TNS - Happy shopper spend more

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Analizzare i principi cardine che guidano lo Shopper Journey verso l'acquisto del prodotto e della propria categoria, è vitale per una comprensione delle scelte d'acquisto del nostro Shopper, così come per attuare interventi efficaci di Shopper Marketing che influenzino i comportamenti e permettano la crescita del business. Bisogna quindi focalizzarsi sul perchè e per quale occasione si acquista, sulle diverse attitudini ed esigenze dello Shopper allo scaffale/momento dell'acquisto e sulla capacità di Brand e Retailers di rimuovere le barriere e facilitare gli acquisti. E' infatti ampiamente dimostrato che esista una correlazione diretta fra la velocità di spesa dello Shopper e lo scontrino.

Empresariales Entretenimiento y humor

Finding Faster Growth
Happy shoppers spend more

©TNS

Happy shoppers spend more

If retailers and brands
want shoppers to spend
more, they need to
focus first on making
them happy

©TNS

2

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1. MISSION STATEMENT: To provide our customers with the best medicines to help alleviate common cold and allergy symptoms in order to help you get through your day. 2. MARKETING OBJECTIVES: · To emphasis grocery store sales and dominate this space · Increase stock price $10.00 a share every year · Increase the sales for to at least 300 people over the next five years · To increase net income to $100 million in the next eight years · To increase brand awareness to 85% for Allround. · Spend no more than $22 million on Allround brand advertising. · Increase promotional allowances to 20% for Grocery Stores over the next three years · To keep cost of goods sold under 40% 3. SWOT ANALYSIS: STRENGTHS: · Brand awareness peaked at 85.8% for Allround, the highest of any competitors · Allround is the most often purchased brand · 18% of the market intended to buy Allround, 18.5% actually bought it · Point of Purchase promotion strategy is working · Allround dominates sales with 18.3% of the market · On average, Allround have 1.7 square feet of shelf space. In many cases, this is three times that of competitors. All Allround products consistently control shelf space. · Stock price has nearly tripled in 4 years and continues to show a path of growth · Allround+ is the most recommended product of its kind · Allright is the most recommended allergy medicine · Allstar’s products lead the market in satisfaction across the board · Allround dominates the retired market with the closest competitor holding half the share of Allround, WEAKNESSES: · MSRP fluctuation. At times the price failed to keep pace with inflation. At other times, the price was considered too high. The products’ price was not consistent during the first years (periods). · The gross margin dropped so much in the first few years that is has just now recovered to its original percentage. · Allstar’s sale force is large relative to competitors. Likely to be unnecessary due to the market dominance of Allstar’s products. · The cost of goods sold is significantly higher than Allstar’s closest competitor, B & B. · Allstar’s net income is significantly lower than B & B’s · Allround+ trails Besthelp+ in every channel. · Allround’s sales have dropped consistently over time to the point of matching Besthelp. OPPORTUNITIES: · Convenience stores’ growth is currently at 25.9%. Allstar’s focus on grocery stores may need to alter in order to capitalize on the growing convenient store market. · Retail sales unceasingly increase by ~6%. A focus on retail and away from mass merchants could be beneficial. · The trend among competitors is limited or no alcohol in products. An alcohol-free brand reformulation may be due. · There are no 12-hour multi-liquid products on the market. A reformulation or brand extension into this market should be evaluated. · Allright continues to be the only non-drowsy 4-hour capsule on the market. An expansion into a 12-hour non-drowsy capsule should be researched. · Price is t ...

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