VTD - Shopper Marketing - CMO Conference

1,526 views
1,264 views

Published on

This is my presentation on the IDG Conference regarding the Shopper Marketing

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,526
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
79
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

VTD - Shopper Marketing - CMO Conference

  1. 1. 4/25/2013 1 Shopper Marketing in Vietnam Mobile Retail 1 Vu The Du, 26 April 2013, CMO Conference Snap shot on Vietnam Retail Mobile Market • 1.5B US$ Market • 16.000.000 Units/year • 14.000 retailers • 50% by ORG stores 2
  2. 2. 4/25/2013 2 3 Content 4 What is Shopper Marketing1
  3. 3. 4/25/2013 3 Retail Marketing Revolution Wave 5 1950 1985 Today Brand Marketing Category Management Shopper Marketing (source: ECR) The Power of Shopper Now 6 Shopper Retailers Brands
  4. 4. 4/25/2013 4 Definition “Shopper Marketing is the employment of any marketing stimuli designed to build brand equity, engage the shopper, and lead her to make a purchase.” (Deloitte’s 2008 Delivering the Promise of Shopper Marketing) 8 (source: AMA) Marketing with in-store initiatives to close the deal
  5. 5. 4/25/2013 5 360 degree of shopper and consumers 9 Source: 2008 Deloitte/GMA Report: Delivering the Promise of Shopper Marketing A Path to Purchase 10 Consumer Shopper Buyer Demand Buy
  6. 6. 4/25/2013 6 A Path to Purchase Shopper Insight Consumer Insight A key channels of the path to purchase 12
  7. 7. 4/25/2013 7 13 Pre Purchase Post Purchase 14 Why is Shopper Marketing now2
  8. 8. 4/25/2013 8 Push vs Pull Strategy: Which is more effective? 15 Retailers Brands Decline in media effectiveness 16 Multi Media Platform Time shift viewing Message Overload More Demanded Consumer
  9. 9. 4/25/2013 9 Who Do You Trust? 17 25% Advertising 70% Strangers with Product experience 84% Online customer evaluation 90% Friends who used the products (Source: Edelman Trust Barometer, US Consumer survey, 2010) 18 Ad spend wasted if you don’t deliver at POS April Redmond, Visualize Shopper Marketing Seminar, 2011
  10. 10. 4/25/2013 11 Why Shopper Marketing for the Consumers 21 Shopper 22 (Source: various sources) 78% Learning new items 76% Seeking pleasure, experience, fulfillme nt 70% Shelf Decision Brand Loyal5% 26% Store Loyal 30’ Duration in store
  11. 11. 4/25/2013 12 Shopping Duration in Vietnam Mobile phone store 23 (Source: BMC Survey 2013) 24 “They may ignore media but they will always arrive at the point of purchase” (Source: Shopper Marketing Magazine)
  12. 12. 4/25/2013 13 Why Shopper Marketing for the Retailers 25 Retailers 26 • Differentiation • Shopping Experience • Loyalty • Store traffic • Private brand
  13. 13. 4/25/2013 14 Why Shopper Marketing for the Manufacturers 27 Brands • Consumer’s Demand • Competition (category, private label) • Retailers’ demand (brand identification, Less shelf space, Clean store policies) • ROI • Relationship (with retailers) 28
  14. 14. 4/25/2013 15 29 Companies engaged in successful Shopper Marketing are consistently delivering ROIs of 4-5:1 On their shopper-based initiatives - The Hub 2011 Sweet Spot in Shopper Marketing 30 Shopper BrandsRetailers Sweet Spot Motivate shopper to buy the brand Create consumer demand for the brand Motivate retailer to support the brand
  15. 15. 4/25/2013 16 Content 31 Shopper Marketing model3 Shopper Marketing Model 32 Shopper Insight Consumer Insight
  16. 16. 4/25/2013 17 PLAN Facts: Vietnam Mobile Retail Consumers 33 88% Research before buying 62% Digital research (Source: BMC Survey 2013) 78% Purchase decision made before 70’ Research duration Shopper Marketing Model: the PLAN factors 34 Online browsing (mobile web) Product brand communic ation (ATL, BTL) Previous Experience WOM Experts Blogosphere Print media, Cat alogue Opinions of friends, coll eague, famil y Direct mail from retailers, br ands Targeted coupons (loyalty cards, mail list…)
  17. 17. 4/25/2013 18 What information do you search before buying? 35 (Source: BMC Survey 2013) Zero Moment of Truth 36
  18. 18. 4/25/2013 19 Shopper Marketing Model: the PLACE factors 37 Product samples, d emo class Store specific positioning Store ambience Product Stock in Store media Store circulars, fl yers Info desks, broa dcasts, kios ks Product packaging Planogram Sales assistants, Service Price, Prom otion, gifts POS display, PO S action (events, co ntest) The 4th Place MOB Media What characteristics do you dislike most about the store? 38 Không có hàng Nhân viên bán hàng không ki n th c Không có khuy n mãi Giá trên m ng khác giá c a hàng Khuy n mãi trên m ng có c a hàng không có M t hàng nghèo nàn
  19. 19. 4/25/2013 20 What characteristics do you like the store to do? 39 Tr góp u ãi BH Nhanh chóng Thanh toán nhanh Nhân viên hi u bi t, Ân c n Khuy n mãi nhi u Trang trí hi n i Cài t ng d ng nhanh N i dung web phong phú NV không eo khách Giá h p lý D ch v t v n qua i n tho i Shopper Marketing Model: the PURCHASE factors 40 Product experience gratifica tion Mobile Aid Simpler & Strong message “Smart choice” Promotion, top selling POS display Sales Support Price check Similar Product segment Differentiate planogram
  20. 20. 4/25/2013 22 Why you don’t buy the brand you plan before in the store? 43 What the Retailers and Brands should do? 44 Shopper BrandsRetailers Sweet Spot
  21. 21. 4/25/2013 24 47 70% of promotion lose money (the Hub 2011) 48 Retailers Brands
  22. 22. 4/25/2013 25 Mutual benefits for Both Retailers and Brands Shopper Base Conversion rate Shopper trip Invoice salex x x Collaboration between Retailers and Brands 50
  23. 23. 4/25/2013 26 51 Goal & KPI conflict Lack of shopper insights Organizational conflict Trust Budget 52 Increase sales (40%) Increase sale (42%) Strengthen shopper relation (30%) Enhance brand equity (16%) Strengthen brand relation (10%) Strengthen shopper relation (13%) Strengthen retailer relation (10%) GOAL CONFLICT
  24. 24. 4/25/2013 27 53 Retailer profit (31%) Unit sale (42%) Retailer revenue (25%) Brand revenue (15%) Unit sales (13%) Retailer revenue (15%) Retailer profit (4%) KPI CONFLICT 54 What is the Shopper Marketing Strategy Model?
  25. 25. 4/25/2013 28 Shopper Marketing Strategy Model 55 Get to know yourself Get to know your market Get to know your retailer Get to know your shopper Define SM Strategy Execute & Measure 56 Shopper Marketing Strategy Model Get To know your shopper •Define required insights •Collection of internal existing data •Shopper research based on insights needed •Shopper Segmentation •... Shopper Demands, Shopper research methods, Shopper Barriers Get to know your Retailer •Retailer strategy analysis •Performance analysis •Identify key contacts •Identify key processes & way of working •... list of strategic retail partners, Category role per retailer, key priorities and opportunities Get to know your market •Competitor SWOT Analysis •Competitor portfolio assessment •Define Category Role •... Ranking of competition & products, Category role Get to know yourself •SWOT analysis •Portfolio Assessment (BCG Matric) •Product life cycle analysis •P&L analysis •... Commercial Strategy, company capabilities, Product strategy Execute & Measure •Define activities •Set action plan •Identify involved departments & key stakeholders •Set Backtimings •Identify KPI’s •... Improved business results, continuous learnings Define Shopper Marketing Strategy •Define action plan for each specific retailer based on the needs of all parties (company, retail er & shopper) involved •... Clear & Executional Shopper Marketing Strategy
  26. 26. 4/25/2013 30 For Shopper Marketing Strategy to work 59 … or heading in different direction Are you working together with your partner … … or leverage your joint potential? Are you struggling walk in your partner’ shoes … 60
  27. 27. 4/25/2013 31 Is it easy to coordinate? Mistake #1
  28. 28. 4/25/2013 32 informing communicating Mistake # 2 Mistake #3
  29. 29. 4/25/2013 33 Mistake # 4 EMOTIONS The will to change RATIONAL The recommendation to change
  30. 30. 4/25/2013 34 Speed Alignment Commitment The Tool to Get Shopper Marketing Team Work
  31. 31. 4/25/2013 35 You cannot just absorb other people¸s knowledge… Solving collaboration problem ¹It¸s not what you know, it¸s how you know it.º …you can only create your own. PROGRAMS
  32. 32. 4/25/2013 36 71 Content 72 Conclusions 4
  33. 33. 4/25/2013 37 73 74
  34. 34. 4/25/2013 38 75 Speed Alignment Commitment We help companies to ALIGN their staffs, get them COMMITTED to achieve goal with SPEED Who We Are
  35. 35. 4/25/2013 39 Benefits to your business Speed of execution • Increased speed to market • Ability to compete • Drive performance targets Alignment • Share vision and internal alignment • Reduce silos • Increased resource sharing Engagement • Build confidence and motivation • Actionable • Retain high potentials What We Bring How We Do
  36. 36. 4/25/2013 40 • Cross functional communication • Shopper Marketing Coordination • Cascading of strategic plans & goals • Product launches • Re Branding We Can Support in • Sales conferences • Regional management conferences • Kick off events & team building • High potential training programs • Strategic planning & Budgeting roll out • Dealer & reseller conferences We Can Support when you organize
  37. 37. 4/25/2013 41 Our Methodology Our Clients

×