studiu de caz: intrarea auchan in romania
TRANSCRIPT
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MGV DISTRI-HIPER S.A.
Marketingul in relatia cu furnizorii.
Studiu de caz: Intrarea Auchan in Romania
Tiberiu Danetiu
director marketing Auchan Romania
12 oct 2006
MGV DISTRI-HIPER S.A.
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MGV DISTRI-HIPER S.A.Grupul Auchan
Grupul Auchan este unul dintre cei mai importanti retaileri din lume.
Cifre cheie
11 tari, 3 continente
175 000 angajati
41 miliarde Euro cifra de afaceri in 2005
1,13 miliarde clienti in 2005
365 hipermarketuri
654 supermarketuri
307 centre comerciale Immochan
Banca Accord
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MGV DISTRI-HIPER S.A.Grupul Auchan
Tarile Auchan:357 hipermarketuri, 646 supermarketuri
FRANTAHipermarketuri Auchan: 120Supermarketuri ATAC: 272
SPANIAHipermarketuri Alcampo :46Supermarketuri Sabeco: 123
MAROCHipermarketuri Marjane: 12Supermarketuri Acima: 20
ITALIAHipermarketuri Auchan : 42Supermarketuri SMA si Cityper : 218
PORTUGALIAHipermarketuri Jumbo : 17
LUXEMBURGHipermarketuriAuchan: 1
POLONIAHipermarketuri Auchan: 19
Supermarketuri Eléa: 14
UNGARIAHipermarketuri Auchan:10
CHINAHipermarketuri Auchan: 13
TAIWANHipermarketuri RT Mart : 19
RUSIAHipermarketuri Auchan:7 Supermarketuri Atak: 2
ROMANIAHipermarket 1: 2006
Tarile Auchan: 365 hipermarketuri, 654 supermarketuri
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MGV DISTRI-HIPER S.A.Auchan – Proiectul pentru Romania
Ritm mediu de dezvoltare :
2 magazine pe an
Hipermarketuri in :
Bucuresti
si in orasele importantedin tara
Politica de expansiune rapida si sustinuta
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MGV DISTRI-HIPER S.A.Proiectul pentru Romania
40 milioane investitie
16 000 m2 suprafata de vanzare
80 case de marcat
3 200 locuri de parcare
60 000 produse
Primul hipermarket:AUCHAN TITAN – noiembrie 2006, Bucuresti
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MGV DISTRI-HIPER S.A.Proiectul pentru Romania
40 milioane investitie
14 000 m2 suprafata de vanzare
80 case de marcat
1 800 locuri de parcare
60 000 produse
Al doilea hipermarket in Bucuresti:AUCHAN BERCENI – 2007
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MGV DISTRI-HIPER S.A.
Studiu de caz:Primul contact Auchan
cu furnizorii din Romania
MGV DISTRI-HIPER S.A.
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MGV DISTRI-HIPER S.A.
1. Sa construim impreuna relatii loiale si durabile.
2. Sa respectam reciproc angajamentele.
3. Sa realizam o selectie obiectiva a furnizorilor.
4. Sa ne integram in economia romaneasca, princrearea de parteneriate stabile cu intreprinderilelocale.
5. Sa gasim impreuna cu viitori nostri parteneri de afaceri cele mai bune raspunsuri la asteptarileclientilor.
Principiile de colaborare Auchan.
Ne propunem :
Auchan Romania –Politica de Achizitii
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MGV DISTRI-HIPER S.A.
1. Creare notorietate pentru Auchan
2. Constructie de imagine
3. Comunicare informatii legate de parteneriat
4. Activare interes furnizori
5. Initiere contact
6. Standardizare si eficientizare proces relationare, negociere si selectie furnizori
Obiective de marketing
Campania de marketing
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MGV DISTRI-HIPER S.A.
actiuni PR anterior si in perioada campaniei : articole, interviuri
direct mailing
site web corporate
sectiune web dedicata furnizorilor
eveniment intalnire
brosura corporate
comunicare directa cu furnizorii cunoscuti
Instrumente
Campania de marketing
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MGV DISTRI-HIPER S.A.
Actiuni PR anterior si in perioada campaniei : articole, interviuri
Actiuni PR
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MGV DISTRI-HIPER S.A.
Premise:
Marea intalnire cu furnizorii
toti furnizorii sunt importantitransparentaadresare directacomunicare rapida si relationare imediataeveniment festiv
noutate in abordare:
intalnire tip conferinta + cocktail
Actiune:
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MGV DISTRI-HIPER S.A.
Baza de companii
Direct mailing
1449 companii invitate
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MGV DISTRI-HIPER S.A.Direct mailing
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MGV DISTRI-HIPER S.A.Marea intalnire cu furnizorii
cca. 1000 companii participante
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MGV DISTRI-HIPER S.A.Brosura corporate
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MGV DISTRI-HIPER S.A.
Auchan Romania –website general
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MGV DISTRI-HIPER S.A.
Auchan Romania –website furnizori
Acces securizat.
www.furnizori.auchan.ro
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MGV DISTRI-HIPER S.A.
Auchan Romania –Site furnizori
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MGV DISTRI-HIPER S.A.
Recontact pentru relansare inscriere pe site
Direct post-emailing
Firmele care au venit la intalnirea din 12 dec 2005
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MGV DISTRI-HIPER S.A.
Recontact
Relansare contact baza neactivata
Firmele care nu au venit la intalnirea din 12 dec 2005/nu au lasat carti de vizita /nu au adresa de email nominala
contact director vanzari
informare
invitatie inscriere pe site
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MGV DISTRI-HIPER S.A.Inscrierea pe site Auchan furnizori
Reticenta a furnizorilor la acest tip de procedura.procedura de inscriere a fost considerata dificila
se credea ca o astfel de procedura dureaza prea mult
in multe cazuri a fost uitata parola de inscriere, etc.
Toate acestea au fost usor depasite, avand in permanenta asistenta din partea info Auchan atat prin email cat si prin telefon.
Destul de repede a fost inteles ca inscrierea pe site este o procedura standard, destinata tuturor furnizorilor.
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MGV DISTRI-HIPER S.A.Eficienta
Obiectivele campaniei, de informare si initiere relationare, au fost atinse.
Auchan multumeste furnizorilor parteneri pentru incredere si cooperare si pentru eforturile facute in directia oferirii unor conditii mai bune clientilor.
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MGV DISTRI-HIPER S.A.
Va multumesc !