N g u yễ n B í c h Vâ nP h a n T h ị T h ả o N g h i

1. What is Shopper Marketi ng?

S ho ppe r m a rketi ng i s N OT co nsum er m a rketi ng . A l t h o u g h i t m a y i n fl u e n c e c o n s u m e r s , i t ’ s d e v e l o p e d f o r t h e s h o p p e r.

W h a t ’s t h e d i ff e r e n c e y o u a s k ?

• T h e c o n s u m e r i s t h e u s i n g o n eThey use/experience the product even though they may not be the one actually shopping or purchasing the item.

• T h e s h o p p e r i s t h e b u y i n g o n eThey might be the consumer in a buying mode, or they might not – just buy, not consume the product at all. They’re the one who make decision at the point of purchase.

FIRST

1. What is Shopper Marketi ng?

• According to Wikipedia: “Shopper Marketing is the 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.“

• It uses Marketing mix & shopper insights to engage the shopper at the

point of purchase (moment of truth).

Shopper Marketing is the systematic creation and application of elements of the MKT mix (Product, Price,

Promotion, Place) which are based on the deep understanding of how shoppers behave in different channels and

formats to affect positive change in shopper behavior in order to benefit the brands, retailers and shoppers.

DEFINITION

a. BriefDove of Unilever VN will cooperate with Coop Mart to conduct a hair contest “Tóc đẹp từ nhà ra phố”, including POSM, activation at supermarkets and event, in order to drive consumption of Dove, as well as other personal care products of Unilever.

b. InsightConsumers of Dove, female aged 18-45, would like to take part in an interesting competition but rules must be easy to attend as they do not want to invest time in it. Also, some instant benefits like discount or small gifts at the promotion counter will give extra positive affects.>>> The idea: Push sales by traditional promotion (discount and exchange bills to receive gifts) but execute in an easy-to-join-in interesting contest.

c. Activities1. Core activity – Hair contest “Tóc đẹp từ nhà ra phố”.The contest has been held from the beginning of Jul to mid-Aug, 2014. Its target is female aged 18-45 nationwide, who are hair care- conscious and already are Dove users. The contest is place where they can share their hair care experience and show the world their hair beauty.One of the criteria to join the contest is has the bill buying any Unilever personal care products of more than 150.000 VND in total.

2. ExampleD OV E P E R S O N A L C A R E P R O M OT I O N AT N G U Y E N K I E M C O O P

Activation at POP (Coop Mart Nguyen Kiem in particular)

a. POSM: Large banner about the contest is hanged at the outside of supermarket, while standees are scatter placed from parking lot to the main gate. Leaflets are also distributed at the main door.In line, Unilever personal care products are displayed in the same area which shoppers find it easily to be exposed with all the products at the same time. In addition, stand-in-line PG/counselor from Unilever will introduce about the products, give advice and promote the contest.

b. Activation: Booth in supermarket to do the make-up and photo shoot at site for TA who wants to join in the contest. This is also give-away gifts counter where TA exchanges bill of 150.000 VND personal care product to attend a mini lucky draw, receive instant tangible gifts.

c. Event: An offline event – Final Gala Ceremony will put an end to the contest and summer promotion of Unilever, also give food for PR and online activities.Online: FB fanpage, online news, hotline,… are accompanying with the whole contest.

2. ExampleD OV E P E R S O N A L C A R E P R O M OT I O N AT N G U Y E N K I E M C O O P

a. Brief/ ChallengeGintell wants to do promotion for their massage chair products. For this complicated and multi-functional products, POPs require an handy counselor or seller to introduce about the products, let them test the products and give purchase advice. But people frequently finds it quite annoying because of long tiring speech from the sellers.

b. InsightTA (urban officers, aged 22- 40, class AB+) don’t want to hear introduction from the seller as they consider it kind of wasting time to hear such flowery words about products. They wants to freely experience the products on their own instead of at stores with over-enthusiastic sellers. Also, they finds it a little awkward if after such a passionate support from sellers, they don’t purchase.>>> The idea: Like a activation booth, they created a Rest n Go Station at BHD building where they can enjoy the massage chairs on their own. It gives TA a space to experience the products, also hit the right “moment of truth” of them when they are tired and enduring headaches, shoulder-aches, backaches,… due to long time sitting in the office.

c. ActivitiesRest n Go StationInput 10.000/ 20.000/ 50.000 VND, you will have 8/ 16/ 40 minute enjoy the massage chair which helps you defeat all the body aches and free your mind. Fast, convenient and practical.

2. ExampleG I N T E L L R E S T N G O S TAT I O N AT B I T E XC O B U I L D I N G