Presented by Farrukh Shah, Senior Director, Head of Consumer Sales (Retail & Online) - Growth markets, Philips at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

2. Platinum Sponsor
Media Sponsors
Association Partners

3. Winning with Shoppers to touch their heart
and mind
Farrukh Shad
Senior Director,
Head of Consumer Sales- Retail & Online
Philips Lighting,
Growth Markets (Asean Pacific, Japan, India, MET, RCA ,Africa)
21st November, 2013.

4. You can connect with me on…..
Confidential

5. We will focus on….
Shopper Insights and behavior
Retail proposition
Retail Design
In-store Marketing
How it all comes together
Confidential
3

6. Confidential
4

7. Confidential
5

8. 1. Generate Shopper Insights
Confidential
Confidential

9. 2. Develop Shopper Marketing Strategy
Confidential
Confidential

10. 3. Develop shopper strategy by Channel
Channel/Retailer name
Name of channel as shopper call it
Channel key
characteristic
What make it distinct vs. other channel
(example baby specialist – focus on complete baby solution, usually small size, located in mall etc..)
Shopper Type
Who shops here (demographic + psychographic, example – Sally, 26-30 year old, above average
income, first time mom, who wants the best for her baby
Shopping Need
Choose new, replacement, giving
Trip Mission
Choose inspiration, information, deal
Key Insight
Why they shop this product/category here? Example Baby specialist – I want the best for my baby,
only a specialist knows what best that is why I choose this channel)
Channel Growth Driver
Product
What product the shopper want to buy here?
Price
What is the price point the shopper want to buy – deal, premium, convenience
Merchandising
How we should display the product/category? Where it should be located in the shelf? Open product
or product boxes?
Promotion
What promotion objective and promotion type works in this channel
Secondary Placement
Is secondary placement critical for the success of the category. If yes, where do we place it?
In-store Service
What in-store services shopper expect (promoter, demonstrator, merchandiser, rack jobber)?
what they should focus on?
Confidential
8

11. 4. All In-store marketing to be integrated with Shopper
strategy
Confidential
Confidential

12. Local Shopper Activation Plan
(LSAP)

13. Master Shopper Activation Plan , derived from Consumer Marketing plan
Local Shopper Activation Plan
Marketing Strategies (LMAP)
(Consumer: Who, What, Why, How)
Channel / Retailer Strategy
(Shopper: Where, Who, What, Why)
Goal for the Year
i.
ii.
iii.
iv.
Sales
Market Share
NPS
IGM
i.
ii.
Penetration (Non Cat Users) or
Competitive Switch (Brand X User), or both...?
Target Consumer Segment
i.
ii.
iii.
iv.
v.
vi.
Top 3-5 Channel/Retailers (Where to Play)
i.
ii.
iii.
Brand Strategy
Profile:
•
Gender,
•
Age,
•
Socioeconomic Class,
•
Demographic,
•
Etc.
Top Needs
Category Drivers
Brand Drivers
Cat Trial / Consumption Barriers
Philips Trial / Consumption Barriers
In-store Activation Strategies & Plans
How to Win with Shoppers (4 Ps’)
Channel / Retailer A (Size of Potential/Category)
Channel / Retailer B (Size of Potential/Category)
Channel / Retailer C (Size of Potential/Category)
How to Win (By Channel / Retailer)
Channel A (ie. Department Stores):
Shopper TG 1: (Size of Potential)
i.
Profile (Demographics)
ii.
Key Drivers / Needs for Cat.
iii.
Purchase Decision Tree
iv.
Cat Purchase Barriers
v.
Philips Purchase Barriers
Shopper TG 2: (Size of Potential)
i.
Profile (Demographics)
ii.
Key Drivers / Needs for Cat.
iii.
Purchase Decision Tree
iv.
Cat Purchase Barriers
v.
Philips Purchase Barriers
Channel B (ie. Electronic Chain Stores):
Shopper TG 1: (Size of Potential)
i.
Profile (Demographics)
ii.
Key Drivers / Needs for Cat.
iii.
Purchase Decision Tree
iv.
Cat Purchase Barriers
v.
Philips Purchase Barriers
KPIs (By Channel / Retailers)
i.
Market Share / Share Growth Target
How to Win (By Channel / Retailer)
Channel A (ie. Department Store)
i.
Product Assortment Strategy
•
Hero Segment / SKUs
ii.
Presentation Strategy
•
Primary Location
•
Secondary Location
•
Feature / Benefits
•
Philips Service
iii.
Promotion Plan
iv.
Product Claim / Shopper Concept
Channel B (ie. Electronic Chain Stores)
i.
Product Assortment Strategy
•
Hero Segment / SKUs
Promotion Plan
iv.
Confidential
Presentation Strategy
•
Primary Location
•
Secondary Location
•
Feature / Benefits
•
Philips Service
iii.
Communication Strategy
ii.
Product Claim / Shopper Concept
11

14. (Deep dive )Shopper Plan per Category
Shopper Activation Plan
Marketing Strategies
(Consumer: Who, What, Why, How)
Channel / Retailer Strategy
(Shopper: Where & Why)
Goal for the Year
i.
ii.
iii.
iv.
Sales
Market Share
NPS
IGM
Summary of Top 3-5 Channel/Retailers (Where to Play)
i.
ii.
iii.
Channel 1 (ie. Hardware Stores)
Brand Strategy
i.
ii.
Penetration (Non Cat Users) or
Competitive Switch (Brand X User), or both...?
i.
Target Consumer Segment
i.
ii.
iii.
iv.
v.
vi.
Profile:
•
Gender,
•
Age,
•
Socioeconomic Class,
•
Demographic,
•
Etc.
Top Needs
Category Drivers
Brand Drivers
Cat Trial / Consumption Barriers
Philips Trial / Consumption Barriers
Why is it a priority:
•
Category Size (2010 vs. 2011 Target)
•
Growth Rate (2010 vs. 2011 Target)
•
Philips Market Share (2010 vs. 2011 Target)
•
Philips Sales (2010 vs. 2011 Taget)
Channel 2 (ie. )
i.
Why is it a priority:
•
Category Size (2010 vs. 2011 Target)
•
Growth Rate (2010 vs. 2011 Target)
•
Philips Market Share (2010 vs. 2011 Target)
•
Philips Sales (2010 vs. 2011 Taget)
Channel 3 (ie. Hypermarkets Stores)
Communication Strategy
i.
Confidential
Channel / Retailer A (Size of Potential/Category)
Channel / Retailer B (Size of Potential/Category)
Channel / Retailer C (Size of Potential/Category)
Why is it a priority:
•
Category Size (2010 vs. 2011 Target)
•
Growth Rate (2010 vs. 2011 Target)
•
Philips Market Share (2010 vs. 2011 Target)
•
Philips Sales (2010 vs. 2011 Taget)
12

15. Deep dive Shopper Plan per channel
Shopper Activation Plan
Hardware Stores
(Shopper: Where, Who, What, Why)
India Hair Care
•
Category Size (2010 vs. 2011 Target)
•
Growth Rate (2010 vs. 2011 Target)
•
Philips Market Share (2010 vs. 2011 Target)
•
Philips Sales (2010 vs. 2011 Target)
Target Shoppers Segment
Shopper TG 1 / Primary: (Size of Potential)
i.
Profile (Demographics)
ii.
Key Drivers / Needs for Cat.
iii.
Purchase Decision Tree
iv.
Cat Purchase Barriers
v.
Philips Purchase Barriers
Shopper TG 2 / Secondary (Size of Potential)
i.
Profile (Demographics)
ii.
Key Drivers / Needs for Cat.
iii.
Purchase Decision Tree
iv.
Cat Purchase Barriers
v.
Philips Purchase Barriers
In-store Activation Strategies & Plans
How to Win with Shoppers (4 Ps’)
Quarter 3
Quarter 4
i.
Product Assortment Strategy
•
Hero Segment / SKUs
i.
Product Assortment Strategy
•
Hero Segment / SKUs
ii.
Presentation Strategy
•
Primary Location
•
Secondary Location
•
Feature / Benefits
•
Philips Service
ii.
Presentation Strategy
•
Primary Location
•
Secondary Location
•
Feature / Benefits
•
Philips Service
iii.
Promotion Plan
iii.
Promotion Plan
iv.
Product Claim / Shopper Concept
iv.
Product Claim / Shopper Concept
Shopper TG 3 / Opportunistic (Size of Potential)
i.
Profile (Demographics)
ii.
Key Drivers / Needs for Cat.
iii.
Purchase Decision Tree
iv.
Cat Purchase Barriers
v.
Philips Purchase Barriers
Confidential
13

16. This approach has helped us deliver great results in
our journey, and it can also help you too !
Confidential
14

17. Confidential

18. Platinum Sponsor
Media Sponsors
Association Partners

19. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360