Shopper Marketing - April 2016 - 45


cy, Grey Direct. So those were my two pillars
of the program.
Sounds like you were a bit of rule breaker.
BERGSMA: [Laughs] I was just trying not to
get fired! The best way is to drive profit up,
and I decided that TV was not profitable. With
TV there is a lag and you hope it influences
the funnel. But with the Ahold investment,
I'd say to the buyer, "I do this for you, and in
return you put this on display." When it's on
display, it sells, for sure.
The Always femcare brand manager saw
what we were doing and started doing things
too. Then we started hearing about this
new-fangled thing called "Multi-Functional
Customer Teams" in the U.S., which was the
Walmart team - Dina [Howell] and her companions. My general manager said, "We've
got a great new opportunity for you; we're
creating a multi-functional team with logistics, finance and a marketing manager, and
you are going to be it." My friends all asked,
"What are you doing?!"
They thought this was a demotion?
BERGSMA: Remember, marketing and R&D
ran Procter in those days; sales was mainly
there to execute. And now I was going to
move out of the brands and report to a sales
leader who was calling on Ahold. But I was excited because this was something we would
create from scratch; they said they wanted to
expand it across Europe, and I could play that
role.
My first title was a compromise between
my two bosses: "Consumer and Trade Marketing Manager," which was the longest title in

the company and it didn't really mean anything. I still have that business card at home;
it's almost a relic. Years later we renamed it
trade marketing, and then it became co-marketing, and then finally shopper marketing.
This was around 1996-1997, correct?
BERGSMA: Right. Albert Heijn did not have
a multi-functional team quite yet, but all of
a sudden we were bringing 12 of our people
to meetings. Look, my first year in shopper
marketing we were shooting from the hip and
basically doing what the brands wanted us to
do. And pretty soon the Albert Heijn buyer
told us, "I know that this is what Ariel, or Always, or Dreft wants us to do because you're
really just pushing a national plan, but I want
to know why this is better for the Albert Heijn
consumer." So then my first year became all
about shopper research and generating insights because we had nothing.
Was there pushback within P&G
management?
BERGSMA: I was asking for a ton of money
and they were like, "Why the hell would we
ever do research among consumers at just
one retailer? It's a waste of money." That first
year [drafting questionnaires with co-workers
and an agency], we got some things wrong,
but what happened is that Albert Heijn saw
our effort and said talk to our research folks.
And that became the foundation of the European-wide shopper research we did, which
later became global shopper research, which
gave us a significant competitive advantage.
By the time I left Europe it was rolled out to
22 countries.
APRIL 2016 SHOPPER MARKETING y

45



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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
Shopper Marketing - April 2016 - 39
Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
Shopper Marketing - April 2016 - 44
Shopper Marketing - April 2016 - 45
Shopper Marketing - April 2016 - 46
Shopper Marketing - April 2016 - 47
Shopper Marketing - April 2016 - 48
Shopper Marketing - April 2016 - 49
Shopper Marketing - April 2016 - 50
Shopper Marketing - April 2016 - 51
Shopper Marketing - April 2016 - 52
Shopper Marketing - April 2016 - 53
Shopper Marketing - April 2016 - 54
Shopper Marketing - April 2016 - 55
Shopper Marketing - April 2016 - 56
Shopper Marketing - April 2016 - 57
Shopper Marketing - April 2016 - 58
Shopper Marketing - April 2016 - 59
Shopper Marketing - April 2016 - 60
Shopper Marketing - April 2016 - 61
Shopper Marketing - April 2016 - 62
Shopper Marketing - April 2016 - 63
Shopper Marketing - April 2016 - 64
Shopper Marketing - April 2016 - 65
Shopper Marketing - April 2016 - 66
Shopper Marketing - April 2016 - 67
Shopper Marketing - April 2016 - 68
Shopper Marketing - April 2016 - 69
Shopper Marketing - April 2016 - 70
Shopper Marketing - April 2016 - 71
Shopper Marketing - April 2016 - 72
Shopper Marketing - April 2016 - 73
Shopper Marketing - April 2016 - 74
Shopper Marketing - April 2016 - 75
Shopper Marketing - April 2016 - 76
Shopper Marketing - April 2016 - 77
Shopper Marketing - April 2016 - 78
Shopper Marketing - April 2016 - 79
Shopper Marketing - April 2016 - 80
Shopper Marketing - April 2016 - 81
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Shopper Marketing - April 2016 - 83
Shopper Marketing - April 2016 - 84
Shopper Marketing - April 2016 - 85
Shopper Marketing - April 2016 - 86
Shopper Marketing - April 2016 - 87
Shopper Marketing - April 2016 - 88
Shopper Marketing - April 2016 - 89
Shopper Marketing - April 2016 - 90
Shopper Marketing - April 2016 - 91
Shopper Marketing - April 2016 - 92
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Shopper Marketing - April 2016 - 94
Shopper Marketing - April 2016 - 95
Shopper Marketing - April 2016 - 96
Shopper Marketing - April 2016 - 97
Shopper Marketing - April 2016 - 98
Shopper Marketing - April 2016 - 99
Shopper Marketing - April 2016 - 100
Shopper Marketing - April 2016 - 101
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Shopper Marketing - April 2016 - 116
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Shopper Marketing - April 2016 - 120
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Shopper Marketing - April 2016 - 153
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