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Understand your first moment-of-truth!

In 1 day, learn how to prevent at point of purchase (i.e., at the store level), interceptions of your consumers' decision to buy your brand in favor of another, or (at your end) how you can intercept the consumers' buying decision for the competitor brand to shift to your brand's favor. Learn all these through gathering continuing data on consumer in-store shopping and buying behavior, analyzing those data, and translating them into in-store consumer brand switching or brand commitment campaigns. Learn also how to do this tracking cost-effectively or within an economically responsible budget.

The seminar materials here are based on Dr. Ned's research and consulting experiences with the preceding 2 sets of consumer behavior insights, and the tracking methodology for uncovering those insights. The seminar will explain those shopper insights and demonstrate the applicable cost-effective tracking methodology with the use of examples and cases that one or two of which, participants can workshop for a working understanding.

 

Key benefits for participants
Each participant will learn:

• how much sales is lost from assuming that the target consumer decision at home to buy a brand won't change or switch to another once inside the store, and therefore a counter purchase interception campaign is worth considering
• how to take the initiative in intercepting in-store consumer purchases of another brand for one's favor
• how to learn all these in a cost-effective manner and on a continuing basis

Key benefits for companies
The company will gain:

• an understanding of what it will take to make sure that when its consumers get motivated at home to buy its advertised brand, they will implement that intention at the store level
• an understanding of what it can do so consumers of its competitor brand can be hijacked at the store level to switch in favor of its own brand
• the know-how to translate those understandings into: (1) an on-going in-store anti-interception program, and (2) a continuing in-store intercepting program

Program Concept
Marketers used to assume that the brand that consumers had decided to buy at home as a result of seeing its TVC or hearing its radio commercial or reading its print ad is what they will buy when they visit their supermarket, convenience store, drugstore or others. Today, they've witnessed more and more of those consumer buying decisions being intercepted inside the store and getting shifted to other competing brands. To prevent or to take advantage of this evolving consumer buying practice, it is crucial to understand why consumers are doing this and why they continue to do in ever increasing number and occasions. The required understanding will reveal to the marketer what he has to do to prevent the purchase hijacking or else how he can develop for his own brand an in-store shopper purchase intercepting campaign. This seminar is all about how to gain that understanding and the cost-effective tracking method to use for obtaining that understanding.

What has been your brand's experience in consumer in-store purchase shifting from your brand to competitors? What is the hijacking competitor doing during those switching occasions? Has this competitor previously done this consumer purchase interception? Has it succeeded before? What about other competitors? Have they done the same thing and succeeded? What accounts for the failure of those who have done it before but did not succeed whereas others gained the shoppers' purchase switches? So what is it that shopping consumers see in those in-store brand interventions and tactics that have succeeded consistently? How can the data to sufficiently answer these questions continuously and cost-effectively be gathered?

 

Program Overview
Module 1: Understanding Shopper Behavior For Gaining More Buyers, More Buying For Your Brand

• Landmark Supermarket Case (also for identifying the true premium shelf location for your brand)
• Wal-Mart Case (also for better store layout of shelves for your brand)
• Woolworth's Case (for building up brand sales during a festive season)
• Jeans' Shop Case (for learning the shoppers true in-store purchase driver)
• 7-Eleven Store Case (getting shoppers to buy more including your brand)
• Department Store Case (taking increased selling advantage for your brand of the shopper's "purchase system")

• Landmark Supermarket Case (identifying in-store shopper segments)
• Appliance Store Case (selling national aircon by its sound sensory advantage)
• Beauty Aids Brand Case (selling via the use of 3-5 sensory experiences)
• Cherry Foodarama Case (learning to solve the shoppe's purchase problem for your brand)

• Bench Store Case (for getting new merchandise ideas & identifying opportunities for better store layout and merchandising)
• Chow King Case (for product line positioning and identifying opportunities for better menu board advertising and ad execution)
• McDonald's Case (for correct new product promo and identifying opportunities for better menu board advertising and customer intimacy)
• QSR Case (for finding the optimal placement of directional signages)
• Supermarket Case (for identifying the brand poster's correct shelf positioning)

• 9 Basic But Underutilized In-Store Shopper Behavior Ratios/Metrics
• The Shopper "Hierarchy Of Response" Ratios
• How And When To Track

Case examples from the following product/service categories: 

• Books
• Coffee and Tea
• Contraceptives
• Convenience Store
• Feminine Wash
• Ice Cream
• Instant Noodle
• Skin Lotion
• Imported Chocolate and Biscuits

Who should attend:
Category Managers, Local Store Marketing Managers, Merchandising Managers, Brand Managers, Ad and Promo Managers, Sales Managers, Heads of Support Services

Recent participants include:

• Sales Director/Owner of 3S Foods Industries
• Account Manager of Actmedia Philippines, Inc.
• Exec. Officer of Celine Marketing Corp.
• Trade Marketing Supervisor of EKO Supreme LTD.
• Brand Manager of Fonterra Brands Philippines, Inc.
• Marketing Research Officer of Goldilocks Bakeshop, Inc.
• Brand Manager of Roche (Philippines), Inc.
• Selling Systems Training Associate of Universal Robina Corporation (Litton)
• Trade Channel Group Manager of Universal Robina Corporation (Litton)
• Unit Sales Manager of Universal Robina Corporation (Litton)
• Category Manager of Universal Robina Corporation (Litton)
• Business Development Manager of Wyeth Philippines, Inc.
• Key Account Manager of Wyeth Philippines, Inc.
• Business Development Manager of Wyeth Philippines, Inc.
• Area Manager of Zen Zest Lifestyle Product
• Dir. Sports Style & Strategic Marketing of Adidas Southeast Asia
• Business Devt. Mgr./ Area Manager of Celine Marketing Corp.
• Sr. Finance Analyst of Fonterra Brands Philippines, Inc.
• Marketing Manager of Goldilocks Bakeshop, Inc.
• Channel Manager of Nestle Philippines, Inc.
• Trade Marketing Group Associate
• Category Manager for Biscuit and Bakery of Universal Robina Corporation (Litton)
• Category Manager of Universal Robina Corporation (Litton)
• Merchandising Manager of Universal Robina Corporation (Litton)
• Universal Robina Corporation (Litton) of Sales Promo and Merchandising Manager
• Field Trade Marketing Manager of Wyeth Consumer Healthcare
• Key Account Manager of Wyeth Philippines, Inc.
• President of Wyeth Philippines, Inc.

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