This document discusses strategies for segmenting traditional trade grocery stores in Southeast Asia to maximize sales. It notes that while location attributes and performance attributes can help group stores, the best approach combines both store performance and physical attributes to develop a comprehensive sales strategy. Understanding shopper behavior, popular product categories in different markets, and the constraints of small store sizes are key to tailoring effective promotions and product assortments. A multi-lens view of the shop, shopper and shopkeeper is needed to build brands and drive sales across traditional retail outlets.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
This is the presentation on the marketing campaign and brand equity construction of Creme De La Creme. As a part of our Brand Management course project, we had to come up with a New and Premium Ice Cream brand for the people belonging to socio-economic class A. Any comments/criticism/suggestions will be gladly accepted.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
This is the presentation on the marketing campaign and brand equity construction of Creme De La Creme. As a part of our Brand Management course project, we had to come up with a New and Premium Ice Cream brand for the people belonging to socio-economic class A. Any comments/criticism/suggestions will be gladly accepted.
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
Upscale grocery store chain, Whole Foods Market, has launched a media agency review, according to sources.
In its last annual report the company stated that advertising expenses totaled nearly $90 million in its fiscal-year 2015. It’s estimated that the company spends about $65 million annually on media.
Previously, the Austin-based Whole Foods had worked with GSD&M (also based in Austin) for media. Two years ago, GSD&M was the media agency that launched the brand’s first national ad campaign. New York-based creative agency Partners & Spade was tapped to develop the creative approach.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
The need for quality environments
and fixture programs has never been greater for the
outlet channel. Meeting the customers’ expectations
relies on understanding the influencers and trends in this
evolving market. Here are four trends in the evolution
of the outlet retail environment, as well as, six areas of
focus that will drive success for branded retail in the
outlet channel
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
Upscale grocery store chain, Whole Foods Market, has launched a media agency review, according to sources.
In its last annual report the company stated that advertising expenses totaled nearly $90 million in its fiscal-year 2015. It’s estimated that the company spends about $65 million annually on media.
Previously, the Austin-based Whole Foods had worked with GSD&M (also based in Austin) for media. Two years ago, GSD&M was the media agency that launched the brand’s first national ad campaign. New York-based creative agency Partners & Spade was tapped to develop the creative approach.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
The need for quality environments
and fixture programs has never been greater for the
outlet channel. Meeting the customers’ expectations
relies on understanding the influencers and trends in this
evolving market. Here are four trends in the evolution
of the outlet retail environment, as well as, six areas of
focus that will drive success for branded retail in the
outlet channel
How to sell FMCG in Iran - Sales and POS solutionsGerhard Barcus
Selling fast moving consumer goods in Iran's retail universe poses unusual challenges to brands. We explain how to sell successfully and how to activate brands at the point of sale in Iran's traditional retail environment.
Best Retails Brands 2014 by Interbrand
http://interbrand.com/assets/uploads/Interbrand-Best-Retail-Brands-2014-3.pdf?_ga=1.101985793.1041352849.1412858098
Anuga lecture was held in Anuga Food Tech-2015. Crash Course Shopper Marketing. Martin Moström, Strategic Advisor Shopper Marketing, Retail House - Stockholm
Establish your business' leading status in new markets by assigning your product distribution to us and our professional distribution partners. We have both the network and the sales technology for you to thrive in new markets.
We distribute products for global brands in the ASEAN, Asian, Middle East, North & South American regions. Our prices for distribution agreements are globally competitive. It can either be fixed, variable or both dependent on the kind of products that wish to distribute - #Entrepreneur #Social Business #Business Development #Sales #Marketing #Branding #Distribution
Passport to Marketing: Passport to ResearchBrand Camp
"Passport to Marketing", series chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
Đến với "Passport to Market Research", bạn sẽ tìm hiểu về lĩnh vực nghiên cứu thị trường với những trọng tâm:
Khái quát về Agency Nghiên cứu Thị trường
- Vai trò của Nghiên cứu thị trường
- Các dạng Nghiên cứu Thị trường phổ biến
- Quy trình thực hiện một Nghiên cứu thị trường
- Con đường nghề nghiệp
- Tố chất và Kỹ năng để thành công
Tìm hiểu 5 báo cáo Nghiên cứu Thị trường phổ biến?
- Campaign Monitoring: Đánh giá hiệu quả chiến dịch
- Brand Health Tracking: Đo lường sức khỏe thương hiệu
- Retailer Audit: Báo cáo Bán lẻ
- Consumer Panel: Báo cáo Hành vi tiêu dùng
- Ad-hoc Research: Product / TVC / Concept Test
- Phân biệt các phương pháp Nghiên cứu Định lượng và Định tính
Passport to Marketing: Passport to TradeBrand Camp
"Passport to Marketing", series chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
"Passport to Trade Marketing" sẽ giúp bạn tìm hiểu những khái niệm về Trade Marketing với các trọng tâm như:
Khái quát về Trade Marketing
- Tầm quan trọng của Trade Marketing
- Khái niệm, định nghĩa, vai trò
- Các đối tượng của Trade Marketing: Khách hàng (Customers) và Người mua hàng (Shoppers)
- Phân biệt Người tiêu dùng (Consumers) và Người mua hàng (Shoppers)
Nhiệm vụ 4C của Trade Marketing là gì? Con đường nghề nghiệp ra sao?
- C1 - Customer Development: Phát triển Mạng lưới phân phối
- C2 - Category Development: Phát triển Ngành hàng
- C3 - Consumer & Shopper Engagement: Marketing tại Điểm bán
- C4 - Company Engagement: Kích hoạt đội ngũ Sales
- Con đường nghề nghiệp & Tố chất của người làm Trade Marketing
Passport to Marketing: Passport to ClientBrand Camp
"Passport to Marketing", series chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
"Passport to Client" sẽ dẫn lối bạn vào thế giới marketing dưới khía cạnh client với các trọng tâm:
Làm Marketing là làm gì?
- Hoạch định chiến lược Thương hiệu: Brand Positioning & - - - - Brand Architecture
- Lên kế hoạch và Thực thi Marketing: Brand Vision Plan, Brand - Marketing Plan và Mô hình 6P
- 7 nhiệm vụ của Brand Team
Làm Marketing là làm với ai? Cần chuẩn bị những tố chất và kỹ năng gì?
- Bên trong: Quản lý các phòng ban
- Bên ngoài: Truyền cảm hứng cho agency
- Con đường nghề nghiệp Marketing @ Client
- Tố chất và Kỹ năng để thành công
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. THE MANY FACES OF
TRADITIONAL TRADE
IN SOUTHEAST ASIA.....
mom-and-pop stores
sari-sari stores
杂
货
店
cửa hàng tạp hóa
chap foh tim
kedai runcit
corner grocery store
杂
货
店
Small shop round the corner
Tu-ra-kij-ka-pleek-bab-dang-derm
chap foh tim
sari-sari stores
杂
货
店
kedai runcit
corner grocery store
kedai runcit
chap foh tim
Small shop round the corner
WARUNG
WARUNG
sari-sari stores
kedai runcit
WARUNG杂
货
店cửa hàng tạp hóa
chap foh tim
ran-show-huay
ran-show-huay
3. DO YOU UNDERSTAND THE
CHARACTERISTICS
OF THESE SHOPS?
DO YOU KNOW
HOW SHOPPERS
BROWSE AND BUY?
DO YOU KNOW
HOW THE
SHOPKEEPER THINKS
AND WHAT MAKES
HIM TICK?
4. IV MAXIMISING TRADITIONS | THE SHOP. SHOPPER. SHOPKEEPER | OCTOBER 2015
Samuel1
, a sales leader of a major FMCG manufacturer in
Vietnam, was faced with a challenge: servicing Vietnam’s slew
of traditional trade stores with limited resources. In order to
prioritise the multitude of traditional grocery stores scattered
across the country, he ordered a store segmentation project
which enabled him to group outlets based on claimed sales
performance. Based on the store segmentation result, his sales
force was directed to stores representing the biggest sales
potential. But Samuel was dissatisfied with the outcome; the
classification of outlets appeared inaccurate, and staff lacked
insight into which products they should push in each store.
1
Real case, but name has been changed
Samuel’s dilemma is not unique. In fact, it’s a fairly common
challenge. Many FMCG sales teams lack fundamental knowledge
on the traditional trade landscape, such as the location (where) of
the stores which represent the biggest opportunity, products (what)
which offer the largest potential, and promotional activities (how)
which will yield the maximum conversion.
Such insights are critical to developing a comprehensive sales
strategy which takes local market nuances into account. Due to the
sheer diversity of Southeast Asia’s retail sector, a one-size-fits-all
approach is rarely sufficient.
Indeed, brand building and sales development can be achieved by
combining shop, shopper and shopkeeper insights into an effective
segmentation to truly drive activation across the various shopper
touchpoints along their path to purchase. A multi-lens view approach
is required in order to win the hearts of both the shoppers and the
shopkeepers.
HOW
SHOPKEEPER
WHAT
SHOPPER
WHERE
SHOP
6. 2 MAXIMISING TRADITIONS | THE SHOP. SHOPPER. SHOPKEEPER | OCTOBER 2015
PLANNED OR IMPULSE PURCHASES, GROCERY STORES ARE
A BIG PART OF TRADITIONAL TRADE
Source: Nielsen Home Panel Data – FMCG 78 Categories | % Spending | Indonesia Urban +
Java Rural | MAT 2015 we 14 June
By and large, shoppers visit traditional trade stores due the proximity
to their homes, and a large proportion of purchases in traditional
grocery stores are planned, from catering to ‘everyday needs’ to top-
up shopping and even main shopping.
The planned shoppers regard their local grocery store as a pantry
extension, buying their daily cooking, homecare or personal care
needs. Such purchases are planned in advance and the majority of
shoppers have already made their brand choice before they enter the
store. Importantly, planned shopping implies the potential for bigger
basket size or offering new pack formats within the repertoire of
regularly shopped brands.
Yet, having elements of both impulse and planned in traditional trade
stores can open up immense opportunities. Modern trade has an
edge over traditional trade on variety, selection, promotional activity
and high quality premium products. Traditional trade can replicate
these by more frequent rotation of new products, adding variety
within impulse categories, or having promotions by day of week to
entice shoppers.
TRADITIONAL
TRADE
SUPERMARKET
IMMEDIATE CONSUMPTION
WINDOW SHOPPING
MINIMARKET
TOP UP
MEAL FOR TODAY
MAIN SHOPPING
HYPERMARKET
30%
5%
25%
39%
12%
13%
35%
35%
3%
7%
35%
33%
18%
5%
7%
45%
28%
12%
5%
TRADITIONAL TRADE FOR DAILY MEAL SHOPPING
WHILE MODERN TRADE IS MORE FOR PLANNED MONTHLY TOP UPS
12. 8 MAXIMISING TRADITIONS | THE SHOP. SHOPPER. SHOPKEEPER | OCTOBER 2015
WINNING
STRATEGIES
FOR STORE
SEGMENTATION
FMCG manufacturers have long been segmenting consumers
and shoppers into homogeneous groups, and developing specific
products to appeal to specific segments has helped manufacturers to
achieve new levels of performance. In the same way, manufacturers
now realise the same principles of segmentation can be applied to
retail stores to help their sales teams to be more successful.
There are three typical approaches used to group and prioritise
stores – using location attributes, performance attributes, and a
combination of store performance and physical attributes. Each
approach has its benefits and limitations, and ideally an approach
should be selected based on budget, resources and level of
sophistication of the sales organisation.
LOCATION ATTRIBUTES
Dividing stores into regions or areas by store density, GDP,
population density, economic class or income level enables efficient
planning of sales force numbers by region and provides guidance
on brands/SKUs to be pushed in each region. For example, a strong
GDP per capita makes a market attractive for companies to push
mass premium ranges.
Modelling across multiple data sources will help identify high
potential provinces/districts that would help realise potential with
lower cost of reach.
PLATINUM GOLD SILVER BRONZE
DISTRICTS
Source: Nielsen District Level Distribution
Prioritisation, Illustration
IDENTIFY HIGH POTENTIAL
DISTRICTS FOR HIGHER
REACH AND LOWER COST
14. 10 MAXIMISING TRADITIONS | THE SHOP. SHOPPER. SHOPKEEPER | OCTOBER 2015
HAS COOLERS/
CHILLERS
3 READY-TO-EAT
CATEGORIES
STOCKS WATER
STOCKS BUTTER
Source: Nielsen Store Targeting Analysis, Illustration
COMBINED ACTUAL STORE PERFORMANCE AND
PHYSICAL ATTRIBUTES
Defining store tiers based on actual performance together with
tangible store attributes, such as presence of defined POS material,
brands, variants, local vs. multinational manufacturer products,
enables us to target the right store tier. Based on those tiers, the
entire store universe can be segmented.
EFFECTIVELY REACH CATEGORY STORES THAT MEET YOUR NEEDS
16. 12 MAXIMISING TRADITIONS | THE SHOP. SHOPPER. SHOPKEEPER | OCTOBER 2015
Sufficient shopper insight helps to drive brand, pricing and in-
store promotional activities efficiently. Shopper profiles based on
demographics, behaviours, needs and psychographics, provide key
indicators of the products to be placed and the promotions that
should be implemented, as well as the price strategy to apply given
shoppers’ price sensitivity. Understanding missions and store choice
helps to identify the right categories and pack sizes to focus on.
Further, understanding what shoppers are buying based on their
mission type assists in defining product placement, and providing
insight, while shoppers’ conversion triggers provide invaluable
insight for brand and supporting point-of-sale material visibility.
Conversely, building a greater understanding of shopkeepers helps
to win their hearts by providing value not only to their business,
but also to their personal situation. The profile of the shopkeeper,
based on the same four areas, can be indicative of the type of sales
call needed and which personal incentives will be most impactful.
Meanwhile, understanding the business needs of traditional grocery
shopkeepers and owners, which often gravitate around efficiency,
longevity, differentiation and community, is a strong indicator for
choice of products and in-store activities to be implemented. And
understanding how the operations are being run helps to identify
value-add activities that reduce operation time and costs incurred by
the shopkeeper.
18. 14 MAXIMISING TRADITIONS | THE SHOP. SHOPPER. SHOPKEEPER | OCTOBER 2015
MAXIMISING
TRADITIONS IN
SOUTHEAST ASIA
Achieving productive store visits is a priority for sales force leaders
across the world, and especially so in countries which are still
dominated by traditional trade, and where there is an enormous
number of stores in the universe.
Efficiency can only be obtained through a rigorous approach that
involves a prioritisation of outlets, and a focused approach to
ranging and promotional activities within those outlets.
Too often, sales force knowledge is limited to store size, location and
performance when creating store clusters. While these attributes
are effective in directing sales efforts toward the right stores, they
provide limited insight into which strategic objective should be
reached in each cluster.
To develop and implement thorough, impactful strategies, it is
critical to incorporate shopper and shopkeeper dimensions into
segmentation parameters, either sequentially or simultaneously.
Traditional trade is a complex and highly competitive channel that is
here to stay for the foreseeable future. Understanding the dynamics
across the three critical pillars of shop, shopper and shopkeeper is
critical for manufacturers to become dominant market leaders.
2020
2012
1999
MODERN TRADE
DEVELOPING MARKETS (ASIA)
TRADITIONAL TRADE
DEVELOPING MARKETS (ASIA)
57%
44%
27%
56%
73%
43%
Source: Nielsen Retail Index, Share of Packaged FMCG Sales
TRADITIONAL TRADE IS HERE TO STAY