Post on 15-May-2015
description
SHOPPER
MARKETING
Who is
the
shopper?
What is
shopper
marketing
?
The systematic creation & application of marketing mix’s elements to engage shoppers,
to change their shopping behavior, and to drive the intention of purchase along the shopping journey by understanding their insights.
Why
shopper
marketing
is
essential?
Source: http://www.slideshare.net/AMAChicago/shopper-marketing-consumer-packaged-goods-presentation-041912?qid=bc395c5a-6741-4140-8d28-6ddea6536ae4&v=default&b=&from_search=3
So, how to engage
shoppers?
Define and quantify clear consumption opportunities Mapping target shoppers onto channels to help prioritize Understanding target shopper appropriate message & media
while communicating Invest in an integrated in-store marketing mix Availability should be the primary focus Effective promotion to change shopping behavior …
Case Study
Perfect Spices
for
True Delicious Dishes
Who is the shopper?
- Housewife
- 28-35
- Social class
- Upper middle ,Low upper and upper- upper class
What does she need?
- Tasty and goof dishes for whole
family
- Easy & speedy way to season dishes
- Varied choice for different tastes
Shopper Marketing Purchasing journey
Pre-store
TVC
PR – Media cover
Website – as a recipe blog
100 delicious dishes
application for mobile /
tablet
Facebook fanpage
& contest In-store
POSM
Promotion
Location
Display
After-store
TVC
PR – Media cover
Website – as a recipe blog
100 delicious dishes
application for mobile /
tablet
Facebook fanpage
& contest
Product innovation
TVC PR – Media cover
Website – as a recipe blog
100 delicious dishes application for mobile / tablet
Facebook fanpage
& contest
Pre-store Build awareness as a factor for good dishes Brand recall and subconsciously engaged
Create trial intention
In-store
Brand/Products Recall Drive/Motivate purchase decision
Create Brand connection with Cooking
TVC PR – Media cover
Website – as a recipe blog
100 delicious dishes application for mobile / tablet
Facebook fanpage
& contest
After-store
Brand recall (through TVC, PR)
Enhance engagement with consumers through varied activities on Digital and Mobile Platform
Brand appears as a partner for housewives
- Dominating Brand exposure (high density of brand/product images and communication message)
- Eye-catching design of booth/packages emotionally affect - Wide variation of product portfolio offers multiple choices for shoppers - Products appear in relevant location, where related products (food, vegetable,…) recall the
brand and create natural connection between brands and cooking habit. - Promotion with relevant gifts (bowls, folks) motivate purchase decision
Some Comments about In-store Activities of Knorr
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