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Study Overview & Report Structure

STUDY OVERVIEW & REPORT STRUCTURE

Study Overview and Report Structure

The 2008 GMA/Deloitte Shopper Marketing study focuses on the shopper marketing expe- riences and lessons learned at many retailers and consumer products manufacturers across North America. This study captures the experiences of retailers and consumer goods com- panies, pointing out ways to avoid the pitfalls and to become effective at shopper market- ing. In completing the research, the GMA/Deloitte team paid particular attention to:

  • Defining and exploring effective models of collaboration

  • Testing linkages between strategy and company deployment and activation models

  • Understanding how retailers, manufacturers and other stakeholders define and mea-

sure success

This report follows the widely cited 2007 GMA/Deloitte Shopper Marketing study, “Shop- per Marketing: Capturing a Shopper’s Mind, Heart and Wallet,” which described the prom- ise of shopper marketing and early efforts to realign resources to support the concept.

The findings and recommendations that appear in this report reflect input from more than 100 companies in the industry, representing approximately $1.1 trillion in US revenues. For this year’s study, the team conducted interviews with more than 40 shopper marketing professionals from almost 30 retail and consumer product companies as well as interviews with third-party agencies. The team also completed an extensive GMA/Deloitte online survey of more than 100 shopper marketing managers and executives to broaden the sample set. Participants were primarily at the director, vice president, and senior manager level. Deloitte practitioners who provide services in both mature and emerging consumer markets vetted the interview findings and survey responses before submitting the results for publication in this report.

In addition, this report draws upon analysis of publicly reported company data and other published materials.

Individuals are quoted and company-specific information is included in the report only when company representatives have granted the use of their names, or when the data is pulled from publicly available information. Unless otherwise noted, all facts and figures in this report are results of the 2008 GMA/Deloitte Shopper Marketing Study.

Acknowledgements

Deloitte would like to thank the Grocery Manufacturers Association for the opportunity to conduct this research and for their valuable support and assistance in developing this in- depth report on such a strategic and important topic for the industry. A special thanks to the GMA Sales Committee for their active involvement and input throughout the research effort. In particular, Deloitte would like to express our gratitude to the following members of the GMA Shopper Marketing project team:

A. P. “Skip” Aldridge III

Executive Vice President, Chief Customer Officer

Pharmavite, LLC

Joe R. Crafton Brian Lynch Tom Nestor Tony Prencipe

President, Strategic Alliances

CROSSMARK Grocery Manufacturers Association Alberto-Culver Company Reckitt Benckiser Inc.

Director, Sales and Sales Promations Vice President, Sales Vice President, Sales

Tim Snelling

Tracy VanBibbe

r

Vice President, NA Consumer Products, Customer Development

Kimberly-Clark Corporation

Senior Vice President, Sales

The Dial Corporation

Deloitte would also like to thank Nielsen, in collaboration with the P.R.I.S.M. consortium of leading retailers, manufacturers and media agencies, for their perspectives on the evolution of shopper marketing and real world data insights.

Most of all, the GMA and Deloitte thank the many consumer goods manufacturing and retail executives who shared their experiences and lessons learned with us for this report. Their combined intelligence, integrity, and cooperation made this report possible.

TABLE OF CONTENTS

Section One: The Promise of Shopper Marketing .......................................................... 1

Section Two:

Lessons in Shopper Marketing Execution.................................................. 5

Key Takeaways:

Takeaway 1: Don’t Mistake Activity for Impact ............................................................. 5

Takeaway 2: There is a Natural Lifecycle for Shopper Marketing ................................. 10

Takeaway 3: Go Forward with a Map and a Sextant ................................................... 17

Takeaway 4: Overcome the Barriers to Genuine Collaboration.................................... 24

Takeaway 5: Master Execution for Competitive Advantage......................................... 34

Section Three:

Looking Forward: The Future of Shopper Marketing............................... 40

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