SHIF TING - Kantar Retail

BEST
SHOPPER MARKETING
PROGRAMS
Company
Strategy
Consumer
Brands
Growth &
Profitability
Sales
Organization
Innovative
Marketing
Consumer INSIGHTS/
Category Leadership
Supply Chain
Management
Shopper
Marketing
Procter & Gamble (+0.8 points) remained the clear leader in Shopper Marketing, followed by Unilever (-0.3
points), with all others manufacturers some distance away. Retailers credited P&G and Unilever with being
able to deliver customized program designs that are based on shopper insights.
DIGITAL MARKETING
Most significant increases in 2012 include Wrigley (+2.8 points) and L’Oreal (+7.8 points). Wrigley was
recognized for its deep understanding of outlets and its ability to create innovative in-store events, while
L’Oreal was credited for a constantly evolving its range of shopper marketing activities.
BEST
Which manufacturers have the best shopper marketing programs?
IN-STORE
(% Retailers Ranking Among Top
SUPPORT
3 Manufacturers)
哪 些 制 造 商 有 最 好 的 购 物 者 营 销 项 目 ?( 被 零 售 商 列 入 该 项 前 三 名 制 造 商 的 百 分 比 )
P&G 宝 洁
UNILEVER 联 合 利 华
COCA-COLA 可 口 可 乐
WRIGLEY 箭 牌
COLGATE-PALMOLIVE 高 露 洁
PEPSICO 百 事
L’OREAL 欧 莱 雅
NESTLE 雀 巢
KRAFT 卡 夫
MARS 玛 氏
POINT
CHANGE
VS 2011
+0.8
-0.3
-0.4
+2.8
-11.3
-4.5
+7.8
-0.5
+0.8
-4.7
15.3
11.3
10.5
10.3
9.5
8.3
7.8
24.6
39.7
%
65.8
“ L’Oreal understands the
fast-changing nature of their categories
and implements rigorous requirements
to ensure the success of their
programs.”
— Retailer Comment
Retailer Comments on Best Shopper Marketing Programs
“Coca-Cola continuously evaluates the performance of their marketing activities and can quickly adjust their approach
to improve performance.”
“Unilever provides a high level of shopper behavior research, and has specific promotion plans for different levels of
shoppers. Unilever collaborates with their retailer partners to maximize returns.”
“Wrigley conducts innovative marketing events based on their in-depth insight into different outlets.”
® 2012 Kantar Retail
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