METRO Cash & Carry Russia Member of METRO Cash&Carry RUSSIA: от маркетинга продукта к маркетингу клиента Анастасия Ласка Директор по маркетингу и работе с клиентами 26, 27 и 28 октября 2011 г. X ЮБИЛЕЙНЫЙ БИЗНЕС-ФОРУМ TOP Marketing Management Москва, Holiday Inn, Lesnaya

METRO Cash & Carry Russia Member of Page 2 От маркетинга продукта к маркетингу клиента

METRO Cash & Carry Russia Member of Target Group Management – создание индивидуальных бизнес решений для целевых групп клиентов  I receive best prices on most relevant products for my business  I have a full range of professional assortment, guaranteed safety and quality of goods  I get value added services & expertise on development of my business HoReCa  I receive consistent stable assortment and reliable price  I find full assortment range for my business in one place  I get full business solution – TS&P  I get a fast and easy access to an array of professional solutions covering the majority of my general business needs  Products I need are always available in one place in needed quantity  Convenient way to order and purchasing Магазины Продукты Офисы и Сервисы

METRO Cash & Carry Russia Member of Page 4 Составляющие бизнес-решений для целевых групп клиентов Сегментация и приоритеты Коммуникация Построение ассортимента Ценовая политика Дополнительные сервисы  Concentration on Restaurants (national, Italian, Asian cuisine) and canteens  Focus on A/B customers  Roll out Key Account Management in MOW and SPB  Split Core Assortment for sub-CTGs  Regionalization of Core Assortment  OB focus (HS, Rioba)  Improvement of regular price monitoring vs. wholesalers  KVI pricing  Implementation of price fixation (HO, Store)  Delivery (assortment, pricing, terms)  Master-classes (including OB)  Customer center (Q4 2011)  HRC MetroMail  Gastro Catalog  Metro Expo + prof. expos  Improvement of direct communication