Consumer Insights & Shopper Marketing

Generating extraordinary and powerful shopper marketing strategies

that capture buyers and deliver outstanding long term revenue growth
Hilton Mumbai International Airport
Hotel, India

Make every thought, every fact, that comes into your

mind pay you a profit. Make it work and produce for
you. Think of things not as they are but as they might
be. Dont merely dream but create!

23rd - 25th January 2012

Robert Collier
Enhancing a shoppers journey is vital as the shopper is the hero. Understanding
shoppers behaviour can provide a map in developing effective shopper marketing
strategies, which can spawn profit and uphold a shoppers loyalty. When shoppers are
satisfied, revenue starts churning.

Testimonials from our previous delegates in retail and shopper

marketing events:

Your course trainers:

Peter Pynta Director of Sales & Marketing and Consultant
Neuro-Insight, Australia
Peter Pynta has more than 15 years of experience in consumer insights
and marketing. He is the Director of Sales and Marketing at
NeuroInsight, specialising in providing technical and business solutions
through in-depth research on consumer insights and shoppers
behaviours. His experiences and expertise also involve media, advertising,
and business marketing and development. Over the last 12 years, Peter
has specialised in the development of business units that provide targeted
consumer research and media insights within companies like AC Nielsen,
the Ten Network and the Nine Network. NeuroInsight work extensively
with media companies and marketers such as Nestle, Vodafone, GSK,
Nissan, Ford, MARS, and other major organisations in Australia, New
Zealand, USA, Germany and the UK.
Nikolaj Schultz Partner and Consultant
L-Zone, Hong Kong

It was nice to be part of this workshop. Helps refresh your thoughts and sharing of knowledge
across retailers across sectors.
Spencers Retail Ltd
Many good ideas have come through!
ITC, India
An opportunity to interact with professionals from other industries/ countries.
IDEA Cellular Ltd
Topics covered are relevant, practised and useful as reference for day-to-day work.
Colgate Palmolive

Be on top of the market and empower yourself with effective

learning insights on:
Igniting shoppers impulses to purchase through unforgettable shopping experience

Nikolaj Schultz is a seasoned marketer with more than 10 years of

Marketing and Sales Management experience, focusing on Branding and
Strategic Trade and Shopper Marketing. He began his career in the AsiaPacific region with Sara Lee, China, and later with Coca-Cola where he
spearheaded the establishment of channel marketing functions. Prior to
establishing L-Zone, Nikolaj was the Regional Director of Trade Marketing
for Ogilvy & Mather, Asia Pacific region. Nikolaj has extensive experience
and in-depth understanding in the field of marketing with major
organisations in Asia.

Selecting profitable tools to measure the effectiveness of your shopper marketing strategies
Analysing different shopper perspectives to maintain message consistency across stores
Implementing effective neuromarketing tools to build long term consumer loyalty and increase
purchases
Generating messages on packaging that connect with shoppers emotions to trigger purchase
impulses and product engagement
Capturing shoppers mental images to establish product awareness for the benefit of individual brand
Increasing personalisation on brands based on shopper insights to distinguish your brand in the
market

Featuring distinguished guest speakers:

Vipul Sabharwal Vice President Sales, Service and Brand
Whirlpool
Pawan Sarda Chief Marketing Officer Group Office
Future Group
Manish Tiwary Vice President Customer Management
Hindustan Unilever
Prasenjit Ray Founder and CEO
In-Store Consulting Services

marcus evans training courses are thoroughly researched and

structured to provide intense and intimate practical training
to your organisation. Our format:
Pre-course questionnaires
An in-depth tailored programme to address market concerns
Comprehensive course documentation
Interactive roundtable discussions and breakout sessions
Practical exercises, International and Local case studies
Opportunity to network with an internationally recognised trainer

Endorser
Pre-course questionnaire

*Early Bird & Group Discounts

Ask about our savings

To ensure that you gain maximum benefit from this event, a detailed questionnaire will be sent to
you to establish exactly what your training needs are. The completed forms will be analysed by the
course trainer. As a result, we ensure the course is delivered at an appropriate level and that relevant
issues will be addressed. The comprehensive course material will enable you to digest the subject
matter in your own time.

professional training

Pre-Course Expert Presentations

Monday 23rd January 2012

Pre-Training Expert Presentations (1400 1730)
Session One Case Study
Identifying changing trends in shopper insights: Engaging in
profit-boosting strategies by understanding consumers needs
Examining the changes in consumers trends by linking consumers
demographics and social culture to create innovative branding strategies
Developing creative testing points in stores to gather information on
consumers latest shopping trends and interests
Identifying emerging trends to upstage shopper marketing strategies and
compete in the global market
Integrating promotion response with consumer and shopper research data to
establish innovative strategies of shopper marketing for increased profits
Vipul Sabharwal Vice President Sales, Service and Brand
Whirlpool
Session Two Case Study
Understanding the Indian consumer segmentation to upstage
your shopper marketing strategies
Understanding your shoppers demographics and engaging in consumer
segmentation for the implementation of profitable in-store strategies
Analysing important elements in consumers insights by applying modern
strategies in consumer segmentation
Refining and defining consumers perspectives from Tier 1, 2 and 3 cities to
implement appropriate shopper marketing strategies
Transforming shoppers into buyers by localising the product knowledge
Pawan Sarda CMO Group Office
Future Group
Pawan Sarda started his career with Future group in 2000. He has seen retail
industry evolve in last 11 years and has been a part of the groups journey from
80 Cr to 10,000 Cr. Pawan started with Pantaloons and has been a part of the
startup team of Big Bazaar. He became the Head of Marketing for Home
Business in 2007 (Ezone and Hometown) and later, the Head of Marketing for
Big Bazaar. He has been a part of many path breaking marketing campaigns of
Big Bazaar like Sabse Sasta Din, and The Great Exchange. He is the Chief
Marketing Officer at the Group office in leading many group level initiatives,
which included a recent one in group wide loyalty program
Session Three Case Study
Exploding the consumption opportunity at point of sale by
leveraging shopper insights
Utilizing point-of-sale data to understand shoppers impulsive purchases and
transforming shoppers into purchasers for higher ROI
Capturing insights in shoppers purchase behaviours and identifying strategic
promotional methods in shopper marketing
Triggering buyers desires to purchase by identifying with their insights and
needs on individual brands
Measuring, monitoring and modelling purchases to effectively identify
shoppers insights and understand your shopper data
Manish Tiwary Vice President Customer Management
Hindustan Unilever
Manish has over 14 years of experience in Unilever and has handled various
assignments within the group, including stints in General Trade and Brand
Building. He currently heads the Modern Trade business in India along with
driving the Customer Development Center of Excellence and leading strategic
Customer Development in India. Prior to this assignment, Manish was the
General Manager, Sales & Customer Development, for Unilever in North India.
He is also the Executive Director for the Hindustan Unilever Field Services,
which is a joint venture with Smollans Holdings a leader in modern trades
in-store execution and field services.

Session Four Case Study

Decoding choice making at the point of purchase and putting
them into shopper strategies with illustrative case studies from
Cadburys chocolates and snaking categories
Consumer and shopper: Are they divested or in continuum?
Decoding choice making strategies at the point of purchase and putting them
in shopper strategies
Cadburys experience: Examples of Chocolate and Snaking category
Prasenjit Ray Founder and CEO
In-Store Consulting Services

In his career spanning over 20 years, Prasenjit has worked with various
FMCG companies and research agencies. He founded In-Store in 2006,
which today is the leading and exclusive shopper research firm in India. In
addition to leading In-Stores research business, Prasenjit works very
closely with some of In-Stores clients such as Cadbury-Kraft, GSK and ITC
Foods in developing their shopper marketing strategies
* Networking break at 1530

Why you should attend:

The consumer market in India is booming and has led to foreign
investments and changes in shopper demographics. The competition level
in the urban markets has gone to such an extent that there is a tough fight
among the marketers to impress and attract shoppers within that shortest
span of time spared by a shopper to look at a product. Shoppers today are
influenced by plethora of brands and spoilt for choice. A study by Deloitte
stated that about 3,000 marketing messages a day reach the average
consumers and over 20,000 SKUs await shoppers in the supermarket.
Shoppers are overloaded with information and messages to the point
where they feel overwhelmed, confused and even tired.
Trends have shown to include the use of multi-sensory experiences for
shoppers. Retailers and brand owners can only capture the dollars of
shoppers when they hit bulls eye in understanding and going into the
minds of shoppers through effective insights.
marcus evans training on Consumer Insights and Shopper Marketing
will benefit marketers in understanding the step by step methodologies as
well as new techniques in order to gain a competitive advantage. This
cutting edge course is based on the new techniques of neuromarketing in
analysing consumer insights and identifying effective strategies to increase
ROI for your organisation. Participants will acquire the latest and advanced
knowledge on the role of neuromarketing in understanding consumer
insights and implementing effective shopper marketing strategies to
expedite shoppers decisions to purchase.

Who Should Attend:

CMOs, Vice Presidents, General Managers, Directors, Heads,
Managers, of:
In-Store Marketing

Shopper Marketing

Trade Marketing

Brand Marketing

Retail Planning & Design

Advertising & Promotion

Visual Merchandising

Branding

Consumer Analysis

Consumer Insights

Customer Development

Category Management

From the following industries:

FMCG/ F&B

Retail

Mall Owners

Flagship Stores

Telecommunications

Electrical/ Electronics

Automotives

Pharmacies

Day 1

Tuesday 24th January 2012

Consumer Insights and Behaviour
There are a lot of insights generated but not being used. They are of no use unless
they become actionable. This workshop will help you understand the clear link from
insight to execution in order to get greater ROI
Session One
Knowing your shoppers behaviours: Understanding the root of
changes in shoppers behaviours
Understanding shopper-centric behaviour among consumers
Transforming from traditional to modern patterns: Recognising the changing
shopper attitudes
Tailoring shopper marketing concepts and applying them to shoppers mindsets
Connecting common ground on shoppers needs and insights to drive their desires
to purchase
Aligning in-store activities according to shoppers neurological behaviours
Exercise: Identifying factors that influence shoppers changing behaviours and
attitudes in shopping environment
Session Two
Establishing neuromarketing and electroencephalography (EEG) at
the point of purchase to increase revenue
Understanding Neuro Reactions and what lights up the minds of shoppers upon
product exposure
Measuring emotional and cognitive aspects of shopper behaviour that will trigger
decisions to purchase
Cultivating emotional relationship by identifying shoppers nonverbal cues and
implementing strategic neuromarketing
Investigating the relationship of perception and purchasing decisions through the
use of electroencephalography (EEG)
Exercise: Analysing the effects of neuromarketing strategies in shopper marketing
Session Three
Understanding and enhancing communication effectiveness
through neuro-function
Measuring the emotional dimensions of shoppers and knowing why it is important
in shopper marketing
Applying how and where to say the right thing in shoppers communication
channels
Enabling the use of small things that can make a huge difference in marketing:
What are they?
Optimising messages and media in converting shoppers into buyers
Applying actionable shopper insights from TV production to shopping
environment

Session Five
Making insights actionable: Turning shopper insights into in-store
execution
Identifying shoppers psychology behind purchasing: What drives shoppers into
becoming impulsive purchasers
Understanding the role of shopper insights and shopper marketing in the overall
marketing mix
Leveraging your shopper insights and translating them into strategies that are
simple and easy to execute in-store
Transforming shopper insights into effective in-store marketing activities to
sustain shoppers loyalty
Exercise: Understanding shoppers psychology and mental processes in impulsive
purchases
Session Six
Revolutionising your message and what this means to your
competitors: Competing in mind and in market
Communicating with shoppers at the Point of Buying through creative
messages
Monitoring the effects of advertisement in drawing shoppers attention to your
products
Attracting shoppers impulsive purchases through impactful in-store marketing
methods
Upstaging advertising strategies in shopper marketing to gain competitive
advantage
Exercise: Creating outstanding shopper marketing strategies with attractive
message

About your course facilitator:

Peter Pynta has more than 15 years of experience in consumer insights
and marketing. He is the Director of Sales and Marketing at NeuroInsight,
specialising in providing technical and business solutions through in-depth
research on consumer insights and shoppers behaviours. His experiences
and expertise also involve media, advertising, and business marketing and
development. Over the last 12 years, Peter has specialised in the
development of business units that provide targeted consumer research
and media insights within companies like AC Nielsen, the Ten Network
and the Nine Network.
An active contributor to industry journals and international conferences,
his work continues to focus on the innovations required to measure and
optimise contemporary shopper marketing strategies and marketing
communications effectiveness for media companies, business
practitioners and marketers.
NeuroInsight work extensively with media companies and marketers in
Australia, New Zealand, USA, Germany and the UK.
Some of the clients include:
PepsiCo
Ford

Exercise: Defining shoppers emotions and the factors that create differences in
marketing strategies

Vodafone
Nestle Australia/ Europe / USA
Nissan

Session Four

GSK

Revamping labelling and packaging design to trigger shoppers

neurological senses in impulsive purchase

Allianz Europe / Asia- Pacific

Identifying effective functions of new technology that can increase shoppers

brand awareness

National Australia Bank

Utilising social media as a tool to transform browsers into purchasers

Leveraging on the power of one-click-away to impact shoppers, attract
purchasers, and increase revenue

Jetstar Airlines
Westpac Banking Corporation
Simplot
Mini Germany

Urging shoppers to purchase prior to point-of-sale through effective use of new

technology tools

Mars CPG Petfood

Leveraging key social platforms as tools to interact with shoppers and build
stronger pathways to purchase

Worksafe Government workplace safety department

Australian Energy Government-owned power provider

IAG Insurance
NSW Government Lotteries, Anti cancer council

Exercise: Connecting effective labels and packaging designs to shoppers neuroactivities

David Jones Department stores

marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. marcus evans

Register Now

Day 2

Contact Sales at marcus evans

Tel: +91 22 4231 7777
Fax: +91 22 4231 7300
Email: rupalid@marcusevansin.com

Wednesday 25th January 2012

Shopper Marketing Strategies
The earlier approach to marketing was simple enough: make sure products are
visible on store shelves and through mass media advertising and it will more or less
sell itself. With the evolution of modern retail, marketers need to sharpen shopper
marketing strategies to influence shoppers decisions to purchase
Session One
Furthering actionable marketing strategies to reach, engage and
influence consumers along the path to purchase
Identifying the differences between consumers and shoppers for improved in-store
communication
Executing unified shopper marketing strategies across stores to achieve higher
brand equity
Identifying major gaps between shopper insights and purchase decisions to
improve marketing techniques and raise ROI
Applying relevant shopper insights to improve buyer conversion for your
organisations growth
Exercise: Analysing shopper insights and effective shopper marketing platforms
Session Two
Connecting the dots across disparate data sources and converting
into effective strategies to raise the number of purchasers
Tailoring research tools to measure the effectiveness of shopper marketing
strategies
Utilising qualitative data to assess shopper behaviours and raise product awareness
Quantifying in-store traffic with effective tools to generate higher number of
shoppers in-store visits
Customising effective measures to track the correlation of shopper insights and
sales volume
Exercise: Analysing the use of consumer research data in shopper insights and
marketing strategies
Session Three
Unleashing the full potential of category management in shopper
marketing to drive impulsive purchase
Exposing impulsive purchases through systemised product category
Making your products easily accessible for shoppers to experience positive object
recognition and engage in impulsive purchases
Leading shoppers into purchasing your products through strategic shelf display
Standardising category management across stores to raise overall ROI
Optimising price and product category strategies to expedite purchase decisions
Developing shopper-based vision platforms in product and category management
to increase purchasing tendencies
Exercise: Analysing the functions of effective category management in shopper
marketing
Session Four
Positioning your brand in the minds of shoppers for
long-term brand loyalty
Creating outstanding loyalty programs that will sustain shoppers long-term loyalty
Maximising the commercial value and drawing shoppers long term pledge to your
brand
Utilising the right media to depict brand images and impact shoppers minds
Investigating images that elicit impactful reactions to increase shoppers brand
loyalty
Exercise: Defining your brand image through robust marketing strategies

In-House Training Solutions

If you have a number of delegates with similar training needs, then you may wish to consider
having an In-House Training solution delivered locally on-site. Course can be tailored to specific
requirements.
Please contact Sarah Faradilla on +603 2723 6600 or email sarahf@marcusevanskl.com to
discuss further possibilities.

Session Five
Winning the shopper competition and working within the allocated
budget to upstage your competition
Leveraging on the consistency of shopper marketing strategies across all stores to
maintain budget
Reducing marketing expenditure by employing effective pricing models
Maintaining the product quality to gain competitive edge
Managing shopper marketing investments for long term revenue benefit
Exercise: Devising cost reduction strategies to control budget

About your course facilitator:

Nikolaj Schultz is a seasoned marketer with more than 10 years of
Marketing and Sales Management experience from the Asia-Pacific
Region,focusing on Branding and Strategic Trade & Shopper Marketing for
the worlds biggest brands on FMCG and consumer durables.
Nikolaj started his career in China with Sara Lee and later with Coca-Cola,
where he worked in marketing management roles. He then took on
regional marketing roles out of Hong Kong, first with Philips before
engaging in his consulting career. Nikolaj has also been the Regional
Director of Trade Marketing for Ogilvy & Mather, Asia-Pacific. With his
own marketing consultancy, L-Zone, Nikolaj has also consulted an array of
major consumer goods and brands companies across Asia in areas such as
shopper, trade and channel marketing, category management, customer
management and indeed brand. Some of Nikolajs clients include:
Coca-Cola

Nokia

Kraft Foods

Lenovo

Sara Lee

Kodak

Tiger Beer

Heineken

AIG

AIA

BAT

Programme schedule
Day One & Two
0830

Registration and morning coffee

0900

Course begins

1030

Morning refreshment and Networking break

1100

Course commences

1245

Networking Luncheon

1400

Course re-commences

1530

Afternoon refreshment and Networking break

1600

Course re-commences

1730

Course concludes

About the Endorser

The Shopping Centres Association of India (SCAI), a NPO (non-

profit organisation) has been set up with the vision to engage in, and
encourage, the development of the shopping centre industry in India, by
equipping it with the requisite knowledge base and operational skills, to
enable it to assume its rightful place in the society, the economy, and the
world. SCAI will aim to play an anchor's role in the evolution of the Indian
shopping centre industry and to consolidate the entity of the individual
shopping centre, helping it merge into the larger society as an institution
of importance. They have a total of 400 corporate members in the retail
industry in India.

marcus evans would like to thank everyone who has helped with the research and
organisation of this event, particularly the trainer, who has kindly committed and supported
the event.

marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. marcus evans

Consumer Insights & Shopper Marketing

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23rd - 25th January 2012

Hilton Mumbai International Airport
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