We have just completed a shopper understanding study for a Fortune 50 MNC in major
cities in India and China, to understand the behaviour and attitudes of Purchasers and
Intenders
The study has been used to recommend what the company
can do to win in the
store by improving its implementation in “the last 3 feet”
and key segment
drivers
We have also identified the key marketing interventions
the company can make
to increase the share of its brand from among the set of
brands the shoppers
consider while making a purchase decision.
Objectives:
1. Generate shopper insights through an in-depth
understanding of the buying behaviour that
links brand recall with considered set and final
purchase
2. Outline the key image drivers versus competition to
define the main differentiators that can
grow share for a brand
3. Recommend a trade and consumer plan that can increase
in-store visibility and to create
segment leadership and brand preference
4. Understand the shopper path to purchase.
5. Determine channel opportunities for the brand and immediate/ long term monetization
opportunities
Key learnings:
The study was able to provide a clear picture to win in the retail last three feet in an
extremely competitive and cluttered retail environment that varied between large cities and
small towns. We were able to create a differentiated retail strategy that proactively took into
account :
- Retail segments
- Product segments
- Brand strengths and weaknesses
- Opportunities in new form factors
- Retail Marketing opportunities
- Digital Marketing plan
- Product segment Strategy
- Key image drivers
The company is currently implementing the recommendations and has embarked on new
retail initiatives.
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