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Transcript of Shopper Marketing From trigger to transactionbuildinghealthierbrands.com.br/juliana.pdfToolbox Group...
15 anos de experiência em planejamento Estratégico, Branding e
Comunicação, Marketing. Atuou em agência como Planning Director e
Managing Director e em grandes anunciantes, como Natura.
Uma das pioneiras em Shopper Marketing no país, atendeu em sua
trajetória clientes como P&G, Colgate-Palmolive, Bunge, Nestlé/DPA,
Mastercard, Pepsico, Whirlpool, Brasil Kirin, entre outros.
Há 2 anos é sócia do Grupo Toolbox, onde atua como VP de Insight &
Strategy.
Juliana Nappo Insight & Strategy VP
Toolbox Group
Full Shopper Marketing Agency, fundada em 2012
Consulting and Metrics, fundada em 2005
www.thetoolboxgroup.com.br
Toolbox Group
Mission to create and deliver the world’s most compelling Trade and Shopper Marketing Strategies.
We achieve this through our obsessive focus on intellectual
leadership, pragmatism, reliability and great
creative innovation.
PUBLICAÇÕES
We believe in the power of Knowledge Building, in creating new
content as a result of common goals, group discussions, and
synthesis of ideas.
2010
2013
2013
2011 2010
único ponto REAL de convergência de interesses
entre a indústria e o varejo
SHARED-END CUSTOMER:
O SHOPPER
para conquistar HIGH VALUE
SHOPPERS e mais SHARE OF
WALLET VAREJO e MARCAS
precisam gerar INSIGHTS
ACIONÁVEIS de forma contínua,
JUNTOS
SHOPPER MARKETING um modelo colaborativo
A relação indústria-varejo passa de transacional
para estratégica
Entende o comportamento do shopper em cada
canal gerando inteligência que beneficia todos os
stakeholders
Holistic exploration of shopper needs, wants and
behaviors coupled with the objectives, strategies
and constraints of retailers and the retailer
environment
Pre-shop Quem é o shopper (faz a compra da categoria)?
Quem consome/usa o produto na residência? Quais são as
principais aplicações/situações de consumo?
A compra é planejada?
Que tipo de informação o shopper procura antes da
compra?
Onde procura e encontra estas informações?
In-store Em que canal (canais) é realizada a compra?
Qual a frequência de compra?
Quais as diferentes missões de compra?
Quais atributos são levados em conta na hora da compra?
Onde o produto está localizado na loja?
Como o shopper navega na loja e na categoria?
Ele chega na loja com a marca definida ou escolhe na
hora?
O que o faz mudar de marca?
RECEITA NA NOTINHA: SHOPPER APREENDE
MENSAGEM DE COMIDA SAUDÁVEL APRENDENDO
COMO USAR HELLMANN’S NA LOJA
building rapport and empathy*
*Empathy is the capacity to recognize
emotions that are being experienced by
another sentient being.
"If we can put those two
together — trip mission and
consumption occasion — that's
very powerful.‖
Jeff Fechalos, Director of shopper
insights, Coca-Cola
Trip Mission
TIPOS
• saving time
• saving money
• serving their family
• serving some need for themselves
OBJETIVOS
• stock up
• immediate need
• forgotten item
• special occasion
Fonte: Coca-Cola
Occasion
Depende da categoria e quando integrada com uma
MISSÃO DE COMPRA gera uma
SHOPPER
SOLUTION
Fonte: Coca-Cola
Key Activities
• Developing INSIGHTS
• Building a COHESIVE STORY
• Aligning with INTERNAL STAKEHOLDERS
• Sharing with CUSTOMERS
• Creating SOLUTIONS
MORE MEALS PREPARED
NA EATEN AT HOME
• Consumers continue to cook more at home
• Complex meal preparation is increasing
• As their lives get busier, they seek SIMPLE
MEAL SOLUTIONS AT AFFORDABLE PRICES
HOME
COOKING IS STILL
IMPORTANT AT DINNER
• Fresh-scratch make up 60% of in home
main dishes
• 67,4% of meals are prepared and
consumed in-home
HOME
CONSUMERS WANT
OPTIONS
• They’re looking for IDEAS – 42% using recipes once a week
– 67% like to try new foods
• Bigeest Meal Planning Challenges: – New ideas: 55%
– Meals that are quick to make: 52%
– Good tasting: 37%
HOME
91% of individuals eat a
sandwich at least once during a
2-week time period
Sandwiches are
the top in-home
lunch choice: 38%
And the most
popular homedish
at dinner: 18%
SNACKING REPRESENTS 20% OF
ALL MEAL OCCASIONS
• Mini meals & health snacks are on the rise!
• Whiloe taste remais king, they seek healthier
options
• Snacks are primarily consumed AT HOME –
76% (Source: National Eating Trends and Crest Database, Years ending, Feb 2012)
More meals
prepared and
eaten at home
Sandwich
comsumption is
growing
Mini meals and
health snack are on
the rise
COOKING
SANDWICH
SNACKING
High quality products:
from ingredients and side
dishes to products that
inspire na end dish
Products that fulfill
consumers desires
regarding form and
flavour.
Align our current and new products against appropriate
need states to provide consumers with the snacking
options they desire
INSIGHT PLATFORM STRATEGY
SHOPPER SEEK QUICK AND EASY MEAL
SOLUTIONS
• Planning remains the most CRITICAL BARRIER
and FRUSTRATION for all cooks, they seek new
ideas that can be readily improvised
• 83% of dinner decisios are made day-of
• Cooks seek convenience and ease but won’t
sacrifice taste
SANDWICH SHOPPERS WANT
COVENIENCE AND INSPIRATION
• Impulse sandwich buyers
are more likely to be
influenced by in-store
circulars and sales
• Sandwich ingredients are
highly planned, at least the
form level
• When secondary displays
are relevant to consumers,
they drive incremental
purchase& lifts
SHOPPERS LOVE DAIRY SNACKS, BUT CAN’T
ALWAYS FIND THEM
• Consumers already
engage in ―dairy
snacking‖ but don’t refer
to it that way
• Shoppers look for critical
mass at shelf
• At the shelf, shoppers are
multi-tasking
Conecte os
pontos ao longo
do caminho de
compra e crie
uma COHESIVE
STORY para
shoppers e
consumidores
Obrigada! Juliana Nappo [email protected]
www.thetoolboxgroup.com.br
www.peledoshopper.blogspot.com.br
www.facebook.com/napeledoshopper