Shopper Marketing - January 2016 - 26


PROGRAMS

P&G Focuses on Winning
With Brands at Retail
By Suzy Frisch

minneapolis - Two core beliefs drive
Procter & Gamble as it plans its marketing efforts, according to Stephanie Robertson, associate director of
shopper marketing. First, the shopper is at the center of everything it
does, and second, that belief helps
retailers grow their businesses with
P&G products.
When it comes to shopper marketing, the company crafts its campaigns to influence consumers at
two key moments of truth: when
they are figuring out where to shop
and when they are selecting a specific brand, Robertson said during an
October presentation at the Shopper Marketing Conference & Expo.
Alongside Brad Prenger, senior partner lead at Google, and Joy Mead,
associate director of marketing for Procter & Gamble's Stephanie Robertson presents in
P&G's $9 billion grocery business, Rob- Minneapolis.
ertson explained how P&G teams with
P&G more of a challenge to win at these moGoogle to gain insight into shoppers' habits
ments of truth.
and build campaigns that influence their path
P&G is up for the challenge, Robertson
to purchase.
said. Part of the company's solution is to view
The world of shopper marketing has
shopper marketing as more than leveraging
changed dramatically in the past five years,
insights to overcome consumers' purchase
thanks to mobile and the ability of consumers
barriers. "What we're doing is brand building
to get engaged wherever they see fit: in the
that just happens to be at retail," Robertson
store, online and on their phones. That gives
26

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Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
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