendente di oggi?
• Un signore che ha una personalità plurima (Berne)• 60% di responsabile/amministratore delegato dell’azienda famiglia che ha
un budget e un bilancio cioè di uno che ha il compito di procurar da mangiare
• 20% di bambino influenzabile
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Cliente
Incrocio di flussi di clienti merci ed informazioni
GiudizioPositivo
Torna
Negativo
Non
Torna
Supply Chain
Politica commerciale
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2 Obiettivi del Distributore
Un distributore deve rispondere alle esigenze dei clienti di oggi e domani affinché:
» Siano soddisfatti» Comprino» Ritornino» Lo dicano agli amici
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Trovo tutti gli articoli che volevo
Logistica
IT•Zero Out of stock•Riordino automatizzato
•Alto grado di servizio
•Assortimento•Corrispondente alle esigenze del cliente•completo, ma non ridondante•Prodotti locali•Prodotti nuovi•Piatti pronti
•Category Management
Cosa vuole il cliente?
Cosa deve fare l’azienda?
Organizzazione e processi
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I prodotti sono freschi
e le scadenze lontane
Logistica
Organizzazione e processi
IT•Processi di riordino automatizzati
•Efficace•Cross docking •Giacenze minime•Consegne giornaliere
•Disciplina dei fornitori•Senza criticità alle interfacce tra funzioni e/o aziende•Applicazione delle norme (HACCP, tracciabilità, ecc.)
Cosa vuole il cliente?
Cosa deve fare l’azienda?
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I prodotti sono buoni,
sani, genuini e
convenienti
Logistica
Organizzazione e processi
•Mutualistica e terziarizzata•Referenze pronte alla messa a scaffale •Accesso a Factory Gate Price
Politica commerciale•Fornitori selezionati•Controllo della qualità•Assenza di sostanze nocive•Elevato rapporto qualità prezzo
•Snella•Efficiente•Marca del distributore molto conveniente!!!•Massa critica d’acquisto
Cosa vuole il cliente?
Cosa deve fare l’azienda?
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Faccio la spesa rapidamente e posso scegliere
tra prezzi differenti
IT•100% di prodotti riconosciuti alle casse•Self scanning e automatic check-out
Organizzazione e processi
•Mai code alle casse
Punto vendita•Percorso chiaro e funzionale•Facile accesso ai prodotti•Prezzi leggibili•Scala prezzi completa
Cosa vuole il cliente?
Cosa deve fare l’azienda?
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Fare la spesa è stata un esperienzaPositiva, ho pagato la cifra che avevo in mente comprando anche un capriccio
IT
Organizzazione e processi•Il Personale è:
•Gentile•Disponibile•Competente•Facilmente rintracciabile
Punto vendita•Rispetta l’ambiente •Il punto vendita è pulito e ordinato•Si vede la merce, non l’arredamento•I prodotti freschi e stagionali sono “emozionanti”•I piatti pronti sono “stuzzicanti”
•Scontrini senza errori e corrispondenti ai prezzi di scaffale
Cosa vuole il cliente?Cosa deve fare l’azienda?
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Fornitore CeDi
MerciMerci
Punti di vista molto diversi...
Chi Imposta ACQUISTI MARKETING VENDITE CATEGORY
Chi implementa VENDITE LOGISTICA PdV ADDETTI VENDITA Chi
verifica DIREZIONE
ISPETTORI
GESTORI
Il Distributore vede Il Cliente vede
PV1
PV2
PV3
PV4
PVn
…
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Un Cliente acquista 50/100 volte all’anno e 1.000 clienti acquistano 50.000/100.000 volte all’anno...
Ogni Cliente giudica ad ogni acquisto
Fornitore
CeDi
MerciMerci
Il Distributore vede
PV n123
