1 - Shopper Marketing Manifesto Milan
Transcript of 1 - Shopper Marketing Manifesto Milan
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
The Movement for Shelf Savvy MarketingCapturing the value of our brands by converting shoppers into buyers
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
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why
what
how
should we evolve? The Movement for Shelf Savvy Marketing
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
An expandable beverage market
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x 2+
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Global Shopper DevelopmentConverting Shoppers into Buyers
A world of growth ahead
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NARTD Value Growth(‘08-’20)
Volume Growth: 4.5%
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
More beverage fragmentation
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Sparkling
Stills
Growth
18%
82%
KO Share
50%
7%
Projected NARTD Volume Growth: 2008 -2020
Source: KO Global Strategic Planning
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Changing channel landscape
16,595
4,124 4,315
9,598
12,252
Source: Inform Volume, Share, 2020 Vision Growth Estimates, Euromonitor Channel Distribution
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KO Share Position
+10.3% CAGR in Developing Supermarkets
+7.1% CAGRin Developing Independent
Stores
16% 23% 33% 12% 24%
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
More retail competition
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Increasing competitive intensity amongst Big Box retailers
Rapid Expansion to build scale in new businesses
Developing Market
Retail Edition
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Resulting in more …
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Stores
Formats
Products
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Household dynamics are changing
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hours making dinner minutes making dinner
1965 Today
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Driving more “occasion based” shopping trips
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of trips of trips of trips
Pantry Stock Up Fill-In Occasion Based
More Price Sensitive Less Price Sensitive
Sources: Kraft “Capturing Consumer Passion for Food at Retail”
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
… with smaller baskets …
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More of these … Less of these …
$20, 20 minutes, twice a week $200, 2 hours, every 2 weeks
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
… and low basket penetration
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Category Incidence by Mission – Tesco Pilot Markets
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Most shoppers aren’t coming to us …
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of shoppers visit the beverage aisle
only
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Global Shopper DevelopmentConverting Shoppers into Buyers
… and they’re making decisions in store
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Today’s shopper needs convenient solutions
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Not Just Ingredients … … A Solution for every occasion
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Based in data …
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powered by
“What” is being purchased
“Who” is purchasing it ... “When”, “Where”, and with “What”
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Global Shopper DevelopmentConverting Shoppers into Buyers
… and shopper truth
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SAY DO
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Our opportunity:
Capture value … in addition to love
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NARTD Value Share NARTD Preference Share
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
MITMontenegro 2012 POKRENIMO
LJETO
MIT
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Global Shopper DevelopmentConverting Shoppers into Buyers
We Must Inspire People To…
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buyinto
our brands
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Global Shopper DevelopmentConverting Shoppers into Buyers
And More Importantly To…
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buyour brands
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
We have a marked difference in our ability to capture profit from the market
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Mexico
ChileSouth Africa
Brazil
Spain
Australia
Columbia
PhilippinesUnited States
Japan
Turkey
Nigeria
Canada
Italy
France
Thailand
Russia
China
India
Argentina
2009 Profit Capture by Market(System OI as percentage of national GDP)
Great Britain
Germany
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
High performance is driven by an integrated system approach
open happiness
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Value creation for stakeholders
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ConsumersShoppers
Customers
Converting Shoppers Into
Buyers Creating Brands
People Love
Collaborating for
Value
Activation
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
A great brand …
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ConsumersShoppers
Customers
Brands
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
An inspiring creative expression …
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Creating Brands People Love
ConsumersShoppers
Customers
Brands
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Multiple formats, price points, and on-going services …
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ConvertingShoppers into Buyers
ConsumersShoppers
Customers
Brands
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
“Shoppable” retail environments …
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Collaborating for Value
ConsumersShoppers
Customers
Brands
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Motivated retail partners …
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Shoppers
Collaborating for Value
ConsumersShoppers
Customers
Brands
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
“Shelf Savvy” marketing …
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… designs with the end in mind
Shoppers
Customers
Brands
Consumers
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
“Shelf Savvy” marketing …
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Value
Love
… fuses inspiring ideas
… with commercial discipline
… to create value
Brands
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Global Shopper DevelopmentConverting Shoppers into Buyers
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• Design• Brand• Communication
• Portfolio• Merchandising
• Retail Partnership
Tom Ford Domenico De Sole
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Shelf Savvy Marketing fuses …
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Consumer Agenda Commercial Agenda
“What” we sell “Where”, “When”, “How” we sell
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Global Shopper DevelopmentConverting Shoppers into Buyers
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why
what
howdo we make it happen?
The Movement for Shelf Savvy Marketing
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Global Shopper DevelopmentConverting Shoppers into Buyers
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(shelf savvy) marketing converts
shoppers into buyers,
we believe …
!transforming insight into value
at the
shelf
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
A tale of two shoppers …
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MikeMaria
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Both have families at home
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Both watch the their favorite shows
38internal use only
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Global Shopper DevelopmentConverting Shoppers into Buyers
Both are motivated when they shop
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Global Shopper DevelopmentConverting Shoppers into Buyers
Both go to the same store …
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… but see different thingsMike
Maria
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Global Shopper DevelopmentConverting Shoppers into Buyers
Both interact with our brand …
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Both spend about the same for a Coke …
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… but get different experiences
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Global Shopper DevelopmentConverting Shoppers into Buyers
Both create value …
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… but with different economics
volume
pric
e
volume
pric
e
MikeMaria
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
We can optimize their experience in four steps …
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Defining the profit pools
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics
• What is the business opportunity?
• How can we best create system value?
• Who is the Shopper?
• How can we best Influence purchase behavior?
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Bringing value to our customers
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics
• How can we ensure that the customer is at the heart of all our plans?
• How can we leverage shopper insights to drive value for our customers?
• How can we partner with customers to step change category value creation?
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Creating a differentiated offer
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics
• What are the critical channels and occasions?
• What are the roles of the brands and packs?
• How do we capture value from unique occasions?
• How do we differentiate across channels?
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Prompting behavior at retail
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics
• Where will displays best prompt purchase?
• How can we merchandise to best create off-take?
• How can we communicate to influence behavior?
• What promotional activities will create value?
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
Measuring our progress
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics
• Are we converting brand preference into share?
• Are we growing revenue ahead of volume?
• Are we penetrating households with a routine purchase habit?
volume
pric
e
volume
pric
e
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CONFIDENTIAL
Global Shopper DevelopmentConverting Shoppers into Buyers
For each element, transforming Insight into Action
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Opportunity Insight
Actio
n
Strategy
Prioritizing Shopper
Opportunities
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Global Shopper DevelopmentConverting Shoppers into Buyers
Integrating the parts to define a picture of success
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DifferentiatingBrand / Pack
Strategy
Activating for Retail Impact
Commercializing with
Customers
Prioritizing Shopper
Opportunities
Picture of Success
Met
ricsM
etrics