Shopper Marketing - January 2017 - 64


TRENDS 2017

Education/Trends
What is the primary method for addressing shopper
marketing education within your organization?
Informal internal training
(info sharing, case studies, etc.)

Formal internal training for
key functional areas/roles

External training for key functional areas/roles
(conferences, agency presentations, etc.)

We just learn on the job

ALL RESPONDENTS
38

19.6

15.2

27.2

By Primary Products/Services of Respondent's Company
PACKAGED FOOD & BEVERAGE
47.2

16.7

13.9

22.2

PACKAGED NON-FOOD
38.5

15.4

12.8

33.3

SPECIALTY
17.6
0%

35.4
20%

23.5
40%

60%

23.5
80%

100%

INSTITUTE ANALYSIS: In the chart showing responses to the question about one area
of organizations that needs a better understanding of shopper marketing, look closely at
the numbers for brand marketing. Thirty-eight percent of respondents overall (and 50%
of the shopper and digital people) said the answer is brand marketing. But those who
self-identified as brand managers/marketers/advertisers said that the sales force (41%)
was most in need. One respondent indicated that with brand marketing there's "a lack of
understanding around the retailer's role in program acceptance and execution."

64

SHOPPER MARKETING JANUARY 2017



Table of Contents for the Digital Edition of Shopper Marketing - January 2017

Contents
Shopper Marketing - January 2017 - 1
Shopper Marketing - January 2017 - 2
Shopper Marketing - January 2017 - 3
Shopper Marketing - January 2017 - Contents
Shopper Marketing - January 2017 - 5
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Shopper Marketing - January 2017 - 7
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