Shopper MKT

8/14/2019 Shopper MKT

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Dingi: TrnHng Thin

CONFERENCE

MO

C2013

PHN 1:

Chngminh Shopper Marketingl mtxu hngMarketing


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CONFERENCE

MO

C2013

Shopper Marketing lmt

xu hngMarket ing?


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VitNam 2013 vs 2003

2003 2013

450USD per capita 1,900USD per capita

iliny

CONFERENCE

MO

C2013

Intenet? Truynhnh cp?


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&

Doanh ThuLiNhun

Nhn hiuyu thchNhn hiusnsng

trgi caoNhn hiukinngh

CONFERENCE

MO

C2013

2003, 2013, xxxx, thnghiuuphimbochtiu vcmt

ti chnh v ph i ti chnh


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Integrated Marketing khng cn

(hay khng th) l lachnttna


7/34CONFERENCEMOC

2013

12,597 mn hng (SKU) angc giao dch trn th trngFMCG VitNam.

Tuy nhin, tim bn l ch chpnhn tr khang 310 mn hng(SKU).

Mi nm, c khang 3,153 sn

phmmi tung ra trn thtrngFMCG VitNam.

Smnhgiao tipskhcbittrong thtrng


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20.00 22.00VTV3, August 24th2012

112 shots 48 brands

Brand Times Brand Times Brand Times

Rexona 4 M Yoshi 2 Rhinidon 2

Tr Xanh Khng 4 Du x Sunsilk 2 Omachi 2

Dutch Lady School Smart 4 M Cung nh khoai ty 2 Kinh 2

Suzuki 4 Omo 2 Close up 2

Vaio E 4 Romano 2 Clear men 2

Comfort 5 IN 1 4 Sm Alipas 2 Nutifood 2

TPCN Bch X 4 Cool air 2 Coca cola 2

Khang Dc 4 Bibula 2 Mi Mikochi 2

Vim 4 Atila Elizabeth 2 Knorr 2

Giy Emos 3 T n nht nht 2 Fami 2Anlene 3 Omo Matic 2 Bnh Trung Thu Trng Vng 2

Sm Angela 2 Wake up caf 2 Clear bc h 2

Axe 2 Hot huyt minh no kha 2 PS 1

Vinamilk Probi 2 Hot huyt nht nht 2 Pond 1

Dr Thanh 2 Miwon 2 Dove 1

Sprite 2 Viso 2 Hamega 11

khng dkhi TVC l cucchiln


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2% ngimua smbitmnh cn mua g v skhng thay islng

/ nhn hiucnmua.

Modern Trade hintichchim~23% mcnggptrong khi con sny Thi Lan l 50%.

25% ngi tiu dng

Vit Nam sn sng thayinhn hiunuc likhuyn khc t chtim.

100%ngitiu dng VitNam cho rng li khuynca ngi khc hon tonng tin hn qung cotrn QungCo.

Chiv cngl thch thc. Quan trnglhiuShopper

4% ngimua smtin rngquyt nh mua sm camnh khng bi tc ngbikhuynmi titim.


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I am deal seeker,

as long as the

brand offers megood price and /

or good

promotion,

there is highchance for that

brand to win me

I know which brand I would

buy. No need for me to checkagain. I am Discerning Auto

Pilot

v khng chc 1 loingiShopper

I am not buying this

just for me, and I dont

really care what it is.Just get it and go. I am

Un-involved Auto Pilot

Anything that is cool, fancy,

unique and special is good forme regardless the price as I am

trend setter.

I am willing and

very happy to

check the entirestore to figure out

the best deal. Call

me Browser!


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v c hn1 giitnh

CONFERENCEMOC2013


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viv vn liitrong Siu Th

CONFERENCEMOC2013


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v c nhngngnh hng cnphipull & push

IN-STORE

CONFERENCEMOC2013

pull push-pull

pushlow activation

PR

E-STORE


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thng qua Marketing tiimbn

CONFERENCEMOC2013


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CONFERENCEMOC2013

PHN 2:

Chia s kinthccnbnvShopper Marketing

Dingi: TrnThLan Hng


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3rdNov 2013 17


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18

Agenda of Today

What is Shopper Marketing?1

Shopper Marketing Application2

a. Shopper?Who are theyb. Difference between Shopper and Customer.

c. What is Shopper Marketing.d. What kind of Research help you to understand Shopper

a. Shoppers Path to purchaseb. Consumer Shoppings Modelc. POS Effectiveness.


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19

Agenda of Today




c. What is Shopper Marketing.d. What kind of Research help you to understand Shopper



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20

ShopperWho are they?


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Impulsive

Time spend in

store

The Promotion hunters:- Lower price hunter

- Store promotion trigger

-200 VND gap can make the

change in purchase

-Within their considerable

brands, specifications and

quality are perceived the same

The Product experiencers

- Carefully check product by

touch and trial

-Tools and environment for

exploring products are needed

-Skews to HN

The design seekers- Similar specifications are

perceived the same across

brands

-Design makes difference

-Matching with houses designis the must

-Rather high class

-For new house purchase

The information collector- Mainly browse to confirm pre-

store information

- Often go along to check

brand, price, size, design

- Need consultant from staff to

get more information

The Superior-Interested in TOP and NEW

-Automatical functions and

specification oriented

-Cost is not a matter

-Prefer being treated as VIP

(VIP card, welcome to home-

decorated store)

The basic- Brand name is the priority

-Basic function need

-WOM seekers

-Less browsing

-Skews to female

Qualitative findings

ShopperWho are they?


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22

Consumer versus Shopper


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Shoppers path to purchase

Research Phase

seeking confidence

to purchaseNEED RECOGNITION

Need-State

Purchase Trigger

THE RIGHT MOMENTRight Retailer

Right Product

Right Price

Mass Media SearchingTechnology Learning

Expert/Peer Reviews

Price Watching

MULTIPLE RETAIL VISITSExperience Products

Compare Products

Technology Learning

FRIENDS & FAMILYBest Retailers & Brands

Product Types

See Product in the Home


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Definition of Shopper Marketing

building the bridge between brand marketing and trade marketing or creating a

unique shopper experience.

Shopper marketingis "understanding how one's target consumers behave as

shoppers, in different channels and formats, and leveraging this intelligence to the

benefit of all stakeholders, defined as brands, consumers, retailers and shoppers."


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Evolution of Shopper Marketing


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Whats Shopper Marketing

1. Setting-up a SHOPPER

MARKETING STRATEGY, which

considers the shoppers

purchasing values, the sales

channels / retailers own

objectives and the companys

internal capabilities.

2. Defining target SHOPPER

CLUSTERS with an ideal VALUE

PROPOSITIONS for each one

3. Planning and running

INSTORE SHOPPER MARKETINGACTIONS,

4. Developing SHOPPER

INSIGHTS INTELLIGENCE, by

collecting and understanding

shopper insights.


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What can Shopper Research help you to understand?

Identify shopper segments& Shopping mission

Channel Choice

In-store

Behavior

Responses

to POSM

What are the different shopper segmentsand mission?

- Motivations/ Personal value systems & shoppingoccasions

How do these shoppers choose where to shop?

-Based on their different motivations/ value system & shopping

occasion/ purpose

- Perceived image/ equity of different channel/store

How do these segments shop & why they behave the way

they do?

-Shopping strategy (route, what buy first, departments of interest, behaviors at

touched points ie. Entrance, Exit, Gondola, Gondola Ends, Promotion areas)

IDENTIFY ROI OF THESE TOUCHED POINTS

How do they respond to POS marketing activities?- Level of responsiveness to POS materials/ activities

-Brand switching tendency & incidence of unplanned purchase

- Reaction to tested stimuli (new ideas for POS materials)

PRIORITIZE POSM INVESTMENT

MOMNOTUH


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Holistic shopper understanding means.

How do they respond to Point-of-Sale marketing

activity and/or how we can influence?

What are the different

shopper segments and

missions?

How do these shoppers choose where to shop? (in

context of phase 1 and categories and products theywant to buy)

Shopper understanding pyramid

How do these shoppers shop and why do they

behave the way they do?In-store

behaviour

Categories

Channel & Customer Choice

POS

Shopper Segments & Shopping Missions

In-Store


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Agenda of Today




c. What is Shopper Marketing.

d. What kind of Research help you to understand Shopper



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Shoppers path to purchase

Research Phase

seeking confidence

to purchaseNEED RECOGNITION

Need-State

Purchase Trigger

THE RIGHT MOMENTRight Retailer

Right Product

Right Price

Mass Media SearchingTechnology Learning

Expert/Peer Reviews

Price Watching

MULTIPLE RETAIL VISITSExperience Products

Compare Products

Technology Learning

FRIENDS & FAMILYBest Retailers & Brands

Product Types

See Product in the Home


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What trigger their purchase?

Replacement

(47%)Additional TV

(50%)

First time

buyer

(3%)

New house (most likely in this survey)

Care about matching with house design

Design(thinness, color and size)

New specifications & Design & Size & Brand

This new one is often located in the living room while

the old is moved to bed room

Reflecting owners image, matching with space

Research Phase

seeking

confidence to

purchase

Promotion can reveal their

hidden/intended need for TV purchaseCh gi r th mi i siu th mua

I will buy but am waiting for promotion


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Preferred promotion scheme

Direct discount on bill: 78%

Promotion gift: 32%

Free added service: 18%

Product guarantee: 17%

Lucky draw: 16%

Direct discount on bill: 64%

Promotion gift: 29%

Product guarantee: 25%

Exchange in 3 months: 22%

Lucky draw: 21%

I f ti hi


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Information searching

4.12Average no of sources

5.93

2.32

Insight: HN prefers WOMs and human interaction at store rather than

searching information around. HCM is more independent in making the

choices and too busy for store browsing

TV advertising

81 %

Staff inside store

78%

Research Phase

seeking

confidence to

purchase

Total HCM(A) HN(B)

(n=200) (n=100) (n=100)

From family or friends

Staff inside store

TV advertising

Newspaper

advertising/Advertorial

Magazine advertising/

Advertorial

In-storeadvertising/brochures

Online sources

46

9

22

5

1

11

4

36

89

82

55

51

36

26

81

38

35

23

43

7

27

6

1

10

6

56

41

87 93

78

83

54

31

38

35

54

18

9

4

2

15

Store visits and browsing


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Store visits and browsing ResearchPhase

seeking

confidence

to purchase

93% visit electronic chain11%visit independent retailer

Lower priceTrust in relationship

However:Not well trained salespersonNo post sales serviceNot clear original of product (afraidof China country of origin)

Systematic sales chainGood reputation for post sales serviceGuarantee product qualitygoodguarantee policy

Frequent promotionGood shopping environmentHowever:

High priceNo flexible policy for price oradded benefit

Traditional

Store

Modern Trade

Shopper MKT

Documents