ASSIGNMENT 22.1 – SHOPPER MARKETING

SH

OP

PER

MA

RK

ETIN

G

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.

Definition

shopper consumer

Actual buyer user

VIETTEL STORE SHOPPER

MARKETING

COMMU-NICATION (PRODUCT)

AVAILABILITY (PLACE)

OFFER (PROMOTION)

AVAILABILITY COMMUNI-

CATION (PRODUCTS)

OFFER (PROMOTION)

AVAILABILITY

Viettel launch

the nationwide

system of Viettel

stores (3 in

Danang, 25 in

HCMC, 15 in

Hanoi) in order

to widespread the

availability,

making it easier

for shopper to

access Viettel

products and

services

COMMUNI-CATION

(PRODUCTS)

Let shoppers

experience the

products, launch

communication

campaigns on

privileges in

terms of products

and services to

attract shoppers.

Special PRODUCT

PACK FOR CROSS

SALE.

OFFER (PROMOTION)

Time-bound

promotions to

push shopper to

make decision.