Posts

Shopper Marketing, Trade Marketing, Customer Marketing – What is it?

There has been an age-old discussion on this point of difference between these 3 terms and my LinkedIn post on the same topic sometimes ago broke all engagement records for me. Off lately, as our business Asbicon has specialised more and more in the Shopper area, this has allowed me to dive deeper into this phenomenon and am happy to share our thinking with all.

Very simply, all the marketing activities from the manufacturer to the retailer/trade so that the retailer/trade stocks and sells that product or service can be called Trade Marketing. All the marketing that happens within the retailer/trade to the shopper of a product or service can be called Shopper Marketing. Both Trade and Shopper Marketing combined can be referred to as Customer Marketing. There are a lot of further details that would sit beneath this such as manufacturer or service provider’s contribution versus retail or trade contribution in these areas of marketing, some overlaps that are bound to exist and the development trajectory of these concepts as channel landscapes change such as the emergence of digital.

All in all, this is a fantastic area of marketing and I will definitely be spending more time working within these. If anyone wishes to discuss more on these topics, please feel free to reach out.

Regards,

Ankur Shiv Bhandari

(ankur.s.bhandari@asbicon.com)

How well do you know Shopper Marketing? Test your understanding – Let’s Play!

Let’s play a game and test your understanding of Shopper Marketing!

    Submit your Email to know more about Shopper Marketing

    Deep dive into your Brand’s Social Persona – Request complimentary SQR (Report)

    Social Quotient Report customised for your brand provided complimentary just now for Consumer Goods organisations and professionals by Asbicon. Please request using this link: https://asbicon.com/sqr/

    (Asbicon is a “Sales & Marketing Support Company” focused on the Consumer Goods and Services sector. Asbicon enables this through its 7 verticals of Capability Development, Dezign Services, Data Services, Research, Assisted Advisory, IT Solutions and Digital Marketing providing Retail & Distribution effectiveness to its clients.)

     

    Shopper Testing of POS materials for CPG Major to ensure best Execution by Asbicon

    Consumer Goods manufacturers and retailers spend millions and sometimes billions of dollars on POS materials without really knowing whether it works with shoppers or not. Asbicon delivered a multi-million-pound value creation for a major Consumer Goods Company by developing Shopper focused pack designs through the combined work of Asbicon’s Design, Research, Analytics and Advisory verticals. Based on that success, the same Consumer Goods client has now asked Asbicon to develop Shopper focused Point of Sale materials to ensure best Execution in store.

    As part of this Point of Sale materials project, Shopper Research was conducted recently by Asbicon’s Research team on potential design options with great insights uncovered. The sessions were held at Asbicon’s Experience and Research Centre in Berkshire, UK.

    We look forward to now developing winning designs and delivering best Execution once again for our esteemed client.

    Team Asbicon

    (Asbicon is a “Sales & Marketing Support Company” focused on the Consumer Goods and Services sector. Asbicon enables this through its 7 verticals of Capability Development, Dezign Services, Data Services, Research, Assisted Advisory, IT Solutions and Digital Marketing providing Retail & Distribution effectiveness to its clients.)

    Client Testimonial – Walgreens Boots Alliance

    Many thanks to our clients for encouraging feedback.

    Financial Acumen for CPG Sales Professionals-Highly Rated Classroom Course in Surrey

    A course dedicated to helping Consumer Goods Sales Professionals, Key Account Managers and National Account Managers in understanding and using commercial and financial tools in an easy way towards a more productive and profitable business execution.

    Following on from the success of a similar course run for some of the World’s biggest Consumer Goods organisations, Asbicon Learning now brings this as a public course for Consumer Goods professionals in the UK. Client feedback on a similar course can be viewed at this link – https://www.asbiconlearning.com/asbicon-learnings-training-for-unilever-gets-exceptional-feedback/

    This course will help delegates in making sense of key financial metrics as they impact and get impacted by their decisions. The course will aim to demystify concepts such as:

    1. Profit on Return (POR),
    2. Return on Investment,
    3. Profitability of Promotions,
    4. Decisions on which promotions to run for different objectives
    5. Impact of Discounting on Revenue and Profit,
    6. Optimisation of Trade Spend etc.

    This course will be run using a practical case study and delegates will be provided with ready-reckoners and tools to help them implement the learnings in their day-to-day job. It will be run by experienced Consumer Goods industry professionals.

    The places are limited to ensure a highly interactive session. To book your place and to see the details of the curriculum please use the link below.  An Early bird discount offer is also available for a limited time.

    Book Here -> https://www.asbiconlearning.com/financial-business-acumen-course-for-sales-professionals/

    If you’d rather block your places offline, please get in touch with Rachel on rachel.osbourne@asbicon.com

    Look forward to seeing you at the course.

    Asbicon Learning Team

    (Asbicon is a “Sales & Marketing Support Company” focused on the Consumer Goods and Services sector. Asbicon enables this through its 6 verticals of Capability Development, Dezign Services, Data Services, Research, Assisted Advisory & IT Solutions providing Retail & Distribution effectiveness to its clients.)

    Range Review success delivered for Global Consumer Electronics Major by Asbicon!

    We are pleased to share that Asbicon was able to provide value addition to the Range Review process for a World’s Leading Consumer Electronics Company. We are thankful to our clients for such encouraging feedback.

    The support process was delivered in record time and brought various Asbicon divisions together to deliver an encouraging outcome. The process had strong research elements led by the research division, Asbicon Research (www.asbiconresearch.com), presented strongly through robust design elements led by the design division, Asbicon Dezign Services (www.asbicondezignservices.com) and ultimately brought together with strong insights and recommendations by Asbicon Advisory.

    We absolutely loved working on this project and look forward to working with the client on many other value creation opportunities for its Brands.

    If any of Asbicon’s divisions can be of assistance to drive Retail & Distribution Effectiveness for your Brands, please get in touch on info@asbicon.com or reach out on any of our Social Media pages.

    (Asbicon is a “Sales & Marketing Support Company” focused on the Consumer Goods and Services sector. Asbicon enables this through its 6 verticals of Dezign Services, Capability Development, Data Services, Research, Assisted Advisory & IT Solutions providing Retail & Distribution effectiveness to its clients.)