1 / 4

Insights, Guidelines, Tools and Resources

Insights, Guidelines, Tools and Resources. Beth Egan Shopper Marketing Director, CCNA Marketing – HQ Department. Info.shoppermarketing @coca-cola.com. Insight Guidelines and Example. DEFINING INSIGHT CHARACTERISTICS Explains a NEED, WANT or BELIEF

faraji
Download Presentation

Insights, Guidelines, Tools and Resources

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Insights, Guidelines, Tools and Resources Beth Egan Shopper Marketing Director, CCNA Marketing – HQ Department Info.shoppermarketing@coca-cola.com

  2. Insight Guidelines and Example DEFINING INSIGHT CHARACTERISTICS Explains a NEED, WANT or BELIEF Makes you think and/or act differently - “A-HA!” Often based on a diverse set of data/facts Must be expressed in a simple way Compelling call to action • ILLUSTRATIVE FACTS: • 67% of shoppers say they do not think about beverages when planning meals • Over 50% of shoppers say that beverage displays help remind them to buy • 40% of consumers say the right beverage helps “make the meal” • ILLUSTRATIVE INSIGHT: • Shoppers need to be reminded to buy beverages when satisfying meal occasions because while they are generally an afterthought in meal prep, they are a key part of the occasion Classified - Internal use

  3. Insights Tools and Resources STEP 2.2 SHOPPER CARD DATA WHAT: Household level transaction & behavior data for select customers, ability to look at basket contents, behavioral shopper segments, etc… HOW: Category Advisory has access CATEGORY LEAKAGE TOOL WHAT: Identify the opportunities to increase conversion, trips and baskets by customer and where lost volume is going – can be run by any buyer group with sample HOW: Request through Nielsen contact CATEGORY WELLNESS WHEEL WHAT: Category/Brand & Shopper Scorecards to assess business health and identify issues HOW: Category Advisory develops, anyone can use CBL: Consumer Beverage Landscape WHAT: Key Need State, Activities, and Occasions (NARTD volume, functional & motivational drivers) WHO: Shopper Insights Community Trained; Fact Book posted on K&I site COKE WITH MEALS STUDY WHAT: Primary research which provides detail on 13 at-home meal occasions and 6 meal preparer segments HOW: Selling deck & Summaries on NSI Coke Channel Site NIELSEN SCAN/PANEL/REA DATABASES WHAT: Point of sale data, HH Panel data & Store Audits to track sales and diagnostics HOW: Broad access through Nitro shopperCHAT WHAT: Online community of 500 shoppers to gain qualitative learning on attitudes and behaviors HOW: Request through K&I LANDMARK FACTBOOKS WHAT: Excel based factbooks to understand trip missions and retailer equity at customer level HOW: Shopper Insights Community Trained Classified - Internal use

  4. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com

More Related