The latest update on 10 years’ experience with demand-side implementation, with special emphasis on shopper value, category growth, POS data management and excellence in execution through the power of collaboration at the store level. Four case studies take a fresh look at product development and introduction, efficient promotion, assortment and merchandising.
A brand positioning summarises the complex package of rational and emotional benefits and personality traits that drive stand-out, choice and forge enduring customer relationships. If products are people then brands should be friends or lovers. This mini presentation summarises The Marketing Directors' approach to brand positioning. For help to build your brand, call us on +44(0) 1628 400699 or pop into our Marlow or London office.
A brand positioning summarises the complex package of rational and emotional benefits and personality traits that drive stand-out, choice and forge enduring customer relationships. If products are people then brands should be friends or lovers. This mini presentation summarises The Marketing Directors' approach to brand positioning. For help to build your brand, call us on +44(0) 1628 400699 or pop into our Marlow or London office.
As part of an assignment for the MA Design, Strategy & Innovation at Brunel University - London, this Design Audit was conducted about Boots Pharmacy by:
Cristina Andrade - Eunsung Kim - Rui Lui - Sami Hmaidan - Jaeho Kim - Tanon Kowongprasert - Yi Fang -
Hui Li
Pudumjee hygiene is the only Tissue paper company with 3 ISO certifications providing 100% safe tissue products and complete washroom and enterprise hygiene solutions in India and neighbouring countries.
As part of an assignment for the MA Design, Strategy & Innovation at Brunel University - London, this Design Audit was conducted about Boots Pharmacy by:
Cristina Andrade - Eunsung Kim - Rui Lui - Sami Hmaidan - Jaeho Kim - Tanon Kowongprasert - Yi Fang -
Hui Li
Pudumjee hygiene is the only Tissue paper company with 3 ISO certifications providing 100% safe tissue products and complete washroom and enterprise hygiene solutions in India and neighbouring countries.
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.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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ECR Europe Forum '05. Shopper. Case Study Champion L Oreal
1. A distinctive, strategic approach to provide consumers
with comfort and satisfaction:
Deployment of a new Health &
Beauty concept in three store formats
&
Catherine Sébastien
de Saint Louvent Debelle
1
2. A longstanding partnership on many Health & Beauty fronts…
Store concepts
Beauty
events
Targeted marketing/
building loyalty Marketing by product
category: cosmetics,
hair coloring etc.
2
3. …involving store personnel…
Stores participate in all
decisions
A Champion store concept
guide, Director, based in-
store
3
4. …head office teams, independent of the commercial relationship…
Champion: marketing expertise
General management Marketing categories
L’Oréal Consumer Products Division: HB expertise, a cross-cutting,
independent set-up from group companies
Sales Div.
Category Company Marketing Div.
management
General management Market
Market Company Research Dept.
Research Dept.
Sales strategic Company
policy
4
5. …and general management.
Every six months: joint meeting of our executive boards
Systematic support to keep projects moving forward.
Chief Executive Officer Chief Executive Officer
THIERRY GARNIER ALEXANDRE POPOFF
5
6. A partnership that starts with a practical action plan
Champion's Health & Beauty market share has growth potential.
It is lower than the Consumer Products market share.
CP market HB market Performance
share 2003 share 2003 index 2003
Champion 7.8% 6.6% 85
Competitor SM 1 7.9% 7.1% 90
Competitor SM 2 11.5% 10.8% 94
Competitor HM 3 17.4% 19.5% 112
Source: Sécodip survey CAM P13 2003 6
7. A partnership that starts with a practical action plan
HB department can be made more attractive and inviting.
3 Growth avenues identified:
PROMOTION
Spotlighting and visibility need to be optimized
INNOVATIONS ADVICE
Underemphasized, not pushed enough A necessity for technical product categories
One essential requirement : REALISM
7
8. Consumers' path through the department: two distinct patterns…
Personal hygiene
Men
Cotton
Men's tissues
products
Dental
Cosmetic removal wipes Feminine
products
Cosmetics hygiene
Beauty, women
Hair Tester Body care
conditioner Haircolor
table
Facial care
Hairdressing
products/
brushes Pleasure path Deodorant
Shampoo Fragrance
Functional path Soap
Family products
Children's
Shower gel
products
Promotion Main Promotion
entrance
A two-stage path: one for the family, one personal. 8
9. …And two types of expectation.
Pleasure Need
Cosmetics
Skin care
Eau de toilette Soap
Hairdressing Deodorant
Hair care Dental products
Hair coloring Cotton products
Men Feminine hygiene
A new typology distinguishing Pleasure purchases (spontaneous,
impulsive) from Need purchases (planned, written on shopping list).
9
10. …And two types of expectation.
Pleasure Need
To generate impulse Soap
buying, located at Deodorant
the point where
Dental products
consumer flows
arrive in the Health Cotton products
& Beauty Feminine hygiene
department
A new typology distinguishing Pleasure purchases (spontaneous,
impulsive) from Need purchases (planned, written on shopping list).
10
11. …And two types of expectation.
Pleasure Need
To generate impulse To generate traffic,
buying, located at located after Pleasure
the point where categories
consumer flows
arrive in the Health
& Beauty
department
A new typology distinguishing Pleasure purchases (spontaneous,
impulsive) from Need purchases (planned, written on shopping list).
11
12. Transposition at point of sale (example in a hypermarket)
DIRECTION
OF TRAFFIC
Pleasure
CATEGORIES
Need
CATEGORIES
12
13. A system that works: Pleasure categories perform superbly
Example: sales in terms of value in HM store test versus Champion
France sales July 2003-October 2004
70%
60%
50%
40%
30%
Test France
20%
10%
0%
/
O AR IAL
ST VER
ER
TS
S
R P
G
G
P
TS
N
T
O
VE -U
IN
C ND E
IN
N
C
U
C C
N
O
R
PO
O
E O
U
O KE
FA
C
YL
R
A
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EM
D
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K
R
A IT
M
LO
EM A
O
D
A
O
O
A
R EM
R
PR
O
O
M
D
SH
H
PR
C
P
EO
/S
U
E
IR
C
H
E-
R
D
G
A
AT
IR
U
IN
K
H
IC
A
A
B
AV
H
M
N
A
SH
M
13
14. A single, adaptable concept for three formats
Hypermarket : > 2,500 sq.m
Total 53 / Restructured : 20
Urban Center SM : < 1,200 sq.m
Total : 5 / Restructured : 3
Champion: Supermarket : < 2,500 sq.m
1,028 point of sales Total : 970 / Work in progress
14
17. Special focus on the 3 growth avenues
General management
INNOVATION PROMOTIONS ADVICE on flagship
get enhanced visibility spotlighted categories
CHAMPION VANNES
17
18. A floor plan based on what we have learned from consumers
Women Needs
Cosmetics Hair color Deo + EDT + EDC Foot care Feminine hygiene
Direction
of Personal
traffic Face and body hygiene Tissues/cotton
PROMO
PROMO PROMO
Direction
of Hairdressing Accessories Dental care
traffic
Men Shampoo Bath/shower
Family Pleasure
18
19. A concept that attracts shoppers and boosts sales
Test store Benchmark
Average time spent in the area: 2 min 20 sec 1 min 35 sec
Average number of purchases: 1.41 1.26
In the test store, the area generates a higher average number of
purchases and a greater average time spent in the department.
Base test: 203/benchmark: 273 respondents 19
20. …And boosts sales
T/O growth* Qty sold growth*
HB averages in 10 restructured HMs : +12.0% +8.8%
Highest results in HB : +30.1% +19.9%
Average difference between
restructured HB and national HB : + 11 points
*HB comparison: three months following restructuring vs N-1. Data from Champion checkout system. 20
23. Variant of the concept for the City Center format
The “New product”
area moves to upper
gondolas
23
24. Variant of the concept for the City Center format
The inviting character
reproduced through product
category visuals
24
25. …Once again, with a floor plan inspired by consumers
Women
Cosmetics Hair Face & body Deo + EDT + EDC Dental Feminine hygiene
color care
Direction
of
traffic
Personal hygiene
Men Accessories Hairdressing Shampoo Bath/shower Cotton/tissues
Family Pleasur Needs
e
25
27. The Supermarket format: promotion as the engine of growth
Promotion :
Event-based
spotlighting
of
promotions
27
28. The Supermarket format: promotion as the engine of growth
Promotion :
Event-based
spotlighting
of
promotions
Attractiveness :
reuse of visual
from urban
format
28
29. The Supermarket format: promotion as the engine of growth
Promotion :
Event-based
spotlighting
of
promotions
Attractiveness :
reuse of visual
from urban
format
Innovation :
reuse of « new
products » area
from the urban
format
29
30. Conclusion
Key Success Factor :
Deployment orchestrated in and by the point of sale
Consumer surveys/shoppers in the store
Creation of a test store (Champion Bayeux)
Consumer validation/store flows
Champion issues call for tenders for store fixtures
Decision from stores
to adopt the new concept
Order by technical staff 30
31. Conclusion
Steady increase in market share
A rising performance index
CP market HB market Performance
Sh. Sh. index
Champion 2003 7.8% 6.6% 85
Champion 2004 7.8% 6.9% 88
Source: Sécodip survey CAM P13 2003 and CAM P13 2004. 31