Achieving Success at the Shelf

321 views

Published on

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
321
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Achieving Success at the Shelf

  1. 1. Achieving Success at the Shelf
  2. 2. Welcome & Housekeeping• Attendees are in “Listen-Only” Mode• Type your Questions or Technical Difficulties into the “Chat Box” on the Left Hand Side of the Screen• You Must Dial-in by Phone to Hear Today’s Conversation: (866) 740-1260 Code: 3547026
  3. 3. Meet Today’s Presenters Laura Smith Michael CrossDirector of Customer Relations Product Marketing Manager
  4. 4. Success at the Shelf Consumer Segments Shopper’s Attitudes & Behaviors Channel Evolution Be More Strategic with Trade Spend Analyzing and Acting
  5. 5. Consumer Segments Silent Generation Pre 1945 Generation Baby Z Boomers 1990s Your Go 1946-1964 To Market Plan Generation Millennials X 1980s-2000s 1960s-1980s
  6. 6. Consumer Segments Silent Generation Pre 1945 Ethnicity Baby Generation Boomers Z 1946-1964 1990s Your Go Male To Market Female Plan Generation Millennials Geography X 1980s-2000s 1960s-1980s
  7. 7. There is a lot of Money Up for Grabs Silent Generation Pre 1945 Generation Baby Z Boomers 1990s Your Go 1946-1964 To Market Plan Generation Millennials X 1980s-2000s 1960s-1980s
  8. 8. Consumer SegmentsShopper’s Attitudes & Behaviors Channel EvolutionBe More Strategic with Trade Spend Analyzing and Acting
  9. 9. Today’s Shopper: Shopping Attitudes• Price Sensitive, But Selectively Willing to Pay More• More Health Conscience• Wants Solutions, Not Products• Convenience is Key• Local, Fresh, Ethnic• Made in the U.S.A.• Luxury for Less• Technology is an Enabler• Value is King
  10. 10. Today’s Shopper: Smart Living• Create “Consideration Sets”• Less Brand Loyalty• Search for Quality Within Price Range• Allocate Spend• Turn to Technology & Social Media for Help• Plan in Advance• Less Channel Loyalty• Online is Fine
  11. 11. Packaging User In store feature & Circulars Group On experience display Preferred products Label readingLoyalty programs Blogs Newspaper ads FacebookSamples & trial sizes Healthy choices Digital ads Helping the Targeted email Smart Living needy Mobile coupons Word of mouth Sale price Environment friendly Family favoriteExtreme or normalcouponing Television BOGOs Twitter programming TV & radio YouTube Comparing advertising Every day low price prices Rebates
  12. 12. Consumer SegmentsShopper’s Attitudes & Behaviors Channel EvolutionBe More Strategic with Trade Spend Analyzing and Acting
  13. 13. Evolution of the Retail Shelf
  14. 14. Evolution of the Retail Shelf
  15. 15. Evolution of the Retail Shelf
  16. 16. Evolution of the Retail Shelf
  17. 17. Think of the Permutations Product + Segments + Retailer Options
  18. 18. Think of the Permutations
  19. 19. Consumer SegmentsShopper’s Attitudes & Behaviors Channel EvolutionBe More Strategic with Trade Spend Analyzing and Acting
  20. 20. Negotiate Slotting & Fees• Convince Retailers to Covert Slotting, Fines and Fees into other Trade Spend Activity• Be Prepared to Show Retailers the Lift They Should Receive• Tie as Closely into the Retailer’s Strategies as Possible
  21. 21. Buy into Loyalty Programs: Fuel Perks• Shoppers View Loyalty Programs as a Means to a Better Price• Fuel Perks May Have Greatest Appeal of All• Fuel Discounts are Viewed as Being “Worth More” than Price Discounts
  22. 22. Buy into Loyalty Programs: Fuel Perks
  23. 23. Develop a Targeted Strategy for Displays• Create Displays that Grab Attention• Consider Building Around a Theme• Build in Sale Price• Research Retailers: Who has the Space & the Best Placement Options• Measure Your Success!
  24. 24. Place More Emphasis on Scan Deals• Know Savings Will Go to the Consumer• Only Spend on What You Sell• Encourage Tighter Forecasting• Easily Executable
  25. 25. Align TPM Tactics & Marketing Activities
  26. 26. Align TPM Tactics & Marketing Activities Alignment!
  27. 27. Remember the Retail Experience Varies!• Center Shelf vs. Perimeter• Aisle Size• New Product Availability• Breadth of Selection• Fresh & Local• Subject Matter Experts• Entertainment
  28. 28. Understand Position Vs. Private Label• Quality• User Segments• Pricing• Purchase Frequency
  29. 29. Consumer Segments Shopper’s Attitudes & Behaviors Channel EvolutionBe More Strategic with your Trade Spend Analyzing and Acting
  30. 30. Analysis is Needed on Different Levels
  31. 31. Analysis is Needed on Different Levels Sales Spend Planning Profitability
  32. 32. Analysis is Needed on Different Levels Sales  Promotion Spend  Age Trial Balance Planning  Deductions & Charge-Backs Profitability
  33. 33. Analysis is Needed on Different Levels Sales  Promotion Spend  Age Trial Balance Planning  Deductions & Charge-Backs Profitability  Dashboard  Customized Analysis
  34. 34. Accurate Data, Real-Time Information andIntegration into ERP and Demand Planning is Becoming a MUST!
  35. 35. Enabling Analysis: TPM Tools Technology is Needed to Take us to the Next Level.
  36. 36. Enabling Analysis: TPM Tools
  37. 37. Enabling Analysis: TPM Tools• Software-as-a-Service Means a Solution For Manufacturers of All Sizes• No Upfront Costs or Ongoing Maintenance• Intuitive & User-Friendly• Modular – It Grows With You
  38. 38. Enabling Analysis: TPM Tools Your TPM System
  39. 39. TPM Central Repository Trade Promotion Demand Planning OptimizationERP Financials TradeInsight SaaS Sales Planning Sales Forecasting Promotion Execution Deduction Reconciliation Analytics, Dashboards & Reports Retail Distributor Syndicated Consumption Data Data Data
  40. 40. Let’s Take Some Questions!
  41. 41. Next Up In The “CPG Online Learning Series”
  42. 42. Thank You & Connect With TradeInsight • Follow us on Twitter: @Tradeinsight • Join our LinkedIn Group: TPM - Secret to Success • Like us on Facebook

×