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SHOPPER
MARKETING
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Who is
the
shopper?
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What is
shopper
marketing
?
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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.
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Why
shopper
marketing
is
essential?
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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
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So, how to engage
shoppers?
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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 …
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Case Study
Perfect Spices
for
True Delicious Dishes
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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
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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
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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
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In-store
Brand/Products Recall Drive/Motivate purchase decision
Create Brand connection with Cooking
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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
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- 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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P h ư ơ n g V i
P h ú C ư ờ n g