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4/25/2013
1
Shopper Marketing in Vietnam
Mobile Retail
1
Vu The Du, 26 April 2013, CMO Conference
Snap shot on Vietnam Retail
Mobile Market
• 1.5B US$ Market
• 16.000.000 Units/year
• 14.000 retailers
• 50% by ORG stores
2
4/25/2013
2
3
Content
4
What is Shopper
Marketing1
4/25/2013
3
Retail Marketing
Revolution Wave
5
1950
1985
Today
Brand
Marketing
Category
Management
Shopper
Marketing
(source: ECR)
The Power of Shopper Now
6
Shopper
Retailers
Brands
4/25/2013
4
Definition
“Shopper Marketing is the
employment of any marketing
stimuli designed to build
brand equity, engage the
shopper, and lead her to
make a purchase.”
(Deloitte’s 2008 Delivering the Promise of Shopper Marketing)
8
(source: AMA)
Marketing with in-store initiatives
to close the deal
4/25/2013
5
360 degree of shopper and
consumers
9
Source: 2008 Deloitte/GMA Report: Delivering the Promise of Shopper Marketing
A Path to Purchase
10
Consumer Shopper Buyer
Demand Buy
4/25/2013
6
A Path to Purchase
Shopper Insight
Consumer Insight
A key channels of the path to
purchase
12
4/25/2013
7
13
Pre Purchase
Post Purchase
14
Why is Shopper
Marketing now2
4/25/2013
8
Push vs Pull Strategy:
Which is more effective?
15
Retailers Brands
Decline in media effectiveness
16
Multi Media
Platform
Time shift
viewing
Message
Overload
More Demanded
Consumer
4/25/2013
9
Who Do You Trust?
17
25% Advertising
70% Strangers with
Product experience
84% Online customer
evaluation
90% Friends who used
the products
(Source: Edelman Trust Barometer, US Consumer survey, 2010)
18
Ad spend wasted if you don’t
deliver at POS
April Redmond, Visualize Shopper Marketing Seminar, 2011
4/25/2013
11
Why Shopper Marketing for
the Consumers
21
Shopper
22
(Source: various sources)
78% Learning new items
76%
Seeking
pleasure, experience, fulfillme
nt
70% Shelf Decision
Brand Loyal5%
26% Store Loyal
30’
Duration in store
4/25/2013
12
Shopping Duration in
Vietnam Mobile phone store
23
(Source: BMC Survey 2013)
24
“They may ignore media but they will
always arrive at the point of
purchase”
(Source: Shopper Marketing Magazine)
4/25/2013
13
Why Shopper Marketing for
the Retailers
25
Retailers
26
• Differentiation
• Shopping Experience
• Loyalty
• Store traffic
• Private brand
4/25/2013
14
Why Shopper Marketing for
the Manufacturers
27
Brands
• Consumer’s Demand
• Competition (category, private label)
• Retailers’ demand (brand identification, Less
shelf space, Clean store policies)
• ROI
• Relationship (with retailers)
28
4/25/2013
15
29
Companies engaged in successful
Shopper Marketing are
consistently delivering ROIs of
4-5:1
On their shopper-based initiatives
- The Hub 2011
Sweet Spot in
Shopper Marketing
30
Shopper
BrandsRetailers
Sweet Spot
Motivate shopper to
buy the brand
Create consumer
demand for the brand
Motivate retailer to
support the brand
4/25/2013
16
Content
31
Shopper
Marketing model3
Shopper Marketing Model
32
Shopper Insight
Consumer Insight
4/25/2013
17
PLAN Facts: Vietnam
Mobile Retail Consumers
33
88% Research before
buying
62% Digital research
(Source: BMC Survey 2013)
78% Purchase decision
made before
70’ Research duration
Shopper Marketing Model:
the PLAN factors
34
Online
browsing
(mobile
web)
Product
brand
communic
ation
(ATL, BTL)
Previous
Experience
WOM
Experts
Blogosphere
Print
media, Cat
alogue
Opinions of
friends, coll
eague, famil
y
Direct mail
from
retailers, br
ands
Targeted
coupons
(loyalty
cards, mail
list…)
4/25/2013
18
What information do you
search before buying?
35
(Source: BMC Survey 2013)
Zero Moment of Truth
36
4/25/2013
19
Shopper Marketing Model:
the PLACE factors
37
Product
samples, d
emo class
Store
specific
positioning
Store
ambience
Product
Stock
in Store
media
Store
circulars, fl
yers
Info
desks, broa
dcasts, kios
ks
Product
packaging
Planogram
Sales
assistants,
Service
Price, Prom
otion, gifts
POS
display, PO
S action
(events, co
ntest)
The 4th
Place
MOB
Media
What characteristics do you
dislike most about the store?
38
Không có hàng
Nhân viên bán hàng
không ki n th c
Không có khuy n mãi
Giá trên m ng khác
giá c a hàng
Khuy n mãi trên m ng có
c a hàng không có
M t hàng nghèo nàn
4/25/2013
20
What characteristics do you
like the store to do?
39
Tr góp u ãi
BH Nhanh chóng
Thanh toán nhanh
Nhân viên hi u bi t,
Ân c n
Khuy n mãi nhi u
Trang trí hi n i
Cài t ng d ng
nhanh
N i dung web
phong phú
NV không
eo khách
Giá h p lý D ch v t v n qua i n tho i
Shopper Marketing Model:
the PURCHASE factors
40
Product
experience
gratifica
tion
Mobile Aid
Simpler &
Strong
message
“Smart
choice”
Promotion,
top selling
POS
display
Sales
Support
Price check
Similar
Product
segment
Differentiate
planogram
4/25/2013
22
Why you don’t buy the brand
you plan before in the store?
43
What the Retailers and Brands
should do?
44
Shopper
BrandsRetailers
Sweet Spot
4/25/2013
24
47
70% of promotion
lose money
(the Hub 2011)
48
Retailers Brands
4/25/2013
25
Mutual benefits for Both
Retailers and Brands
Shopper
Base
Conversion
rate
Shopper
trip
Invoice
salex x
x
Collaboration between
Retailers and Brands
50
4/25/2013
26
51
Goal & KPI conflict
Lack of shopper insights
Organizational conflict
Trust
Budget
52
Increase sales (40%)
Increase sale (42%)
Strengthen
shopper relation (30%)
Enhance
brand equity (16%)
Strengthen
brand relation (10%)
Strengthen
shopper relation (13%)
Strengthen
retailer relation (10%)
GOAL CONFLICT
4/25/2013
27
53
Retailer profit (31%)
Unit sale (42%)
Retailer revenue (25%)
Brand revenue (15%)
Unit sales (13%)
Retailer revenue (15%)
Retailer profit (4%)
KPI CONFLICT
54
What is the
Shopper Marketing
Strategy Model?
4/25/2013
28
Shopper Marketing Strategy
Model
55
Get to know
yourself
Get to know
your market
Get to know
your retailer
Get to know
your shopper
Define SM
Strategy
Execute &
Measure
56
Shopper Marketing Strategy
Model
Get To
know your
shopper
•Define required
insights
•Collection of
internal existing
data
•Shopper
research based
on insights
needed
•Shopper
Segmentation
•...
Shopper
Demands, Shopper
research
methods, Shopper
Barriers
Get to
know your
Retailer
•Retailer strategy
analysis
•Performance
analysis
•Identify key
contacts
•Identify key
processes & way
of working
•...
list of strategic retail
partners, Category
role per retailer, key
priorities and
opportunities
Get to
know your
market
•Competitor
SWOT Analysis
•Competitor
portfolio
assessment
•Define Category
Role
•...
Ranking of
competition &
products, Category
role
Get to
know
yourself
•SWOT analysis
•Portfolio
Assessment
(BCG Matric)
•Product life
cycle analysis
•P&L analysis
•...
Commercial
Strategy, company
capabilities, Product
strategy
Execute &
Measure
•Define activities
•Set action plan
•Identify involved
departments &
key stakeholders
•Set Backtimings
•Identify KPI’s
•...
Improved business
results, continuous
learnings
Define
Shopper
Marketing
Strategy
•Define action
plan for each
specific retailer
based on the
needs of all
parties
(company, retail
er & shopper)
involved
•...
Clear & Executional
Shopper Marketing
Strategy
4/25/2013
30
For Shopper Marketing
Strategy to work
59
… or heading in different direction
Are you working together with your
partner …
… or leverage your joint potential?
Are you struggling walk in your
partner’ shoes …
60
4/25/2013
31
Is it easy to
coordinate?
Mistake #1
4/25/2013
32
informing
communicating
Mistake # 2
Mistake #3
4/25/2013
33
Mistake # 4
EMOTIONS
The will to change
RATIONAL
The recommendation to change
4/25/2013
34
Speed
Alignment
Commitment
The Tool to Get Shopper
Marketing Team Work
4/25/2013
35
You cannot just absorb
other people¸s
knowledge…
Solving collaboration problem
¹It¸s not what you know, it¸s how you know it.º
…you can only
create your own.
PROGRAMS
4/25/2013
36
71
Content
72
Conclusions
4
4/25/2013
37
73
74
4/25/2013
38
75
Speed
Alignment
Commitment
We help companies to
ALIGN their staffs, get
them COMMITTED to
achieve goal with SPEED
Who We Are
4/25/2013
39
Benefits to your business
Speed of execution
• Increased speed to market
• Ability to compete
• Drive performance targets
Alignment
• Share vision and internal alignment
• Reduce silos
• Increased resource sharing
Engagement
• Build confidence and motivation
• Actionable
• Retain high potentials
What We Bring
How We Do
4/25/2013
40
• Cross functional communication
• Shopper Marketing Coordination
• Cascading of strategic plans & goals
• Product launches
• Re Branding
We Can Support in
• Sales conferences
• Regional management
conferences
• Kick off events & team building
• High potential training programs
• Strategic planning & Budgeting
roll out
• Dealer & reseller conferences
We Can Support when you
organize
4/25/2013
41
Our Methodology
Our Clients

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VTD - Shopper Marketing - CMO Conference

  • 1. 4/25/2013 1 Shopper Marketing in Vietnam Mobile Retail 1 Vu The Du, 26 April 2013, CMO Conference Snap shot on Vietnam Retail Mobile Market • 1.5B US$ Market • 16.000.000 Units/year • 14.000 retailers • 50% by ORG stores 2
  • 4. 4/25/2013 4 Definition “Shopper Marketing is the employment of any marketing stimuli designed to build brand equity, engage the shopper, and lead her to make a purchase.” (Deloitte’s 2008 Delivering the Promise of Shopper Marketing) 8 (source: AMA) Marketing with in-store initiatives to close the deal
  • 5. 4/25/2013 5 360 degree of shopper and consumers 9 Source: 2008 Deloitte/GMA Report: Delivering the Promise of Shopper Marketing A Path to Purchase 10 Consumer Shopper Buyer Demand Buy
  • 6. 4/25/2013 6 A Path to Purchase Shopper Insight Consumer Insight A key channels of the path to purchase 12
  • 8. 4/25/2013 8 Push vs Pull Strategy: Which is more effective? 15 Retailers Brands Decline in media effectiveness 16 Multi Media Platform Time shift viewing Message Overload More Demanded Consumer
  • 9. 4/25/2013 9 Who Do You Trust? 17 25% Advertising 70% Strangers with Product experience 84% Online customer evaluation 90% Friends who used the products (Source: Edelman Trust Barometer, US Consumer survey, 2010) 18 Ad spend wasted if you don’t deliver at POS April Redmond, Visualize Shopper Marketing Seminar, 2011
  • 10. 4/25/2013 11 Why Shopper Marketing for the Consumers 21 Shopper 22 (Source: various sources) 78% Learning new items 76% Seeking pleasure, experience, fulfillme nt 70% Shelf Decision Brand Loyal5% 26% Store Loyal 30’ Duration in store
  • 11. 4/25/2013 12 Shopping Duration in Vietnam Mobile phone store 23 (Source: BMC Survey 2013) 24 “They may ignore media but they will always arrive at the point of purchase” (Source: Shopper Marketing Magazine)
  • 12. 4/25/2013 13 Why Shopper Marketing for the Retailers 25 Retailers 26 • Differentiation • Shopping Experience • Loyalty • Store traffic • Private brand
  • 13. 4/25/2013 14 Why Shopper Marketing for the Manufacturers 27 Brands • Consumer’s Demand • Competition (category, private label) • Retailers’ demand (brand identification, Less shelf space, Clean store policies) • ROI • Relationship (with retailers) 28
  • 14. 4/25/2013 15 29 Companies engaged in successful Shopper Marketing are consistently delivering ROIs of 4-5:1 On their shopper-based initiatives - The Hub 2011 Sweet Spot in Shopper Marketing 30 Shopper BrandsRetailers Sweet Spot Motivate shopper to buy the brand Create consumer demand for the brand Motivate retailer to support the brand
  • 15. 4/25/2013 16 Content 31 Shopper Marketing model3 Shopper Marketing Model 32 Shopper Insight Consumer Insight
  • 16. 4/25/2013 17 PLAN Facts: Vietnam Mobile Retail Consumers 33 88% Research before buying 62% Digital research (Source: BMC Survey 2013) 78% Purchase decision made before 70’ Research duration Shopper Marketing Model: the PLAN factors 34 Online browsing (mobile web) Product brand communic ation (ATL, BTL) Previous Experience WOM Experts Blogosphere Print media, Cat alogue Opinions of friends, coll eague, famil y Direct mail from retailers, br ands Targeted coupons (loyalty cards, mail list…)
  • 17. 4/25/2013 18 What information do you search before buying? 35 (Source: BMC Survey 2013) Zero Moment of Truth 36
  • 18. 4/25/2013 19 Shopper Marketing Model: the PLACE factors 37 Product samples, d emo class Store specific positioning Store ambience Product Stock in Store media Store circulars, fl yers Info desks, broa dcasts, kios ks Product packaging Planogram Sales assistants, Service Price, Prom otion, gifts POS display, PO S action (events, co ntest) The 4th Place MOB Media What characteristics do you dislike most about the store? 38 Không có hàng Nhân viên bán hàng không ki n th c Không có khuy n mãi Giá trên m ng khác giá c a hàng Khuy n mãi trên m ng có c a hàng không có M t hàng nghèo nàn
  • 19. 4/25/2013 20 What characteristics do you like the store to do? 39 Tr góp u ãi BH Nhanh chóng Thanh toán nhanh Nhân viên hi u bi t, Ân c n Khuy n mãi nhi u Trang trí hi n i Cài t ng d ng nhanh N i dung web phong phú NV không eo khách Giá h p lý D ch v t v n qua i n tho i Shopper Marketing Model: the PURCHASE factors 40 Product experience gratifica tion Mobile Aid Simpler & Strong message “Smart choice” Promotion, top selling POS display Sales Support Price check Similar Product segment Differentiate planogram
  • 20. 4/25/2013 22 Why you don’t buy the brand you plan before in the store? 43 What the Retailers and Brands should do? 44 Shopper BrandsRetailers Sweet Spot
  • 21. 4/25/2013 24 47 70% of promotion lose money (the Hub 2011) 48 Retailers Brands
  • 22. 4/25/2013 25 Mutual benefits for Both Retailers and Brands Shopper Base Conversion rate Shopper trip Invoice salex x x Collaboration between Retailers and Brands 50
  • 23. 4/25/2013 26 51 Goal & KPI conflict Lack of shopper insights Organizational conflict Trust Budget 52 Increase sales (40%) Increase sale (42%) Strengthen shopper relation (30%) Enhance brand equity (16%) Strengthen brand relation (10%) Strengthen shopper relation (13%) Strengthen retailer relation (10%) GOAL CONFLICT
  • 24. 4/25/2013 27 53 Retailer profit (31%) Unit sale (42%) Retailer revenue (25%) Brand revenue (15%) Unit sales (13%) Retailer revenue (15%) Retailer profit (4%) KPI CONFLICT 54 What is the Shopper Marketing Strategy Model?
  • 25. 4/25/2013 28 Shopper Marketing Strategy Model 55 Get to know yourself Get to know your market Get to know your retailer Get to know your shopper Define SM Strategy Execute & Measure 56 Shopper Marketing Strategy Model Get To know your shopper •Define required insights •Collection of internal existing data •Shopper research based on insights needed •Shopper Segmentation •... Shopper Demands, Shopper research methods, Shopper Barriers Get to know your Retailer •Retailer strategy analysis •Performance analysis •Identify key contacts •Identify key processes & way of working •... list of strategic retail partners, Category role per retailer, key priorities and opportunities Get to know your market •Competitor SWOT Analysis •Competitor portfolio assessment •Define Category Role •... Ranking of competition & products, Category role Get to know yourself •SWOT analysis •Portfolio Assessment (BCG Matric) •Product life cycle analysis •P&L analysis •... Commercial Strategy, company capabilities, Product strategy Execute & Measure •Define activities •Set action plan •Identify involved departments & key stakeholders •Set Backtimings •Identify KPI’s •... Improved business results, continuous learnings Define Shopper Marketing Strategy •Define action plan for each specific retailer based on the needs of all parties (company, retail er & shopper) involved •... Clear & Executional Shopper Marketing Strategy
  • 26. 4/25/2013 30 For Shopper Marketing Strategy to work 59 … or heading in different direction Are you working together with your partner … … or leverage your joint potential? Are you struggling walk in your partner’ shoes … 60
  • 27. 4/25/2013 31 Is it easy to coordinate? Mistake #1
  • 29. 4/25/2013 33 Mistake # 4 EMOTIONS The will to change RATIONAL The recommendation to change
  • 30. 4/25/2013 34 Speed Alignment Commitment The Tool to Get Shopper Marketing Team Work
  • 31. 4/25/2013 35 You cannot just absorb other people¸s knowledge… Solving collaboration problem ¹It¸s not what you know, it¸s how you know it.º …you can only create your own. PROGRAMS
  • 34. 4/25/2013 38 75 Speed Alignment Commitment We help companies to ALIGN their staffs, get them COMMITTED to achieve goal with SPEED Who We Are
  • 35. 4/25/2013 39 Benefits to your business Speed of execution • Increased speed to market • Ability to compete • Drive performance targets Alignment • Share vision and internal alignment • Reduce silos • Increased resource sharing Engagement • Build confidence and motivation • Actionable • Retain high potentials What We Bring How We Do
  • 36. 4/25/2013 40 • Cross functional communication • Shopper Marketing Coordination • Cascading of strategic plans & goals • Product launches • Re Branding We Can Support in • Sales conferences • Regional management conferences • Kick off events & team building • High potential training programs • Strategic planning & Budgeting roll out • Dealer & reseller conferences We Can Support when you organize