{"id":26433,"date":"2018-05-17T10:20:31","date_gmt":"2018-05-17T10:20:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/dans-la-categorie-des-snacks-la-consommation-est-elastique-yannick-engelen-mondelez\/"},"modified":"2018-05-17T10:20:31","modified_gmt":"2018-05-17T10:20:31","slug":"dans-la-categorie-des-snacks-la-consommation-est-elastique-yannick-engelen-mondelez","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/dans-la-categorie-des-snacks-la-consommation-est-elastique-yannick-engelen-mondelez\/","title":{"rendered":"\u201cVoor snacks geldt: zien is kopen, en kopen is consumeren\u201d (Yannick Engelen, Mondelez)"},"content":{"rendered":"<p>In impulscategorie\u00ebn als koekjes en snacks komt duurzame groei niet zozeer van promoties, wel van een intelligente trademarketing-aanpak waarbij fabrikant en retailer de prioriteiten juist zetten, meent marktleider <strong>Mondelez<\/strong>.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Taart groter maken<\/h2>\n<p>\u201cSnacks zijn een groeiende categorie, en onze verwachting is dat die groei in Belgi\u00eb de komende jaren nog gaat versnellen,\u201d zegt categoriebusinessdevelopmentmanager Yannick Engelen.\u00a0\u201cWe zijn actief in sterk impulsgedreven categorie\u00ebn als koekjes, chocolade en kauwgom. De consumptie is elastisch in deze categorie\u00ebn: zien is kopen, en kopen is consumeren. De grote uitdaging is om die categorie\u00ebn verder te laten groeien voor onze klanten. We willen samen met onze retailpartners de taart groter maken. Dat is een verantwoordelijkheid die Mondelez als marktleider moet opnemen\u201d, meent\u00a0de fabrikant van merken als Milka, C\u00f4te d\u2019Or, LU, Oreo, Stimorol of Philadelphia.<\/p>\n<p>\u00a0<\/p>\n<p>Hoe maak je impulscategorie\u00ebn tot een succes op het verkooppunt? Promoties ziet de fabrikant niet langer als een duurzame groeimotor. \u201cEr is op dat vlak heel wat veranderd tegenover pakweg vijf jaar geleden. Duurzame groei komt voor ons eerder van een trademarketing-aanpak: de afdeling is gegroeid en het belang ervan neemt toe in onze beslissingsprocessen. Mondelez investeert sterk in het opvolgen van trends in shoppergedrag via kwalitatief en kwantitatief onderzoek. Daarop trachten we dan in te spelen op het moment van de aankoop. Hoe moet de ideale winkel eruit zien, het rayon, de tweede plaatsingen, de verschillende &#8217;touchpoints&#8217;? De uitvoering is enorm belangrijk in impulscategorie\u00ebn. We zetten ook in op slimmere manieren om promoties te voeren.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Bereidheid tot samenwerken<\/h2>\n<p>Belangrijk in de samenwerking tussen fabrikanten en retailers is vooral dat de neuzen in dezelfde richting staan en dat de handelspartners gelijklopende prioriteiten leggen voor de categorie. \u201cAls de retailer binnen je categorie een prioriteit maakt van groei, dan kan je echt wel mooie resultaten boeken. Openheid en bereidheid tot samenwerken zijn essentieel.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Of de digitalisering een impact heeft? \u201cInzake e-commerce zijn impulscategorie\u00ebn vaak onderontwikkeld, vergeleken met meer geplande categorie\u00ebn, maar dat hoeft daarom in de toekomst niet zo te blijven. We willen nu al de basis goed krijgen, want de komende jaren zal online zeker belangrijker worden. Hoe krijg je dat impulskarakter op een intelligente manier vertaald naar een online omgeving? Dat wordt een serieuze uitdaging voor morgen.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Engelen vertelt meer over de trade marketing aanpak bij Mondelez op het <strong>Trade &amp; Shopper Marketing Congress<\/strong> van RetailDetail en LD&amp;Co, dat plaatsvindt op 12 juni in Living Tomorrow in Vilvoorde. Het thema? &#8220;Winning at the moment of purchase&#8221;.\u00a0Meer <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">informatie over het programma vind je hier<\/a>. Bestel snel tickets, want het aantal plaatsen is beperkt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In impulscategorie\u00ebn als koekjes en snacks komt duurzame groei niet zozeer van promoties, wel van een intelligente trademarketing-aanpak waarbij fabrikant en retailer de prioriteiten juist zetten, meent marktleider Mondelez. \u00a0 Taart groter maken \u201cSnacks zijn een groeiende categorie, en onze verwachting is dat die groei in Belgi\u00eb de komende jaren nog gaat versnellen,\u201d zegt categoriebusinessdevelopmentmanager [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26431,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-26433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cVoor snacks geldt: zien is kopen, en kopen is consumeren\u201d (Yannick Engelen, Mondelez) - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"In impulscategorie\u00ebn als koekjes en snacks komt duurzame groei niet zozeer van promoties, wel van een intelligente trade marketing aanpak waarbij fabrikant en retailer de 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