achieving success at the shelf
TRANSCRIPT
Achieving Success at the Shelf
Welcome & Housekeeping
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• Type your Questions or Technical Difficulties
into the “Chat Box” on the Left Hand Side of
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• You Must Dial-in by Phone to Hear Today’s
Conversation: (866) 740-1260
Code: 3547026
Meet Today’s Presenters
Laura Smith Director of Customer Relations
Michael Cross Product Marketing Manager
Success at the Shelf
Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
Consumer Segments
Your Go To Market
Plan
Silent Generation
Pre 1945
Baby Boomers
1946-1964
Generation X
1960s-1980s
Millennials
1980s-2000s
Generation Z
1990s
Consumer Segments
Your Go To Market
Plan
Silent Generation
Pre 1945
Baby Boomers
1946-1964
Generation X
1960s-1980s
Millennials
1980s-2000s
Generation Z
1990s
Ethnicity
Geography
Female Male
There is a lot of Money Up for Grabs
Your Go To Market
Plan
Silent Generation
Pre 1945
Baby Boomers
1946-1964
Generation X
1960s-1980s
Millennials
1980s-2000s
Generation Z
1990s
Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
Today’s Shopper: Shopping Attitudes
• Price Sensitive, But Selectively Willing to Pay More
• More Health Conscience
• Wants Solutions, Not Products
• Convenience is Key
• Local, Fresh, Ethnic
• Made in the U.S.A.
• Luxury for Less
• Technology is an Enabler
• Value is King
Today’s Shopper: Smart Living
• Create “Consideration Sets”
• Less Brand Loyalty
• Search for Quality Within Price Range
• Allocate Spend
• Turn to Technology & Social Media for Help
• Plan in Advance
• Less Channel Loyalty
• Online is Fine
Circulars Group On
Extreme or normal
couponing
Targeted email
Word of mouth
Blogs
Sale price
Every day low price
BOGOs
Newspaper ads
Rebates
Television
programming TV & radio
advertising
Loyalty programs
Samples & trial sizes
Label reading
Healthy choices
Smart Living
Digital ads
Environment friendly
Preferred products
Mobile coupons
Family favorite
Comparing
prices
Helping the
needy
YouTube
In store feature &
display
Packaging User
experience
Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
Evolution of the Retail Shelf
Evolution of the Retail Shelf
Evolution of the Retail Shelf
Evolution of the Retail Shelf
Think of the Permutations
Product + Segments + Retailer Options
Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
Negotiate Slotting & Fees
• Convince Retailers to Covert Slotting, Fines and Fees
into other Trade Spend Activity
• Be Prepared to Show Retailers the Lift They Should
Receive
• Tie as Closely into the Retailer’s Strategies as Possible
Buy into Loyalty Programs: Fuel Perks
• Shoppers View Loyalty Programs as a Means to a Better
Price
• Fuel Perks May Have Greatest Appeal of All
• Fuel Discounts are Viewed as Being “Worth More” than
Price Discounts
Buy into Loyalty Programs: Fuel Perks
Develop a Targeted Strategy for Displays
• Create Displays that Grab Attention
• Consider Building Around a Theme
• Build in Sale Price
• Research Retailers: Who has the
Space & the Best Placement Options
• Measure Your Success!
Place More Emphasis on Scan Deals
• Know Savings Will Go to the Consumer
• Only Spend on What You Sell
• Encourage Tighter Forecasting
• Easily Executable
Align TPM Tactics & Marketing Activities
Align TPM Tactics & Marketing Activities
Alignment!
Remember the Retail Experience Varies!
• Center Shelf vs. Perimeter
• Aisle Size
• New Product Availability
• Breadth of Selection
• Fresh & Local
• Subject Matter Experts
• Entertainment
Understand Position Vs. Private Label
• Quality
• User Segments
• Pricing
• Purchase Frequency
Analyzing and Acting
Be More Strategic with your Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
Analysis is Needed on Different Levels
Analysis is Needed on Different Levels
Sales
Spend
Planning
Profitability
Analysis is Needed on Different Levels
Sales
Spend
Planning
Profitability
Promotion
Age Trial Balance
Deductions &
Charge-Backs
Analysis is Needed on Different Levels
Sales
Spend
Planning
Profitability
Promotion
Age Trial Balance
Deductions &
Charge-Backs
Dashboard
Customized Analysis
Accurate Data, Real-Time Information and
Integration into ERP and Demand Planning is
Becoming a MUST!
Enabling Analysis: TPM Tools
Technology is Needed
to Take us to the
Next Level.
Enabling Analysis: TPM Tools
Enabling Analysis: TPM Tools
• Software-as-a-Service Means a Solution For Manufacturers
of All Sizes
• No Upfront Costs or Ongoing Maintenance
• Intuitive & User-Friendly
• Modular – It Grows With You
Enabling Analysis: TPM Tools
Your TPM
System
TPM Central Repository
TradeInsight Sales Planning
Sales Forecasting
Promotion Execution
Deduction Reconciliation
Analytics, Dashboards & Reports
Trade Promotion
Optimization
ERP Financials
Demand Planning
SaaS
Syndicated Data
Distributor Data
Retail
Consumption
Data
Let’s Take Some Questions!
Next Up In The “CPG Online Learning Series”
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