1. De-coding the path-to-purchase
Sydney 24th February 2012
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
2. Consumers, shoppers and (trade) customers
(Trade) customers
Consumers are the Shoppers are the
make a product or
end users of a shoppers of a
service available for
product or service product or service
purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
3. Original sources of competitive advantage
Developing Drive depth
powerful of
brands distribution
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
4. Retail is the biggest business on the planet
Top 10 retailer's sales WalMart's sales
1100 450
Billions
Billions
1050 400
1000 350
950
300
900
250
850
200
800
150
750
700 100
650 50
600 0
2000 2000
2010 2010
31% of consumer goods firms report that price pressure from
retailers remains their greatest sales issue*
Source: Deloittes Global retail report/Wal-Mart annual reports/press reports/& and I
holdign sreports/Trade Insight Trade global spend survey 2010
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
5. And retail continues to internationalize
NO.of NO. of
%
countries countries
Increase
2002 2009
Wal-Mart 10 16 60%
Carrefour 24 36 50% Many of these organizations
Metro 22 33 50%
have yet to leave home
Tesco 10 13 30%
Over 50% of top retailers are
Schwartz 13 25 92%
present in Europe, Asia and
Kroger 1 1 0 America
Costco 7 9 28% Over 40% of new openings
were outside home markets
Aldi 11 18 63%
Home
5 9 80%
Depot
Target 1 1 0
Source: Deloittes Global retail report/CBRE survey of 25o top retailers
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
6. The consumer communication world is
fragmented; and is fragmenting further at
unprecedented rates
Global advertising spend by category
CAGR
450 (2006-2010)
Mobile advertising 41
400
Global internet 20
New ad
350 formats 22.4%
Interactive TV promotions 19
In-game advertising 19
300
U.S. product placement 20
250 Global cable/multichannel 5
5
Global broadcast
200
5
Traditional ad U.S.MSO advertising
formats 77.6% 5
150 Global radio and outdoor
4
Global magazine
100 2
Global newspaper
2
50 U.S.local station
0
As media continues to fragment, reaching consumers is
increasingly more expensive
www.engageconsultants.com
Source: Morgan Stanley www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
7. More and more marketing funds are pouring into stores
Trade spend in the UK in 1980 was 8% of net sales. By 2005 it was 25% -
a 300% increase
42% of CPG companies are planning to increase their trade spend this year
Trade spend varies between 10% and 30% - the single biggest cost after
cost of goods
Source: CAS GMBH Analysis/Trade Insight Trade global spend survey
2010/Donnelly Marketing and Accenture Analysis www.facebook.com/engageTheExperts
www.engageconsultants.com http://twitter.com/#!/ShopperExperts
8. This has pushed expenditure in-store
Expenditure as a proportion of budget
Trade Promotion
Consumer Promotion
Advertising & Media
1978
1998
2005
Source: Donnelly Marketing and Accenture Analysis 2006
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
9. 70% of promotions lose money – US$ 224
billion could be wasted every year
Manufacturer : Lose Manufacturer : Win
Retailer: Win Retailer: Win
60%
Manufacturer : Lose Manufacturer : Win
15%
Retailer: Lose Retailer: Lose
10% 15%
31% of CPG companies cite poor compliance as
a key issue*
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites http://twitter.com/#!/ShopperExperts
www.engageconsultants.com www.facebook.com/engageTheExperts
10. The consumer goods industry could double its
profits by investing effectively in-store
The industry earns as much money in profit as it wastes in retail
250
Billions
200
150
224 billion
100
50
0
-50 Industry profit
Wasted in-store
-100 expenditure
-150 (224 billion)
-200
-250
* engage analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2010”
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
11. The shopper is central to all successful consumer
goods brands
Create Motivate
Motivate
consumer retailers to
shoppers to
demand for support the
buy the brand
the brand brand
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
12. Shoppers are retailers’ lifeblood, and have more
choice than ever
More
often
More Spending
shoppers more
Better
sales
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
13. Today and in the future there is a need to
influence shopper behavior more effectively
Changing
shopper behavior
requires changes
in ―store‖
Retailers want
support in reducing
costs or driving
sales –
Manufacturers and
manufacturers want
to focus on
retailers have a common
sales, and that
means shoppers
need to influence
Retailers themselves
recognize that shoppers
shoppers
have more choice than
ever before.
The shopper/retailer
relationship is weak.
Retailers need to
understand shoppers to
drive loyalty.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
14. Shopper marketing is set to be the next
revolutionary step in the world of marketing
Post-war scarcity
1950’s Power in the
Mass media
―Consumer hands of
Creation of manufacturers
Marketing‖
consumer brands
1980-90’s
Retail consolidation
―Trade Marketing Power moves
Brand proliferation
/Category towards retailers
Media fragmentation
Management‖
Personal media
2010
Channel Power in the hands
―Shopper
proliferation of shoppers
Marketing‖
Globalization
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
15. De-coding the path-to-purchase
What shopper marketing is and is not
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
16. This not shopper marketing!
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
17. Integrated shopper marketing makes in-store
investment work
“The systematic application of
elements of the marketing mix to
affect positive change in shopper
behavior in order to drive
consumption of a brand”
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
18. De-coding the path-to-purchase
The five step integrated shopper
marketing model
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
19. True, integrated, shopper marketing creates
coherent links between the end consumer and the
in-store environment
Consumer Shopper Channel In–store Investment
priorities behavior priorities marketing in customers
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
20. Define and quantify clear consumption
opportunities
Needs and
Why Who
desires
Occasions
Where Why NOT? Opportunity
Experience
What When Availability
to consume
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
21. Understand the differences between your
consumers and your shoppers
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
23. Prioritize the right channels
Shopper’s Focus investment on
interpretation the stores where you
can influence shopper
behavior
Shopper’s needs
Outlet selection
Solution location
Product
Selection
Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
24. Find the activities that count
Shopper’s
interpretation
Shopper’s needs
Outlet selection
Solution location
Focus investment on Product
activities that Selection
influence shopper
behavior Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
25. Invest in an integrated in-store marketing mix
Availability
Changing
shopper
behavior
Communication Offer
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
26. Five questions that guarantee improvements in RoI
Which Where
What shoppers can you What is What
consumption will influence required investment
opportunities support these in-store? is needed?
exist? these? shoppers?
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
27. De-coding the path-to-purchase
Understanding the drivers of consumption
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
28. Needs and occasions help define the macro
opportunity
Needs and
desires
Experience Occasions
Availability
to consume
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
29. Experience and availability to consume define the
limitations on that opportunity
Needs and
desires
Experience Occasions
Availability
to consume
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
30. De-coding the path-to-purchase
Understanding the shopper’s role in
driving consumption – the path to
purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
31. The drivers of shopper behavior are very different
from those of consumer behavior
Shopper’s
interpretation
Shopper’s needs
Outlet selection
Solution location
Product
Selection
Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
32. De-coding the path-to-purchase
The only three ways to drive growth
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
33. All business exist to make profit
Higher
profits
Better Reduced
sales costs
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
34. There are only three ways to grow sales
More
often
More Spending
shoppers more
Better
sales
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
36. Segmentation is the sub-division of a population
into groups with similar characteristics
Population
Segment Segment
Sub Sub Sub Sub Sub Sub
segment segment segment segment segment segment
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
37. Any segmentation, with a clear
rationale, may be viable
Demographic
Shopper
Geographic
mission
Brand Potential
Psychographic
repertoire segmentation
Purchase
Income
intent
Gender
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
38. Definitions of segments must be
Valuable – reflect an distinct opportunity
Measurable – we must be able to quantify the
dynamics of the segment easily
Manageable – we must be able to target
the shoppers efficiently
Clearly understood by all
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
40. Understanding shoppers’ behavior allows us to
develop the optimum in-store marketing mix
Consumer Shopper Channel In–store Investment
priorities behavior priorities marketing in customers
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
41. Shopper insight enables us to understand what
activities will influence shopper behavior
Consumer’s
demand
Shopper’s
interpretation
Shopper’s
needs
Outlet
selection
Solution
Target investment on location
activities that change Product
behavior selection
Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
42. What behavior is it that we need to create?
Penetration
Shopper
behavior
Weight of Frequency of
purchase purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
43. The in-store marketing mix
Availability
Shopper
behavior
Communication Offer
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
44. The in-store marketing mix
Availability
The range of products available to buy within
a channel or outlet.
The range of products maintained in-stock within
a channel or outlet.
The minimum inventory of products within a channel
or outlet.
The delivery lead-times of products ordered by
Shopper
a shopper within an outlet or channel.
behavior
Communication Offer
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
45. The in-store marketing mix
Availability
Communication
The messages conveyed to a shopper within a channel
or outlet.
Shopper
The materials used to convey messages to shoppers
behavior
within a channel or outlet.
The conduct and presentation of brand representatives
within a channel or outlet and the messages they
convey to shoppers.
The location of communication materials, brand Offer
representatives and product displays within the outlet.
The merchandising of products within the outlet.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
46. The in-store marketing mix
Availability
Offer
The average retail price of products within
Shopper a channel or outlet.
behavior
The depth of promotions within a channel
or outlet.
The promotion mechanics used within a channel
or outlet.
Communication extent of after-sales or added value service
The
offered to shoppers in a channel or outlet.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
47. De-coding the path-to-purchase
Channels in a digital world
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
48. Let’s be clear about outlets, and routes to market
Manufacturer
Distributor Wholesaler
Outlet Outlet Outlet Outlet Outlet
Channels are groups of outlets, not routes to market
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
49. Internet everywhere
Global internet users
5.00
Billions
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
2001
2011
2020
(est)
Source: Google inc. 2011
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
50. All the time!
Global penetration
of mobile phones
140%
130%
120%
110%
100%
90%
80%
70%
60%
50%
Today by 2020
Source: Google inc. 2011
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
51. Really all the time!
Percentage of phone owners
34%
66%
% of people who sleep with their phone beside
them
% of people who do not sleep with their phone
beside them
Source: Google inc. 2011
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
52. 84% of people now use the internet for
information about a product
Source used by media type
84%
83%
82%
81%
80%
79%
78%
77%
76%
75%
74%
Traditional media Internet sources In-store
marketing
Source: Google inc. 2011
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
53. It's importance for younger generation is highest
Internet use when seeking product information
92%
90%
88%
86%
84%
82%
80%
78%
76%
74%
18-34 35-49 50+
Source: Google inc. 2011
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
54. Digital is a channel
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
55. In the US 60% of online business in 2010 was
retail sales
US Online sales 2010
$91 bn
$136 bn Non-retail sales
Retail sales
Source: comScore ―The 2010 US Digital Year in Review‖
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
56. Digital applications are now used extensively by
shopper to understand products
Consumer’s
demand Search, ratings, revie
Shopper’s ws, friends and
interpretation family opinion, offers
and coupons.
Shopper’s
needs
Outlet
selection
Solution
location
Product
selection
Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
57. Digital enables shoppers to meet their needs
better
Consumer’s
demand Store locations, price
Shopper’s points, product
interpretation availability – buy
now or buy later
Shopper’s
needs
Outlet
selection
Solution
location
Product
selection
Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
58. Digital has the power to influence shopper’s
behavior in-store
Consumer’s
demand
Shopper’s
interpretation
Shopper’s
needs
Outlet
selection
Find products, check
Solution
recipes, review price
location
points, seek
alternatives, download Product
coupons, PAY, and selection
exchange loyalty data
Purchase
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
59. De-coding the path-to-purchase
Channel roles
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
60. Do each of these represent an equal opportunity?
Consumer & shopper insight
Brand Brand Brand Brand
priority priority priority priority
1 2 3 4
Required Required Required Required
shopper shopper shopper shopper
behavior behavior behavior behavior
Customer
plan
Channel
Channel ? ? ? ? plan
Channel understanding
Investment framework
Customer
plan
Channel
Channel ? ? ? ?
plan
Customer
plan
Channel
Channel ? ? ? ?
plan
Distributor
plan
Channel
Channel ? ? ? ? plan
Distributor
plan
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
61. This approach allows suppliers to allocate
resources
across channels
Hypers and
CVS GT
supers
Share of
35% 40% 25%
sales
Total $
35% 40% 25%
spend
Sales time
25% 50% 25%
allocation
But it doesn’t optimize resources because there is no recognition of
the potential contribution the channel can make against
known growth opportunities.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
62. This approach is more likely to lead to
an escalation in trade spend
There is no clear input relating
to the value the channel can Trade-spend
contribute to known growth growth
opportunities.
Spend is directed to large
Value
(powerful) customers/channels Optimization
gap
rather than where
opportunities are found.
There is no correlation
between investment and Manufacturer growth
potential returns.
Time
This approach may miss much of the growth potential.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
63. The goal is to drive faster growth by spending
in the right areas
Trade-spend
growth
Value
Manufacturer growth
Time
The goal also is to match investment accordingly.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
64. The more relevant a channel is to our targeted
shoppers, the more likely it is to be a priority
High targeted-shopper relevance
Attracts large
Large share of Large opportunity
numbers of
existing sales for to influence
targeted
the category shoppers
shoppers
Attracts small
Large share of Small opportunity
numbers of
existing sales for to influence
targeted
the category shoppers
shoppers
Low targeted-shopper relevance
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
65. The easier it is to exert influence in a channel, the
more likely it is to be a priority
High barriers to implementation Low barriers to implementation
Channel customers Channel customers
are unwilling to are willing to affect
affect change change
Channel customers Channel customers
are unable to affect are able to affect
change change
Channel customers Channel customers
are difficult to are easy to
manage manage
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
66. Channel prioritization
High target shopper relevance
Low opportunity to influence High opportunity to influence
Low target shopper relevance
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
67. De-coding the path-to-purchase
Continuing your development
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
68. Continuing your development
Shopper Customer Field Sales
Marketing Management Management
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
69. Our ―Development Academies‖ equip managers at
every stage in their career
Foundation Bachelor’s Master’s
programs: programs: programs:
Provide entry-level
Deliver advanced-
education to Configured to
level
individuals who are build on a
management
new to a function or foundation
education.
role. within the topic.
Empower emerging
Equips participants Enable managers
leaders to develop
with the essential to create and
into more senior
competence to execute plans at
roles and create
deliver the daily a high-level.
effective strategies
requirements of their
and plans.
role quickly and
efficiently.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
70. Shopper Marketing Academy
Bachelor’s Master’s
programs: programs:
An Introduction to Strategic shopper
Shopper Marketing and channel insight
Developing successful Channel strategy
in-store standards Building brands for
Range and
shoppers
merchandising
Defining trade
management
investment
Efficient promotions
frameworks
management
Successful new product Creating channel
introductions activity plans
Essential in-store
execution
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
71. Bachelor’s program delivers
Understand how Build effective
in-store marketing in-store activities
works
Create profitable
Discover how different activities that achieve
activities change shopper strategic and tactical
behavior objectives
Create real change Get better results
Secure great in-store Increase return on
execution investment
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
72. Bachelor’s program are designed for
Trade Trade Heads of
Category
marketing marketing trade
managers
executives managers marketing
Brand Key account Heads of Heads of key
managers managers field sales accounts.
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
73. Shopper Marketing Academy—Bachelor's Program
Modules Key content
An Introduction Understand what shopper marketing is and why it is so important
to Shopper Learn how trade marketing roles must adapt to meet a new world-class standard
Understand how working processes for trade marketing will develop
Marketing
Developing Learn what influences shopper behaviour and how this affects sales performance
Discover how to build clear in-store standards that guide execution
successful in- Determine how in-store standards will be developed in the organisation
store standards Learn how in-store standards can be used to evaluate performance
Range and Appreciate the importance of in-store availability and visibility
Understand strategies that drive availability and visibility
merchandising Learn the key principles of range and layout management
management Master the essential steps in conducting a range and layout review
Understand the costs and benefits of promotions
Efficient Explore the techniques and processes used in developing effective promotion plans that
promotions drive specific outcomes
Learn how to analyze the effectiveness of all promotions
management
Discover approaches that optimize the promotions mix and increase return on investment
Successful new Learn how to apply a checklist tool for developing successful NPI
Gain insight on managing NPI projects
product Appreciate the importance of a new product launch network
introductions Execute effective forecasting by using engage’s NPI Planner™ tools
Understand the critical success factors that optimize the chances of effective, efficient
Essential in- execution
store execution Learn what drives retailers’ decisions and how to influence them
Identify opportunities to improve execution cross-functionally
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
74. Master’s program delivers
Gather shopper
Configure trade insight
investment for long- Conduct shopper
term profitable growth research and develop
shopper segmentations
Drive long-term Create clear plans
profitable growth
Define channel priorities Define channel activity
and set trade plans, budgets and
investment strategies forecasts
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
75. Master’s program is designed for
Trade Heads of
Category Brand
marketing trade
managers managers
managers marketing
Key account Heads of Heads of key Sales Marketing
managers field sales accounts directors directors
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
76. Shopper Marketing Academy—Master's program
Modules Key Contents
Understand principles of strategic shopper and channel insight
Strategic shopper Learn techniques for shopper and channel segmentation
and channel insight Understand how to conduct high-value shopper research
Learn the practical steps that create insight from data
Understand the principles of channel management and channel strategy
Define channels using physical and commercial characteristics
Channel strategy Learn how to prioritise channels to enhance ROI
Discover how to create channel strategies
Understand the importance of marketing brands in-store
Building brands for Develop long-term shopper objectives and define in-store strategies for
shoppers the category and your brands
Configure brands to meet the needs of consumers, shoppers and retailers
Learn the principles of trade investment
Defining trade Understand how to prioritize and configure trade investment to each
investment brand in each channel
frameworks Develop brand and channel investment rules
Gain insight in how investment rules are applied to customer clusters.
Gain an in-depth understanding of the importance of effective channel
activity planning
Creating channel Learn a coherent process for channel activity planning that:
Assesses opportunities and prioritizes the big wins
activity plans Turns shopper data into insight for planning
Applies value-planning tools to efficiently plan activities and
resources, and quantify results
www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
Notas del editor
Penetration in Thailand is 12%Philippinjes 24.6%
Before showing this slide ask – “Why do businesses exist” – seek the answer “To make profit” then ask “How is this done?” develop response to increase sales and enhance profit.
Create hyperlink of each box
Take topic of each content from source file of brochure Make Hyperlink of each box lFormatcolour .See reference of Glendon