Winning with Shoppers to touch their heart and mind - Philips

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Winning with Shoppers to touch their heart and mind - Philips

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Presented by Farrukh Shah, Senior Director, Head of Consumer Sales (Retail & Online) - Growth markets, Philips ...

Presented by Farrukh Shah, Senior Director, Head of Consumer Sales (Retail & Online) - Growth markets, Philips
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

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  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 2. Platinum Sponsor Media Sponsors Association Partners
  • 3. Winning with Shoppers to touch their heart and mind Farrukh Shad Senior Director, Head of Consumer Sales- Retail & Online Philips Lighting, Growth Markets (Asean Pacific, Japan, India, MET, RCA ,Africa) 21st November, 2013.
  • 4. You can connect with me on….. Confidential
  • 5. We will focus on…. Shopper Insights and behavior Retail proposition Retail Design In-store Marketing How it all comes together Confidential 3
  • 6. Confidential 4
  • 7. Confidential 5
  • 8. 1. Generate Shopper Insights Confidential Confidential
  • 9. 2. Develop Shopper Marketing Strategy Confidential Confidential
  • 10. 3. Develop shopper strategy by Channel Channel/Retailer name Name of channel as shopper call it Channel key characteristic What make it distinct vs. other channel (example baby specialist – focus on complete baby solution, usually small size, located in mall etc..) Shopper Type Who shops here (demographic + psychographic, example – Sally, 26-30 year old, above average income, first time mom, who wants the best for her baby Shopping Need Choose new, replacement, giving Trip Mission Choose inspiration, information, deal Key Insight Why they shop this product/category here? Example Baby specialist – I want the best for my baby, only a specialist knows what best that is why I choose this channel) Channel Growth Driver Product What product the shopper want to buy here? Price What is the price point the shopper want to buy – deal, premium, convenience Merchandising How we should display the product/category? Where it should be located in the shelf? Open product or product boxes? Promotion What promotion objective and promotion type works in this channel Secondary Placement Is secondary placement critical for the success of the category. If yes, where do we place it? In-store Service What in-store services shopper expect (promoter, demonstrator, merchandiser, rack jobber)? what they should focus on? Confidential 8
  • 11. 4. All In-store marketing to be integrated with Shopper strategy Confidential Confidential
  • 12. Local Shopper Activation Plan (LSAP)
  • 13. Master Shopper Activation Plan , derived from Consumer Marketing plan Local Shopper Activation Plan Marketing Strategies (LMAP) (Consumer: Who, What, Why, How) Channel / Retailer Strategy (Shopper: Where, Who, What, Why) Goal for the Year i. ii. iii. iv. Sales Market Share NPS IGM i. ii. Penetration (Non Cat Users) or Competitive Switch (Brand X User), or both...? Target Consumer Segment i. ii. iii. iv. v. vi. Top 3-5 Channel/Retailers (Where to Play) i. ii. iii. Brand Strategy Profile: • Gender, • Age, • Socioeconomic Class, • Demographic, • Etc. Top Needs Category Drivers Brand Drivers Cat Trial / Consumption Barriers Philips Trial / Consumption Barriers In-store Activation Strategies & Plans How to Win with Shoppers (4 Ps’) Channel / Retailer A (Size of Potential/Category) Channel / Retailer B (Size of Potential/Category) Channel / Retailer C (Size of Potential/Category) How to Win (By Channel / Retailer) Channel A (ie. Department Stores): Shopper TG 1: (Size of Potential) i. Profile (Demographics) ii. Key Drivers / Needs for Cat. iii. Purchase Decision Tree iv. Cat Purchase Barriers v. Philips Purchase Barriers Shopper TG 2: (Size of Potential) i. Profile (Demographics) ii. Key Drivers / Needs for Cat. iii. Purchase Decision Tree iv. Cat Purchase Barriers v. Philips Purchase Barriers Channel B (ie. Electronic Chain Stores): Shopper TG 1: (Size of Potential) i. Profile (Demographics) ii. Key Drivers / Needs for Cat. iii. Purchase Decision Tree iv. Cat Purchase Barriers v. Philips Purchase Barriers KPIs (By Channel / Retailers) i. Market Share / Share Growth Target How to Win (By Channel / Retailer) Channel A (ie. Department Store) i. Product Assortment Strategy • Hero Segment / SKUs ii. Presentation Strategy • Primary Location • Secondary Location • Feature / Benefits • Philips Service iii. Promotion Plan iv. Product Claim / Shopper Concept Channel B (ie. Electronic Chain Stores) i. Product Assortment Strategy • Hero Segment / SKUs Promotion Plan iv. Confidential Presentation Strategy • Primary Location • Secondary Location • Feature / Benefits • Philips Service iii. Communication Strategy ii. Product Claim / Shopper Concept 11
  • 14. (Deep dive )Shopper Plan per Category Shopper Activation Plan Marketing Strategies (Consumer: Who, What, Why, How) Channel / Retailer Strategy (Shopper: Where & Why) Goal for the Year i. ii. iii. iv. Sales Market Share NPS IGM Summary of Top 3-5 Channel/Retailers (Where to Play) i. ii. iii. Channel 1 (ie. Hardware Stores) Brand Strategy i. ii. Penetration (Non Cat Users) or Competitive Switch (Brand X User), or both...? i. Target Consumer Segment i. ii. iii. iv. v. vi. Profile: • Gender, • Age, • Socioeconomic Class, • Demographic, • Etc. Top Needs Category Drivers Brand Drivers Cat Trial / Consumption Barriers Philips Trial / Consumption Barriers Why is it a priority: • Category Size (2010 vs. 2011 Target) • Growth Rate (2010 vs. 2011 Target) • Philips Market Share (2010 vs. 2011 Target) • Philips Sales (2010 vs. 2011 Taget) Channel 2 (ie. ) i. Why is it a priority: • Category Size (2010 vs. 2011 Target) • Growth Rate (2010 vs. 2011 Target) • Philips Market Share (2010 vs. 2011 Target) • Philips Sales (2010 vs. 2011 Taget) Channel 3 (ie. Hypermarkets Stores) Communication Strategy i. Confidential Channel / Retailer A (Size of Potential/Category) Channel / Retailer B (Size of Potential/Category) Channel / Retailer C (Size of Potential/Category) Why is it a priority: • Category Size (2010 vs. 2011 Target) • Growth Rate (2010 vs. 2011 Target) • Philips Market Share (2010 vs. 2011 Target) • Philips Sales (2010 vs. 2011 Taget) 12
  • 15. Deep dive Shopper Plan per channel Shopper Activation Plan Hardware Stores (Shopper: Where, Who, What, Why) India Hair Care • Category Size (2010 vs. 2011 Target) • Growth Rate (2010 vs. 2011 Target) • Philips Market Share (2010 vs. 2011 Target) • Philips Sales (2010 vs. 2011 Target) Target Shoppers Segment Shopper TG 1 / Primary: (Size of Potential) i. Profile (Demographics) ii. Key Drivers / Needs for Cat. iii. Purchase Decision Tree iv. Cat Purchase Barriers v. Philips Purchase Barriers Shopper TG 2 / Secondary (Size of Potential) i. Profile (Demographics) ii. Key Drivers / Needs for Cat. iii. Purchase Decision Tree iv. Cat Purchase Barriers v. Philips Purchase Barriers In-store Activation Strategies & Plans How to Win with Shoppers (4 Ps’) Quarter 3 Quarter 4 i. Product Assortment Strategy • Hero Segment / SKUs i. Product Assortment Strategy • Hero Segment / SKUs ii. Presentation Strategy • Primary Location • Secondary Location • Feature / Benefits • Philips Service ii. Presentation Strategy • Primary Location • Secondary Location • Feature / Benefits • Philips Service iii. Promotion Plan iii. Promotion Plan iv. Product Claim / Shopper Concept iv. Product Claim / Shopper Concept Shopper TG 3 / Opportunistic (Size of Potential) i. Profile (Demographics) ii. Key Drivers / Needs for Cat. iii. Purchase Decision Tree iv. Cat Purchase Barriers v. Philips Purchase Barriers Confidential 13
  • 16. This approach has helped us deliver great results in our journey, and it can also help you too ! Confidential 14
  • 17. Confidential
  • 18. Platinum Sponsor Media Sponsors Association Partners
  • 19. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360