to Shopper Marketi ng Teams
the 2015 guide A special supplement to
Featuring in-depth profi les from leading
companies, including:
• Abbott • Edgewell• Heineken
• Mondelez Internati onal• Procter & Gamble
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The Guide to Shopper Marketing Teams • 2015
SHOPPER MARKETING VISION
INTEGRATED SHOPPER MARKETING
Shopper Marketi ng is the voice of the shopper and retailer in the development of our brands’ strategic initi ati ves. This ensures each initi ati ve is built to meet the needs of the consumer, shopper and retailer equally. We then translate these prioriti es into shopper soluti ons that overcome key purchase hurdles so we deliver profi table, incremental growth for our brands and retail partners. This is the vision we successfully shared earlier this year to our cross-functi onal teams. To guide this vision, we are using the following principles: • Develop soluti ons that fi rst win shoppers’ att enti on, then engage
them emoti onally so we can win their dollars.• Give shopper and retailer needs the same strategic priority as
consumer needs at the beginning of the planning process.• Craft insights that link purchase and consumpti on behaviors to the
right emoti onal triggers to drive greater integrati on.• Bring emoti onal insight to retailer specifi c plans to create more
eff ecti ve collaborati on.• Build plans that put our brand messages where shoppers are
predisposed to receiving them.
At Abbott , we are transiti oning from building consumer and shopper plans in insolati on, to fully integrati ng plans through strategy and insight. Our shopper teams now have an acti ve voice in shaping the brands’ campaigns and strategic initi ati ves rather than solely building the tacti cal retail extensions.
We are enhancing the annual planning process that requires the use of consumer, shopper, and retailer needs as equal inputs. Each initi ati ve receiving Shopper Marketi ng dollars has a clearly arti culated category growth story that benefi ts the retailer, resulti ng in bett er merchandising support and higher retailer compliance.Built into the process are fi ve integrated work sessions, staged at key moments throughout the process, ensuring that the shopper and retailer needs are being adhered to as the initi ati ves take shape. This facilitates a higher level of cross-functi onal collaborati on.In order to ensure the integrated plans deliver a seamless brand experience, our shopper and consumer agencies are now working to integrate their processes. This allows them to jointly develop campaign ideas that provide consumer and shopper with the best messaging.
AT-A-GLANCE
WHO WE AREAt Abbott , we’re committ ed to helping you live your best possible life through the power of health. For more than 125 years, we’ve brought new products and technologies to the world that create more possibiliti es for more people at all stages of life.
WHAT WE DOBett er health allows people and communiti es to achieve more. We create new soluti ons – in diagnosti cs, medical devices, nutriti on and branded generics pharmaceuti cals – that help people around the world, in all stages of life,live their best lives.
BRAND PORTFOLIOOur U.S. nutriti on brands include:• Similac• PediaSure• Pedialyte• Ensure• Glucerna• EAS• ZonePerfect
CONTACTSteve Higgins Sr. Director, Sales Development614.624.7677
Jessica KrauserSr. Manager, Shopper Marketi ng614.624.6101jessica.krauser@abbott .com
KEY EXECUTIVESMiles White, Chairman and Chief Executi ve Offi cer
ABBOTT.COM
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At Abbott, we are focused on helping shoppers across generations find the nutritional products they are looking for. We are committed
to building strong retail partnerships that help shape the shopper journey and create solutions that grow your business year after year.
©2015 Abbott Laboratories 94040/October 2015 LITHO IN USA
INSPIRINGSHOPPERS
ALONG LIFE’S JOURNEY
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The Guide to Shopper Marketing Teams • 2015
WHAT WE KNOW ABOUT SHOPPERS
OUR APPROACH TO SHOPPERS
We are reimagining personal care.From baby to body, Edgewell is passionate about making the litt le moments leading up to the big memories just a litt le bit easier. Simply, we aim to make the products that families rely on more inspired, more personal, and more trustworthy—so they can devote that much more energy to the people they care about most.
We are a global team of 6,000 visionaries, doers, and makers. Our por olio of over 25 brands touches lives in more than 50 countries. Together, we reimagine good mornings and endless summers, beauty and bonding, confi dence and determinati on.
AT-A-GLANCEWHO WE AREOn July 1st, 2015, Energi er Personal Care became Edgewell Personal Care. We are a global consumer packaged goods company with leading brands in wet shave, feminine care, sun care, skin care, infant, and pet care. Popular brands include Hydro, uatt ro, Intuiti on,
treme , Edge, Skinti mate, Playtex, Stayfree, Carefree, Banana Boat and Hawaiian Tropic.
WHAT WE DOAt Edgewell Personal Care, we’re passionate about helping people be at their best when it matt ers most: whether preparing for a fi rst date, practi cing for the big game, or protecti ng your family on vacati on. The Edgewell family of brands has a product for everyone.
BRAND PORTFOLIO• Schick • Edge• Skinti mate• Banana Boat• Hawaiian Tropic• Playtex • Carefree• Stayfree• Wet Ones CONTACT
Beth St. aymond, Director, Shopper Marketi [email protected]
KEY EXECUTIVESJohn D’Alessandro, P, Marketi ng, AMichael Law, Senior Director, Customer Strategy PlanningBeth St. aymond, Director, Shopper Marketi ngPete Seidita, Director, Category Development
EDGEWELL.COM
Edgewell. Playtex and all other trademarks are licensed or owned by Edgewell.
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©2015 Edgewell. INT 128481 Playtex and all other trademarks are licensed or owned by Edgewell.
What’s in a name?
Hello. Allow us to (re) introduce ourselves.We’re Edgewell Personal Care Company–formerly known as Energizer Personal Care.
With some of the strongest brands across all shopper segments, we’re more
committed than ever to challenging convention with insight and innovation. Our name
reflects our renewed focus with a goal of benefiting consumers and customers alike.
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The Guide to Shopper Marketing Teams • 2015
DISCOVER. INSPIRE. ACT.
OUR APPROACH TO SHOPPERS
We work with our retailer and distributor partners to develop and execute programs that inspire shoppers and that will grow the upscale beer and cider category.
Working with our customers, we unlock the shopper and customer insights that, when executed, will deliver true growth in the category. By seeking to truly understand our customers and their shoppers, we build impac ul programs, acti vated across the enti re path to purchase, and encompassing digital thought leadership, that will drive purchase in store, and ulti mately grow the upscale beer and cider category.
AT-A-GLANCEWHO WE AREHeineken USA Commercial Marketi ng
WHAT WE DOWe are a growth accelerator for Heineken USA and a preferred business partner of our retail customers and distributors.
BRAND PORTFOLIO• Heineken• Heineken Light• Dos Equis• Strongbow• Tecate• Tecate Light• Desperados• Amstel Light• Newcastle Brown Ale
CONTACTJonathan Simpson, Senior Director Commercial Marketi ng Brand [email protected]
KEY EXECUTIVESDirk de Vos, Senior Vice President Commercial Marketi ng
Dean Williams, Senior Director Commercial Marketi ng Off Premise
Vikas Satyal, Senior Director Category Development
Jonathan Simpson, Senior Director Commercial Marketi ng Brand
HEINEKENUSA.COM
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LEGENDARY BRANDS.
A REFRESHING VISION.
We are focused on winning at the point of purchase with innovativeshopper solutions and strategic partnerships with our distributors and retailers. Our ongoing vision is based on strong fundamentals:
DISCOVER true insights into the needs of our shoppers, customers, and partners.
INSPIRE with big ideas along the path to purchase.
ACT through indispensable partnerships and excellence in execution.
Enjoy Our Brands Responsibly©2015 HEINEKEN USA Inc., New York, NY. HEINEKEN, HEINEKEN DARK, and HEINEKEN LIGHT Lager Beer, DOS EQUIS Lager Especial and Amber Beer, NEWCASTLE BROWN ALE, AMSTEL LIGHT Beer, TECATE and TECATE LIGHT Beer, SOL Beer, BUCKLER Beer, BOHEMIA Beer, CARTA BLANCA Beer, INDIO Beer, STRONGBOW Gold Apple Hard Cider, DESPERADOS Flavored Beer.
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The Guide to Shopper Marketing Teams • 2015
ABOUT MONDELEZ INTERNATIONAL
SHOPPER MARKETING VISION
Mondel Internati onal, Inc. ASDA : MD Z is a global snacking powerhouse, with pro forma 2014 revenue of more than 0 billion. Creati ng delicious moments of joy in 165 countries, Mondel Internati onal is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, U and abisco biscuits Cadbury, Cadbury Dairy Milk and Milka chocolate Trident gum and Tang powdered beverages. Mondel Internati onal is a proud member of the Standard and Poor’s 500, ASDA 100 and Dow Jones Sustainability Index. isit www.mondele internati onal.com or follow us on Twitt er at www.twitt er.com MD Z.
ead the snacking world by translati ng insights into tailored shopper experiences that create delicious snacking moments for our brands, customers, and categories.
AT-A-GLANCEINDUSTRY RECOGNITION
endor of the ear at Walmart endor of the ear at Dollar General endor of the ear at Carvel Hy- ee DSD Supplier of the ear Top in KA TA Power anking for Shopper Marketi ng – Top Advantage ranking in Overall Performance
in core channels – Top Advantage ranking in Overall Performance
in core channels – Top Advantage ranking in Customer Marketi ng
Promoti on Practi ces in core channels – Top Advantage ranking in Customer Marketi ng
Promoti on Practi ces in core channels Shopper Marketi ng Industry Awards:
- Silver HUB Award – Multi - etailer One Directi on Program
- Effi e Finalist – Meijer O EO Wonderfi lled- Silver eggie Winner – Meijer O EO Wonderfi lled
BRAND PORTFOLIO O EO CHIPS AHO BE ITA ITZ WHEAT THI S T ISCUIT UTTE BUTTE P EMIUM
T IDE T DE T E ST IDE SOU PATCH KIDS SWEDISH FISH HA S TOB E O E G EE B ACK’S
CONTACTSteve McGowan, Director, Shopper Marketi ng
7 .50 .4 15stephen.mcgowan@mdl .com
Kim ansen, Director, Field Shopper Marketi ng14.77 .7762
kim.yansen@mdl .com
KEY EXECUTIVESalerie Oswalt
President, Sales–USCraig Simon
ice President of Customer Business Development–USSteve McGowanDirector, Shopper Marketi ng–USKim ansenDirector, Field Shopper Marketi ng–US
MONDELEZINTERNATIONAL.COM
DIVERSE,DYNAMIC
TEAM
“MORE MOMENTS”INSIGHTS
FRAMEWORK
FORWARDTHINKING
PROGRAMMING
INDISPENSABLEPARTNER
REDEFINING RETAIL IN 90 DAYS – SHOPPER FUTURESMondel Internati onal has launched a breakthrough mobile marketi ng initi ati ve, Shopper Futures, which brings together ambiti ous entrepreneurs and retailers to help transform the consumer retail experience. Shopper Futures harnesses the startup entrepreneurial spirit to discover technology soluti ons for real business challenges. Mondel Internati onal will identi fy early-stage innovators to learn from them, and in turn give the startups an opportunity to collaborate with brands and retailers on in-market, 0-day pilot programs.
OUR BELIEF We’re a big company. But we believe,above all, in one thing – something that’s unique to us – and that’s the power of big and small. es, we have the scale and resources of a global powerhouse. But also the speed, creati vity, and agility of a fresh new startup.
OUR DREAMis to create delicious moments of joy – and that’s exactly what our tasty snacks do. They’re that stolen moment for just you.
OUR APPROACH
Mondel Internati onal is also expanding its por olio into fast-growing, on-trend, bett er-for-you areas with the acquisiti on
of Enjoy ife Foods.
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© Mondelēz International group
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The Guide to Shopper Marketing Teams • 2015
THE PIONEERS OF SHOPPER MARKETINGAt Procter Gamble, our shopper-marketi ng community is focused on growing categories by reinforcing the equity of our brands in a way that creates value for the retailers, provides unique soluti ons to delight their shoppers. We are proud to present some of our recent Effi e award-winning work here.
Effi e Award Won: Silver, Multi - etailer ollout
AT-A-GLANCEWHAT WE DOWe provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generati ons to come. As a result, consumers reward us with leadership sales, profi t and value creati on, allowing our people, our shareholders and the communiti es in which we live and work to prosper.
BRAND PORTFOLIO• Always® • Bounty®
• Charmin®
• Crest®
• Dawn®
• Downy®
• Febreze®
• Gain®
• Gillett e®
• Head Shoulders®
• enor® • Olay®
• Oral-B®
• Pampers® • Pantene®
• SK-II®
• Tide®
• icks®
CONTACTStephanie obertson, Head of Shopper Marketi ng
INDUSTRY RECOGNITION
P G won 6 of the 1 Shopper Marketi ng Effi es awarded for 2015.
PG.COM
WHO WE AREP G serves nearly billion people around the world with its brands. The Company has one of the strongest por olios of trusted, quality, leadership brands, including Always®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Febreze®, Gain®, Gillett e®, Head Shoulders®, enor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, and icks®.
“MY BLACK IS BEAUTIFUL” AMBASSADOR SEARCH
Effi e Award Won: Gold, Multi -Brand Shopper Soluti on
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P&G BEST OF BEAUTY 2014Effie Award Won: Silver, Multi- etailer ollout
SWADDLERS FOR THE LIFE OF YOUR BABYEffie Award Won: Bron e, ew Product Service Introduction
GAIN FLINGS LAUNCHEffie Award Won: Bron e, Awareness Trial
MADE WITH AMERICAN JOBSEffie Award Won: Silver, Single- etailer ollout
“MY BLACK IS BEAUTIFUL” AMBASSADOR SEARCH
Effie Award Won: Gold, Multi-Brand Shopper Solution
2015 SHOPPER MARKETING EFFIE AWARDS FOR PROCTER & GAMBLE
ROCK YOUR COVERGIRLEffie Award Won: Gold, Single- etailer ollout
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Contact Chuck Bolkcom at the Path to Purchase Insti tute at [email protected] or (773) 992-4420 for more informati on.
Don’t miss these other Industry Guides appearing only in Shopper Marketi ng magazine in 2015 and 2016.
Digital Incenti ve Platf ormsJanuary 2016
PrintersAugust 2016
Shopper Marketi ng AgenciesOctober 2016
Shopper Marketi ng TeamsSeptember 2016
Retailer & Shopper InsightsNovember 2015
Data ProvidersDecember 2015
P-O-P Design & ManufacturingFebruary 2016
Digital Shopper Marketi ngMay 2016
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