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Supermarketurile Trecut (-0,3%), Impact Venit Din Zona City Și Alte Trei Locații Profi Loco

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Supermarketurile Trecut (-0,3%), Impact Venit Din Zona City Și Alte Trei Locații Profi Loco Nr. 249 | Septembrie 2020 Interviul lunii Idris Can Pladis Global Subiectul lunii Provocările economice ale unei crize sanitare Focus| Produse tartinabile Grăsimi și lactate tartinabile, o piață netopită de criză Antreprenoriat Agrosemcu Tendințe Resetarea comportamentului de consum revistaprogresiv.ro Septembrie 2020 Cuprins 10 24 54 Actualitate Antreprenoriat ȘTIRI INTERNE 6 Alexandru și Bogdan Semcu | Agrosemcu Povestea unei afaceri „dospite” în familie 42 SUBIECTUL LUNII Provocările economice ale unei crize sanitare 10 Strategii de piață Georgiana Mutu | Râureni „Ne propunem să devenim un brand lider Interviul lunii pe cât mai multe categorii” 46 Idris Can | Pladis Global „Intenționăm să devenim un jucător important pe Analize segmentul biscuiților cu ingrediente sănătoase” 14 FOCUS | Categorie Grăsimi și lactate tartinabile, o piață netopită de criză 48 Retail CONSUMATOR MAGAZINUL ONLINE | DelGreen Tehnologia, tot mai întâlnită în rutina zilnică de îngrijire orală 54 Un business pentru care pandemia a reprezentat rampa de lansare 20 CONCEPT LOCAL | Very&So CSR & Sustenabilitate Rădăcini sustenabile în România prin branduri Bonteria Very&So, concept local by Carrefour 24 cu misiune socială 56 TEHNOLOGII ÎN RETAIL Tendințe Transformarea experienței consumatorului într-un joc 28 Resetarea comportamentului de consum 58 Branding corner Știri externe 62 Brandul, investiție pe viață 30 Profil Gyuri Eperjessy | PepsiCo Shopping basket 36 Un manager cu vânzările în ADN 64 Produse noi 66 Promoții/Campanii/Lansări 40 6 | Septembrie 2020 Editorial Editor Coordonator Simona Popa O evoluție accelerată, [email protected] Senior Editor Fulvia Meiroșu dar nu forțată [email protected] Senior Editor Bogdan Angheluță eisajul economic de astăzi [email protected] arată minusuri importante Advertising Sales Director în ceea ce privește consu- Cristina Guță mul, cu un impact direct [email protected] asupra industriei de retail. În ceea ce privește canalele de vânza- Media Sales Manager P Ruxandra Petrea re, acestea au obținut rezultate mixte. [email protected] Aflat oricum pe un trend pozitiv, onli- ne-ul s-a transformat într-o plasă de Media Sales Manager siguranță atât pentru consumatori, cât Adriana Marinescu [email protected] și pentru retaileri. Este online-ul sinonim cu digitalizarea? Production Manager Auzim din ce în ce mai des în mediul de Iulian König [email protected] afaceri sintagma „digitalizare forțată a companiilor” și recunosc că este una cu Foto care nu sunt de acord. Poate fi valabil în Tudor Vintiloiu cazul anumitor instituții, sigur, dar este Faptul că unii retaileri au in- [email protected] nedrept față de corporații și mai ales față vestit în canalele de vânzare Corectură de retaileri să spui că pandemia i-a obli- Alexandra Crivăț gat cumva să digitalizeze procesele. Spun online sau că au lansat aplicații Marketing & Events Manager asta pentru că aceste companii erau prin care poți comanda produ- Alexandru Năstase deja digitalizate. Faptul că unii retaileri [email protected] au investit în canalele de vânzare online se direct de pe telefon este o Juridic sau că au lansat aplicații prin care poți adaptare la situația actuală și Av. Bogdan Lache comanda produse direct de pe telefon este o adaptare la situația actuală și nu o digitalizare propriu-zisă. Manager distribuție Simona Dumitrescu nu o digitalizare propriu-zisă. Mai mult, [email protected] digitalizarea retailului nu se referă numai la serviciile disponibile clienților, ci și la Pre-press & Tipar EDS România o sumedenie de procese aflate în zona logistică, care ajută compania să obțină Executive Director rezultatele scontate. Raluca Mihaela Cănescu Evoluția este una impresionantă. Cifrele [email protected] arată că anul 2020 va aduce creșteri Managing Director de peste 25% ale vânzărilor online din Nicoleta Mărășescu România. Tot aici trebuie punctat și faptul [email protected] că online-ul a fost, fără doar și poate, un Publisher factor determinant în limitarea numărului John Whitbread de infectări și, implicit, limitarea impac- Bogdan Angheluță tului asupra economiei. Senior Editor ©Trade Media Solutions srl În aceste condiții, adevărata schimba- re va începe însă abia acum, pentru că ISSN 1454-5810 acest comportament al consumatorilor, Progresiv este o revistă lunară gratuită, destinată în speță reducerea numărului de vizite în comercianților de produse alimentare și nealimentare magazin în detrimentul canalelor online din România. Editorul își rezervă dreptul de a determi- na categoriile de cititori care primesc revista gratuit. se va manifesta și în perioada următoare, Nicio parte a revistei nu poate fi reprodusă sau trans- iar asta îi va forța pe retaileri și în special misă în orice formă sau pe orice dispozitiv electronic sau mecanic, inclusiv fotografiere, înregistrare sau pe oamenii din zona de marketing să informație înmagazinată sau prin sistemul de redare, fără acordul scris al editorului. găsească metode prin care să înlocuiască promoțiile in-store cu unele destinate Trade Media Solutions srl zonei online. Este o evoluție normală, Strada General David Praporgescu, nr. 1, et. 2, sector 2, cod 020965, București. așteptată, care a fost însă accelerată de Tel.: +40 21 315.90.31; pandemia de COVID-19. O situație în care www.revistaprogresiv.ro E-mail: [email protected] „forțat” se potrivește mai bine decât în cazul amintit mai sus. ç revistaprogresiv.ro | 7 Actualitate Adrian Ariciu, noul CEO Metro Kaufland, o rețea Cash&Carry România de 133 de magazine Metro Cash & Carry România va avea un nou Kaufland România s-a extins în director executiv începând cu 1 octombrie nordul țării cu un nou hypermar- 2020. Adrian Ariciu va ocupa funcția de Chief ket deschis în orașul Botoșani, Executive Officer, preluând atribuțiile lui ajungând astfel la o rețea de 133 Roland Ruffing, cel care s-a aflat în această de magazine la nivel național. poziție executivă în ultimii patru ani. Adrian Noul magazin, a doua locație Ariciu și-a început cariera în cadrul Metro din Botoșani, are o suprafață în martie 2000, în Departamentul Achiziții de vânzare de peste 3.300 mp și Mercantizare pentru Produse Alimentare, ocupând, ulterior, și o parcare de 250 de locuri. funcții precum șef al Departamentului Achiziții Alimente Uscate și Magazinul este dotat cu 8 case de șef al Departamentului de Mărci Proprii. Între 2013 și 2017, a făcut marcat standard și alte 4 case ex- parte din organizația Metro Cash & Carry Ucraina, din 2015 fiind pres, tip self-service. Anul acesta, numit Director Comercial. În octombrie 2017, Adrian Ariciu a pre- Kaufland a alocat un buget de 300 luat funcția de Director Operațiuni în cadrul Metro Cash & Carry de milioane euro pentru extinde- România, înainte de a fi numit, în iulie 2018, Director Comercial al re și remodelări. Prin deschiderea Metro Cash & Carry Rusia, cu atribuții directe în zona de manage- noului hypermarket din Botoșani, ment de categorii, prețuri, marketing și aprovizionare. compania a creat aproximativ 90 de locuri de muncă. 16 noi magazine Vânzările în retail, creștere de 6,5% deschise de Profi în iunie în luna august După o creștere de două cifre a vânzărilor în luna mai față de anul precedent (+13%), luna iunie își temperează creșterea la jumă- tate (+6,5%) față de aceeași lună a anului trecut, arată o analiză RetailZoom. Datele din luna iunie arată că acea creștere de 6,5% a fost adusă în principal de produ- sele alimentare, de altfel singurul segment cu vânzări în creștere. În cu un minus de 4,9% în iunie 2020 cazul produselor pentru întreține- Profi a deschis 16 magazine în față de 2019. rea casei a fost înregistrată pentru luna august, cinci dintre ele pe În privința canalelor de vânzare, prima dată o scădere față de anul format standard, opt pe format analiza arată că supermarketurile trecut (-0,3%), impact venit din zona City și alte trei locații Profi Loco. și minimarketurile își consolidea- vânzărilor de insecticide (-44%). Magazinele Profi în format stan- ză dinamica de creștere cu +7% în Tot în scădere au fost și vânzările dard au spații de vânzare cuprin- iunie 2019 față de aceeași lună a produselor de îngrijire personală, se între 331 mp și 592 de mp, iar anului anterior. în cazul formatelor City, suprafața de vânzare este cuprinsă între 79 de mp. Când vine vorba despre locațiile Loco, cel mai mare maga- Mega Image a deschis al doilea magazin zin deschis în luna august de că- din Oradea tre Profi se află în județul Buzău, pe strada principală a satului Mega Image se extinde pe piața din Bihor și a deschis cel de-al doilea maga- Cochirleanca. Spațiul de vânzarea zin din Oradea, la trei luni de la inaugurarea primei locații din acest oraș. Noul în cazul acestei locații se ridică la supermarket se află în Piața Ioșia, pe strada Alexandru Cazaban nr. 69, și are 247 de metri pătrați. o suprafață totală de peste 1.100 de metri pătrați. Conducerea Mega Image Conducerea Profi a anunțat că anunță totodată că pregătesc deja cel de-al treilea magazin care va fi deschis va continua extinderea rețelei în în acest oraș tot în acest an. Specific pentru Oradea, retailerul continuă par- ciuda pandemiei și va menține teneriatele cu producătorii locali pentru diferite categorii de produse precum bugetul investițiilor la 100 de panificație (Dorbob, Brutăria Mădăras, Panificație Felix), prăjituri (Scala, milioane de euro. Bunexim), ouă (Avivest) sau preparate din carne (Szekely Falat, Andromi). 8 | Septembrie 2020 Știri interne Lidl extinde rețeaua locală cu încă trei magazine Lidl România a inaugurat trei noi locații, una în orașul Gherla, județul Cluj, a doua în orașul Marghita, jude- țul Bihor și încă una în București, pe șos. Pantelimon. Magazinul Lidl din orașul Gherla înlocuiește, de fapt, o unitate situată la aceeași adresă, care a fost închisă la începutul acestui an pentru că, potrivit retailerului, nu a mai corespuns standardelor în ceea ce privește sustenabilitatea. Noul magazin Lidl din Marghita este prima unitate a retailerului din acest oraș.
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