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Promotion objectives: what is the role of promotion? „I want to grow sales and our market share‟. Well, yes. But how? Who is it for? • Loyal brand buyers (AWOP/frequency based) • Occasional buyers (frequency based) • <strong>New</strong> consumers (trial based) Desired shopper outcome? •Frequency •AWOP •Increase spend •Trial •Brand switch •Build loyalty •Penetration •Awareness Retailer objectives •Drive traffic •Increase frequency •Increase spend •Improve basket penetration Which mechanics achieve these objectives? How important is promotion in the purchase decision tree?
Promotion Support mechanisms • Shelf ticketing • Advertising (ATL & BTL) • Catalogues • Displays • Other POS • Better results when combined rather than standalone Calendar combines all promotions, regardless of support mechanisms. Discuss: how do we determine which promotions get which support mechanisms?
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Contents Day One 1. Integrating con
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But first, share your „homework
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The US view: similar „suspects‟
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Top 10 Australian best practice SM
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1. Integrating consumer, shopper an
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Introducing Key Retail Objectives
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IPI: Inter Purchase Interval The ti
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Basket Size How many items are in e
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AWOP: Average Weight of Purchase Re
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Which Retail Objectives do these ta
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What about this one? Palmolive Wint
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Introducing the 5-Way Multiple Freq
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Implications for Promotions The ret
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POP Quiz: Match the promo mechanic
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Marketing goals vs shopper & retail
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Exercise: Integrating shopper into
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Module 2: Content Coverage What is
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The story of Cat Man is part of the
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Retailing was evolving rapidly in t
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How could these increasingly domina
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In Europe, ECR identified four pill
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Nielsen refined this to 5 steps in
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Meanwhile, ECR has moved on: Demand
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8 step process revisited: Definitio
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Current Category Management Scope (
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We‟re going to cover both. Catego
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Brian Harris, „father of CatMan
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Shopper Marketing: some definitions
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Shopper Marketing status Key Takeou
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When does a consumer become a shopp
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Shopper Marketing Technologies are
Page 64 and 65: New technology uses in bricks and m
Page 66 and 67: Instore, there is interest in dynam
Page 68 and 69: Shopper Marketing Activity Types: B
Page 70 and 71: Different vehicles play different r
Page 72 and 73: Different vehicles different roles:
Page 74 and 75: Other types of vehicle selection co
Page 76 and 77: Exercise: Understanding Shopper Mar
Page 78 and 79: Module 3: Content Coverage The Shop
Page 80 and 81: While Instore P2P: different roles
Page 82 and 83: Path to Purchase: what shoppers lik
Page 84 and 85: The „first moment of truth‟ is
Page 86 and 87: Or the GFK Interscope „Web‟ 86
Page 88 and 89: Roles along whatever the „P2P‟
Page 90 and 91: Some examples: Prestore and instore
Page 92 and 93: Masterchef Australia: Coles Sponsor
Page 94 and 95: Exercise: Shopper Cycle and Dynamic
Page 96 and 97: Module 4: Content Coverage Touchpoi
Page 98 and 99: Range Ranging Strategy asks and sol
Page 100 and 101: Reach 1 5 9 13 17 21 25 29 33 37 41
Page 102 and 103: Space Management: Principles, Defin
Page 104 and 105: Primary vs secondary locations Prim
Page 106 and 107: Understand the whole store: POP str
Page 108 and 109: Prioritising points of engagement B
Page 110 and 111: What works for DVD category? What d
Page 112 and 113: Price and purchase decision hierarc
Page 116 and 117: Persuasion (store staff) Persuasion
Page 118 and 119: Combining instore drivers and out o
Page 120 and 121: Case Study: Target Super Valen Bowl
Page 122 and 123: Case Study: OfficeMax In Place Syst
Page 124 and 125: Instore POS to suit the retailer 12
Page 126 and 127: And with on-pack stickers 126
Page 128 and 129: Coca-Cola „360‟ activations of
Page 130 and 131: Kraft occasion based instore and ou
Page 132 and 133: Executed out of store and instore 1
Page 134 and 135: Uncle Tobys/Woolworths campaign:
Page 136 and 137: Coles Oats Season 2011 • Situatio
Page 138 and 139: Exercise: Touchpoint Messaging and
Page 140 and 141: 5. Shopper Behaviour Fundamentals S
Page 142 and 143: Core shopper behaviours: The 5Ws +
Page 144 and 145: Hows : some key concepts • Traffi
Page 146 and 147: Not one-size-fits-all for a categor
Page 148 and 149: Typical Xmas gift purchase decision
Page 150 and 151: Home entertainment category: Shoppe
Page 152 and 153: How can you apply a purchase decisi
Page 154 and 155: Shopper „types‟ - a number of l
Page 156 and 157: Grocery shopper Who: Not just „MG
Page 158 and 159: Linking Consumer & Shopper Consumer
Page 160 and 161: Whys: Occasions = cross category ma
Page 162 and 163: International: SuperValu Holiday Jo
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Trip types vary by channel: Market
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Let‟s discuss some examples Occas
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Exercise #2: Shopper Behaviour Fund
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Module 6: Content Coverage Shopper
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Most powerful when data sources are
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Types of shopper research (selected
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Methodology Scope : Tailored, not o
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Instore marketing research: Two lev
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Need for channel and retailer speci
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Shopper Research Applications (1) T
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Insight or merely Information? •
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Complete the above. Exercise: Deter
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Shopper Research case studies
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Case Study: Home Entertainment Shop
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Case Study: Household Cleaning Port
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Case Study: POS execution in Cafes
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Case study: Impulse alcohol RTD - T
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Least Category shopper typology: Of
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Shopper segment quantification Segm
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Occasions vs trip types (missions)
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Retailer perceptions: Store, catego
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Quantified behaviours (eg Frequency
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Observations: Traffic hotspots COOL
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In-store influences on Purchase Ins
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212 Insight to application examples
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Some international activations base
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Exercise: Build a Shopper Insights
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Module 7: Content Coverage Measurem
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Activity effectiveness ratings: SM
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Measure types: Retailer business me
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Measurement types: Tangible vs Inta
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Measure Types: POP drivers (2) Pric
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Determine what your promotion/activ
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Outputs: what we did • Execution
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Outcomes What difference did the pr
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Building Better Measurement: Booz 2
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8. Integrating Shopper Marketing Se
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Setting up for success Shopper Mark
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SM as Strategic Capability: Booz 20
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Investment matrix: advertising and
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And a final word ... Learnings to D
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247 APPENDICES
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Glossary of Common Terms: F-N Term
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References PRIMARY REFERENCES • B
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New and emerging instore marketing
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