SHOPPER

MARKETING

Who is

the

shopper?

What is

shopper

marketing

?

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.

Why

shopper

marketing

is

essential?

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

So, how to engage

shoppers?

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 …

Case Study

Perfect Spices

for

True Delicious Dishes

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

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

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

In-store

Brand/Products Recall Drive/Motivate purchase decision

Create Brand connection with Cooking

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

- 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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