achieving success at the shelf
TRANSCRIPT
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Achieving Success at the Shelf
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Welcome & Housekeeping
• Attendees are in “Listen-Only” Mode
• Type your Questions or Technical Difficulties
into the “Chat Box” on the Left Hand Side of
the Screen
• You Must Dial-in by Phone to Hear Today’s
Conversation: (866) 740-1260
Code: 3547026
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Meet Today’s Presenters
Laura Smith Director of Customer Relations
Michael Cross Product Marketing Manager
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Success at the Shelf
Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
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Consumer Segments
Your Go To Market
Plan
Silent Generation
Pre 1945
Baby Boomers
1946-1964
Generation X
1960s-1980s
Millennials
1980s-2000s
Generation Z
1990s
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Consumer Segments
Your Go To Market
Plan
Silent Generation
Pre 1945
Baby Boomers
1946-1964
Generation X
1960s-1980s
Millennials
1980s-2000s
Generation Z
1990s
Ethnicity
Geography
Female Male
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There is a lot of Money Up for Grabs
Your Go To Market
Plan
Silent Generation
Pre 1945
Baby Boomers
1946-1964
Generation X
1960s-1980s
Millennials
1980s-2000s
Generation Z
1990s
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Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
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Today’s Shopper: Shopping Attitudes
• Price Sensitive, But Selectively Willing to Pay More
• More Health Conscience
• Wants Solutions, Not Products
• Convenience is Key
• Local, Fresh, Ethnic
• Made in the U.S.A.
• Luxury for Less
• Technology is an Enabler
• Value is King
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Today’s Shopper: Smart Living
• Create “Consideration Sets”
• Less Brand Loyalty
• Search for Quality Within Price Range
• Allocate Spend
• Turn to Technology & Social Media for Help
• Plan in Advance
• Less Channel Loyalty
• Online is Fine
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Circulars Group On
Extreme or normal
couponing
Targeted email
Word of mouth
Blogs
Sale price
Every day low price
BOGOs
Newspaper ads
Rebates
Television
programming TV & radio
advertising
Loyalty programs
Samples & trial sizes
Label reading
Healthy choices
Smart Living
Digital ads
Environment friendly
Preferred products
Mobile coupons
Family favorite
Comparing
prices
Helping the
needy
YouTube
In store feature &
display
Packaging User
experience
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Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
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Evolution of the Retail Shelf
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Evolution of the Retail Shelf
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Evolution of the Retail Shelf
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Evolution of the Retail Shelf
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Think of the Permutations
Product + Segments + Retailer Options
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Analyzing and Acting
Be More Strategic with Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
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Negotiate Slotting & Fees
• Convince Retailers to Covert Slotting, Fines and Fees
into other Trade Spend Activity
• Be Prepared to Show Retailers the Lift They Should
Receive
• Tie as Closely into the Retailer’s Strategies as Possible
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Buy into Loyalty Programs: Fuel Perks
• Shoppers View Loyalty Programs as a Means to a Better
Price
• Fuel Perks May Have Greatest Appeal of All
• Fuel Discounts are Viewed as Being “Worth More” than
Price Discounts
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Buy into Loyalty Programs: Fuel Perks
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Develop a Targeted Strategy for Displays
• Create Displays that Grab Attention
• Consider Building Around a Theme
• Build in Sale Price
• Research Retailers: Who has the
Space & the Best Placement Options
• Measure Your Success!
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Place More Emphasis on Scan Deals
• Know Savings Will Go to the Consumer
• Only Spend on What You Sell
• Encourage Tighter Forecasting
• Easily Executable
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Align TPM Tactics & Marketing Activities
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Align TPM Tactics & Marketing Activities
Alignment!
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Remember the Retail Experience Varies!
• Center Shelf vs. Perimeter
• Aisle Size
• New Product Availability
• Breadth of Selection
• Fresh & Local
• Subject Matter Experts
• Entertainment
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Understand Position Vs. Private Label
• Quality
• User Segments
• Pricing
• Purchase Frequency
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Analyzing and Acting
Be More Strategic with your Trade Spend
Channel Evolution
Shopper’s Attitudes & Behaviors
Consumer Segments
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Analysis is Needed on Different Levels
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Analysis is Needed on Different Levels
Sales
Spend
Planning
Profitability
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Analysis is Needed on Different Levels
Sales
Spend
Planning
Profitability
Promotion
Age Trial Balance
Deductions &
Charge-Backs
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Analysis is Needed on Different Levels
Sales
Spend
Planning
Profitability
Promotion
Age Trial Balance
Deductions &
Charge-Backs
Dashboard
Customized Analysis
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Accurate Data, Real-Time Information and
Integration into ERP and Demand Planning is
Becoming a MUST!
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Enabling Analysis: TPM Tools
Technology is Needed
to Take us to the
Next Level.
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Enabling Analysis: TPM Tools
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Enabling Analysis: TPM Tools
• Software-as-a-Service Means a Solution For Manufacturers
of All Sizes
• No Upfront Costs or Ongoing Maintenance
• Intuitive & User-Friendly
• Modular – It Grows With You
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Enabling Analysis: TPM Tools
Your TPM
System
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TPM Central Repository
TradeInsight Sales Planning
Sales Forecasting
Promotion Execution
Deduction Reconciliation
Analytics, Dashboards & Reports
Trade Promotion
Optimization
ERP Financials
Demand Planning
SaaS
Syndicated Data
Distributor Data
Retail
Consumption
Data
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Let’s Take Some Questions!
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Next Up In The “CPG Online Learning Series”
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