Title
Manufacturer & Retailer – Collaborative Shopper Marketing Plan
Client Description
Top US Grocery retailer and market leading global food manufacturer.
Background
During the joint business planning (JBP) process both companies recognized their combined investment in Shopper Marketing. The decision was made to leverage the recently published RCSM Best Practices approach and pilot the collaborative process and determine mutual growth opportunities and the collective ROI. Both companies had mixed results with previous Shopper Marketing efforts and were seeking to implement a more disciplined approach with more tangible financial results. Both partners agreed to share proprietary research and data and had a strong desire to develop a targeted shopper solution.
Objectives
To develop a collaborative shopper marketing plan that identified key target shoppers, and delivered a unique and differentiated strategic business plan to meet their identified needs, and drive mutual business results.
TPG Approach
Leveraging TPG’s ‘3D’ methodology and tools, and key learning’s from the industry Best Practices report, a strategic Shopper Marketing plan was developed with mutually agreed to objectives, created from a combination of Retailer target shopper behaviors and needs and Manufacturer target shopper preferences and segmentation . Based on this analysis a strategic shopper marketing program was developed and implemented, with clear shopper target objectives and ROI targets.
Impact/Results
Collaborative shopper marketing approach driving a sharing of key proprietary shopper research, segmentation and insights leading to the development of a strategic plan and more collaborative business relationships. Business results exceeded agreed to objectives and created a process and template for future collaborative planning and shopper marketing planning and execution.