Elite young marketers assignment 22.1 shopper marketing_trung hieu_ngoc tram

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Elite young marketers assignment 22.1 shopper marketing_trung hieu_ngoc tram

  1. 1. ASSIGNMENT 22.1 B U I T H I T R U N G H I E U N G U Y E N N G O C T R A M SHOPPER MARKETING
  2. 2. The systematic creation and application of elements of the marketing mix through deep understanding of how consumers behave as shoppers in different channels and formats, to affect positive change in shopper behavior in order to drive consumption of a brand. Finally, to benefit the brands, the retailers and the shoppers (Source : Merlien Institute & Insight Instore) WHAT IS SHOPPER MARKETING ? To turn shoppers into buyers
  3. 3. PARTIES IN SHOPPER MARKETING It’s not only the game of Brands and Shoppers, but also the Retailers (Source: The House of Marketing)
  4. 4. (Source: The House of Marketing) ABOUT SHOPPERS
  5. 5. (Source: The House of Marketing) ABOUT SHOPPERS
  6. 6. (Source: The House of Marketing) ABOUT SHOPPERS
  7. 7. 70% of brand selections are made at stores 68% of buying decisions are unplanned 5% are loyal to the brand of one product group Source : Wikipedia WHY “SHOPPER MARKETING” IMPORTANT
  8. 8. THE JOURNEY OF SHOPPER MARKETING - from Finding Insight to Changing Behavior (Source: Insight Instore)
  9. 9. Insight is required to … …answer five key questions
  10. 10. 3 pillars to change shopper behavior (Source: Merlien Institute)
  11. 11. MOST IMPORTANT SHOPPER MARKETING TRENDS The consumers get smarter & seek for relevance Shopper marketing moves between smart shopping & pleasure shopper Digital evolution can cause shopper revolution Shopper marketing is more and more sensorial Source : http://www.slideshare.net/thomeu/shopper-marketing-14502922
  12. 12. 10 TIPS FOR SHOPPER MARKETERS (Source: WPP) 1. Sell to the shopper, not the consumer 2. Know your brand 3. Offer solutions 4. Collaborate 5. All shoppers are not the same 6. Think about the path to purchase 7. Align your brand and sales teams 8. Keep it simple 9. Innovate wisely 10. Evaluate constantly
  13. 13. SHOPPER MARKETING CASE STUDY
  14. 14. Advanced Génifique Serum Launching 2013 BACKGROUND Middle of 2013, Lancome Vietnam re-launched the Advanced Genifique – the iconic product of Lancome in the past 10 years. The challenge Lancome Vietnam had to face is that its competitor – Estee Lauder, at the same time, launch the new iconic product as well – Advanced Repaired Serum which well-attracted consumer through their heavy communication campaign. Lancome didn’t have budget for media, then planned for a shopper marketing campaign instead to win the luxury skincare market that summer.
  15. 15. Advanced Génifique Serum Launching 2013 OBJECTIVES - Raise quarterly sell up-to 50% in the 3rd quarter of 2013 (via the iconic product – Genifique) – compare to 2nd quarter. - Beat directly with key competitor Estee Lauder and their key product Advanced Repaired Serum – win the 2013 summer market in luxurious serum range. - Attract 30% targeted shoppers of department store as trial-ers and turn 70% of them into buyers. - Recruit new users for this re-launched iconic product, reach 40% of total buyers are new users
  16. 16. Advanced Génifique Serum Launching 2013 SHOPPER'S JOURNEY & 1ST MOMENT OF TRUTH 1. Surfing around the department store 2. Being attracted by the activities/ promotion of the shops 3. Join the activities and get skin consultancy then trial – in luxury cosmetics industry, it’s hard to change people from using this brand to that brand, then trial is really important 4. Realize their skin situation and get advices for solution from brand 5. Get introduction for the whole brand range 6. Concern about price and promotion 7. Buy and get some mini-samples
  17. 17. Advanced Génifique Serum Launching 2013 SHOPPER'S INSIGHT “Whenever I know my skin situation gone bad and be adviced some effective solutions by the ones I trust, then have trial on it, I don’t hesistate to spend money right away for my beauty. But if I go home, I can consider again because it’s costly”
  18. 18. Advanced Génifique Serum Launching 2013 BRAND'S APPROACH INVITE Send invitation card to targeted shoppers/ consumer (directly to their home) to invite them to the shopping mall
  19. 19. Advanced Génifique Serum Launching 2013 BRAND'S APPROACH ATTRACT SHOPPERS AT SHOPPING MALL Attract shopper by the ambient of key-product in the center of the shopping mall
  20. 20. ATTRACT SHOPPERS AT LANCOME STORE Attract shopper by make-up and consulting activities at the store Also by the POSM at the store Advanced Génifique Serum Launching 2013 BRAND'S APPROACH
  21. 21. GAIN TRUST GIVE SHOPPER TRIAL Attract shopper by make-up and consulting activities at the store GET ADVISE FROM INFLUENCER – HA ANH & ELLE BEAUTY AWARD Advanced Génifique Serum Launching 2013 BRAND'S APPROACH
  22. 22. CALL-BUYING-ACTION PROVIDE FULL SOLUTION AND GIVE PROMOTION to push direct purchasing at shop Advanced Génifique Serum Launching 2013 BRAND'S APPROACH
  23. 23. Advanced Génifique Serum Launching 2013 IMPACT - Raise quarterly sell up-to 60% in the 3rd quarter of 2013 – compare to 2nd quarter. - Win the 2013 summer market in luxurious serum range. - Recruit nearly 500 new users for this re- launched iconic product, reach 40% of total buyers are new users

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