Shopper Marketing Model: case Chocomel Hot. Eric van Blanken 20th October 2009

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1 Shopper Marketing Model: case Chocomel Hot Eric van Blanken 20th October 2009

2 Introduction Chocomel Hot out-of-home: hot consumption > cold consumption 2004: launch of the Chocomel Hot machine for out-of-home 1

3 Introduction instant success 2

4 Agenda Introduction The checklist Shopper relevance Trade marketing 3

5 The checklist The scope Assessment generic trade marketing strategy Other distribution characteristics Shopper chosen distribution Chosen distribution vs. competition for this product Other product characteristics Shopper & consumer product Distribution product 4

6 The checklist: the scope 2008 launch of Chocomel Hot in retail issue: what is the category? long life dairy drinks yoghourt drinks chocolate drinks other dairy drinks brands, sizes & flavours 5

7 The checklist: the scope 2008 launch of Chocomel Hot in retail issue: what is the category? hot beverages tea coffee instant chocolate ground pads instant 6

8 The checklist: the scope Long-life dairy drinks Targeting the Chocomel shopper: Chocomel = well known brand Current buyers know where to find it Wish of current category manager Mature to declining category Few innovations Chocomel can boost the category Objective Grow intensity among existing Chocomel users Hot beverages Targeting the coffee pad consumer Different usage occasion Higher visibility to coffee pad buyers Wish of hot beverages category manager Believes in the potential of the product Objective Increase brand penetration among coffee pad users 7

9 The checklist The scope Assessment generic trade marketing strategy Other distribution characteristics Shopper chosen distribution Chosen distribution vs. competition for this product Other product characteristics Shopper & consumer product Distribution product 8

10 The checklist: shopper product Shopping behaviour Does the shopper plan to buy the product (not the brand) before entering the store? (= is it on his written or mental shopping list) When the shopper decides to buy the product, does he look for a specific brand? (=brand hunting = the shopper doesn t decide on the shop floor what brand to choose; instead he has an outspoken top of mind preference for a specific brand) hot bev. reg. pads spec. pads instant choco. LL dairy drinks chocolate milk planned purchase brand hunter?? 9

11 The checklist: shopper product Shopping behaviour Does the shopper plan to buy the product (not the brand) before entering the store? (= is it on his written or mental shopping list) When the shopper decides to buy the product, does he look for a specific brand? (=brand hunting = the shopper doesn t decide on the shop floor what brand to choose; instead he has an outspoken top of mind preference for a specific brand) hot bev. reg. pads spec. pads instant choco. LL dairy drinks chocolate milk planned purchase brand hunter?? 10

12 The checklist: shopper product Shopping behaviour Does the shopper plan to buy the product (not the brand) before entering the store? (= is it on his written or mental shopping list) When the shopper decides to buy the product, does he look for a specific brand? (=brand hunting = the shopper doesn t decide on the shop floor what brand to choose; instead he has an outspoken top of mind preference for a specific brand) hot bev. reg. pads spec. pads instant choco. LL dairy drinks chocolate milk planned purchase brand hunter ?? 11

13 The checklist The scope Assessment generic trade marketing strategy Other distribution characteristics Shopper chosen distribution Chosen distribution vs. competition for this product Other product characteristics Shopper & consumer product Distribution product 12

14 The checklist: distribution product Is the product very visible in the store? hot bev. reg. pads spec. pads instant choco. LL dairy drinks chocolate milk in-store visibility?? 13

15 The checklist: distribution product Is the product very visible in the store? hot bev. reg. pads spec. pads instant choco. LL dairy drinks chocolate milk in-store visibility ?? 14

16 The checklist: distribution product Is the product very visible in the store? 15

17 The checklist Erik, heb je een foto / schappenplan (of beide) van de uiteindelijke keuze die zou(den) hier mooi passen! (dit is meteen einde van deel 1 van je presentatie zie mijn algemene inleiding) 16

18 Agenda Introduction The checklist Shopper relevance Trade marketing 17

19 Shopper relevance value easy to shop choice experience service 18

20 Shopper relevance value easy to shop choice experience service 19

21 Shopper relevance value easy to shop choice Chocomel supermarket experience service 20

22 Shopper relevance retailer = category (to be) yes no retailer: as is = to be yes no align use category as a lever motivate defend 21

23 Agenda Introduction The checklist Shopper relevance Trade marketing 22

24 Trade marketing 23

25 Trade marketing 24

26 Trade marketing het zou leuk zijn mocht je hier nog één of enkele slides kunnen toevoegen met wat jullie in werkelijkheid gedaan hebben (liefst visueel / met foto s) ook aardig om misschien cijfermatig aan te tonen dat Chocomel Hot een succes is, en dat de gemaakte keuze de juiste was einde van de presentatie 25

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