Promotions 2009 - 2010, A perspective
The consumer demand for value during 2009 dramatically changed the trading environment in the food and drink industry.
This had far reaching implications for retailers, suppliers and logistics providers as companies vied to attract consumer attention and a huge amount of promotional campaigns were simultaneously launched.
With consumer demand for value set to remain, there is little doubt that an effective promotional offering will be an essential component to any efficient operating strategy for 2010.
So, what has been the effect of such extreme activity during 2009?
And what is the outlook for 2010?
David Berry (Business Group Director TNS Worldpanel Ireland) & Ken McIntyre-Barn (General Manager of Glendinning Ireland) will address the ECR Conference with their view on this issue ...
Promoting Effectively and Efficiently to the New Irish Shopper
Promotions in Ireland have become a major component of the marketing mix resulting in volumes of sales on promotion dramatically increasing as retailers and suppliers alike have adopted a policy of using promotions to bring in new shoppers, and encourage shoppers to buy more volume and consequently use more product ... but at what cost? Many well known brands sell over 70% of their volume on deal, which has left some weak and vulnerable to cheaper alternatives.
In an environment where the Irish consumer is demanding value, the big question is how to reverse the trend of increasing promotions and declining brand and category equity. The answer is not simple, it is not a quick fix, but requires depth of understanding, insight and strategic and commercial planning.
Using Irish consumer / shopper data TNS Worldpanel and Glendinning Management Consultants will review:
1. What happened in Ireland during 2009
2. How growth can be achieved and what part promotions can play in this
3. The importance of Shopper insight as the platform for a strategic approach in challenging times
4. The role of having a Category Vision in the sell of promotional plan
5. Setting objectives - Who is your target Shopper and what behaviour changes do you expect to occur
6. Who buys price led promotions - Real vs Deal shoppers
7. Equity Building vs Transactional Promotions
The consumer demand for value during 2009 dramatically changed the trading environment in the food and drink industry. This had far reaching implications for retailers, suppliers and logistics providers as companies vied to attract consumer attention and a huge amount of promotional campaigns were simultaneously launched.
With consumer demand for value set to remain, there is little doubt that an effective promotional offering will be an essential component to any efficient operating strategy for 2010.
So, what has been the effect of such extreme activity during 2009?
And what is the outlook for 2010?
David Berry (Business Group Director TNS Worldpanel Ireland) & Ken McIntyre-Barn (General Manager of Glendinning Ireland) will address the ECR Conference with their view on this issue ...
Promoting Effectively and Efficiently to the New Irish Shopper
Promotions in Ireland have become a major component of the marketing mix resulting in volumes of sales on promotion dramatically increasing as retailers and suppliers alike have adopted a policy of using promotions to bring in new shoppers, and encourage shoppers to buy more volume and consequently use more product ... but at what cost? Many well known brands sell over 70% of their volume on deal, which has left some weak and vulnerable to cheaper alternatives.
In an environment where the Irish consumer is demanding value, the big question is how to reverse the trend of increasing promotions and declining brand and category equity. The answer is not simple, it is not a quick fix, but requires depth of understanding, insight and strategic and commercial planning.
Using Irish consumer / shopper data TNS Worldpanel and Glendinning Management Consultants will review:
1. What happened in Ireland during 2009
2. How growth can be achieved and what part promotions can play in this
3. The importance of Shopper insight as the platform for a strategic approach in challenging times
4. The role of having a Category Vision in the sell of promotional plan
5. Setting objectives - Who is your target Shopper and what behaviour changes do you expect to occur
6. Who buys price led promotions - Real vs Deal shoppers
7. Equity Building vs Transactional Promotions
