Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

Platinum Sponsor

Association Partners

Media Sponsors

Winning with Shoppers to touch their heart

and mind

Farrukh Shad Senior Director,

Head of Consumer Sales- Retail & Online Philips Lighting, Growth Markets (Asean Pacific, Japan, India, MET, RCA ,Africa)

21st November, 2013.

Confidential

You can connect with me on…..

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We will focus on….

Shopper Insights and behavior

Retail proposition

Retail Design

In-store Marketing

How it all comes together

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1. Generate Shopper Insights

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2. Develop Shopper Marketing Strategy

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3. Develop shopper strategy by Channel

Channel/Retailer name Name of channel as shopper call it

Channel key

characteristic

What make it distinct vs. other channel

(example baby specialist – focus on complete baby solution, usually small size, located in mall etc..)

Shopper Type Who shops here (demographic + psychographic, example – Sally, 26-30 year old, above average

income, first time mom, who wants the best for her baby

Shopping Need Choose new, replacement, giving

Trip Mission Choose inspiration, information, deal

Key Insight Why they shop this product/category here? Example Baby specialist – I want the best for my baby,

only a specialist knows what best that is why I choose this channel)

Channel Growth Driver

Product What product the shopper want to buy here?

Price What is the price point the shopper want to buy – deal, premium, convenience

Merchandising How we should display the product/category? Where it should be located in the shelf? Open product

or product boxes?

Promotion What promotion objective and promotion type works in this channel

Secondary Placement Is secondary placement critical for the success of the category. If yes, where do we place it?

In-store Service What in-store services shopper expect (promoter, demonstrator, merchandiser, rack jobber)?

what they should focus on?

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4. All In-store marketing to be integrated with Shopper

strategy

Local Shopper Activation Plan

(LSAP)

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Local Shopper Activation Plan

Goal for the Year i. Sales

ii. Market Share

iii. NPS

iv. IGM

Marketing Strategies (LMAP)

(Consumer: Who, What, Why, How)

i. Profile:

• Gender,

• Age,

• Socioeconomic Class,

• Demographic,

• Etc.

ii. Top Needs

iii. Category Drivers

iv. Brand Drivers

v. Cat Trial / Consumption Barriers

vi. Philips Trial / Consumption Barriers

Channel / Retailer Strategy

(Shopper: Where, Who, What, Why)

In-store Activation Strategies & Plans

How to Win with Shoppers (4 Ps’)

How to Win (By Channel / Retailer)

Target Consumer Segment

Communication Strategy

Top 3-5 Channel/Retailers (Where to Play) i. Channel / Retailer A (Size of Potential/Category)

ii. Channel / Retailer B (Size of Potential/Category)

iii. Channel / Retailer C (Size of Potential/Category)

KPIs (By Channel / Retailers) i. Market Share / Share Growth Target

i. Penetration (Non Cat Users) or

ii. Competitive Switch (Brand X User), or both...?

Brand Strategy How to Win (By Channel / Retailer)

Channel A (ie. Department Stores): Shopper TG 1: (Size of Potential)

i. Profile (Demographics)

ii. Key Drivers / Needs for Cat.

iii. Purchase Decision Tree

iv. Cat Purchase Barriers

v. Philips Purchase Barriers

Shopper TG 2: (Size of Potential)

i. Profile (Demographics)

ii. Key Drivers / Needs for Cat.

iii. Purchase Decision Tree

iv. Cat Purchase Barriers

v. Philips Purchase Barriers

Channel B (ie. Electronic Chain Stores): Shopper TG 1: (Size of Potential)

i. Profile (Demographics)

ii. Key Drivers / Needs for Cat.

iii. Purchase Decision Tree

iv. Cat Purchase Barriers

v. Philips Purchase Barriers

Channel A (ie. Department Store)

i. Product Assortment Strategy

• Hero Segment / SKUs

ii. Presentation Strategy

• Primary Location

• Secondary Location

• Feature / Benefits

• Philips Service

iii. Promotion Plan

iv. Product Claim / Shopper Concept

Channel B (ie. Electronic Chain Stores)

i. Product Assortment Strategy

• Hero Segment / SKUs

ii. Presentation Strategy

• Primary Location

• Secondary Location

• Feature / Benefits

• Philips Service

iii. Promotion Plan

iv. Product Claim / Shopper Concept

Master Shopper Activation Plan , derived from Consumer Marketing plan

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Shopper Activation Plan

Goal for the Year i. Sales

ii. Market Share

iii. NPS

iv. IGM

Marketing Strategies

(Consumer: Who, What, Why, How)

i. Profile:

• Gender,

• Age,

• Socioeconomic Class,

• Demographic,

• Etc.

ii. Top Needs

iii. Category Drivers

iv. Brand Drivers

v. Cat Trial / Consumption Barriers

vi. Philips Trial / Consumption Barriers

Channel / Retailer Strategy

(Shopper: Where & Why)

Target Consumer Segment

Communication Strategy

Summary of Top 3-5 Channel/Retailers (Where to Play) i. Channel / Retailer A (Size of Potential/Category)

ii. Channel / Retailer B (Size of Potential/Category)

iii. Channel / Retailer C (Size of Potential/Category)

i. Penetration (Non Cat Users) or

ii. Competitive Switch (Brand X User), or both...?

Brand Strategy Channel 1 (ie. Hardware Stores)

i. Why is it a priority:

• Category Size (2010 vs. 2011 Target)

• Growth Rate (2010 vs. 2011 Target)

• Philips Market Share (2010 vs. 2011 Target)

• Philips Sales (2010 vs. 2011 Taget)

Channel 2 (ie. )

i. Why is it a priority:

• Category Size (2010 vs. 2011 Target)

• Growth Rate (2010 vs. 2011 Target)

• Philips Market Share (2010 vs. 2011 Target)

• Philips Sales (2010 vs. 2011 Taget)

Channel 3 (ie. Hypermarkets Stores)

i. Why is it a priority:

• Category Size (2010 vs. 2011 Target)

• Growth Rate (2010 vs. 2011 Target)

• Philips Market Share (2010 vs. 2011 Target)

• Philips Sales (2010 vs. 2011 Taget)

(Deep dive )Shopper Plan per Category

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Shopper Activation Plan

Hardware Stores

(Shopper: Where, Who, What, Why)

In-store Activation Strategies & Plans

How to Win with Shoppers (4 Ps’)

Shopper TG 1 / Primary: (Size of Potential)

i. Profile (Demographics)

ii. Key Drivers / Needs for Cat.

iii. Purchase Decision Tree

iv. Cat Purchase Barriers

v. Philips Purchase Barriers

Shopper TG 2 / Secondary (Size of Potential)

i. Profile (Demographics)

ii. Key Drivers / Needs for Cat.

iii. Purchase Decision Tree

iv. Cat Purchase Barriers

v. Philips Purchase Barriers

Shopper TG 3 / Opportunistic (Size of Potential)

i. Profile (Demographics)

ii. Key Drivers / Needs for Cat.

iii. Purchase Decision Tree

iv. Cat Purchase Barriers

v. Philips Purchase Barriers

Quarter 3

i. Product Assortment Strategy

• Hero Segment / SKUs

ii. Presentation Strategy

• Primary Location

• Secondary Location

• Feature / Benefits

• Philips Service

iii. Promotion Plan

iv. Product Claim / Shopper Concept

India Hair Care

• Category Size (2010 vs. 2011 Target)

• Growth Rate (2010 vs. 2011 Target)

• Philips Market Share (2010 vs. 2011 Target)

• Philips Sales (2010 vs. 2011 Target)

Target Shoppers Segment

Quarter 4

i. Product Assortment Strategy

• Hero Segment / SKUs

ii. Presentation Strategy

• Primary Location

• Secondary Location

• Feature / Benefits

• Philips Service

iii. Promotion Plan

iv. Product Claim / Shopper Concept

Deep dive Shopper Plan per channel

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This approach has helped us deliver great results in

our journey, and it can also help you too !

Confidential

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore