Shopper excellence
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This document discusses understanding shopper behavior to drive growth. It identifies three fundamental shopper roles: stock-up shoppers who visit the whole store for large baskets, top-up shoppers who visit most of the store for medium/small baskets, and emergency shoppers who visit parts of the store for small "must have" items. Understanding which shopper missions apply to specific categories and channels is important. Placement tactics can capitalize on high traffic areas and take advantage of different shopper missions.
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A category is defined as a group of related products and services that meet a common consumer need. Category growth involves both growing market share and expanding the overall size of the category by motivating more consumers to consume more often. Sources of category growth can be expressed through a category growth equation that considers the population size, penetration rate, purchase frequency, and average spending per purchase. One example is increasing the toothbrush replacement frequency for Australian men from twice a year to the recommended four times a year.
Outlet classification and channel definitions
The document defines various retail channels and their classifications. It outlines 4 main channel groupings - Planned Shopping, Ad Hoc Convenience, Specialty Food & Drinks, and Non-Outlet Business Partners. Planned Shopping includes large groceries and key accounts like supermarkets and hypermarkets. Ad Hoc Convenience covers small stores, petromarts and tobacco kiosks. Specialty Food & Drinks includes bakeries and pharmacies. Non-Outlet Business Partners is defined as wholesale channels. For each channel, sales and trade marketing strategies are described with a focus on penetration, displays, and service levels.
Social media & brand management
This document discusses social media strategy and brand management. It defines social media as internet-based tools for sharing and discussing information among human beings. It outlines the "old way" of marketing by shouting at customers versus the "new way" of listening to facilitate conversations. It discusses monitoring social media to understand customers, competitors, and a brand's online perception. It provides steps for social media strategy including goal setting, engagement, monitoring, and measurement. It emphasizes responding helpfully to audiences and setting goals, standards, and metrics to measure non-financial impacts of social media.
Personal Branding
This document discusses personal branding and presentation skills. It begins by explaining why personal branding is important for differentiation. It then provides tips for using LinkedIn effectively for networking and job hunting. Next, it offers advice for resumes, interviews, and presenting with impact. Specifically, it recommends tailoring resumes visually and preparing for common interview questions. For presentations, it emphasizes keeping things simple, using the right charts, including high quality images, limiting effects, practicing, having passion, and learning from experts. The overall document aims to help readers strengthen their personal brand and presentation abilities.
Brand Equity
This document discusses strategic brand management concepts and measuring brand equity. It defines brand equity as the differential effect that brand knowledge has on consumer responses. It identifies key elements of brand equity as brand loyalty, brand awareness, perceived quality, and brand associations. The document discusses how to build and measure each element, and the benefits they provide such as loyal customers and ability to charge a price premium. It emphasizes that managing brand equity requires understanding what drives brand equity according to consumers and how the brand performs on those drivers. Methods discussed for measuring equity include calculating a Brand Equity Index to evaluate brand strength over time and against competitors.
Lecture 1&2 introduction
The document discusses branding and related concepts in three sections. It begins by defining what a brand is, stating that a brand is a name, term, sign, symbol, design, or combination intended to identify goods/services of one seller and differentiate them from competitors.
It then discusses why branding is important, noting branding allows for product differentiation, clarity in the marketplace, and can foster customer loyalty.
The final section outlines some branding challenges and opportunities companies may face, such as savvy consumers with more education/media access, complex brand families, increased media fragmentation, higher competition, and rising costs related to inflation.
Lecture 1 introduction (part1)
The document outlines the sessional criteria for a course worth 25 marks total. It is broken into 4 categories: attendance worth 8 marks, quizzes worth 5 marks, class participation worth 5 marks, and a final report and presentation worth 7 marks. The document also defines what a brand is, explaining it as a name, term, sign, symbol, or design used to identify goods and services from one seller or group of sellers to differentiate them from competitors. It notes brands are important for differentiation, clarity, and building loyalty, and that great brands elicit feelings from customers, creating stronger emotional relationships than logical ones.
Visual resume mirza shakeel - updated 2012
This document is a visual resume for Mirza Shakeel Baig, summarizing his professional experience working for Nestle Pakistan Ltd from 2008 to the present. It highlights his roles and promotions within the company, from Research Executive and Territory Manager to his current position as Regional Sales Manager for the Multan region, where he manages a large team responsible for over Rs. 4 billion in annual sales. It also lists some of his major contributions and achievements in sales growth, distribution strategies, and channel development for Nestle.
Lessons learnt from BOL
The movie follows two main characters: a rigid Hakim who wants a son to inherit his profession but has seven daughters instead, straining his limited resources, and his daughter who tries to change his views. Hakim is ego-centric, killing his son out of ego and making bad deals due to pride, battering his family until his demise. While religious, Hakim has skewed interpretations of Islam, falling to personal desires and false pride instead of the true virtues of peace and comfort in the religion.
Retail measurement mirza shakeel
This document discusses retail measurement and provides an overview of its methodology. Retail measurement is defined as the measurement of consumer product markets and trends. It involves major steps including conducting a census of retail outlets, defining the retail universe, drawing a sample to represent the universe, visiting shops on a monthly basis to gather data on stock, purchases and retail sales prices, and presenting the findings. Key metrics reported include inventory, distribution facts, price facts and calculated sales estimates. Major retail measurement reports are shared in PowerPoint and Excel formats.
Rural marketing in pakistan mirza shakeel
Rural areas make up 68% of Pakistan's population and are an important market for consumer goods companies. Approximately 35% of major companies' sales come from rural Pakistan. Rural marketing faces unique challenges including low disposable incomes, geographical spread, and illiteracy. Effective rural marketing strategies include offering affordable, smaller stock keeping units with distinctive packaging. Using local dialects and customized media for promotion and contributing to local communities through corporate social responsibility activities can also help connect with rural consumers. Subsidizing rural distribution costs makes distribution infrastructure self-sustaining while maintaining attractive retail margins and prices points is important given inflationary pressures on consumer purchasing power.
Visual Resume Mirza Shakeel
Shakeel is a business manager with over 10 years of experience in sales management, business development, and marketing research. He has a proven track record of doubling sales in two years while working as an Area Sales Manager at Nestle Pakistan. Prior to that, he held roles as a Territory Manager at Pakistan State Oil and a Research Executive at The Nielsen Company. Shakeel has strong analytical, communication, and presentation skills along with leadership abilities and a passion for continuous learning.
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Shopper excellence
- 1. Shopper Fundamentals Understanding shoppers to drive growth Mirza Shakeel
- 3. Objectives Learn how to develop shopper understanding Use that understanding to change shopper behaviour To create shopping experience that delight target shopper
- 6. Shopper Excellence Sales Research Brand Ad & Research agencies Trade Marketing It is a multifunctional team game …
- 28. What types of grocery shopping trips can you think of? Shopper Missions
- 29. Shopper Missions NOTE: Impulse is a shopping behaviour, it is not a mission Shoppers’ behaviour will vary considerably by mission There are some common mission types that we can use around the world Stock-up shop • Visit whole store • Large ‘Basket size’ • Planned visit Top-up shop • Visit most of store • Medium/small Basket size One need Emergency • Visit part of store • Some planned categories • Small Basket • ‘Must Have’ items • Very small basket
- 30. Shopper Missions For each category and market you need to know which are the main ‘missions’ that apply to your category and how they vary by channel/customers. Stock Up Shop Top Up Shop
- 32. Shopper missions High traffic areas and ‘hot spots’High Traffic areas and hot spots High traffic areas and ‘hot spots’Shopper Missions High traffic areas and ‘hot spots’ Category adjacencies and cross – purchase interaction Considerations when thinking about Shoppers
- 33. Stock Up Shopper The ‘Stock Up’ shopper covers the majority of the supermarket
- 34. Emergency Shopper Stock Up The ‘Emergency’ shopper is focused on destination categories
- 35. One Need ShopperEmergencyPrepared Stock Up The ‘One Need’ shopper seeks category combinations eg meal ideas or prepared foods
- 36. Varying placement tactics capitalize on the hot spots and take advantage of different shopper missions Prepared Stock Up Quick Mission - Bakery and Salad Meal Solutions
- 62. 4%6 Mio
- 65. 75% 60% 50%
- 67. The B – U – I model
- 79. Thank You