First to the Table
Q&A on Occasion Based Marketing
With Diane Tielbur, Senior Director, Shopper Engagement for Kraft Foods
SN: How is this holistic view of the consumer working out for Kraft Foods?
Tielbur: We're still evolving. We find a more holistic understanding extremely helpful when building a shopper marketing program. From a brand standpoint, it is very helpful to understand how products are shopped. What triggers the purchase? Is it another item? In the store, what is the trigger for changing a brand in a category? What could impact the purchase in-store?
SN: Tell us about the newest insights that you have gathered.
Tielbur: The industry thinks of shopping trips in a very traditional fashion. Kraft Foods has recently invested in a ground-breaking piece of research with 15,000 consumers that has revealed a call to action to think about trips differently than the industry ever has before.
There is real opportunity to help the shopper by providing relevant solutions for occasions happening within the next few days. With this new research, we believe we can better meet shoppers' needs and drive game-changing growth.
A lot of times, the unmet needs of the shopper are unarticulated. I'll give you an example. When a shopper goes shopping, let's say they spend $150 to stock up. When they get home, they realize they still don't know what's for dinner. They may not complain about that as a shopping experience, but we see that as an unmet opportunity of the shopping experience.
SN: What is the opportunity in these insights for retailers?
Tielbur: With this research, we not only have the confidence that comes from a very large scale approach, we also have the ability to pinpoint retailer-specific opportunities, and thus help them differentiate themselves, while better meeting the needs of their shoppers.
We looked at quite a few of the top occasions. And we also looked at who the shoppers were for those occasions. We think about how we can help a retailer differentiate themselves from their competition. We can look at the information by region and by comparing different retailers to one another. So if you're Retailer A and your competition is Retailer B, we can see which occasions your shoppers are most interested in, and what you might be able to do to encourage more visits to the store.
One of the reasons we went about doing our research was that we knew that our retailers were looking for more differentiated insights coming from manufacturers. We want to be first to be able to provide that. Also, as we look at our own programs, we want to be first to provide unique programs that will really drive sales. So we wanted to do this ground-breaking study; we wanted to have insights before others and to partner with our retailers to provide those solutions to the consumer.
We're seeing some real insightful things about how people are eating today which would really change, from a Kraft Foods perspective, the type of products we bring to market and the types of programs we would recommend to our retailers.
- Click here to read. Capturing Consumer Passion for Food at Retail
- Driving Incremental Sales, Retailer Differentiation and Store Loyalty with an Occasion-Based Marketing Approach
- !HOLA! KRAFT
- The way Hispanics shop the supermarket largely depends on their level of acculturation, according to a new Food Marketing Institute report, sponsored by Kraft Foods, Procter & Gamble Co. and the Kellogg Co.
- Most Consumers Prefer Option to Buy in Bulk
- Nearly half (47%) of consumers polled for a Nielsen study would prefer CPG manufacturers manage rising costs by offering economy-sized packaging with lower unit prices.
- Study: Shoppers Still Need Help with Cooking
- Many shoppers still lack basic cooking skills and struggle to come up with new ideas for preparing meals at home, according to a recent protein labeling study.
- Food Retailing 2010
- Ten years ago, in the year 2000, the food-retailing industry was in a state of upheaval. A wave of consolidation had created supermarket giants with a scale built to rival Wal-Mart, the once-hot Internet-grocery segment appeared ready to flame out, and home-meal replacement was all the rage. Ten years later, the landscape has changed significantly.
Have a burning question related to Occasion Based Marketing? Ask Kraft Foods' expert, Diane Tielbur, Senior Director, Shopper Engagement for Kraft Foods.