Laska
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This document discusses Metro Cash & Carry Russia's shift from product marketing to customer marketing. It outlines Metro's target group management strategy of creating individual business solutions for key customer groups like HoReCa, retail stores, offices, and services. The key components of these business solutions include customer segmentation and priorities, assortment building, pricing policies, and additional services. Communication approaches like mailings, catalogs, expos, and customer centers are also mentioned.
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Laska
- 1. METRO Cash&Carry RUSSIA: 仂 仄舒从亠亳仆亞舒 仗仂亟从舒 从 仄舒从亠亳仆亞 从仍亳亠仆舒 仆舒舒亳 舒从舒 亳亠从仂 仗仂 仄舒从亠亳仆亞 亳 舒弍仂亠 从仍亳亠仆舒仄亳 26, 27 亳 28 仂从磡 2011 亞. X 豫乘 弌-个丕 TOP Marketing Management 仂从于舒, Holiday Inn, Lesnaya www.MarketingOne.ru METRO Cash & Carry Russia Member of
- 2. 仄舒从亠亳仆亞舒 仗仂亟从舒 从 仄舒从亠亳仆亞 从仍亳亠仆舒 METRO Cash & Carry Russia Page 2 Member of
- 3. Target Group Management 仂亰亟舒仆亳亠 亳仆亟亳于亳亟舒仍仆 弍亳亰仆亠 亠亠仆亳亶 亟仍 亠仍亠于 亞仗仗 从仍亳亠仆仂于 HoReCa 舒亞舒亰亳仆 仂亟从 亳 亳 弌亠于亳 I receive best prices on most I receive consistent stable I get a fast and easy access to relevant products for my business assortment and reliable price an array of professional I have a full range of professional I find full assortment range for solutions covering the majority assortment, guaranteed safety my business in one place of my general business needs and quality of goods I get full business solution Products I need are always I get value added services & TS&P available in one place in expertise on development of my needed quantity business Convenient way to order and purchasing METRO Cash & Carry Russia Member of
- 4. 弌仂舒于仍ﾑ亳亠 弍亳亰仆亠-亠亠仆亳亶 亟仍 亠仍亠于 亞仗仗 从仍亳亠仆仂于 弌亠亞仄亠仆舒亳 亳 仂仂亠仆亳亠 丶亠仆仂于舒 仂仗仂仍仆亳亠仍仆亠 仂仄仄仆亳从舒亳 仗亳仂亳亠 舒仂亳仄亠仆舒 仗仂仍亳亳从舒 亠于亳 Concentration on Split Core Improvement Delivery HRC MetroMail Restaurants Assortment of regular price (assortment, (national, Italian, for sub-CTGs monitoring pricing, terms) Gastro Catalog Asian cuisine) vs. wholesalers Regionalization Master-classes Metro Expo and canteens of Core Assortment KVI pricing (including OB) + prof. expos Focus on OB focus (HS, Rioba) Implementation Customer center Improvement of A/B customers of price fixation (Q4 2011) direct Roll out Key (HO, Store) communication Account Management in MOW and SPB METRO Cash & Carry Russia Page 4 Member of