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Driving Category Growth through fact based Shopper Understanding
| Date post: | 17-Jul-2015 |
| Category: |
Marketing |
| Upload: | juan-manuel-dominguez-romaguera |
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Driving Category Growth through fact basedShopper Understanding
TMC has more than 18 years of experience in the design and
implementation of solutions for Consumer Goods and Retail Industries
in the areas of sales, distribution, trade and shopper marketing.
We are an international network of recognized senior professionals and
academic teachers.
Our teams counts with extensive experience and knowledge in Latin
America
We offer integrated solutions from diagnosis up to execution
An International Network of Go to Market & Trade Marketing Experts
Who are we?
Where are we?
LONDON
VALENCIA
RIO DE JANEIRO
BUENOS AIRES
CARACAS
MIAMI
MONTERREY
TMC SEVEN FUNDAMENTALS for Growth
Consumer Understanding
Shopper Understanding
Basket Analysis
In-Store TrafficIn-Store
Promotions
In-Store Logistics
Planogram
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2
3
4
6
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TMC SEVEN FUNDAMENTALS for Growth
Consumer Understanding
1
PROFILE
OCASSIONS
DRIVERS
ALTERNATIVES
+ TRENDS
Answer key questions about the category, profile of consumers and occasions to discover opportunities and business risks. Rather than focus ONLY on today´s consumption habits, our methodology help to project major changes in mid term future
TMC SEVEN FUNDAMENTALS for Growth
Shopper Understanding
2
PROFILE
BEHAVIOR
DECISION TREE
BARRIERS
How people buy the category, what are the key attributes taken into consideration and what are the key barriers or difficulties for them to buy? We combine traditional Quali-Quanty approach with latest technology available for observation at stores
Basket Analysis
3
% of Products sold
together with Category
and your product
Avg Ticket Value
Volume and Value
Share
Date and Time
How relevant is the category in the channel and how it is related to other categories available at the same stores? Do shoppers buy based on Occasions or Simple Reposition of home stock? Why some people buy related categories but don’t buy yours? Are there opportunities to expose your products in further areas of the store?
TMC SEVEN FUNDAMENTALS for Growth
TMC SEVEN FUNDAMENTALS for Growth
In-store Traffic
4Identify areas which concentrates most of shopper traffic and compare this information with most relevant sales and profitable categories, with shopper behavior sequence and barriers. Simulate potential benefits with changes in store layout and category location.
TMC SEVEN FUNDAMENTALS for Growth
In-store Promotions
5Identify potential incentives and promotional mechanics to attract new category buyers and to buy more. What is the perfect combination of incentives and mechanics relevant to shoppers and to your Brands? Optimal dates, length, frequency and in-store location of promotional activities?
TMC SEVEN FUNDAMENTALS for Growth
In-store Logistics
6What is the Average business value of Out of Stocks in the category per channel?. Potential corrective actions to minimize Out of Stocks based on best practices from other industries, markets and retailers. Retail vs Industry responsibilities.
TMC SEVEN FUNDAMENTALS for Growth
Planogram
7Identify through fact based observation 24x365 without human intervention at store hot areas of planogram where most popular products are located, number of returns, duration of interaction, decision tree and business potential of optimal planograming
TMC SEVEN FUNDAMENTALS for Growth
Modular ApproachCustomers can choose most
relevant fundamentals. We also leverage on existing
information to accelerate process and reduce project costs.
Why TMC?
• More than 18 years of international experience in Trade & Shopper
Marketing, Sales & Distribution
• Deep understanding of Latin
American Markets
• Top Notch Technology, Resources
and Methodologies
• Proven excellence record
Since 1996 TMC has collated knowledge and experience working with most of major fast moving
consumer goods companies in almost all markets in Latin America.
We go beyond theoretical models
to focus on what
really matters:
RESULTS!
We turn your challenges into solutions
We want to hear about your
Biggest Commercial
concerns and challenges
so we can prepare a business proposal
to quickly revert the situation and
accelerate growth!
www.tmcconsultores.com
