Beirut International Franchise Forum
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Transcript of Beirut International Franchise Forum
Beirut International Franchise ForumPanel 2: In-Store Marketing Strategies & their Influence on Customers’ Spending
Mr. Volkan KeskinogluPresident
POPAI Turkey
INSTORE INSTORE MARKETINGMARKETING
VOLKAN KESKINOGLUVOLKAN KESKINOGLUPOPAI TURKEY PRESIDENTPOPAI TURKEY PRESIDENT
Old Marketing New Marketing
Product-Brand Management
Sales
Marketing at Sales Point
Product-Brand Management
Sales
In alliance with the consumers’ life style,
technology, and innovations in time,
MARKETING is changing every day..
In alliance with the consumers’ life style,
technology, and innovations in time,
MARKETING is changing every day..
The things that we can not even dream of are now a part of our daily life
The things that we can not even dream of are now a part of our daily life
Year 1990.. Year 2013..
Sending a letter to a million people was seen as a dream
It’s just a click away to send a letter to a million people
“I’ll open a shop and sell 300.000 product units each day (80 million per year). I’ll have millions of product varieties in my shop. Approximately 4 million people
will visit my shop daily and I’ll made 22 million $ worth of sales every single day!”
Year 1990..
Jeff Bezos established Amazon.com in 1994!
As the final point of MARKETING, the store is also keeping up with
this change…
3 CULTURES3 CULTURES
POINT OF
SALES
POINT OF
SALES
RetailRetail
ConsumerConsumerMarkaMarka
The important change in The important change in the the ““Consumer Consumer PsychologyPsychology””......
SHOPPING SHOPPING PSYCHOLOGYPSYCHOLOGY
• Activities• Store Atmosphere
Consumer Psychology
Shopping Psychology
Sales Point
(70%)
INSTORE PURCHASE INSTORE PURCHASE DECISIONSDECISIONS
Kaynak: POPAI Consumer Buying Habits Study/Meyers Research Center
UNPLANNED PURCHASE
UNPLANNED PURCHASE
PURCHASE WITH ALTERNATIVES
PURCHASE WITH ALTERNATIVES
GENERAL PLANNED PURCHASEGENERAL PLANNED PURCHASE
PLANNED PURCHASEPLANNED
PURCHASE
CONCEPT CONCEPT ENTEGRATION AT ENTEGRATION AT
SALES POINTSALES POINT
CONCEPT ENTEGRATION AT SALES POINTCONCEPT ENTEGRATION AT SALES POINT
•It is the continuation of all media activities and embody them.
•The consept of brand and retail are in harmony.
THE EFFECT OF CONCEPTUAL THE EFFECT OF CONCEPTUAL PRESENTATION AT SALES PRESENTATION AT SALES
POINTPOINT
Source: POPAI Consumer Buying Habits Study/Meyers Research Center
•TV = 1
•TV + PRINT = 3•TV + PRINT + SALES POINT = 7
Conceptual PresentationConceptual PresentationConceptual PresentationConceptual Presentation
• It’s not a concept by itself; it is the It’s not a concept by itself; it is the presentation of the brand’s main presentation of the brand’s main concept at sales point. concept at sales point.
• It is the continuation of all media It is the continuation of all media activities and embodies them. activities and embodies them.
• It should include all messages that It should include all messages that should reach the target audience.should reach the target audience.
• The consept of brand and retail are The consept of brand and retail are in harmony.in harmony.
The Stages of Conceptual PresentationThe Stages of Conceptual PresentationThe Stages of Conceptual PresentationThe Stages of Conceptual Presentation
Strategy ve Program ManagementStrategy ve Program Management
DesignDesign
Prototype&TestingPrototype&Testing
ProductionProduction
Field Examination and ReportingField Examination and Reporting
IMP
RO
VEM
EN
TIM
PR
OV
EM
EN
T
IS THE CREATION OF PRESENTATION SYSTEMS AT
SALES POINT“CONCEPTUAL”?
IS THE CREATION OF PRESENTATION SYSTEMS AT
SALES POINT“CONCEPTUAL”?
PRODUCERSPRODUCERSPURCHASEPURCHASE
COMPANYCOMPANY
SALES & MARKETINGSALES & MARKETING
The needs of instore presentation
The needs of instore presentation
RESULTRESULT
BRANDBRAND
BRANDBRAND
BRANDBRAND BRANDBRAND
CONCEPTUALCONCEPTUALPRESENTATIONPRESENTATION
ORGANIZATIONAL ACTIONORGANIZATIONAL ACTION
ABOVE
THE
LINE
BELOW THE
LINE
Strategy Creative Design
Production Execution Feedback
Advertising Agencies
Creative Design
Production Deployment Feedback
POP
Strategy
AGENCIESAGENCIES
BRANDBRAND
DESIGN COMPDESIGN COMP
MANUFACTURERSMANUFACTURERS
PROMOTIONAGENCIESPROMOTIONAGENCIES
BRANDBRAND
RESEARCH AGEN.RESEARCH AGEN.
Sales & Marketing ‘Briefing’i
Field Work Design&Prototype
Production Sales Team Education
Placing&Setting up
Evaluation &Feed Back
ImplementationImplementation
DO DIFFERENT DO DIFFERENT
ACTIVITIES/POSITIONINGACTIVITIES/POSITIONING
HAVE DIFFERENT EFFECTS HAVE DIFFERENT EFFECTS
AT SALES POINT?AT SALES POINT?
POPAI/K MARTPOPAI/K MART
PROCTER&GAMBLEPROCTER&GAMBLE
STUDYSTUDY
WEEKLY SALES INCREASE INDEX - (100)
WEEKLY SALES INCREASE INDEX - (100)
Kaynak: POPAI/Kmart/Procter & Gamble Study
Standart Shelf
Standart Shelf Floor Stand Floor Stand Second
Exhibition Second
Exhibition
ShampooShampoo Tooth PasteTooth Paste CaffeeCaffee Toillette Paper
Toillette Paper
SALES INCREASE RATIOS-(%)SALES INCREASE RATIOS-(%)
Source: POPAI Consumer Habits Research
CorridorCorridorStore
Entrance(Gondola
)
Store Entrance(Gondola
)
Store Exit
Store Exit
Store Entrance
Store Entrance
Store Entrance (Single)
Store Entrance (Single)
% Sales Increase (Standart Shelf Sales Ratio)% Sales Increase (Standart Shelf Sales Ratio)
THE EFFECT OF INSTORE THE EFFECT OF INSTORE
ACTIVITIES ON CONSUMERACTIVITIES ON CONSUMER
THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER
THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER
42%
26%
22%
Source: POPAI Consumer Buying Habits Study/Meyers Research Center
Products purchased,
HAS AT LEAST ONE PRESENTATION
HAS EXHIBIT UNIT
HAS VISUAL POP MATERIAL
THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER
THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER
Exhibition Unit:Exhibition Unit: 44%44%
Visual Materials:Visual Materials: 29%29%
Coupons:Coupons: 16%16%
Experimentation Stands:Experimentation Stands: 16%16%
Instore Announcements:Instore Announcements: 2%2%
Source: POPAI Consumer Buying Habits Study/Meyers Research Center
The Ratio of Consumers’ Recall of Sales Point Activities
IMPORTANT POINTS INIMPORTANT POINTS IN SHOPPER MARKETINGSHOPPER MARKETING
1. The instore conditions should be taken into consideration
• Product variety• Limited shelf area• Being next to the
competition• Lighting• Limited place usage
etc..
2. It should help the brand to communicate with its target consumer
3. It should promote the sales
4. It should be accepted that sales point is now also a media/communication point
THANK YOUTHANK YOU
Volkan KeskinogluPOPAI TURKEY PRESIDENT