2003 shopper marketing
TRANSCRIPT
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Santi PrakosoPraktisi Shopper Marketing
Shopper Marketing
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PR FILEPR FILE ANTIPRAKANTIPRAK
9
Years
Experience
in
Marketing
(
Category
Milk,
skin
care
and
banking),
more
than7yearsexperienceinSales(FieldSalesoperation,TradeMarketingandCategoryChannelSalesDevelopment,ShopperMarketing).Withthecompleteexper ence o n ar e ngan e a esopera onaswe e a esStrategy,WellroundedexperienceinMultinationalbigandsmallscaleuntil
Local
Company.
ProvenTrackindeliveringsaleswith:
1.Wellthoughtanalyticalinshapingbeststrategy
.
3.ComprehensivetrackingtomeasuretheresultMarketing Manager
stillworkingasHeadofShopperMarketinginDairyMultinationalcompany
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Tra e Mar eting Princip es, per ect experience
combination from Sales and Marketing Shar enin Sho er, Channel and Point Of Purchase
Vision
Deeper on Path to Purchase process
process Alignment strategy with Marketing into Sales Operation
nsure xce ent n xecut on Revenue Growth Management Mana in Channel and Customer in Profitabilit
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SHOPPERBEHAVIOUR
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Moment of Truth :When Consumer/Shopper finally buy and use the product
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Trade/ShopperMarketing:
Consumer Consumer Interface(Marketing is
Shopper Interface
(Trade/Shopper Marketing is
Channel & category expert)
CompanyCustomer
Business Interface
(Sales is
Customer management expert)
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POP pointwherefinaldecisionismadePoint of Purchase an
environment
ajourneyPath to Purchase asequenceofcontactpoints
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LeadconsumersalongaPathtoPurchaseyourproductInterru t & Persuade & ActivateCreate
Connect
Emotionally
Guide to
Product
PurchaseAwareness &
Desire
objective
In-side
Store
In-aisle /
On Shelf
At productOut-side
Store
contact
point
OOH
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onsumeran opper ourney
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earn ng romour a y e
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KIT KATIT KATIT KATIT KATKubesubes
NESTLE Singapore (Pte ) Ltd
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BackgroundBackground
Consumer I nsight
Todays consumers more health conscious and lead stressful lifestyles.
Big I dea
A bitesize KIT KAT that allows you to:
Share your KIT KAT
with others (including the kids)
Control and extend the eat across an entire day
Feel less guilty about the purchase
Lots of little KIT KAT KUBES so you can have..
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Bus HangersBus Hangers
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Bus HangersBus Hangers
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77--ElevenEleven Orchard Shopping Cent reOrchard Shopping Cent re
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77--ElevenEleven Cent repointCentrepoint
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77--ElevenEleven Cent repointCentrepoint
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Winning with Shoppers