insight fuelled shopper marketing - engage shopper marketing
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Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
Insight-fuelled Shopper Marketing
Connect with us for all of the latest shopper marketing news from around the globe!
facebook.com/engagetheexperts
twitter.com/shopperexperts
www.engageconsultants.com
We have helped over 100 companies across Asia
Identify massive growth opportunities
Identify huge savings in trade spend and marketing
Configure teams to be most effective
Develop people to be able to make a difference...
We help consumer goods companies…
Marketing used to be simple
Developing powerful brands
Drive depth of distribution
The consumer communication world is fragmented; and is fragmenting further at unprecedented rates
0
50
100
150
200
250
300
350
400
450
Mobile advertising
Global internet
Interactive TV promotions
In-game advertising
U.S. product placement
Global cable/multichannel
Global broadcast
U.S.MSO advertising
Global radio and outdoor
Global magazine
Global newspaper
U.S.local station
New ad formats
22.4%
Traditional ad formats
77.6%
41
20
19
19
20
5
5
5
5
4
2
2
CAGR (2006-2010)
Global advertising spend by category
Source: Morgan Stanley
As media continues to fragment, reaching consumers is increasingly more expensive
Grabbing and keeping the interest of consumers is getting more and more tricky
The journey from consumer desire to a sale is getting more complicated
74%
75%
76%
77%
78%
79%
80%
81%
82%
83%
84%
Traditional media Internet sources In-store marketing
Source used by media type
Source: Google inc. 2011
More and more money is spent in the belief that this “First moment of truth” is critical
19781998
2005
Expenditure as a proportion of budget
Advertising & Media Consumer Promotion Trade Promotion
In-store media use Thailand
0
100
200
300
400
500
600
Skincare Milk & dairy
products Hair Care Detergent /
Fabric care Motor
vehicle Toothpast &
toothbrush Prepared
food
2011 2012
In 2012, in-store media spending of consumer products rose 69% to 2.7 billion compared to 2011
70% of promotions lose money – US$ 196 billion could be wasted every year
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites
Manufacturer : Win
Retailer: Lose
Manufacturer : Lose
Retailer: Lose
Manufacturer : Win
Retailer: Win
Manufacturer : Lose
Retailer: Win
60%
10% 15%
15%
What is shopper marketing?
“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”
True, integrated, shopper marketing creates coherent links between the end consumer and the in-store
environment
Shopper behavior
Consumer priorities
Channel priorities
In–store marketing
Investment
Insight is required to understand this entire ‘journey’
Define and quantify clear consumption opportunities
Occasions
Experience
Needs and desires
Availability to consume
Why
Where Why NOT?
When What
Opportunity
Who
Understand the differences between your consumers and your shoppers
Changing consumer behavior…
Knowing the shopper
Who is the target shopper?
What is their current behavior?
What is their desired behavior?
What evidence exists to suggest that this change is possible?
Shopper marketing created a new way of looking at shoppers, channels, and priorities
0
5
10
15
20
Hypermarket Supermarket Convenience store
Traditional trade (urban)
Traditional trade (rural)
Performance barrier Brand barrier Price barrier Availability barrier
Opportunity size for monthly purchase
One killer insight… a consumer isn’t a shopper…
0%
20%
40%
60%
80%
100%
City Urban Rural
Hypermarket Supermarket Convenience store
Traditional trade (urban) Traditional trade (rural) Others
Main shop for “Category Z” purchase
Huge percentages of the rural opportunity could be accessed (or influenced) via the modern trade
Hypermarket is the key channel for city while traditional trade contributes more than XX% in urban and rural areas
Mapping target shoppers onto channels to help prioritize
0
5
10
15
20
Hypermarket Supermarket Convenience store
Traditional trade (urban)
Traditional trade (rural)
Taste rejecter Brand barrier Price barrier Distribution barrier
Opportunity size for monthly purchase
Over 40% of the opportunity could be accessed in modern trade
Invest in an integrated in-store marketing mix
Offer Communication
Changing shopper behavior
Availability
Changing shopper behavior often works better with a blend of activity
Encouraging shoppers to buy across the range
Merchandise in ranges rather than by product
type
Deals to buy across the range
Signage which shows system usage
Availability should be the primary focus
People can’t buy a product that they can’t find!
Communication is about understanding the target shopper, the message and the media
What message is critical to taking the shopper to purchase?
Which barriers need overcoming?
Where should the message be delivered?
Which media is likely to work in this environment?
How much time do we have to deliver a message?
What will retailers allow?
An effective promotion must change shopper behavior
Supports consumption growth by
changing shopper behavior
Profitably meets company objectives
Profitably meets customers’ objectives
Promotions can undermine so much brand value
The best in-store promotion ever!
Insight is required to answer five key questions
What consumption opportunities
exist?
Which shoppers
will support these?
Where can you
influence these
shoppers?
What is required in-store?
What investment is needed?
Let’s connect!
facebook.com/engagetheexperts
twitter.com/shopperexperts
Find out more in “The Shopper Marketing Revolution”
Find out how integrating the disciplines of consumer marketing, shopper marketing and customer management can step change consumer goods’ performance. Learn about Total Marketing - an approach that creates coherent links between the end consumer and the in-store environment. Total Marketing will enable marketers to adapt strategies and resources to respond effectively to new shopping behaviors and environments.
“A treatment on modern marketing… and for those on the fast track of modern business is a must read” Paco Underhill, Author of “Why We Buy: The Science of Shopping. “(The Shopper Marketing Revolution) provides a clear and practical framework to guide organizations in making the necessary changes to successfully navigate and prosper from this new and exciting business environment.” Brian Harris, Chairman, The Partnering Group >> shoppermarketingbookchapter.engageconsultants.com
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
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