如何掌握营销通路.ppt

* * * * * It can be easier for brand owners to communicate the core brand message to their target purchasers if they own the outlet or pay for branded concessions or displays such as this one .. ( * Example of an integrated campaign from Nestle Malaysia – aiming to hit touch-points along the shopper’s journey, in home driving awareness, front of store to create interest and then at fixture (this is more about integration – not really call to action, so this campaign could have been more sophisticated, tailoring messages along the way – This could precede the UK one – ie this is a step in the right direction, the UK are taking it further with tailored communication along the way .. * * * Purchasers are also taking into consideration their own needs – for example, with TVs, the father might be buying for the family, so has looked at the needs desires of end users – his wife and his kids but he’s also going to take into account his own needs : Functional ones such as budgetary constraints, and emotional ones such as status, rewarding himself for all his hard work efforts * * * * * * * * * * * * * * * * * * * * * * * * * * * The content of 4 steps (Turn to the following Proforma and discuss with the group with the objective of understanding how this can be used in their whole markets) * * * * * * Objective To stress the importance of winning at the POP Technique Ask the delegates to explain the difference between consumer and shopper: Shopper - buys the product at POP Consumer - drinks/uses/consumes the product Ask if they’re different: Sometimes, yes e.g. Petfood Sometimes, no e.g. Cigarettes Sometimes, a mix e.g. milk Ask what they think the difference is in their categories Explain how getting it right at the POP is of paramount importance - fail at the POP means you fail overall * * * * * * * * * * * * * * * Here’s the process/ the key steps that will enable us to increase our understanding of shopper behavior, and develop a targeted channel strategy a