1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
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Supported by
Organised by
3. Insight-fuelled Shopper
Marketing
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shopper marketing news from around the globe!
facebook.com/engagetheexperts
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www.engageconsultants.com
4. We have helped over 100 companies across Asia
Identify massive growth opportunities
Identify huge savings in trade spend and marketing
Configure teams to be most effective
Develop people to be able to make a difference...
We help consumer goods companies…
5. Marketing used to be simple
Developing
powerful brands
Drive depth of
distribution
6. The consumer communication world is fragmented;
and is fragmenting further at unprecedented rates
0
50
100
150
200
250
300
350
400
450
Mobile advertising
Global internet
Interactive TV promotions
In-game advertising
U.S. product placement
Global cable/multichannel
Global broadcast
U.S.MSO advertising
Global radio and outdoor
Global magazine
Global newspaper
U.S.local station
New
ad formats
22.4%
Traditional
ad formats
77.6%
41
20
19
19
20
5
5
5
5
4
2
2
CAGR
(2006-2010)
Global advertising spend by category
Source: Morgan Stanley
As media continues to fragment, reaching consumers is
increasingly more expensive
8. The journey from consumer desire to a sale is getting
more complicated
74%
75%
76%
77%
78%
79%
80%
81%
82%
83%
84%
Traditional media Internet sources In-store marketing
Source used by media type
Source: Google inc. 2011
9. More and more money is spent in the belief that this
“First moment of truth” is critical
1978
1998
2005
Expenditure as a proportion of budget
Advertising & Media Consumer Promotion Trade Promotion
10. In-store media use Thailand
0
100
200
300
400
500
600
Skincare Milk & dairy
products
Hair Care Detergent /
Fabric care
Motor
vehicle
Toothpast &
toothbrush
Prepared
food
2011 2012
In 2012, in-store media spending of consumer products rose
69% to 2.7 billion compared to 2011
11. 70% of promotions lose money – US$ 196 billion
could be wasted every year
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites
Manufacturer : Win
Retailer: Lose
Manufacturer : Lose
Retailer: Lose
Manufacturer : Win
Retailer: Win
Manufacturer : Lose
Retailer: Win
60%
10% 15%
15%
12. What is shopper marketing?
“The systematic creation and
application of elements of the
marketing mix to affect positive
change in shopper behavior in order
to drive consumption of a brand”
13. True, integrated, shopper marketing creates coherent
links between the end consumer and the in-store
environment
Shopper
behavior
Consumer
priorities
Channel
priorities
In–store
marketing
Investment
Insight is required to understand this entire ‘journey’
14. Define and quantify clear consumption opportunities
Occasions
Experience
Needs and
desires
Availability
to consume
Why
Where Why NOT?
WhenWhat
Opportunity
Who
18. Knowing the shopper
Who is the target
shopper?
What is their current
behavior?
What is their desired
behavior?
What evidence exists
to suggest that this
change is possible?
19. Shopper marketing created a new way of looking at
shoppers, channels, and priorities
0
5
10
15
20
Hypermarket Supermarket Convenience
store
Traditional trade
(urban)
Traditional trade
(rural)
Performance barrier Brand barrier Price barrier Availability barrier
Opportunity size for monthly purchase
20. One killer insight… a consumer isn’t a shopper…
0%
20%
40%
60%
80%
100%
City Urban Rural
Hypermarket Supermarket Convenience store
Traditional trade (urban) Traditional trade (rural) Others
Main shop for “Category Z” purchase
Huge percentages of the rural opportunity could be accessed
(or influenced) via the modern trade
Hypermarket is the key channel for city while traditional trade contributes
more than XX% in urban and rural areas
21. Mapping target shoppers onto channels to help prioritize
0
5
10
15
20
Hypermarket Supermarket Convenience
store
Traditional
trade (urban)
Traditional
trade (rural)
Taste rejecter Brand barrier Price barrier Distribution barrier
Opportunity size for monthly purchase
Over 40% of the opportunity could be accessed in modern trade
22. Invest in an integrated in-store marketing mix
OfferCommunication
Changing
shopper
behavior
Availability
23. Changing shopper behavior often works better with
a blend of activity
Encouraging shoppers
to buy across the range
Merchandise in ranges
rather than by product
type
Deals to buy across
the range
Signage which shows
system usage
24. Availability should be the primary focus
People can’t buy a product that they can’t find!
25. Communication is about understanding the target
shopper, the message and the media
What message is critical to
taking the shopper to
purchase?
Which barriers need
overcoming?
Where should the message
be delivered?
Which media is likely to
work in this environment?
How much time do we have
to deliver a message?
What will retailers allow?
26. An effective promotion must change shopper behavior
Supports
consumption
growth by
changing shopper
behavior
Profitably meets
company
objectives
Profitably meets
customers’
objectives
29. Insight is required to answer five key questions
What
consumption
opportunities
exist?
Which
shoppers
will support
these?
Where can
you
influence
these
shoppers?
What is
required
in-store?
What
investment
is needed?
Let’s connect!
facebook.com/engagetheexperts
twitter.com/shopperexperts
30. Find out more in
“The Shopper Marketing Revolution”
Find out how integrating the disciplines of
consumer marketing, shopper marketing and
customer management can step change
consumer goods’ performance.
Learn about Total Marketing - an approach that
creates coherent links between the end
consumer and the in-store environment. Total
Marketing will enable marketers to adapt
strategies and resources to respond effectively
to new shopping behaviors and environments.
“A treatment on modern marketing… and for those on the fast track of modern
business is a must read” Paco Underhill, Author of “Why We Buy: The Science of
Shopping.
“(The Shopper Marketing Revolution) provides a clear and practical framework to guide
organizations in making the necessary changes to successfully navigate and prosper from
this new and exciting business environment.” Brian Harris, Chairman, The Partnering
Group
>> shoppermarketingbookchapter.engageconsultants.com
31. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
32. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
