- Количество слайдов: 16
TURKU, FINLAND 2/12/2018 THINK FINLAND Juhana Lounela 1 Turku Univercity of Applied Sciences
Information on Finland Webpages on Turku and Finland • Turku and St Petersburg are twin cities since 1953 • Turku http: //www. visitturku. fi/en and at New York Times on 6 October 2010 (cultural capital year) http: //travel. nytimes. com/2010/10/10/travel/10 Turku. html • Helsinki http: //www. visithelsinki. fi/en • Visit Finland http: //www. visitfinland. com/ and visit Turku www. visitturku. fi • Finniah country brand report http: //www. maabrandi. fi/wpcontent/uploads/2011/06/TS_Report_EN. pdf • Fact book ”Doing business in Finland” http: //www. investinfinland. fi/uploaded/files/Finland_Investment_Guide. pdf • Stb. UME and TUAS has contract on double degree PLS, note that there is tourist information on Finland (www. visitturku. fi / visithelsinki. fi etc. ) 2/12/2018 2
Juhana Lounela Porffolio /assortment management – consumer understanding and category management www. tuas. fi
Juhana Lounela Resume International project management • three-year expat experience in Central Asia, Caucasus, Russia and South-East Asia • international marketing research and consulting projects Strategic issues of retailing in Finland emerging markets Market analysis and marketing research Category management (ECR demand side issues) • consumer insight and decision making hierarchies • assortment strategies / consumer driven assortment EBRD (European Bank for Reconsruction and Development), Specialist 12/2014 Senior lecturer at TUAS 9/2008 - Freelance consultant and post graduate Dr. student 12/2006 - till now The first arcticle published at IJRDM "Retailer supply chain capability assessment in Russia“, 39, (2011) Leaf Oy, Turku, Finland, Marketing Research Manager 8/2000 -12/2006 Leaf Oy , Caucasus, Russia and South East Asia 10/1997 - 8/2000 Earlier postitions: IOM, associate expert in Kirgisia and Taloustutkimus, project manager and entrepreneur Novest Consulting Oy
Content: Fri 25 March and 28 March, 2016 • Introduction to the topic • managing brand portfolios and understanding consumers • defining the business/ category/ segment • Homework for Monday: observe, find out infromation and analyse at retail some catogories – alone of or with your class mates (during the weekend/ I do it as well) your findings / ideas – let’s hare and work further • some cases (Victoria, Yarmarka and Angry Birds) – at what categories AB can be found? What? Position? Where at store… - take photoes/ make notes! • at the end you are able to analyse and define categories
Company training level: After training, all KAMs BUT you at this point understanding… know how to build the product category (and segment) ( …приобрели знания по формированию категории и) = what/how able to prepare commercial conditions for chains (подготовке коммерческих условий для сети) = formulate would be able to convinced trade parner/ category manager (чем убеждать категорийного менеджера) = communication (+ use of market data and information including surveys)
Structure of the session summary and learnings Consumer under standing and assorment at retail - tools and viewpoints Retail marketing and Category Management - consultancy cases + terminology - exercise Branding and managing brand porffolios; marketing research on managing brand portfolios + exercise
CM exercise – discussion on Monday Example on shelves: General comment on placing? • + • -What is logic behind? What else? How would you improve? Why? What could be producers/distributers behind?
One picture from Stockholm - food is local, brand international How could you organize this shelve? By …
One picture from Stockholm - food is local, brand international and Ica week 12/16 still waiting launch…
One picture on tooth care Finnish Citymarket / large hypermarket How could you organize this shelve? By … What kind of options?
An other from Citymarket / kids segment – why separate segment? age brand price (piece/kg) quality thema pic pack size pack type origin …. How could you organize this shelve? By … What kind of options?
Useful link to the book as promised Here is very useful guide for those EIGHT steps and building the category at retail http: //www. gs 1 belu. org/sites/default/files/publicati ons/files/essential_guide_daytoday_catman. pdf And the name of the books is ”The Essential Guide to Day Category Management”
Managing brand extensions (From hand-outs of Kapferer) (compare model of Ansoff of line/market extensions impact to how business relationships are managed Why brand extensions are necessary? 1. The rise of advertising costs reduction of brand portfolios migrate the products under other brands (managing small brands expensive) 2. Benefits to one single product 3. Some categories declining boost growth 4. Feed new values in the brand (like Coca-Cola plus) 5. To own a concept by multiplying the products (like Nivea, Danone, Nestle, Bic…) http: //www. schwitzke-partner. com/index. php? id=471&L=1 (Nivea)
Before any brand/company extension should be known brand’s identity What physical facets belong to its identity? What the present brand attributes? What are consumer benefits? What core values? What name could new product/service receive?
Directly related with NPD – other indirectly or concerns on brand/ categ Launch card – trade point for managing novelties (used at some categories in Finland)