The document discusses how CPG manufacturers can better understand and activate shoppers along the shopper's journey. It outlines the 6 key steps in a shopper's journey: 1) deciding what they need, 2) researching recommendations and reviews, 3) developing product/brand considerations, 4) choosing retail channels, 5) using and forming perceptions of products/brands, and 6) sharing their journey experiences. The document recommends that CPG companies collect data to understand total shopper needs and desires, ensure their brands are on shoppers' lists, and leverage insights to execute targeted marketing messages and promotions.

1. Understanding and Activating the
Shopper’s Journey
Manthan CPG Solutions Portfolio

2. You just need to2© 2015 Manthan
Tap into emerging
trends in shopping
segments to predict
purchase paths.
Collect data and magnify
the shopper, understand
total needs, desires that
impact purchase.
Ensure brand is on the
shopper’s list— 75% of a
shopper’s list is determined
before entering a store.
Leverage
actionable
insights to
execute
Marketing
messages,
promotions,
and offers
Quickly gain insights on
likes and dislikes.
Reinforce brand value
proposition.
Activation
Opportunity
Enabling
Technology
Shopper decides what
she needs and wants
Shopper researches for
recommendations and
reviews.
Shopper develops
product/brand
consideration set
Shopper chooses preferred
retail channel(s)
Shopper uses the
product/brand,
forms perception
Shopper shares journey
experience with others
Shopper is a happy,
repeat customer.
Shopper is not
happy
1 2 3
4
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Today’s shopper has more choices than ever, demands more for less, and uses
social media to make recommendations and share experiences—both good and bad.
Here’s how CPG manufacturers can better understand and activate shoppers along
the 6 key steps of the shopper’s journey:
LOYALTY/CRM APPS DEMAND SIGNAL REPOSITORY DESCRIPTIVE & PREDICTIVE ANALYTICS
DIRECT TO
CONSUMER
& IN-STORE
PROMOTIONS
MESSAGING AND SOCIAL APPSIN-STORE, DIGITAL LOYALTY APPS

3. You just need to
Analytics Services Portfolio: Understand the
Shopper Journey
3© 2015 Manthan
Establishing & Facilitating Deep Retail & Shopper
Understanding & Collaboration
Understand
what you sell
to your
Shopper
Maximize
how you
sell to your
Shopper
Leverage
where you
sell to your
Shopper

4. You just need to
Wing to Wing Direct-to-Shopper (DTS) Platform
Understand, plan and engage with Shoppers
Shopper360
TargetOne Loyalty 247
Analytics Services Portfolio: Understand the
Shopper Journey
4© 2015 Manthan
Marketing Analytics
Enhance ROI from Marketing
MMX
Media
Optimizer
Price
Analytics
Portfolio
Gap Analysis
Market
Survey
ECom
Brand Analytics
Improve and Measure Brand health
Brand Health Assessment
Portfolio
Gap Analysis
Portfolio
Gap Analysis
Store/Channel Analytics
Optimize Store Assortment and Shelf
location
Shelf Optimization
Channel
Optimization
Store Benchmarking
Demand Signal Management
Holistic view of Shopper and Market need states
Activating Your Shopper

5. You just need to
Retail 2014/2015 – An Intensely Competitive
Environment
5© 2015 Manthan
A new competitive landscape has
emerged, forcing CEOs to focus on
and deal with increasing complexity
• “Consumer economics are weak
and are projected to remain so” –
price drives the core purchase
decisions
• “Channel fragmentation continues
as both non-traditional and
digital competitors evolve
retailing”
• “Retail sales are being driven by
increasingly non-productive
deals/promotions”
• “Both Retailers and Manufacturers
are struggling to find real
growth”
• “Digital technology is positioned
to transform the retail industry”

6. You just need to
Flattened Spend”–the New Consumer Norm
6© 2015 Manthan
• We are in an “Every Dollar Counts Economy”
• Fifth year of an economic non-recovery
recovery – expect the same through 2020
• 54% of America now makes $30K or less per
year – “affordability is the new shopping lens”
• Disposable income and cost of living are the
core concerns of today’s shoppers
• Incomes have stagnated – average increases in
2013 = 2%; 2014 = 3%; 2015 = expected to be 3%
• Consumers have learned to live with less
– smaller baskets, smaller selection, smaller
trips and more channel diversity

7. You just need to
How are CPG manufactures responding…
(or attempting to)
13© 2015 Manthan
Consumer Engagement
Establishing and maintaining
direct relationships with
consumers via constantly
changing digital technologies
Insight
Leveraging the consumer
goods data ecosystem for
insight that drives competitive
advantage
Innovation
Using technology to enable
new values to consumers
and improve the timeliness
and quality of product
innovation.
Retail Customer
Engagement
Developing profitable and new
collaborative relationships with
retail customers. Focus on fixing
the basics.
Using technology to achieve
excellence in product life cycle
management.
PLM
Managing the growing complexity
of products as software and cloud
connectivity deliver a greater
percentage of customer-perceived
value from products
Product Development

8. You just need to
Ability to identify
and enable
“market-
sponsored”
innovation and
create win/win
?
How to begin to
achieve demand
signal
management
excellence
?
Key challenges CPG industry is tying to
solve for…
14© 2015 Manthan
Need to
effectively and
efficiently turn
data into
insights that
drive action
?
Understanding how
to drive profitable
“engagements”
with both
customers and
consumers
?

9. You just need to
So what does all this mean?
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 Many Brands/Categories don’t hold same level of
consumer trust, extrinsic and intrinsic values of the past
 A lot of CPG Branded firms are
in a real state of flux
 Majority of consumers are more
“Value Conscious” than ever before

10. You just need to
So what’s different now?
16© 2015 Manthan
Ability to understand the market
place in “Real time”
Cost effective technologies to
leverage both structured and
unstructured data
Capabilities to activate the Shopper
on a more personal basis
Predictive Analytics is becoming
readily available…table stakes
Unique opportunities to capture meaningful growth with
“Retail/PL Brands”

11. Just Switch On