Consumer value

Think about consumer marketing-process by which you ensure availability and access to meet the consumer demand created by your brand marketing

Pull marketing-markting to consumers creates consumer demand

Focus-shopper value as a long term driver of success

Tailored by channel and bespoke for large consumers

Retailer stocking considerations

• key to winning distribution for a brand = fit with retailer assortment

  Defines their offer-their positionning

  Variance vs depth of categories

• Strong brands secure shopper frequency and enhance retailer image

  Shopper loyalty-pull effect

  Strong consumer demand = traffic/demand

  Brand image can impact retailer image- image transfer

Shopper marketing needs to be implement is various stages of the purchase

• understand, activate and engage with people in shopper mode

• Influence throughout the path to purchase (seccion de papas cerca de bebidas)

• Identify key trigger point (cerca de las gaseosas y licores-cosas indispensables para una fiesta, renuion o un simple antojo)

Closely consider the shopping mission-how dedicated are shoppers to their mission

How should you intervene-how to move the shopper along the purchase herself

The path to purchase- the drive to shopper marketing

The path to purchase and role of digital