The document outlines a kids holiday gifting strategy for Target Corporation. It analyzes Target's target markets, competitors, strengths/weaknesses, and key findings from a survey. It then proposes four coordinated strategies: 1) hosting in-store events focused on toys and games for kids ages 4-8, 2) gaining traction on social media platforms like YouTube by targeting kids ages 8-13, 3) increasing engagement on Target's mobile app for kids 8-13 by offering discounts and ads, and 4) improving supply chain management and sales forecasting models to predict demand and prevent out-of-stock issues.
Target uses various social media platforms like Facebook, Twitter, Pinterest, YouTube, and Instagram to increase brand awareness and engage with customers. It posts about products, sales, and responds to customer complaints. While Target has an active social media presence, it could improve engagement by using more interactive posts and increasing YouTube content. The company also lacks unified branding across some location-specific Facebook pages.
Children's Apparel Retailers. Market Share ShiftGary White
The document discusses trends in the children's apparel retail market, including:
1) Flash sales sites like Zulily, Myhabit, and Nordstrom's Hautelook are gaining market share from brick-and-mortar retailers. These sites offer designer brands at discounted prices on a first-come, first-served basis.
2) Established retailers like Gymboree, The Children's Place, Gap Kids, and Old Navy are facing challenges with expense management and driving top-line growth through fashion and digital competency.
3) Department stores are also competing for the children's apparel market and have strengths in fashion, events, brands, and omni-channel strategies.
Target Corporation is a major American retailer that offers discounted everyday and fashionable merchandise. It uses an integrated cost leadership and differentiation strategy to provide value to customers. Target differentiates itself from competitors like Walmart by marketing itself as "cheap chic" and bringing trends to stores faster. While Walmart is seen as a discount superstore, Target enforces a brand of quality products and high-end affordability. During the economic recession, Target emphasized value more through messages like "Fresh for Less" to address falling sales.
The document presents a marketing strategy proposal for Target's Threshold home goods brand. A team of 4 students analyzes Target and Threshold brand facts, the target market, competitive brands, and current SWOT analysis. They propose 3 implementations: 1) "Think Thresh" augmented reality for virtual product placement, 2) celebrity spokespersons and television product placements, and 3) coordinated in-store Threshold displays. An "After" SWOT analysis and to-do list are also included. The proposal aims to super-charge Threshold's profit and brand equity through interactive shopping experiences, social media presence, and increased brand awareness.
This document provides an overview of JCPenney's brand audit and strategies. It begins with an agenda and company overview. It then analyzes JCPenney's strengths, weaknesses, opportunities, and threats through a SWOT analysis. Competitors are identified and target markets are outlined. Effective and ineffective past brand works are examined. JCPenney's goal of becoming the "Great store experience" is stated. Brand building tactics around elements, marketing mix, communications, and partnerships are proposed. The document concludes with suggestions for qualitative and quantitative brand measurement.
The May issue of Shopper Marketing Magazine - The Who's Who in Shopper Marketing & E-Commerce edition. Also an 18 company guide to elite digital solution providers
This document summarizes an internship project at a store focusing on the women's shoes department. It includes a SWOT analysis of the department which found strengths in brand equity and advertising but weaknesses in lack of in-store promotion. Opportunities included heavy foot traffic and new technology. Threats were intense competition and lower prices online. Key areas of focus were improving the "Magic Score" metric and increasing usage of the MyClient customer relationship program. Through coaching associates on sales techniques and adding more customers to MyClient, the store saw a 14.5 point increase in the Magic Score over 5 weeks.
The document outlines a kids holiday gifting strategy for Target Corporation. It analyzes Target's target markets, competitors, strengths/weaknesses, and key findings from a survey. It then proposes four coordinated strategies: 1) hosting in-store events focused on toys and games for kids ages 4-8, 2) gaining traction on social media platforms like YouTube by targeting kids ages 8-13, 3) increasing engagement on Target's mobile app for kids 8-13 by offering discounts and ads, and 4) improving supply chain management and sales forecasting models to predict demand and prevent out-of-stock issues.
Target uses various social media platforms like Facebook, Twitter, Pinterest, YouTube, and Instagram to increase brand awareness and engage with customers. It posts about products, sales, and responds to customer complaints. While Target has an active social media presence, it could improve engagement by using more interactive posts and increasing YouTube content. The company also lacks unified branding across some location-specific Facebook pages.
Children's Apparel Retailers. Market Share ShiftGary White
The document discusses trends in the children's apparel retail market, including:
1) Flash sales sites like Zulily, Myhabit, and Nordstrom's Hautelook are gaining market share from brick-and-mortar retailers. These sites offer designer brands at discounted prices on a first-come, first-served basis.
2) Established retailers like Gymboree, The Children's Place, Gap Kids, and Old Navy are facing challenges with expense management and driving top-line growth through fashion and digital competency.
3) Department stores are also competing for the children's apparel market and have strengths in fashion, events, brands, and omni-channel strategies.
Target Corporation is a major American retailer that offers discounted everyday and fashionable merchandise. It uses an integrated cost leadership and differentiation strategy to provide value to customers. Target differentiates itself from competitors like Walmart by marketing itself as "cheap chic" and bringing trends to stores faster. While Walmart is seen as a discount superstore, Target enforces a brand of quality products and high-end affordability. During the economic recession, Target emphasized value more through messages like "Fresh for Less" to address falling sales.
The document presents a marketing strategy proposal for Target's Threshold home goods brand. A team of 4 students analyzes Target and Threshold brand facts, the target market, competitive brands, and current SWOT analysis. They propose 3 implementations: 1) "Think Thresh" augmented reality for virtual product placement, 2) celebrity spokespersons and television product placements, and 3) coordinated in-store Threshold displays. An "After" SWOT analysis and to-do list are also included. The proposal aims to super-charge Threshold's profit and brand equity through interactive shopping experiences, social media presence, and increased brand awareness.
This document provides an overview of JCPenney's brand audit and strategies. It begins with an agenda and company overview. It then analyzes JCPenney's strengths, weaknesses, opportunities, and threats through a SWOT analysis. Competitors are identified and target markets are outlined. Effective and ineffective past brand works are examined. JCPenney's goal of becoming the "Great store experience" is stated. Brand building tactics around elements, marketing mix, communications, and partnerships are proposed. The document concludes with suggestions for qualitative and quantitative brand measurement.
The May issue of Shopper Marketing Magazine - The Who's Who in Shopper Marketing & E-Commerce edition. Also an 18 company guide to elite digital solution providers
This document summarizes an internship project at a store focusing on the women's shoes department. It includes a SWOT analysis of the department which found strengths in brand equity and advertising but weaknesses in lack of in-store promotion. Opportunities included heavy foot traffic and new technology. Threats were intense competition and lower prices online. Key areas of focus were improving the "Magic Score" metric and increasing usage of the MyClient customer relationship program. Through coaching associates on sales techniques and adding more customers to MyClient, the store saw a 14.5 point increase in the Magic Score over 5 weeks.
This document provides information from a coupon workshop presented by Camp Pendleton Frugal Wives. It discusses coupon terminology, how to get and organize coupons, using coupons when shopping, stacking coupons to maximize savings, and tips for legal and effective couponing. The goal is to educate attendees on couponing and help them start saving money through coupon use.
Slideshow presentation for Marketing Management in AGSB MBAH program. The presentation discusses the company's unique selling proposition, primary target market, and competitors.
Jirafe E-commerce Strategy Session: How to Prepare for the Holidays and Sell ...Laura Sankowich
Learn how to use data to prep for the holidays and compete with brands like Amazon. During our session you will learn:
- How to capture the attention of more than 66% consumers who have already started their holiday shopping.
- How to track revenue related to your marketing channels, and optimize your marketing spend.
- How to properly segment your audience, and target them with promotions and discount codes that will drive sales.
- Additional tips for merchandising and dicounting items based on sell-through rates.
This document summarizes a presentation on becoming more customer-centric in retail. It finds that while retailers say they want to be customer-centric, they are still product-focused and treat customer experience tactically. CEOs have delegated customer strategy to others, and retailers have data but struggle to use it effectively due to a lack of analytics resources and inability to create a single customer view. The presentation provides four steps for retailers to start improving customer-centricity: 1) Measure existing efforts, 2) Use metrics to attract executive attention, 3) Create a maturity plan, and 4) Identify partners to help fill gaps. It emphasizes making customer value a key metric and centralizing customer insights.
Consumer Preferences for Retail Promotions - Cognizant Research FindingsCognizant
Which retail promotions are the most effective? Results from a survey of US shoppers to study the preferences of consumers for various retail promotions.
This was a group project of the JCPenney Company and shows the breaking down of their strategies financially, economically, competitively, etc. These strategies define their operations and its ups and downs throughout the company’s history. This ppt. was made as a visual aid for our presentation back in the Fall of 2012.
Target Corporation is a large discount retailer founded in 1902 with over 1,700 stores nationwide. Target's mission is to be their customers' preferred shopping destination by delivering outstanding value, innovation, and exceptional experiences. Target prides itself on its commitment to customers, community, diversity, and the environment. Target aims to foster an inclusive corporate culture where employees feel valued and empowered. Target competes against retailers like Walmart and Amazon and has maintained financial growth in recent years, though some deterioration in profit margins occurred after a 2013 data breach. Target's target demographic is middle-class individuals with a household income around $64,000 who value quality, trust, and value.
Mark Angelo Hosaka has created a 20 year marketing plan to achieve his mission of becoming a leader and innovator in ophthalmology and manufacturing in Central Luzon by 2025. His plan involves continuing to establish himself as a glaucoma specialist while obtaining his MBA and starting his own baking business sourcing ingredients locally from farmers. Over 20 years, his goals are to become CEO of the eye center he works at, chairman of the ophthalmology department, obtain more advanced degrees, expand his farm, become CEO of his own manufacturing company, and start a family, ultimately having his own thriving practice, foundation, and producing vegan milk, flour and chocolate as the chairman of his company.
Driving sales growth and market share with a customer centric approachdunnhumby
dunnhumby's Global CCI study looks at key strategies of the world's most customer-centric retailers. To learn more about the study, download our report: http://www.dunnhumby.com/driving-growth-through-customer-centricity-winning-strategies-worlds-top-ranked-retailers
- Shopper marketing spending by CPG manufacturers has more than doubled from 2012 to 2014, increasing from 6% to 13.5% of total marketing budgets. However, some of this increase may have come from reductions in other marketing spending areas like trade promotion.
- Retailers find in-store events, retailer-specific coupons, and digital/mobile promotions to be the most effective shopper marketing vehicles for generating sales. However, many shoppers report that shopper marketing has little impact on their awareness and purchase decisions.
- There is a question of whether the large growth in shopper marketing spending is true incremental investment, or simply a relabeling of existing trade promotion and account-specific marketing budgets and
Shopee has become the leading e-commerce platform in the Philippines by utilizing effective place and promotional strategies. It focuses its communication on being friendly, affordable and relatable to the masses. Key tactics include using local celebrities and viral memes in social media ads. Promotionally, it offers services like low prices, quantity discounts and delivery. During COVID, Shopee adapted by providing essential goods, extending support hours and focusing on current customers through online engagement and care packages. The document discusses Shopee's rise in the Philippine e-commerce market and recommendations for coping with the pandemic.
This document outlines Shopee's marketing plan to become the leading e-commerce platform in Southeast Asia. It identifies Shopee's target market as bargain-hunting Filipinos aged 25-35 (Class C) and outlines Shopee's unique selling proposition of being the e-commerce platform for everyone regardless of location or social status. The marketing strategy discusses Shopee's approach across the 4Ps and focuses on cost leadership, service differentiation, and product differentiation to position Shopee as the "e-commerce platform for the masses." Key aspects of the plan include partnerships, communication design focused on warmth and discounts, and adjustments made during the COVID-19 pandemic such as expanded logistics and livestreaming. The
Customizing the In-Store Experience to Meet Shopper PreferenceMichael La Kier
The document discusses customizing the in-store experience to meet shopper preferences. It covers understanding shoppers and their behaviors, such as trip missions and shopping pace, to inform store design and merchandising strategies. Placement of product categories and elements can be tailored to fulfill different roles in driving traffic, loyalty, and basket size based on a brand's promise. Understanding navigation patterns and trip missions helps determine optimal product placement to engage shoppers.
Striking Pricing Facts That Every E-Commerce Retailer Should KnowPrisyncCom
For online retailers it’s no surprise that pricing matters. There are also some striking findings from eCommerce markets worldwide, which strongly proves this fact. In this deck, you can find important pricing stats that will help you to have better understanding about the importance of pricing in
e-commerce.
MaxPoint_Stores_Speak_Volumes_INSIGHT_BRIEFAmy King
1) The document discusses how companies can better leverage store-level data like inventory and sales information to improve marketing campaigns and gain insights.
2) It provides two case studies where connecting store data to digital advertising resulted in increased sales - targeting specific product varieties in stock locally and driving sales of seasonal candy in high-performing stores.
3) Integrating store data with advertising allows companies to ensure promoted products are in stock, avoid costly out-of-stocks, and optimize campaigns for better returns.
Paid Search Media Optimization During Uncertain TimesTinuiti
This document discusses strategies for marketing in different economic conditions. It notes that while some categories are struggling due to retail store closures, brands that have aggressively marketed have seen strong results. It recommends having perspectives on the current economy, using unique strategies per category, and leveraging customer data to focus on high-value customers. Always-on experimentation is suggested to test incrementality, and multi-channel attribution can show how customers interact across platforms like a brand's website and Amazon.
This document provides information about Canvassco, a research-based sales and marketing agency operating in Southeast Asia. Canvassco offers a full suite of marketing solutions, from market analytics to implementing both online and offline sales and marketing strategies. The agency has offices in Bangkok and Jakarta and serves clients across various industries in Southeast Asia.
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceAmy Bishop
This presentation outlines the many ways that Google Analytics can be used to: identify prospecting targets, create high-intent audiences, identify audiences with the highest propensity to convert, and improve the conversion rates of those audiences.
(paid search audiences, ppc audiences, remarketing, retargeting)
How to Supercharge Your Audience Performance with Google AnalyticsHanapin Marketing
In this session, we’ll talk about the actions that advertisers can take in Google Analytics to supercharge audience performance. Check out this session for actionable takeaways, including the reports you can create and the insights that you can leverage to drive more profit from your paid search campaigns and cross-channel efforts.
This session will cover:
- Identifying audiences and campaigns that have the highest user value.
- How to understand which channels and content are most successful at converting the most lucrative audiences – and how to improve upon that performance.
- Strategies for prospects vs existing customers and clients.
- How to analyze whether remarketing is adding value, or if it’s cannibalizing existing traffic & what you can do about it.
- How to triangulate funnel performance to identify and solve for breakdowns, monitor growth and drive more revenue.
- How to attribute value across the full funnel and individual campaigns.
- How to determine which audiences to exclude and what to watch out for with audiences as exclusions.
This document provides information from a coupon workshop presented by Camp Pendleton Frugal Wives. It discusses coupon terminology, how to get and organize coupons, using coupons when shopping, stacking coupons to maximize savings, and tips for legal and effective couponing. The goal is to educate attendees on couponing and help them start saving money through coupon use.
Slideshow presentation for Marketing Management in AGSB MBAH program. The presentation discusses the company's unique selling proposition, primary target market, and competitors.
Jirafe E-commerce Strategy Session: How to Prepare for the Holidays and Sell ...Laura Sankowich
Learn how to use data to prep for the holidays and compete with brands like Amazon. During our session you will learn:
- How to capture the attention of more than 66% consumers who have already started their holiday shopping.
- How to track revenue related to your marketing channels, and optimize your marketing spend.
- How to properly segment your audience, and target them with promotions and discount codes that will drive sales.
- Additional tips for merchandising and dicounting items based on sell-through rates.
This document summarizes a presentation on becoming more customer-centric in retail. It finds that while retailers say they want to be customer-centric, they are still product-focused and treat customer experience tactically. CEOs have delegated customer strategy to others, and retailers have data but struggle to use it effectively due to a lack of analytics resources and inability to create a single customer view. The presentation provides four steps for retailers to start improving customer-centricity: 1) Measure existing efforts, 2) Use metrics to attract executive attention, 3) Create a maturity plan, and 4) Identify partners to help fill gaps. It emphasizes making customer value a key metric and centralizing customer insights.
Consumer Preferences for Retail Promotions - Cognizant Research FindingsCognizant
Which retail promotions are the most effective? Results from a survey of US shoppers to study the preferences of consumers for various retail promotions.
This was a group project of the JCPenney Company and shows the breaking down of their strategies financially, economically, competitively, etc. These strategies define their operations and its ups and downs throughout the company’s history. This ppt. was made as a visual aid for our presentation back in the Fall of 2012.
Target Corporation is a large discount retailer founded in 1902 with over 1,700 stores nationwide. Target's mission is to be their customers' preferred shopping destination by delivering outstanding value, innovation, and exceptional experiences. Target prides itself on its commitment to customers, community, diversity, and the environment. Target aims to foster an inclusive corporate culture where employees feel valued and empowered. Target competes against retailers like Walmart and Amazon and has maintained financial growth in recent years, though some deterioration in profit margins occurred after a 2013 data breach. Target's target demographic is middle-class individuals with a household income around $64,000 who value quality, trust, and value.
Mark Angelo Hosaka has created a 20 year marketing plan to achieve his mission of becoming a leader and innovator in ophthalmology and manufacturing in Central Luzon by 2025. His plan involves continuing to establish himself as a glaucoma specialist while obtaining his MBA and starting his own baking business sourcing ingredients locally from farmers. Over 20 years, his goals are to become CEO of the eye center he works at, chairman of the ophthalmology department, obtain more advanced degrees, expand his farm, become CEO of his own manufacturing company, and start a family, ultimately having his own thriving practice, foundation, and producing vegan milk, flour and chocolate as the chairman of his company.
Driving sales growth and market share with a customer centric approachdunnhumby
dunnhumby's Global CCI study looks at key strategies of the world's most customer-centric retailers. To learn more about the study, download our report: http://www.dunnhumby.com/driving-growth-through-customer-centricity-winning-strategies-worlds-top-ranked-retailers
- Shopper marketing spending by CPG manufacturers has more than doubled from 2012 to 2014, increasing from 6% to 13.5% of total marketing budgets. However, some of this increase may have come from reductions in other marketing spending areas like trade promotion.
- Retailers find in-store events, retailer-specific coupons, and digital/mobile promotions to be the most effective shopper marketing vehicles for generating sales. However, many shoppers report that shopper marketing has little impact on their awareness and purchase decisions.
- There is a question of whether the large growth in shopper marketing spending is true incremental investment, or simply a relabeling of existing trade promotion and account-specific marketing budgets and
Shopee has become the leading e-commerce platform in the Philippines by utilizing effective place and promotional strategies. It focuses its communication on being friendly, affordable and relatable to the masses. Key tactics include using local celebrities and viral memes in social media ads. Promotionally, it offers services like low prices, quantity discounts and delivery. During COVID, Shopee adapted by providing essential goods, extending support hours and focusing on current customers through online engagement and care packages. The document discusses Shopee's rise in the Philippine e-commerce market and recommendations for coping with the pandemic.
This document outlines Shopee's marketing plan to become the leading e-commerce platform in Southeast Asia. It identifies Shopee's target market as bargain-hunting Filipinos aged 25-35 (Class C) and outlines Shopee's unique selling proposition of being the e-commerce platform for everyone regardless of location or social status. The marketing strategy discusses Shopee's approach across the 4Ps and focuses on cost leadership, service differentiation, and product differentiation to position Shopee as the "e-commerce platform for the masses." Key aspects of the plan include partnerships, communication design focused on warmth and discounts, and adjustments made during the COVID-19 pandemic such as expanded logistics and livestreaming. The
Customizing the In-Store Experience to Meet Shopper PreferenceMichael La Kier
The document discusses customizing the in-store experience to meet shopper preferences. It covers understanding shoppers and their behaviors, such as trip missions and shopping pace, to inform store design and merchandising strategies. Placement of product categories and elements can be tailored to fulfill different roles in driving traffic, loyalty, and basket size based on a brand's promise. Understanding navigation patterns and trip missions helps determine optimal product placement to engage shoppers.
Striking Pricing Facts That Every E-Commerce Retailer Should KnowPrisyncCom
For online retailers it’s no surprise that pricing matters. There are also some striking findings from eCommerce markets worldwide, which strongly proves this fact. In this deck, you can find important pricing stats that will help you to have better understanding about the importance of pricing in
e-commerce.
MaxPoint_Stores_Speak_Volumes_INSIGHT_BRIEFAmy King
1) The document discusses how companies can better leverage store-level data like inventory and sales information to improve marketing campaigns and gain insights.
2) It provides two case studies where connecting store data to digital advertising resulted in increased sales - targeting specific product varieties in stock locally and driving sales of seasonal candy in high-performing stores.
3) Integrating store data with advertising allows companies to ensure promoted products are in stock, avoid costly out-of-stocks, and optimize campaigns for better returns.
Paid Search Media Optimization During Uncertain TimesTinuiti
This document discusses strategies for marketing in different economic conditions. It notes that while some categories are struggling due to retail store closures, brands that have aggressively marketed have seen strong results. It recommends having perspectives on the current economy, using unique strategies per category, and leveraging customer data to focus on high-value customers. Always-on experimentation is suggested to test incrementality, and multi-channel attribution can show how customers interact across platforms like a brand's website and Amazon.
This document provides information about Canvassco, a research-based sales and marketing agency operating in Southeast Asia. Canvassco offers a full suite of marketing solutions, from market analytics to implementing both online and offline sales and marketing strategies. The agency has offices in Bangkok and Jakarta and serves clients across various industries in Southeast Asia.
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceAmy Bishop
This presentation outlines the many ways that Google Analytics can be used to: identify prospecting targets, create high-intent audiences, identify audiences with the highest propensity to convert, and improve the conversion rates of those audiences.
(paid search audiences, ppc audiences, remarketing, retargeting)
How to Supercharge Your Audience Performance with Google AnalyticsHanapin Marketing
In this session, we’ll talk about the actions that advertisers can take in Google Analytics to supercharge audience performance. Check out this session for actionable takeaways, including the reports you can create and the insights that you can leverage to drive more profit from your paid search campaigns and cross-channel efforts.
This session will cover:
- Identifying audiences and campaigns that have the highest user value.
- How to understand which channels and content are most successful at converting the most lucrative audiences – and how to improve upon that performance.
- Strategies for prospects vs existing customers and clients.
- How to analyze whether remarketing is adding value, or if it’s cannibalizing existing traffic & what you can do about it.
- How to triangulate funnel performance to identify and solve for breakdowns, monitor growth and drive more revenue.
- How to attribute value across the full funnel and individual campaigns.
- How to determine which audiences to exclude and what to watch out for with audiences as exclusions.
Get your online store ready for the holiday shopping seasonPromodo
Winter holidays and the pre-holiday season are known to be the busiest and most profitable time for most e-commerce sites owners. But are you sure that your business marketing strategy is helping you get the most out of this year's festive season? Get your brand ready for the best time of the year with our webinar.
Getting Started with Ecommerce for Food & Beverage Brands: Creating Your Chan...Christie Lee
Succinct analysis of ecommerce for food and beverage CPGs. If you're just getting into the space, I'll help you think about your online channel strategy. If you're selling online already, I share optimization strategies.
We'll cover:
1) Online Sales Landscape: who the key ecommerce players are and the underlying 2019/2020 drivers of growth
2) Creating your Ecommerce Strategy: deep dive of how Amazon, Walmart, and Direct to Consumer work and the tradeoffs of each channel
3) Optimizing your online sales: key metrics to track, questions to ask, and strategies to try for each channel
Listen in on four leading Amazon experts.
Amazon captured 49% of US Ecommerce Market, according to eMarketer. Hit the ground running on Amazon in 2019 by growing your market share by capitalizing on all Amazon Advertising updates. Let’s review Amazon Advertising trends and updates from 2018 to upgrade your brand’s strategy on Amazon and ignite your YoY profit growth.
Holiday shopping preferences 20 nov 2013Rusty Warner
This document summarizes the findings of a survey on holiday shopping preferences in 2013. Some key findings include:
- Consumers do research across channels like catalogs, mobile, and online, but social media is less used for research.
- Both online and in-store shopping are popular, with consumers valuing product evaluation, deals, and convenience differently between the channels.
- Mobiles are well used for product research but less for purchases. Consumers expect a consistent experience across channels.
- Most consumers will pay more for a better customer experience and are not loyal to any single brand.
marketing strategy workshop - what you need to market your digital project ea...Mutaz Ghuni
- Inbound marketing
- outbound marketing
- persona
- Technologies for marketing
- Data on Saudi market
- Choosing the right metrics for your startups (the one metric that matters)
- Creating the digital marketing funnel
- Choosing the right metrics for the funnel
- Applying some of the concepts on your startups
The document outlines a 90 day ramp up plan for a new sales role in the Chicago market. The plan includes:
- Goals for the first 30 days including developing sales processes, identifying top accounts, and achieving metrics like 40 new accounts and 25-50 appointments.
- Target accounts and initiatives for 30 days like hotels, retailers, and neighborhoods.
- 60 day goals of 80 new accounts, 60-75 appointments, and targeting service providers.
- 90 day targets including online marketplaces, luxury buildings, and home improvement stores, with goals of 120 accounts, 100 appointments, and 1200 leads.
- An emphasis on engaging millennials, essential services, and driving volume through the holidays.
The document provides guidance on developing an effective marketing plan on a shoestring budget. It recommends first assessing your target customers and available resources. It then discusses creating a blueprint with measurable goals and a consistent message. Various low-cost and free marketing ideas are presented, like optimizing your website, social media presence, and online directories. It stresses measuring the results of your efforts to determine what is truly effective.
The document provides 64 analytical questions to lead a deep-dive business review organized into 10 questions each for analyzing the marketplace, consumers, competitors, channels, brand, brand finances, and marketing execution. The questions are designed to provide insights on performance, opportunities, strengths, weaknesses, and risks across these key areas to identify challenges and inform strategic decision making.
Market Smarter - Without Busting Your BudgetCustomXM
Presented to the Arkansas Self-Storage Association, this slide deck provides dozen of marketing tips, tricks and techniques to help self-storage store owners market more effectively.
Walmart’s Omni-Channel Opportunities: Creating an Insights-based Ad StrategyTinuiti
In this session, we partnered with DataHawk, an eCommerce analytics platform, to discuss new updates coming to Walmart Connect, how to structure your strategy using Share of Voice tools, and the ways to create an insights-based strategy with Walmart Advanced Insights.
This document provides an overview of a marketing communications course taught by Professor Ethan Chazin. It includes an agenda for the first week which focuses on introductions and a review of the syllabus. Background information is provided on the professor and his areas of expertise. Various marketing topics that will be covered in the course are briefly outlined such as consumer behavior, social media adoption, strategic market management, and the objectives and role of marketing communications.
This document discusses improving the accuracy of measuring return on investment (ROI) for Hispanic marketing. It identifies issues with current TV measurement, sales data, and modeling techniques. Specifically, TV data lacks granularity at the local level and sales may undercount Hispanic consumers. The document recommends more precise TV and sales data, addressing best practices for modeling Hispanic marketing's impact on total and Hispanic-specific sales. It also outlines AHAA's plans to work with data and modeling partners to improve inputs and develop education programs.
CEOThe mission of Knockout Shoes is to be recognized as a soci.docxtidwellveronique
CEO
The mission of Knockout Shoes is to be recognized as a socially responsible company providing high quality shoes for the North American and Latin American markets.
The overall strategy of Knockout Shoes is focused differentiation while addressing socially responsible business practices. The decisions by operations, financing, and marketing support this strategy because we have limited all production to North America and Latin American. We have limited sales to Wholesale and Internet sales in North America and Latin America. We have purchased the contracts of Ophrah Beyonse, Tiger Green, and Jose Montana. We have engaged in green manufacturing practices. We have limited the number of models sold. We use high-quality materials in the manufacturing process. We have provided sufficient capital to sustain operations. We have provided a return to stockholders and to society.
VPO
We produce all of our shoes in North America and Latin America because this allows for better control over the manufacturing process and reduces the cost to ship shoes to the two target markets. We limited our models to 50 to maintain better control over the manufacturing process and to limit the costs for styling. We have set our superior material usage rate at 80% to ensure a high quality shoe. We use green materials. We have set the enhanced styling features to $20,000 per model to support the production of a shoe that is perceived to be high quality. We have invested in energy efficiency. We use recycled boxing materials. Our entire workforce has received ethics training, and we have a diverse workforce. We spend $2,000 per worker on Best Practices Training.
VPM
We have set our wholesale price at $60 and our internet price at $85 because the shoes are high quality shoes. We sell only in North America and Latin America. We do not allow internet sales outside of North America and Latin America. We have contracted with Ophrah Beyonse, Tiger Green, and Jose Montana because these three have the best celebrity appeal scores for our two markets. We do not provide for private label production because it does not support our strategy of focused differentiation. We have set our advertising budget at $10,000,000. We offer a $3 rebate as part of our advertising strategy. We are able to provide delivery within 1 week because most of our shoes are manufactured in the country in which they are sold. We have few shipments between North America and Latin America.
VPF
We have issued 100,000 shares of stock and secured a 10-year bank loan of $8,000,000 to finance operations. We declared a dividend of $.15 to provide a return to stockholders. We have plans to ensure that ROE is at least 15% per year. We have plans to ensure that our cost of pairs sold is no more than 53%. We have plans to ensure that our default risk is no more than Medium. We have committed 3% of pre-tax profits for charitable contributions.
The New Product Development Proce ...
The document provides guidance on how to write an effective marketing plan in 3 steps:
1. Start with an executive summary and define measurable marketing objectives based on understanding strengths, weaknesses, and business environment.
2. Conduct a thorough internal and external situation analysis using a SWOT framework to identify target markets and guide strategy.
3. Develop strategies and an implementation plan to achieve objectives, then establish tracking and evaluation metrics to ensure success.
Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
Scaling Growth Across Digital Grocery Marketplaces: A Conversation with Poppi...Tinuiti
In this session, we partnered with our client Poppi, a prebiotic soda brand, to explore what a winning strategy for scaling your digital grocery business looks like, considerations you should utilize across channels, and best practices for internal alignment that can lead to growth.
Similar to Global marketing and trends 10 2016 (20)
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Global marketing and trends 10 2016
1. China, Singapore, Mexico
Marketing & Trends
October 2016
(presentation given to a large producer of dairy products)
Craig Letourneau
AmeriChannels, LLC.
AmeriChannels, LLC 2016
3. Find Resources That Have Done It Before
There is nothing worse than learning through trial and error
• Culture, customs and language
• Roadblocks and opportunities
• Best go-to-market approach
• Utilize “Best Practices”
AmeriChannels, LLC 2016
4. Find Resources That Have Done It Before
There is nothing worse than learning through trial and error
AmeriChannels, LLC 2016
5. Find Someone Who Has Done It Before
Culture – Culture - Culture
Everything needs to be acceptable with the
customs and culture of the region where you
are doing business
• Consider colors
• Truth in advertising
• Humor
• Product names
• Product packaging design
AmeriChannels, LLC 2016
6. Find Someone Who Has Done It Before
Don’t Ignore the Language
• Because customers speak English it isn’t always the best option
• The product itself may not need to be adapted to a local market, but
sales materials, packaging, training and more may need to be reviewed
AmeriChannels, LLC 2016
7. Find Someone Who Has Done It Before
Don’t Ignore the Language
Client Story: Software company doing business
in the Netherlands
• English is mainstream in Amsterdam
• English taught in schools
• Approximately $250K in sales with the product
distributed in English
• Dutch version increased sales to over a $1M in
just over a year
AmeriChannels, LLC 2016
8. Utilize Best Practices Whenever Possible
Keys to success
• Focus on a few countries/regions to increase
sales and increase the chances of success
o Prioritize and increase penetration in a few countries
rather than taking on more than you can effectively
handle
• Implement a internal marketing strategy
o Build a company culture that thrives on being a
global business
• Always have a backup Plan B for the unexpected
AmeriChannels, LLC 2016
9. Utilize Best Practices Whenever Possible
Focus like P&G
• In terms of global expansion, P&G's old strategy
involved an "all-in" focus on rapid expansion*
• At the beginning of 2013, P&G decided to
narrow its global scope. It now focuses on 10
emerging economies that included Brazil, China,
South Africa, Mexico, Nigeria, and Poland*
• By narrowing its scope, P&G became better at
localizing its marketing strategies*
• Today, P&G gets the majority (64.6%) of its sales
outside North America**
AmeriChannels, LLC 2016
*http://www.fool.com/investing/general/2013/
10/27/how-procter-gamble-is-conquering-
emerging-markets.aspx
**http://www.usatoday.com/story/money/busi
ness/2014/09/07/procter--gambles-global-
reach-changing/15205713/
10. Utilize Best Practices Whenever Possible
Build an internal “global” company culture
AmeriChannels, LLC 2016
Management involvement
o Regular mention of international accomplishments at company
meetings and communications
o Frequently reinforce the strategic importance of international
Meet with all stakeholders
o Explain the importance of their role and why they should get on
board and be an active participant in the process. Otherwise,
you’re always swimming upstream to get things done
o Encourage them to attend seminars, conferences, association
events and training
Constantly communicate internally
o Internal International Press Releases or other internal
announcements
o Periodic newsletter
o Celebrate accomplishments
11. Utilize Best Practices Whenever Possible
Plan for the worst
AmeriChannels, LLC 2016
• Worlds 7th largest container
shipping company in the world
files for bankruptcy
• Ships full of containers stuck at
ports throughout the world
• Fleet of 98 container vessels
• Approximately 6,000 employees
http://www.joc.com/maritime-news/container-
lines/hanjin-shipping
12. Determine The Best Way To Enter The Market
There are many different go-to-market strategies
Company
Distributor/Rep
Retailer/Grocery
Brick & Mortar or Online
Your Customer
AmeriChannels, LLC 2016
Internet
13. AmeriChannels, LLC 2016
Sell Engage Protect
Prospect Qualify Close
Make a
member of
the family
Defend &
keep
existing
customers
productive
and satisfied
Sell – Engage – Protect (SIP)
Channel Model
Determine The Best Way To Enter The Market
SEP Philosophy
attract new
customers
why to buy customer
makes the
purchase
decision
14. AmeriChannels, LLC 2016
GTM
Channel
Sell Engage Protect
Programs,
collateral,
price and
promotions
Prospect Qualify Close
Make a member of
the OV family
Keep existing
customers
productive and
satisfied
Reps
• Product Sell
sheets
• Partner Pricing
• Benefits piece
• Positioning
• Distributor
Evaluation
Checklist
• Pricing &
Promotion
Examples
• Agreement
• Training
• Ongoing
Marketing
Support
• Territory
• Trinkets & Trash
• Regular Ongoing
Training
• Competitive
Intelligence Info
• Special
Incentives or
programs to
drive sales
• Margins
Distributor
• Product Sell
Sheets
• Pricing
• Benefits Piece
• Ongoing Support
• Retail/Etail
Selection
Evaluation
• Pricing
• Promotion
Examples
• Agreement
• Launch Plans
• Ongoing
Marketing,
Promo &
Support
• Trinkets & Trash
• Regular Ongoing
Training
• FAQ, FBRs
• Unique
Marketing &
Promotional
Plans
Retailer
• Shelf talkers
• Signage
• POP Displays
• Product brochures
• Coupons
• Discounts
• Sample Tables
• Benefits of
Organic
• Special Offers
• Co-marketing
• Trinkets & Trash
• Loyalty Program
Participation
• Coupons
• Special Offers to
Loyalty Program
Customers
eTailer
• Banners & Ads
• PFC content &
Keywords
• Product FBRs
• Product Info
• Special Offers
• Sample Tables
• Benefits of
Organic
• Special Offers
• Co-marketing
• Free Shipping
• Trinkets & Trash
• Loyalty Program
Participation
• Coupons
• Special Offers to
Current
Customers
Determine The Best Way To Enter The Market
SIP Model Philosophy
15. Determine The Best Way To Enter The Market
Partner Selection
Distributors and Reps
• Create a list of what is most important in the relationship – See the
“Partner Evaluation Tool” worksheet from ExporTech to begin your list
• Assess the strengths and weaknesses of the potential partner to find the
best fit – understand how to build on and leverage the strengths. Don’t try
to change the partner
• Always be aware that cultural differences play a subtle and complex role in
how partners are motivated
• Always perform your due diligence on the partner. The wrong partner can
be a painful experience
Local Region Company Employees
• Local staff is not always preferable. Rep firms, distributors or partners
often provide the appropriate sales coverage needed
• Local laws and regulations differ, but often are more stringent than
employment laws in the US. Letting someone go can sometimes be difficult
AmeriChannels, LLC 2016
16. Retail ecommerce sales
will increase to $4.058
trillion in 2020, making
up 14.6% of total retail
spending that year
AmeriChannels, LLC 2016
Determine The Best Way To Enter The Market
Internet/Online – WW Retail Growth
https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-
Sales-Will-Reach-1915-trillion-This-
Year/1014369?ecid=mx1399&1&mkt_tok=eyJpIjoiTjJaa1l6QXpaV00
0WkdWbCIsInQiOiJkYmJ5VEF0VnF4dEZHZ1ZyaVNMV3NIWmhnR0Fx
cG1oa0VKNUsxVXlTWjJ4U3AxOWs1a3g0M1FsNHlabXdSMTRKUW1k
TG5XMFdpUUtEbXE4TzJWTXdzZmJrSEowY2dRRDYxdUZ3UjRKb2puV
T0ifQ%3D%3D
17. • Total worldwide sales of fast-moving consumer goods
(FMCGs - includes processed foods, soft drinks and
toiletries that sell quickly and at relatively low cost) grew
just 1.6% in the 12 months ended in June 2016
• Online sales of FMCG grew by 15% during the past year
and account for 4.4% the market
• Online grocery sales top $48 billion worldwide
• By 2025, grocery e-commerce will grow to 9% of the
market and be worth $150 billion worldwide
AmeriChannels, LLC 2016
Determine The Best Way To Enter The Market
Internet/Online – WW Grocery Growth
https://www.internetretailer.com/2016/10/06/online-
grocery-sales-top-48-billion-worldwide
18. • Internet Penetration*
• China >52% 721,435,00 users
• Mexico >45% 58,017,000 users
• Singapore >82% 4,699,000 users
• Popular Search Engines**
• China Baidu 55%, Qihoo 28%
• Mexico Google 94%
• Singapore Google 92%
• Yandex in Russia, Naver in Korea
Determine The Best Way To Enter The Market
Internet Statistics
AmeriChannels, LLC 2016
*http://www.internetlivestats.com/internet-users-by-
country/
**http://returnonnow.com/internet-marketing-
resources/2015-search-engine-market-share-by-country/
20. Word of Mouth (WOM)
The role of social media
• Organic vs Proactive WOM*
– Organic, what happens, happens. You have no way to shape this conversation.
Only to impact its content by providing the best brand experience
– Proactive WOM, is about tools, campaigns and tactics that shape the
conversation around your brand
• Social Media has become synonymous with WOM. It’s the perfect venue for WOM
online
– But always consider the off line implications of this strategy. To impact WOM
offline, consider all of the touch-points customers and potential customers
have with you brand, product or service*
– In the US for example retailers are blending online and offline commerce.
With a drop-off in retail foot traffic this year, the merger of online and offline
marketing is taking on new importance. Retailers are responding with
investment in the needed technology, with many now offering quick delivery
services, the option to buy online and pick up in stores, and direct response
ads that engage mobile users**
AmeriChannels, LLC 2016
*www.bransforce.com
**https://www.emarketer.com/Article/Gap-
Between-Online-Offline-Commerce-
Shrinking/1014575
21. AmeriChannels, LLC 2016
National Geographic is already reaching 730 million people each month, but it
was social media that fueled the growth of the business, with a social
footprint of 270.9 million followers, 1.6 billion actions and an engagement
that is 8x higher than any other media brand. What led to this success?
Five key points that any brand could study when seeking social success
1. Leading with the visuals
2. Invest in storytelling and storytellers
3. Where, when and how consumers want it
4. Be flexible and adaptive
5. Lean into purpose
Social Media
Success Story
https://www.clickz.com/how-national-geographic-
uses-visual-storytelling-to-stand-out-in-social-
media/106028/
22. AmeriChannels, LLC 2016
Why a brand should use storytelling
Social media users appreciate branded content that is genuine and unique. What makes
storytelling powerful is the ability to help a brand go beyond its promotional content its
company culture. People feel closer to a brand that can build an emotional connection
with them and storytelling is a great way to achieve it. Storytelling in branded content can:
• bring a human element to a brand
• build trust
• create a relationship
• make content interesting
• help repurpose older content
• provide new creative opportunities
• help a brand stand out
It’s important to remember that there are no set of rules on how you should tell
your own story through your brand. All you need is the inspiration to showcase
what makes you stand out
https://www.clickz.com/how-national-geographic-
uses-visual-storytelling-to-stand-out-in-social-
media/106028/
Social Media
Success Story
23. AmeriChannels, LLC 2016
5 Chinese Social Networks
to Watch
Sina Weibo - Simply describing Sina
Weibo as the Twitter of China
understates Weibo's unique
capabilities and leadership role in the
Chinese social media sphere
Renren - Think of Renren as China's
Facebook
Tencent
Douban
Wechat
Overview
• China is the world's largest social network
market. Market Analytics predicts that
646.71 million Chinese internet users will
access social networks in 2020, up from
514.48 million social network users in
2016*.
• Its market composition varies considerably
from the rest of the world. Due to the Great
Firewall of China, as the Chinese
government’s internet censorship project is
commonly called, Facebook, Twitter and
Youtube, the leading international social-
media players, are all blocked in China.**
*https://www.statista.com/statistics/278341/number-of-social-network-users-in-selected-countries/
**https://www.statista.com/topics/1170/social-networks-in-china/
***http://mashable.com/2012/07/02/china-social-networks/#vgpOdcCeruqY
Social Media
China
24. AmeriChannels, LLC 2016
• Singaporeans are one
of the most active
social media consumers
in the world
• The landscape of social
media in Singapore is
ever-changing
Social Media
Singapore
http://www.hashmeta.com/social-
media-singapore-infographic/
26. Distance Makes Everything More Difficult
Distance is more than geographic
• Understand what is most important. Don’t wait. Act on it
o Always take culture and customs into consideration
o Many a relationship has fallen apart because the partner or rep
thought they weren’t important
o Adding international responsibilities to someone who already has
full time responsibilities means international is a lower priority
• Communicate often with your partners and your reps
• Provide the tools to communicate easily with the customer
AmeriChannels, LLC 2016
31. Asia Markets
Overview
• More than 50% of the Asian population will be urban
by 2018 (UN-Habitat, October 2015)
• Asia is home to 17 megacities, more than any other
continent on Earth (UN-Habitat, October 2015)
• Asian urbanization shows no sign of slowing
AmeriChannels, LLC 2016
32. Asia Markets
Overview
AmeriChannels, LLC 2016
• Largest retail ecommerce market
with sales expected to top $1
trillion in 2016 and more than
double to $2.725 trillion by 2020
• Expanding middle classes,
greater mobile and internet
penetration, growing
competition of ecommerce
players and improving logistics
and infrastructure will all fuel
ecommerce growth in the region
https://www.emarketer.com/Article/Worldwide-Retail-
Ecommerce-Sales-Will-Reach-1915-trillion-This-
Year/1014369?ecid=mx1399&1&mkt_tok=eyJpIjoiTjJaa1l6QXpa
V000WkdWbCIsInQiOiJkYmJ5VEF0VnF4dEZHZ1ZyaVNMV3NIW
mhnR0FxcG1oa0VKNUsxVXlTWjJ4U3AxOWs1a3g0M1FsNHlabX
dSMTRKUW1kTG5XMFdpUUtEbXE4TzJWTXdzZmJrSEowY2dRRD
YxdUZ3UjRKb2puVT0ifQ%3D%3D
33. Asia Markets
Overview – continued from previous slide
AmeriChannels, LLC 2016
• The bulk of retail ecommerce will come from China, where sales are expected
to reach $899.09 billion this year, representing almost half (47.0%) of all such
sales worldwide
• While there is plenty of opportunity for growth, parts of Asia-Pacific are still
faced with challenges
o In Southeast Asia in particular, ecommerce still represents only a fraction
of total retail sales.
o An underdeveloped digital payments infrastructure and a weak logistics
framework have made these markets unprepared to handle high volumes
of ecommerce orders and have kept ecommerce at a nascent stage
https://www.emarketer.com/Article/Worldwide-Retail-
Ecommerce-Sales-Will-Reach-1915-trillion-This-
Year/1014369?ecid=mx1399&1&mkt_tok=eyJpIjoiTjJaa1l6QXpa
V000WkdWbCIsInQiOiJkYmJ5VEF0VnF4dEZHZ1ZyaVNMV3NIW
mhnR0FxcG1oa0VKNUsxVXlTWjJ4U3AxOWs1a3g0M1FsNHlabX
dSMTRKUW1kTG5XMFdpUUtEbXE4TzJWTXdzZmJrSEowY2dRRD
YxdUZ3UjRKb2puVT0ifQ%3D%3D
34. Asia Markets
China - Economy
AmeriChannels, LLC 2016
As the economic structure in each of the 22 biggest city clusters has evolved—
and as each of them has been affected differently by the recent slowdown of
China’s economy—significant differences, for instance, in consumer confidence,
do indeed persist between these clusters
o 70 percent of consumers in the Fuzhou–Xiamen city cluster, which lies on the
coast across from Taiwan, said they are confident their income will
significantly increase over the next five years
o The Byland–Shandong city cluster, which lies on the coast between Beijing and
Shanghai, was comparatively pessimistic, with only 33 percent of its
consumers expressing such confidence
o Comparing the consumers in the Shanghai area to those around Beijing and
Hangzhou, certain spending attitudes also showed marked differences. For
example, brand loyalty increased much faster in Shanghai (24 percent increase
in three years versus just 7 percent in Beijing and 9 percent in Hangzhou), as
did the willingness to pay for better or healthier products
http://www.mckinsey.com/industries/retail/our-
insights/chinese-consumers-revisiting-our-
predictions?cid=china-eml-alt-mkq-mck-oth-1610
35. Asia Markets
China Trends
• Chinese dietary habits have changed. An article published by Mintel indicated that in
2014, China replaced the U.S. as the top market for ice cream. Fluid milk is primarily
sold in single use packages and is UHT processed and flavored
• China parents want their children to consume dairy products for greater health and
growth*
• Online channel has played a critical role and now import milk accounts for two-thirds of
the milk sales in this channel
• Across most FMCG categories consumers are trading up to more premium products.
The resulting price increase has become the main growth dynamic of the food category
as premium products saw the highest growth rates. Dairy is no exception and this trend
provides dairy enterprises a good environment to develop and sell high value-added
products**
• China plans to lift the quality and standards for consumer goods through more market-
oriented efforts and adopting a wider range of global standards within the coming five
years, as part of the country's supply-side structural reform and boosting domestic
consumers' confidence***
AmeriChannels, LLC 2016
*http://msue.anr.msu.edu/news/chinas_dairy_market_and_
the_future_potential_for_imports
**http://www.kantarworldpanel.com/global/News/China-
dairy-industry-challenges-and-opportunities
***http://news.xinhuanet.com/english/2016-
08/25/c_135633830.htm
36. Asia Markets
China Trends
• 58% of Chinese moms say they are the sole person who manages household
finances*
• For busy urbanites, eating fresh and living healthy is made possible thanks to the
development of O2O (online to offline) businesses in China**
• The incidents on food security have a significant impact on consumers, they will
have less confidence in the brand. The majority of consumers against food
additives, at least 88% of consumers in the cities of 1st and 2nd row are against.
25% responded to accept higher prices for food without additives inside. There is
a huge untapped potential in several segments of healthy food: Consumers are
now more looking for healthy food without food additives, ingredients organic,
low in calories and has a slimming effect. These four categories are the trends that
brands should develop***
• Fifty per cent of Chinese are now focused on eating healthy and nutritious foods,
and food safety is a growing concern with 72 per cent now worried the food they
eat is harmful (up from 60 per cent in 2012)****
• China Mengniu Dairy, the country’s second largest dairy firm, is likely to make a
“big breakthrough” in its partnership with the world’s No 1 milk producer
Danone*****
AmeriChannels, LLC 2016
*https://www.chinainternetwatch.com/16478/consumer-trends-2016/#ixzz4MhGSFml7
**https://www.chinainternetwatch.com/16478/consumer-trends-2016/#ixzz4MhGr8qaJ
***http://marketingtochina.com/new-food-trends-chinese-consumers/
****http://thesilkinitiative.com/china-health-trend-continues-success-relies-keeping-pace-new-consumer/
*****http://www.scmp.com/business/companies/article/2024674/china-mengniu-dairy-sees-bigger-things-ahead-its-partnership
37. Asia Markets
China
AmeriChannels, LLC 2016
The World’s Largest E-Commerce Market
Extended Its Lead in 2015
Strong demand among middle-class Chinese for Western goods and
higher smartphone conversion rates are driving huge growth
• Despite a 2015 GDP slowdown to 6.9%, Chinese consumers purchased $589.61
billion (3.977 trillion yuan) worth of goods online in 2015, an increase of 33.3%
from a year earlier, according to the National Bureau of Statistics in China
o By comparison, U.S. online retail sales grew roughly 15% per year from 2011
to 2015, according to the U.S. Commerce Department
• The 102 retailers and brands based outside of China—including 52 from the
U.S.—shared in that growth: they collectively grew 2015 web sales by 24.0% to
$21.31 billion
https://www.internetretailer.com
/china500/#!/
38. Asia Markets
China – Success Story – Macy’s
AmeriChannels, LLC 2016
Selling online via Alibaba’s Tmall Global, Macy's says it has
attracted 300,000 fans
• Macy’s will launch a Chinese e-retail site in 2017 in order to increase its
digital presence in the world’s largest e-commerce market
• Macy’s began selling online in China last November when it opened a
storefront on Tmall Global, a web shopping site for imported products
operated by Alibaba Group Holding Ltd.
• Alibaba says Macy’s has become one of the most popular sellers on Tmall
Global where Macy’s sells 1,500 fashion products from such brands as
Kipling, Anne Klein, Tommy Hilfiger and Fossil
https://www.internetretailer.com/2016/10/07/macys-plans-
launch-e-commerce-site-china-2017
39. Asia Markets
China (Retail/Grocery)
AmeriChannels, LLC 2016
This shift has been
recognized by
advertisers operating in
China’s “pillar”
consumer product
categories like
beverages, foodstuffs
and cosmetics, which in
recent months have
pulled back ad spending
on traditional media
https://www.emarketer.com/Article/China-Advertising-
Spend-Follows-Consumers-Digital/1014584?ecid=NL1001
41. AmeriChannels, LLC 2016
• Smaller retail configurations are becoming popular,
especially for grocers
• Premium supermarkets approach saturation.
Supermarket operators have been opening large
numbers of premium stores on major retail sites to
cater to increasingly wealthy consumers. They offer a
wide range of imported goods and higher-priced
products to target these middle-class, affluent
consumers
• Foreign hypermarkets and supermarkets tap the
China market via online platforms, without setting up
physical stores
o An increasing number of foreign hypermarket
and supermarket operators sell to Chinese
consumers by opening stores on “Haitao” –
business-to-consumer (B2C) platforms which sell
imported products to Chinese mainland
consumers
Asia Markets
China Trends (Retail/Grocery)
China Retail – Supermarkets and
Hypermarkets in China -
china_dis_issue125.pdf
42. AmeriChannels, LLC 2016
• Smaller retail configurations are becoming popular,
especially for grocers
• Premium supermarkets approach saturation.
Supermarket operators have been opening large
numbers of premium stores on major retail sites to
cater to increasingly wealthy consumers. They offer a
wide range of imported goods and higher-priced
products to target these middle-class, affluent
consumers
Asia Markets
China Trends (Retail/Grocery)
China Retail – Supermarkets and
Hypermarkets in China -
china_dis_issue125.pdf
• Foreign hypermarkets and supermarkets tap the China market via online
platforms, without setting up physical stores
o An increasing number of foreign hypermarket and supermarket operators
sell to Chinese consumers by opening stores on “Haitao” – business-to-
consumer (B2C) platforms which sell imported products to Chinese
mainland consumers
43. Asia Markets
China (Convenience Stores)
AmeriChannels, LLC 2016
Small serving sizes are making convenience stores a popular
destination for the middle class
44. Asia Markets
China – Retail Growth
AmeriChannels, LLC 2016
• China is Starbucks’ fastest-growing market
and the Seattle-based coffee chain is
opening 500 stores a year in the world’s
most populous nation, aiming for a total of
3,400 stores by 2019
• For Asia, its offerings include black tea with
ruby grapefruit and honey and green tea
with aloe and prickly pear, relatively more
complex recipes compared to U.S
bestsellers like mango black tea and peach
green tea
http://www.bloomberg.com/news/articl
es/2016-09-12/starbucks-new-tea-line-
chases-china-s-9-5-billion-tea-market
Fast growth and catering to premium
buyers with special flavors
45. Asia Markets
China – Retail Growth
AmeriChannels, LLC 2016
• Wal-Mart Stores Inc. is pushing more aggressively
onto Alibaba Group Holding Ltd.’s turf. The
Bentonville, Arkansas-based retailer boosted its stake
in China’s second-largest e-commerce website JD.com
Inc., strengthening an alliance to win more market
share in the world’s largest online market
• Wal-Mart is tapping JD.com’s online resources after it
struggled to adapt to a slowing local economy and
more shoppers turn to online platforms including
those owned by Alibaba.
• Wal-Mart Chief Executive Officer Doug McMillon has
said that the company needs to succeed in China,
where it estimates that 25 percent of global retail
growth will come from in the next five years.
• http://www.bloomberg.com/news/articles/
2016-10-05/wal-mart-boosts-stake-in-jd-
com-moving-further-into-china-market
47. Asia Markets
Singapore - Overview
AmeriChannels, LLC 2016
• Economic growth has slowed in Singapore, but the city’s openness to global
trade and investment continues to provide a solid basis for economic
dynamism*
• A transparent regulatory environment, buttressed by well-secured property
rights, provides commercial security for the innovative and resilient private
sector*
• A strong intolerance for corruption is institutionalized in the efficient judicial
framework*
• However, key sectors remain bogged down by state ownership or intrusive
management. A government statutory entity, the Central Provident Fund,
administers public housing, health care, and various other programs, and
public debt is equivalent to almost a full year’s GDP*
• 100.3 % of the population is urban (5,717,082 people in 2016)**
• The median age in Singapore is 40.5 years**
*http://www.worldometers.info/world-population/singapore-population/
**http://www.worldometers.info/world-population/singapore-population/
48. Asia Markets
Singapore – Internet Statistics
AmeriChannels, LLC 2016
• About 1.44 million Singapore residents shopped online in 2014,
increasing at a compound annual growth rate of about 14 per
cent from 2012
• About 15 per cent of online shoppers bought food or grocery-
related items
• 7 in 10 shoppers spent at least S$100 on their online purchases
• A high internet penetration rate, particularly among the young
Gen-Z and Millennial segments who are fast adopters of
technology, also explains why online grocery is gaining traction
• Between 2012 and 2014, the highest proportion of online
shoppers were in the 25-34 year age group, followed by 35-49
years, and 15-24 years
http://www.todayonline.com/business/online-grocery-race
50. Latin American Markets
Overview – Optimism is Growing
AmeriChannels, LLC 2016
• Executives in Latin America have long been the most
downbeat about the state of their home economies, but the
share believing that domestic conditions are better now than
six months ago has gradually risen
• One year ago, only 5 percent of executives said conditions
had improved; now 26 percent—nearly even with the global
average of 30 percent—report improvement
• Looking ahead, 51 percent in Latin America believe conditions
will improve in the coming months—a share that’s much
greater than the global average (38 percent)
• One year ago, just 13 percent of respondents in Latin America
expected improvements
http://www.mckinsey.com/business-
functions/strategy-and-corporate-finance/our-
insights/economic-conditions-snapshot-september-
2016-mckinsey-global-survey-results?cid=other-eml-
alt-mip-mck-oth-1609
51. Latin American Markets
Mexico Trends
AmeriChannels, LLC 2016
• Over the past 10 years, Mexico’s middle class has grown 17 percent, one of the
fastest growing segments in Latin America*
• The consumption of high-quality products is on the rise with consumers*
• Middle class families are not worried about their kids getting enough food; they
are worried about them eating too much*
• Mexico’s economic expansion, more educated population, credit availability, more
urban life-styles, dual-income households, opens many opportunities for
American products in this market*
• Families in Mexico today are having fewer children and investing more in them.
These changes in the market, among families and consumers increase demand for
products offering convenience, high quality & value*
• Natural agricultural products are well positioned to capitalize on the growing
segment aimed at the young, overweight population. Consumers have shown an
increase interest in products offering nutrition and healthful benefits, which
resulted in a surge of these products in supermarkets of all sizes*
• The top five countries for youth physical fitness, according to the data, are
Tanzania, Iceland, Estonia, Norway and Japan, and the least fit was Mexico**
*http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Retail%20Foods_Mexico%20City%20ATO_Mexico_10-18-2013.pdf
**http://www.upi.com/Health_News/2016/09/22/US-ranks-near-bottom-among-countries-for-youth-fitness-study-
says/3581474552993/
52. Latin American Markets
Mexico Trends
AmeriChannels, LLC 2016
https://www.pwc.com/mx/es/knowledge-center/archivo/2015-03-kc-social-networks-in-mexico.pdf
53. Latin American Markets
Mexico Retail/Grocery
AmeriChannels, LLC 2016
Continued growth in the number of premium and gourmet supermarkets with most
key retailers expanding into this niche, giving local wealthy and growing middle-class
customers an opportunity to find high-end products on a consistent basis
54. Latin American Markets
Mexico Retail/Grocery
AmeriChannels, LLC 2016
*Specialized stores are defined as convenience stores and pharmacies
*
55. Resources
Associations
ICE (International Credit Assoc)
http://www.icewi.org/
Milwaukee World Trade Assoc
http://www.mmac.org/business_net
works/about_wta.aspx
Madison International Trade Assoc -
http://mitatrade.org/
Midwest Global Trade Assoc
http://www.mgta.org/
Minnesota International Trade Office
http://mn.gov/deed/business/exporti
ng/
Northern Wisconsin International
Trade Assoc
http://www.nwitaglobal.org/
US China Business Council
https://www.uschina.org/reports
Other Resources
China
• The Silk Initiative
http://thesilkinitiative.com/
• China Internet Watch
https://www.chinainternetwatch.com/
• Marketing to China
http://marketingtochina.com/
• Rodney Heil - Local Minnesota Business
Consultant
Mexico
• Lizeth Marroquin – Mexico Business
Consultant
Singapore
• Rodney Heil - Local Minnesota Business
Consultant
AmeriChannels, LLC 2016
56. Other Resources
Newsletters
• SmartBrief Newsletters - http://www.smartbrief.com/subscribe
• Global Edge Newsletter by the Michigan State University International Business Center -
http://globaledge.msu.edu/get-connected
• MediaPost Publications - http://www.mediapost.com/publications/marketing-cpg/
International Intelligence and Trends (Sign up for free newsletter)
• International consulting organizations like ISA (International Strategic Analysis)
http://www.isa-world.com/
• PFSK - http://www.psfk.com/membership#ChooseAPlan
Other
• The Heritage Foundation – 2016 Index of Economic Freedom
http://www.heritage.org/index/
• Check out LinkedIn groups
• Online Newspapers like the South China Morning Post
• FedEx and other international carriers
AmeriChannels, LLC 2016