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Exercise #2: Shopper Behaviour Fundamentals
(Optional Exercise – if time)
• Build an occasion based marketing
initiative based on the occasions
relevant for your product (may include
multiple manufacturers in your
product‟s chosen category and across
complimentary categories).
• Build a shopping mission/trip type
based initiative for your product – make
assumptions about what kind of
shopping trip shoppers of your product
are likely to be on in your chosen
channels.
168 Exercise total time: 45 minutes