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Presentación
- 1. ELABORACIÓN DEL WHISKY JohnJader Vergara Ríos
- 2. ELABORACIÓN DEL WHISKY Elproceso de elaboración del whisky empieza con cereal Convertir el azucar en almidon Secado del cereal y turba Malteado Levadura y fermentación
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- 4. ELABORACIÓN DEL WHISKY Liquidoa barricas de roble por un mínimo de 3 años
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Notas del editor
- #3 And finally, Shopper Marketing is only effective when it wins with customers and to do that it needs to (read through 3 bottom boxes)
- #4 Great Shopper Marketing is not just about driving brand equity, it also has to generate a commercial return for both Diageo AND our customers. To add value to our customers, it needs to grow the total category and for Diageo, it needs to grow our portfolio disproportionately . . . great Shopper Marketing grows the pie as well as our slice of the pie. And finally, although it's not JUST about driving brand equity, great Shopper Marketing positively reinforces brand equity at the same time as it generates commercial return. In fact, as we'll see later, tapping into existing brand equity is key to achieving STOP-ENGAGE-LAND at retail and Shopper marketing is driving for a commercial return – selling stuff. Drive them back in – sell more stuff. Opportunity for us to leverage our portfolio, bring that to live. Even if driving through brand activation. Reinforcing brand equity. If can drive brand equity, bonus, but not number one.
- #5 Great Shopper Marketing effects enduring change in shopping behaviour by increasing Penetration, Purchase Frequency or Basket Size. Note that we’ve said Purchase and consumption – if it’s just about driving purchase we get good filing cupboard at home but not the next purchase. It engages and inspires And it mines both deep consumer and shopper insight and triggers them at the moment of choice to drive sales
- #6 Great Shopper Marketing effects enduring change in shopping behaviour by increasing Penetration, Purchase Frequency or Basket Size. Note that we’ve said Purchase and consumption – if it’s just about driving purchase we get good filing cupboard at home but not the next purchase. It engages and inspires And it mines both deep consumer and shopper insight and triggers them at the moment of choice to drive sales