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Event Info

Why Invest

Opportunity analysis workshop to optimise shopper marketing

PROGRAMME OBJECTIVES

  • Optimise your shopper marketing plans to align with retailer opportunities and shopper marketing trends in the FMCG industry
  • Identify the best shopper marketing initiatives by retailer to effectively reach the target audience

TARGET ATTENDEES

  • Brand and Shopper Marketing Managers
  • Category Managers

DURATION & FACILITATION METHOD 

  • 1 day
  • In workroom or online

PROGRAMME OUTCOMES

  • Get a view of the trading context within SA FMCG that relates to shopper marketing
  • Understand retailer approaches to shopper marketing and how these link to shopper needs and shopper demands
  • By retailer:  
    • understand how the brand positioning relates to shopper marketing strategy
    • use the shopper profile to identify best marketing approaches for effective reach
    • unpack shopper marketing initiatives relative to shopper needs
    • gain a view of how shopper marketing initiatives are playing out in store

PROGRAMME OVERVIEW

The SA FMCG trading landscape

  • Trading context
  • Retailers’ shopper marketing initiatives
  • Shopper demands and retail’s response

Retailer deep dive

  • Brand and format positioning
  • Shopper profile
  • Shopper marketing initiatives in response to shopper needs
  • Media platforms
  • Loyalty initiatives
  • What’s going on in store

 

RETAILERS COVERED (4 - 5 OF YOUR CHOICE)

 

Corporate Retail

Corporate retailer logos

ndependent Retail

Formal Independent Logos

 Informal Retail

Informal channel

 

Inverted commas

A clear ‘situation-analysis' of our customers' current and expected trading reality and the implications for our business.  

- Customer Executive

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