Strategies To Enhance Shopper Marketing ImpactMike Anthony
Slides taken from Toby Desforges "Strategies To Enhance Shopper Marketing Impact" presentation at the Path To Purchase Summit in Sydney, February 23rd 2012
This Walmart SWOT analysis reveals how the largest company in the world uses its competitive advantages to dominate and successfully grow in the retail industry.
It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most.
Walmart has become the world’s largest company by revenue for a few reasons. First, it used cost leadership strategy and executed it brilliantly. Second, it operated in the world’s richest economy, which enabled Walmart to grow fast and successfully.
At the moment, most of Walmart’s strengths come from the huge company’s size. These strengths, such as market power over suppliers and competitors, well developed distribution system and large merchandise selection, will help the company to stay the largest retailer, at least the largest brick-and-mortar retailer, for quite some time. Nonetheless, the company has to find other strengths if it wants to grow faster and be able to compete with Amazon.com in e-commerce.
As for the weaknesses, Walmart should improve its brand image, employment and business practices. That would most likely result in more productive employees, happier customers and eventually in higher sales.
Walmart will continue to dwarf the U.S. retail industry and will grow internationally, at least for the next 5-10 years.
This report helps illuminate the radical
changes reshaping retail as shoppers,
chastened by the recession and empowered with technology, think differently about what
and how they purchase. Here are just three
of many critical considerations:
First, brand is a prerequisite of retail
success. How retailers build their brands
impacts all aspects of their business.
E-contest 2020 is a citywide competition hosted by YEC Club, attracted more than 300 participating teams. This season provides the theme of trade marketing.
After 3 rounds, our team of 3 members has to propose a trade marketing plan for developing Oreo's sale channels to gain more market share.
Looking forward to receiving your feedback.
Strategies To Enhance Shopper Marketing ImpactMike Anthony
Slides taken from Toby Desforges "Strategies To Enhance Shopper Marketing Impact" presentation at the Path To Purchase Summit in Sydney, February 23rd 2012
This Walmart SWOT analysis reveals how the largest company in the world uses its competitive advantages to dominate and successfully grow in the retail industry.
It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most.
Walmart has become the world’s largest company by revenue for a few reasons. First, it used cost leadership strategy and executed it brilliantly. Second, it operated in the world’s richest economy, which enabled Walmart to grow fast and successfully.
At the moment, most of Walmart’s strengths come from the huge company’s size. These strengths, such as market power over suppliers and competitors, well developed distribution system and large merchandise selection, will help the company to stay the largest retailer, at least the largest brick-and-mortar retailer, for quite some time. Nonetheless, the company has to find other strengths if it wants to grow faster and be able to compete with Amazon.com in e-commerce.
As for the weaknesses, Walmart should improve its brand image, employment and business practices. That would most likely result in more productive employees, happier customers and eventually in higher sales.
Walmart will continue to dwarf the U.S. retail industry and will grow internationally, at least for the next 5-10 years.
This report helps illuminate the radical
changes reshaping retail as shoppers,
chastened by the recession and empowered with technology, think differently about what
and how they purchase. Here are just three
of many critical considerations:
First, brand is a prerequisite of retail
success. How retailers build their brands
impacts all aspects of their business.
E-contest 2020 is a citywide competition hosted by YEC Club, attracted more than 300 participating teams. This season provides the theme of trade marketing.
After 3 rounds, our team of 3 members has to propose a trade marketing plan for developing Oreo's sale channels to gain more market share.
Looking forward to receiving your feedback.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
IRI Special Report: Private Label in Western Economies, 2016 IRI, INTL
Private label’s value market share in Europe fell by 0.6 points to 38.3% in 2015, compared to the previous year, as a share of the total FMCG market.
This highlights both a downward trend in all countries (except in the UK and Australia) and the fact that retailers and manufacturers are struggling to cope with challenging market conditions. This includes pressure from national brands pumping large amounts of money into promotions. Private label unit market share in Europe - measured by pack sales - also dropped by 0.5 points to 47.4% last year.
Big data analytics: is only option to grow with assortment optmisationIRI, INTL
IRI´s Jose Carlos Gonzalez Hurtado says: "Retailers and manufacturers can reduce assortment and still grow sales if they closely monitor assortment with big data analytics and technology” View his presentation as a speaker at the CGFsummit on June 15th about ‘Shrink to Grow: how to use analytics and technology to optimise your line-up’
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
This presentation outlines the current state of the retailing industry as of 2014, including market analysis, company profiles, new product launches, consumers trends, and other analyst insight.
How does social media create measurable retail sale lift, particularly over the holiday season? Euromonitor and Twitter presented this report at a networking happy hour after IRCE 2016 in Chicago.
Creating an Effective Social Customer Listening Programme, Naomi Trickey - Br...Our Social Times
With the rise of social media, customers expect brands to be listening to them. They also expect a response to their comments and questions - often within short timescales. Citing genuine brand case studies, Naomi explains how to create an effective listening programme, how to filter large volumes of data and how to meet your customers' expectations.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
IRI Special Report: Private Label in Western Economies, 2016 IRI, INTL
Private label’s value market share in Europe fell by 0.6 points to 38.3% in 2015, compared to the previous year, as a share of the total FMCG market.
This highlights both a downward trend in all countries (except in the UK and Australia) and the fact that retailers and manufacturers are struggling to cope with challenging market conditions. This includes pressure from national brands pumping large amounts of money into promotions. Private label unit market share in Europe - measured by pack sales - also dropped by 0.5 points to 47.4% last year.
Big data analytics: is only option to grow with assortment optmisationIRI, INTL
IRI´s Jose Carlos Gonzalez Hurtado says: "Retailers and manufacturers can reduce assortment and still grow sales if they closely monitor assortment with big data analytics and technology” View his presentation as a speaker at the CGFsummit on June 15th about ‘Shrink to Grow: how to use analytics and technology to optimise your line-up’
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
This presentation outlines the current state of the retailing industry as of 2014, including market analysis, company profiles, new product launches, consumers trends, and other analyst insight.
How does social media create measurable retail sale lift, particularly over the holiday season? Euromonitor and Twitter presented this report at a networking happy hour after IRCE 2016 in Chicago.
Creating an Effective Social Customer Listening Programme, Naomi Trickey - Br...Our Social Times
With the rise of social media, customers expect brands to be listening to them. They also expect a response to their comments and questions - often within short timescales. Citing genuine brand case studies, Naomi explains how to create an effective listening programme, how to filter large volumes of data and how to meet your customers' expectations.
Why worry about Organised Retail (or FDI in retail). It can bring organisation and promote economic co-operation and development but will require a shift in current day mindsets.
Presentación del programa de aceleración del programa TechBA Monterreal y TechBA Austin, que apoya a las pequeñas y medianas empresas a expandirse a mercados internacionales
Het online brengen van een webshop is niet meer voldoende voor het creëren van onderscheidend vermogen. Een lage prijs bieden is ook niet meer genoeg en iedereen maakt gebruikt van dezelfde logistieke providers.
Naast een uniek assortiment, verschuift de aandacht naar een menselijker en overtuigender koopervaring door integratie van sociale media, multimedia, award logos, duurzaamheidsbeoordelingen, achtergrondinformatie bij producten en andere conversieverbeteraars.
Maar hoe realiseer je een relevant product/dienstenaanbod binnen Facebook? Met o.a. de best practice bol.com geeft Info.nl inzicht in de kracht van het social ecosysteem Facebook.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Memorandum Of Association Constitution of Company.ppt
Decoding The Path To Purchase
1. De-coding the path-to-purchase
Sydney 24th February 2012
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
2. Consumers, shoppers and (trade) customers
(Trade) customers
Consumers are the Shoppers are the
make a product or
end users of a shoppers of a
service available for
product or service product or service
purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
3. Original sources of competitive advantage
Developing Drive depth
powerful of
brands distribution
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
4. Retail is the biggest business on the planet
Top 10 retailer's sales WalMart's sales
1100 450
Billions
Billions
1050 400
1000 350
950
300
900
250
850
200
800
150
750
700 100
650 50
600 0
2000 2000
2010 2010
31% of consumer goods firms report that price pressure from
retailers remains their greatest sales issue*
Source: Deloittes Global retail report/Wal-Mart annual reports/press reports/& and I
holdign sreports/Trade Insight Trade global spend survey 2010
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
5. And retail continues to internationalize
NO.of NO. of
%
countries countries
Increase
2002 2009
Wal-Mart 10 16 60%
Carrefour 24 36 50% Many of these organizations
Metro 22 33 50%
have yet to leave home
Tesco 10 13 30%
Over 50% of top retailers are
Schwartz 13 25 92%
present in Europe, Asia and
Kroger 1 1 0 America
Costco 7 9 28% Over 40% of new openings
were outside home markets
Aldi 11 18 63%
Home
5 9 80%
Depot
Target 1 1 0
Source: Deloittes Global retail report/CBRE survey of 25o top retailers
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
6. The consumer communication world is
fragmented; and is fragmenting further at
unprecedented rates
Global advertising spend by category
CAGR
450 (2006-2010)
Mobile advertising 41
400
Global internet 20
New ad
350 formats 22.4%
Interactive TV promotions 19
In-game advertising 19
300
U.S. product placement 20
250 Global cable/multichannel 5
5
Global broadcast
200
5
Traditional ad U.S.MSO advertising
formats 77.6% 5
150 Global radio and outdoor
4
Global magazine
100 2
Global newspaper
2
50 U.S.local station
0
As media continues to fragment, reaching consumers is
increasingly more expensive
www.engageconsultants.com
Source: Morgan Stanley www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
7. More and more marketing funds are pouring into stores
Trade spend in the UK in 1980 was 8% of net sales. By 2005 it was 25% -
a 300% increase
42% of CPG companies are planning to increase their trade spend this year
Trade spend varies between 10% and 30% - the single biggest cost after
cost of goods
Source: CAS GMBH Analysis/Trade Insight Trade global spend survey
2010/Donnelly Marketing and Accenture Analysis www.facebook.com/engageTheExperts
www.engageconsultants.com http://twitter.com/#!/ShopperExperts
8. This has pushed expenditure in-store
Expenditure as a proportion of budget
Trade Promotion
Consumer Promotion
Advertising & Media
1978
1998
2005
Source: Donnelly Marketing and Accenture Analysis 2006
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
9. 70% of promotions lose money – US$ 224
billion could be wasted every year
Manufacturer : Lose Manufacturer : Win
Retailer: Win Retailer: Win
60%
Manufacturer : Lose Manufacturer : Win
15%
Retailer: Lose Retailer: Lose
10% 15%
31% of CPG companies cite poor compliance as
a key issue*
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites http://twitter.com/#!/ShopperExperts
www.engageconsultants.com www.facebook.com/engageTheExperts
10. The consumer goods industry could double its
profits by investing effectively in-store
The industry earns as much money in profit as it wastes in retail
250
Billions
200
150
224 billion
100
50
0
-50 Industry profit
Wasted in-store
-100 expenditure
-150 (224 billion)
-200
-250
* engage analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2010”
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
11. The shopper is central to all successful consumer
goods brands
Create Motivate
Motivate
consumer retailers to
shoppers to
demand for support the
buy the brand
the brand brand
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
12. Shoppers are retailers’ lifeblood, and have more
choice than ever
More
often
More Spending
shoppers more
Better
sales
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
13. Today and in the future there is a need to
influence shopper behavior more effectively
Changing
shopper behavior
requires changes
in ―store‖
Retailers want
support in reducing
costs or driving
sales –
Manufacturers and
manufacturers want
to focus on
retailers have a common
sales, and that
means shoppers
need to influence
Retailers themselves
recognize that shoppers
shoppers
have more choice than
ever before.
The shopper/retailer
relationship is weak.
Retailers need to
understand shoppers to
drive loyalty.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
14. Shopper marketing is set to be the next
revolutionary step in the world of marketing
Post-war scarcity
1950’s Power in the
Mass media
―Consumer hands of
Creation of manufacturers
Marketing‖
consumer brands
1980-90’s
Retail consolidation
―Trade Marketing Power moves
Brand proliferation
/Category towards retailers
Media fragmentation
Management‖
Personal media
2010
Channel Power in the hands
―Shopper
proliferation of shoppers
Marketing‖
Globalization
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
15. De-coding the path-to-purchase
What shopper marketing is and is not
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
16. This not shopper marketing!
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
17. Integrated shopper marketing makes in-store
investment work
“The systematic application of
elements of the marketing mix to
affect positive change in shopper
behavior in order to drive
consumption of a brand”
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18. De-coding the path-to-purchase
The five step integrated shopper
marketing model
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19. True, integrated, shopper marketing creates
coherent links between the end consumer and the
in-store environment
Consumer Shopper Channel In–store Investment
priorities behavior priorities marketing in customers
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20. Define and quantify clear consumption
opportunities
Needs and
Why Who
desires
Occasions
Where Why NOT? Opportunity
Experience
What When Availability
to consume
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21. Understand the differences between your
consumers and your shoppers
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23. Prioritize the right channels
Shopper’s Focus investment on
interpretation the stores where you
can influence shopper
behavior
Shopper’s needs
Outlet selection
Solution location
Product
Selection
Purchase
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24. Find the activities that count
Shopper’s
interpretation
Shopper’s needs
Outlet selection
Solution location
Focus investment on Product
activities that Selection
influence shopper
behavior Purchase
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25. Invest in an integrated in-store marketing mix
Availability
Changing
shopper
behavior
Communication Offer
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26. Five questions that guarantee improvements in RoI
Which Where
What shoppers can you What is What
consumption will influence required investment
opportunities support these in-store? is needed?
exist? these? shoppers?
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27. De-coding the path-to-purchase
Understanding the drivers of consumption
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28. Needs and occasions help define the macro
opportunity
Needs and
desires
Experience Occasions
Availability
to consume
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29. Experience and availability to consume define the
limitations on that opportunity
Needs and
desires
Experience Occasions
Availability
to consume
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30. De-coding the path-to-purchase
Understanding the shopper’s role in
driving consumption – the path to
purchase
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31. The drivers of shopper behavior are very different
from those of consumer behavior
Shopper’s
interpretation
Shopper’s needs
Outlet selection
Solution location
Product
Selection
Purchase
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32. De-coding the path-to-purchase
The only three ways to drive growth
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33. All business exist to make profit
Higher
profits
Better Reduced
sales costs
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34. There are only three ways to grow sales
More
often
More Spending
shoppers more
Better
sales
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36. Segmentation is the sub-division of a population
into groups with similar characteristics
Population
Segment Segment
Sub Sub Sub Sub Sub Sub
segment segment segment segment segment segment
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37. Any segmentation, with a clear
rationale, may be viable
Demographic
Shopper
Geographic
mission
Brand Potential
Psychographic
repertoire segmentation
Purchase
Income
intent
Gender
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38. Definitions of segments must be
Valuable – reflect an distinct opportunity
Measurable – we must be able to quantify the
dynamics of the segment easily
Manageable – we must be able to target
the shoppers efficiently
Clearly understood by all
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40. Understanding shoppers’ behavior allows us to
develop the optimum in-store marketing mix
Consumer Shopper Channel In–store Investment
priorities behavior priorities marketing in customers
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41. Shopper insight enables us to understand what
activities will influence shopper behavior
Consumer’s
demand
Shopper’s
interpretation
Shopper’s
needs
Outlet
selection
Solution
Target investment on location
activities that change Product
behavior selection
Purchase
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42. What behavior is it that we need to create?
Penetration
Shopper
behavior
Weight of Frequency of
purchase purchase
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43. The in-store marketing mix
Availability
Shopper
behavior
Communication Offer
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44. The in-store marketing mix
Availability
The range of products available to buy within
a channel or outlet.
The range of products maintained in-stock within
a channel or outlet.
The minimum inventory of products within a channel
or outlet.
The delivery lead-times of products ordered by
Shopper
a shopper within an outlet or channel.
behavior
Communication Offer
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45. The in-store marketing mix
Availability
Communication
The messages conveyed to a shopper within a channel
or outlet.
Shopper
The materials used to convey messages to shoppers
behavior
within a channel or outlet.
The conduct and presentation of brand representatives
within a channel or outlet and the messages they
convey to shoppers.
The location of communication materials, brand Offer
representatives and product displays within the outlet.
The merchandising of products within the outlet.
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46. The in-store marketing mix
Availability
Offer
The average retail price of products within
Shopper a channel or outlet.
behavior
The depth of promotions within a channel
or outlet.
The promotion mechanics used within a channel
or outlet.
Communication extent of after-sales or added value service
The
offered to shoppers in a channel or outlet.
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47. De-coding the path-to-purchase
Channels in a digital world
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48. Let’s be clear about outlets, and routes to market
Manufacturer
Distributor Wholesaler
Outlet Outlet Outlet Outlet Outlet
Channels are groups of outlets, not routes to market
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49. Internet everywhere
Global internet users
5.00
Billions
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
2001
2011
2020
(est)
Source: Google inc. 2011
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50. All the time!
Global penetration
of mobile phones
140%
130%
120%
110%
100%
90%
80%
70%
60%
50%
Today by 2020
Source: Google inc. 2011
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51. Really all the time!
Percentage of phone owners
34%
66%
% of people who sleep with their phone beside
them
% of people who do not sleep with their phone
beside them
Source: Google inc. 2011
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52. 84% of people now use the internet for
information about a product
Source used by media type
84%
83%
82%
81%
80%
79%
78%
77%
76%
75%
74%
Traditional media Internet sources In-store
marketing
Source: Google inc. 2011
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53. It's importance for younger generation is highest
Internet use when seeking product information
92%
90%
88%
86%
84%
82%
80%
78%
76%
74%
18-34 35-49 50+
Source: Google inc. 2011
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54. Digital is a channel
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55. In the US 60% of online business in 2010 was
retail sales
US Online sales 2010
$91 bn
$136 bn Non-retail sales
Retail sales
Source: comScore ―The 2010 US Digital Year in Review‖
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56. Digital applications are now used extensively by
shopper to understand products
Consumer’s
demand Search, ratings, revie
Shopper’s ws, friends and
interpretation family opinion, offers
and coupons.
Shopper’s
needs
Outlet
selection
Solution
location
Product
selection
Purchase
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57. Digital enables shoppers to meet their needs
better
Consumer’s
demand Store locations, price
Shopper’s points, product
interpretation availability – buy
now or buy later
Shopper’s
needs
Outlet
selection
Solution
location
Product
selection
Purchase
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58. Digital has the power to influence shopper’s
behavior in-store
Consumer’s
demand
Shopper’s
interpretation
Shopper’s
needs
Outlet
selection
Find products, check
Solution
recipes, review price
location
points, seek
alternatives, download Product
coupons, PAY, and selection
exchange loyalty data
Purchase
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59. De-coding the path-to-purchase
Channel roles
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60. Do each of these represent an equal opportunity?
Consumer & shopper insight
Brand Brand Brand Brand
priority priority priority priority
1 2 3 4
Required Required Required Required
shopper shopper shopper shopper
behavior behavior behavior behavior
Customer
plan
Channel
Channel ? ? ? ? plan
Channel understanding
Investment framework
Customer
plan
Channel
Channel ? ? ? ?
plan
Customer
plan
Channel
Channel ? ? ? ?
plan
Distributor
plan
Channel
Channel ? ? ? ? plan
Distributor
plan
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61. This approach allows suppliers to allocate
resources
across channels
Hypers and
CVS GT
supers
Share of
35% 40% 25%
sales
Total $
35% 40% 25%
spend
Sales time
25% 50% 25%
allocation
But it doesn’t optimize resources because there is no recognition of
the potential contribution the channel can make against
known growth opportunities.
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62. This approach is more likely to lead to
an escalation in trade spend
There is no clear input relating
to the value the channel can Trade-spend
contribute to known growth growth
opportunities.
Spend is directed to large
Value
(powerful) customers/channels Optimization
gap
rather than where
opportunities are found.
There is no correlation
between investment and Manufacturer growth
potential returns.
Time
This approach may miss much of the growth potential.
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63. The goal is to drive faster growth by spending
in the right areas
Trade-spend
growth
Value
Manufacturer growth
Time
The goal also is to match investment accordingly.
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64. The more relevant a channel is to our targeted
shoppers, the more likely it is to be a priority
High targeted-shopper relevance
Attracts large
Large share of Large opportunity
numbers of
existing sales for to influence
targeted
the category shoppers
shoppers
Attracts small
Large share of Small opportunity
numbers of
existing sales for to influence
targeted
the category shoppers
shoppers
Low targeted-shopper relevance
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65. The easier it is to exert influence in a channel, the
more likely it is to be a priority
High barriers to implementation Low barriers to implementation
Channel customers Channel customers
are unwilling to are willing to affect
affect change change
Channel customers Channel customers
are unable to affect are able to affect
change change
Channel customers Channel customers
are difficult to are easy to
manage manage
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66. Channel prioritization
High target shopper relevance
Low opportunity to influence High opportunity to influence
Low target shopper relevance
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67. De-coding the path-to-purchase
Continuing your development
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68. Continuing your development
Shopper Customer Field Sales
Marketing Management Management
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69. Our ―Development Academies‖ equip managers at
every stage in their career
Foundation Bachelor’s Master’s
programs: programs: programs:
Provide entry-level
Deliver advanced-
education to Configured to
level
individuals who are build on a
management
new to a function or foundation
education.
role. within the topic.
Empower emerging
Equips participants Enable managers
leaders to develop
with the essential to create and
into more senior
competence to execute plans at
roles and create
deliver the daily a high-level.
effective strategies
requirements of their
and plans.
role quickly and
efficiently.
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70. Shopper Marketing Academy
Bachelor’s Master’s
programs: programs:
An Introduction to Strategic shopper
Shopper Marketing and channel insight
Developing successful Channel strategy
in-store standards Building brands for
Range and
shoppers
merchandising
Defining trade
management
investment
Efficient promotions
frameworks
management
Successful new product Creating channel
introductions activity plans
Essential in-store
execution
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71. Bachelor’s program delivers
Understand how Build effective
in-store marketing in-store activities
works
Create profitable
Discover how different activities that achieve
activities change shopper strategic and tactical
behavior objectives
Create real change Get better results
Secure great in-store Increase return on
execution investment
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72. Bachelor’s program are designed for
Trade Trade Heads of
Category
marketing marketing trade
managers
executives managers marketing
Brand Key account Heads of Heads of key
managers managers field sales accounts.
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73. Shopper Marketing Academy—Bachelor's Program
Modules Key content
An Introduction Understand what shopper marketing is and why it is so important
to Shopper Learn how trade marketing roles must adapt to meet a new world-class standard
Understand how working processes for trade marketing will develop
Marketing
Developing Learn what influences shopper behaviour and how this affects sales performance
Discover how to build clear in-store standards that guide execution
successful in- Determine how in-store standards will be developed in the organisation
store standards Learn how in-store standards can be used to evaluate performance
Range and Appreciate the importance of in-store availability and visibility
Understand strategies that drive availability and visibility
merchandising Learn the key principles of range and layout management
management Master the essential steps in conducting a range and layout review
Understand the costs and benefits of promotions
Efficient Explore the techniques and processes used in developing effective promotion plans that
promotions drive specific outcomes
Learn how to analyze the effectiveness of all promotions
management
Discover approaches that optimize the promotions mix and increase return on investment
Successful new Learn how to apply a checklist tool for developing successful NPI
Gain insight on managing NPI projects
product Appreciate the importance of a new product launch network
introductions Execute effective forecasting by using engage’s NPI Planner™ tools
Understand the critical success factors that optimize the chances of effective, efficient
Essential in- execution
store execution Learn what drives retailers’ decisions and how to influence them
Identify opportunities to improve execution cross-functionally
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74. Master’s program delivers
Gather shopper
Configure trade insight
investment for long- Conduct shopper
term profitable growth research and develop
shopper segmentations
Drive long-term Create clear plans
profitable growth
Define channel priorities Define channel activity
and set trade plans, budgets and
investment strategies forecasts
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75. Master’s program is designed for
Trade Heads of
Category Brand
marketing trade
managers managers
managers marketing
Key account Heads of Heads of key Sales Marketing
managers field sales accounts directors directors
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76. Shopper Marketing Academy—Master's program
Modules Key Contents
Understand principles of strategic shopper and channel insight
Strategic shopper Learn techniques for shopper and channel segmentation
and channel insight Understand how to conduct high-value shopper research
Learn the practical steps that create insight from data
Understand the principles of channel management and channel strategy
Define channels using physical and commercial characteristics
Channel strategy Learn how to prioritise channels to enhance ROI
Discover how to create channel strategies
Understand the importance of marketing brands in-store
Building brands for Develop long-term shopper objectives and define in-store strategies for
shoppers the category and your brands
Configure brands to meet the needs of consumers, shoppers and retailers
Learn the principles of trade investment
Defining trade Understand how to prioritize and configure trade investment to each
investment brand in each channel
frameworks Develop brand and channel investment rules
Gain insight in how investment rules are applied to customer clusters.
Gain an in-depth understanding of the importance of effective channel
activity planning
Creating channel Learn a coherent process for channel activity planning that:
Assesses opportunities and prioritizes the big wins
activity plans Turns shopper data into insight for planning
Applies value-planning tools to efficiently plan activities and
resources, and quantify results
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Editor's Notes
Penetration in Thailand is 12%Philippinjes 24.6%
Before showing this slide ask – “Why do businesses exist” – seek the answer “To make profit” then ask “How is this done?” develop response to increase sales and enhance profit.
Create hyperlink of each box
Take topic of each content from source file of brochure Make Hyperlink of each box lFormatcolour .See reference of Glendon