2. WHAT DOES SHOPPER MARKETING MEAN ?
Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and
leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers.“
category
management
displays sales packaging promotion research packaging
Shopper marketing
3. WHAT DOES SHOPPER MARKETING MEAN ?
In the other way Shopper marketing is the systematic creation and application of elements of the marketing mix to affect positive
change in shopper behavior in order to drive consumption of a brand.
Shopper marketing
Consumer priorities Shopper behavior Channel priorities In-store marketing Investment
4. SAMPLE SHOPPER MARKETING
COCA- COLA TET CAMPAIGN
+Objective
Build awareness of Coke's partnership with consumer through Vietnamese traditional Tet..
+Task
Create and execute a highly visible in store campaign to raise awareness of Coke's commitment to user and encourage shoppers to spread
the word and the Tet’s spirited.
+Strategy
Create a campaign that engages shoppers along the path to purchase with visually arresting creative and relevant call to actions to build
awareness and activate purchase.
They also build the unique architecture of Hochiminh, Hanoi and Dang by coke cans to attract users attention. From that to increase the
Coke imagine in users mind and increase sale.
