Achieving Success at the Shelf

Welcome & Housekeeping

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• Type your Questions or Technical Difficulties

into the “Chat Box” on the Left Hand Side of

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• You Must Dial-in by Phone to Hear Today’s

Conversation: (866) 740-1260

Code: 3547026

Meet Today’s Presenters

Laura Smith Director of Customer Relations

Michael Cross Product Marketing Manager

Success at the Shelf

Analyzing and Acting

Be More Strategic with Trade Spend

Channel Evolution

Shopper’s Attitudes & Behaviors

Consumer Segments

Consumer Segments

Your Go To Market

Plan

Silent Generation

Pre 1945

Baby Boomers

1946-1964

Generation X

1960s-1980s

Millennials

1980s-2000s

Generation Z

1990s

Consumer Segments

Your Go To Market

Plan

Silent Generation

Pre 1945

Baby Boomers

1946-1964

Generation X

1960s-1980s

Millennials

1980s-2000s

Generation Z

1990s

Ethnicity

Geography

Female Male

There is a lot of Money Up for Grabs

Your Go To Market

Plan

Silent Generation

Pre 1945

Baby Boomers

1946-1964

Generation X

1960s-1980s

Millennials

1980s-2000s

Generation Z

1990s

Analyzing and Acting

Be More Strategic with Trade Spend

Channel Evolution

Shopper’s Attitudes & Behaviors

Consumer Segments

Today’s Shopper: Shopping Attitudes

• Price Sensitive, But Selectively Willing to Pay More

• More Health Conscience

• Wants Solutions, Not Products

• Convenience is Key

• Local, Fresh, Ethnic

• Made in the U.S.A.

• Luxury for Less

• Technology is an Enabler

• Value is King

Today’s Shopper: Smart Living

• Create “Consideration Sets”

• Less Brand Loyalty

• Search for Quality Within Price Range

• Allocate Spend

• Turn to Technology & Social Media for Help

• Plan in Advance

• Less Channel Loyalty

• Online is Fine

Circulars Group On

Extreme or normal

couponing

Facebook

Twitter

Targeted email

Word of mouth

Blogs

Sale price

Every day low price

BOGOs

Newspaper ads

Rebates

Television

programming TV & radio

advertising

Loyalty programs

Samples & trial sizes

Label reading

Healthy choices

Smart Living

Digital ads

Environment friendly

Preferred products

Mobile coupons

Family favorite

Comparing

prices

Helping the

needy

YouTube

In store feature &

display

Packaging User

experience

Analyzing and Acting

Be More Strategic with Trade Spend

Channel Evolution

Shopper’s Attitudes & Behaviors

Consumer Segments

Evolution of the Retail Shelf

Evolution of the Retail Shelf

Evolution of the Retail Shelf

Evolution of the Retail Shelf

Think of the Permutations

Product + Segments + Retailer Options

Think of the Permutations

Analyzing and Acting

Be More Strategic with Trade Spend

Channel Evolution

Shopper’s Attitudes & Behaviors

Consumer Segments

Negotiate Slotting & Fees

• Convince Retailers to Covert Slotting, Fines and Fees

into other Trade Spend Activity

• Be Prepared to Show Retailers the Lift They Should

Receive

• Tie as Closely into the Retailer’s Strategies as Possible

Buy into Loyalty Programs: Fuel Perks

• Shoppers View Loyalty Programs as a Means to a Better

Price

• Fuel Perks May Have Greatest Appeal of All

• Fuel Discounts are Viewed as Being “Worth More” than

Price Discounts

Buy into Loyalty Programs: Fuel Perks

Develop a Targeted Strategy for Displays

• Create Displays that Grab Attention

• Consider Building Around a Theme

• Build in Sale Price

• Research Retailers: Who has the

Space & the Best Placement Options

• Measure Your Success!

Place More Emphasis on Scan Deals

• Know Savings Will Go to the Consumer

• Only Spend on What You Sell

• Encourage Tighter Forecasting

• Easily Executable

Align TPM Tactics & Marketing Activities

Align TPM Tactics & Marketing Activities

Alignment!

Remember the Retail Experience Varies!

• Center Shelf vs. Perimeter

• Aisle Size

• New Product Availability

• Breadth of Selection

• Fresh & Local

• Subject Matter Experts

• Entertainment

Understand Position Vs. Private Label

• Quality

• User Segments

• Pricing

• Purchase Frequency

Analyzing and Acting

Be More Strategic with your Trade Spend

Channel Evolution

Shopper’s Attitudes & Behaviors

Consumer Segments

Analysis is Needed on Different Levels

Analysis is Needed on Different Levels

Sales

Spend

Planning

Profitability

Analysis is Needed on Different Levels

Sales

Spend

Planning

Profitability

Promotion

Age Trial Balance

Deductions &

Charge-Backs

Analysis is Needed on Different Levels

Sales

Spend

Planning

Profitability

Promotion

Age Trial Balance

Deductions &

Charge-Backs

Dashboard

Customized Analysis

Accurate Data, Real-Time Information and

Integration into ERP and Demand Planning is

Becoming a MUST!

Enabling Analysis: TPM Tools

Technology is Needed

to Take us to the

Next Level.

Enabling Analysis: TPM Tools

Enabling Analysis: TPM Tools

• Software-as-a-Service Means a Solution For Manufacturers

of All Sizes

• No Upfront Costs or Ongoing Maintenance

• Intuitive & User-Friendly

• Modular – It Grows With You

Enabling Analysis: TPM Tools

Your TPM

System

TPM Central Repository

TradeInsight Sales Planning

Sales Forecasting

Promotion Execution

Deduction Reconciliation

Analytics, Dashboards & Reports

Trade Promotion

Optimization

ERP Financials

Demand Planning

SaaS

Syndicated Data

Distributor Data

Retail

Consumption

Data

Let’s Take Some Questions!

Next Up In The “CPG Online Learning Series”

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