Shopper marketing is understanding how consumers behave as shoppers across different retail channels and formats. This intelligence is used to benefit brands, consumers, retailers, and shoppers. Shopper marketing also systematically applies elements of the marketing mix to positively influence shopper behavior and drive brand consumption. For example, Coca-Cola's Tet campaign aimed to build awareness of their partnership with Vietnamese consumers during Tet. They created visually arresting in-store displays using Coke cans to form iconic Vietnamese architecture to engage shoppers and increase awareness, purchase activation, and sales.

1. PHAN PHƯỢNG TƯỜNG
TRẦN QUỐC THIÊN AN
Introduction to Shopper Marketing
ASSIGNMENT 19.1

2. WHAT DOES SHOPPER MARKETING MEAN ?
Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and
leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers.“
category
management
displays sales packaging promotion research packaging
Shopper marketing

3. WHAT DOES SHOPPER MARKETING MEAN ?
In the other way Shopper marketing is the systematic creation and application of elements of the marketing mix to affect positive
change in shopper behavior in order to drive consumption of a brand.
Shopper marketing
Consumer priorities Shopper behavior Channel priorities In-store marketing Investment

4. SAMPLE SHOPPER MARKETING
COCA- COLA TET CAMPAIGN
+Objective
Build awareness of Coke's partnership with consumer through Vietnamese traditional Tet..
+Task
Create and execute a highly visible in store campaign to raise awareness of Coke's commitment to user and encourage shoppers to spread
the word and the Tet’s spirited.
+Strategy
Create a campaign that engages shoppers along the path to purchase with visually arresting creative and relevant call to actions to build
awareness and activate purchase.
They also build the unique architecture of Hochiminh, Hanoi and Dang by coke cans to attract users attention. From that to increase the
Coke imagine in users mind and increase sale.

5. SAMPLE SHOPPER MARKETING
COCA- COLA TET CAMPAIGN