PHAN PHƯỢNG TƯỜNG

TRẦN QUỐC THIÊN AN

Introduction to Shopper Marketing

ASSIGNMENT 19.1

WHAT DOES SHOPPER MARKETING MEAN ?

Shopper marketing is "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.“

category management displays sales packaging promotion research packaging

Shopper marketing

WHAT DOES SHOPPER MARKETING MEAN ?

In the other way Shopper marketing is the systematic creation and application of elements of the marketing mix to affect positive change in shopper behavior in order to drive consumption of a brand.

Shopper marketing

Consumer priorities Shopper behavior Channel priorities In-store marketing Investment

SAMPLE SHOPPER MARKETING

COCA- COLA TET CAMPAIGN

+Objective Build awareness of Coke's partnership with consumer through Vietnamese traditional Tet.. +Task Create and execute a highly visible in store campaign to raise awareness of Coke's commitment to user and encourage shoppers to spread the word and the Tet’s spirited. +Strategy Create a campaign that engages shoppers along the path to purchase with visually arresting creative and relevant call to actions to build awareness and activate purchase. They also build the unique architecture of Hochiminh, Hanoi and Dang by coke cans to attract users attention. From that to increase the Coke imagine in users mind and increase sale.

SAMPLE SHOPPER MARKETING

COCA- COLA TET CAMPAIGN