elite young marketers assignment 22.1 shopper marketing_trung hieu_ngoc tram

ASSIGNMENT 22.1

B U I T H I T R U N G H I E UN G U Y E N N G O C T R A M

SHOPPER MARKETING

The systematic creation and application of elements of the marketing mix through deep understanding of how consumers behave as shoppers in different channels and formats, to affect positive change in shopper behavior in order to drive consumption of a brand. Finally, to benefit

the brands, the retailers and the shoppers(Source : Merlien Institute & Insight Instore)

WHAT IS SHOPPER

MARKETING ?

To turn shoppers into buyers

PARTIES IN SHOPPER

MARKETING

It’s not only the game ofBrands and Shoppers, butalso the Retailers

(Source: The House of Marketing)

(Source: The House of Marketing)

ABOUT SHOPPERS

(Source: The House of Marketing)

ABOUT SHOPPERS

(Source: The House of Marketing)

ABOUT SHOPPERS

70% of brand selections are made at stores68% of buying decisions are unplanned5% are loyal to the brand of one product group

Source : Wikipedia

WHY “SHOPPER

MARKETING” IMPORTANT

THE JOURNEY

OF SHOPPER MARKETING

- from Finding Insightto Changing Behavior

(Source: Insight Instore)

Insight is required to … …answer five key questions

3 pillars to change shopper behavior

(Source: Merlien Institute)

MOST IMPORTANT SHOPPER MARKETING TRENDS

The consumers get smarter & seek for relevanceShopper marketing moves between smart shopping & pleasure shopperDigital evolution can cause shopper revolutionShopper marketing is more and more sensorial

Source : http://www.slideshare.net/thomeu/shopper-marketing-14502922

10 TIPSFOR SHOPPER

MARKETERS

(Source: WPP)

1. Sell to the shopper, not the consumer2. Know your brand3. Offer solutions4. Collaborate5. All shoppers are not the same6. Think about the path to purchase7. Align your brand and sales teams8. Keep it simple9. Innovate wisely10. Evaluate constantly

SHOPPER

MARKETINGCASE STUDY

Advanced Génifique Serum Launching 2013

BACKGROUNDMiddle of 2013, Lancome Vietnam re-launched the Advanced Genifique – the iconic product of Lancome in the past 10 years.

The challenge Lancome Vietnam had to face is that its competitor – Estee Lauder, at the same time, launch the new iconic product as well –Advanced Repaired Serum which well-attracted consumer through their heavy communication campaign.

Lancome didn’t have budget for media, then planned for a shopper marketing campaign instead to win the luxury skincare market that summer.

Advanced Génifique Serum Launching 2013

OBJECTIVES- Raise quarterly sell up-to 50% in the 3rd quarter

of 2013 (via the iconic product – Genifique) –compare to 2nd quarter.

- Beat directly with key competitor Estee Lauder and their key product Advanced Repaired Serum – win the 2013 summer market in luxurious serum range.

- Attract 30% targeted shoppers of department store as trial-ers and turn 70% of them into buyers.

- Recruit new users for this re-launched iconic product, reach 40% of total buyers are new users

Advanced Génifique Serum Launching 2013

SHOPPER'S JOURNEY& 1ST MOMENT OF TRUTH

1. Surfing around the department store2. Being attracted by the activities/ promotion of the

shops3. Join the activities and get skin consultancy then trial

– in luxury cosmetics industry, it’s hard to change people from using this brand to that brand, then trial is really important

4. Realize their skin situation and get advices for solution from brand

5. Get introduction for the whole brand range6. Concern about price and promotion7. Buy and get some mini-samples

Advanced Génifique Serum Launching 2013

SHOPPER'S INSIGHT

“Whenever I know my skin situation gone bad and be adviced some effective solutions by the ones I trust, then have trial on it, I don’t hesistate to spend money right away for my beauty. But if I go home, I can consider again because it’s costly”

Advanced Génifique Serum Launching 2013

BRAND'S APPROACH

INVITESend invitation card to targeted shoppers/ consumer (directly to their home) to invite them to the shopping mall

Advanced Génifique Serum Launching 2013

BRAND'S APPROACH

ATTRACT SHOPPERS AT SHOPPING MALLAttract shopper by the ambient of key-product in the center of the shopping mall

ATTRACT SHOPPERS AT LANCOME STOREAttract shopper by make-up and consulting activities at the storeAlso by the POSM at the store

Advanced Génifique Serum Launching 2013

BRAND'S APPROACH

GAIN TRUST

GIVE SHOPPER TRIALAttract shopper by make-up and consulting activities at the store

GET ADVISE FROM INFLUENCER – HA ANH & ELLE BEAUTY AWARD

Advanced Génifique Serum Launching 2013

BRAND'S APPROACH

CALL-BUYING-ACTION

PROVIDE FULL SOLUTION AND GIVE PROMOTION to push direct purchasing at shop

Advanced Génifique Serum Launching 2013

BRAND'S APPROACH

Advanced Génifique Serum Launching 2013

IMPACT

- Raise quarterly sell up-to 60% in the 3rd quarter of 2013 – compare to 2nd quarter.

- Win the 2013 summer market in luxurious serum range.

- Recruit nearly 500 new users for this re-launched iconic product, reach 40% of total buyers are new users