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If your company’s (or client’s) Shopper Marketing Department reports to Sales, what difficulties have you encountered in planning and executing best practice Shopper Marketing strategies and and/or initiatives? (Check all that apply.)
# Response DateComments:
1. ਀ഊ 12/4/2008 8:33:00 PMActually we have trouble getting out of brand myopia to expand broader category-level planning &amp; programs that can then be relayed back into brand plans &amp; programs
2. ਀ഊ 12/4/2008 8:36:00 PMn/a
3. ਀ഊ 12/4/2008 8:46:00 PMSales folks want quick ideas for the next meeting ...not insights. They recognize the need 9retailer insists on it) , just have trouble understanding what it entails.
4. ਀ഊ 12/5/2008 2:45:00 AMIncented on volume vs. profit
5. ਀ഊ 12/5/2008 1:20:00 PMall of the above
6. ਀ഊ 12/5/2008 3:38:00 PMN/A
7. ਀ഊ 12/5/2008 5:03:00 PMN/A
8. ਀ഊ 12/8/2008 7:37:00 PMn/a
9. ਀ഊ 12/8/2008 7:39:00 PMReports to Marketing, not Sales
10. ਀ഊ 12/8/2008 7:39:00 PMdoes not report to sales
11. ਀ഊ 12/8/2008 7:49:00 PMReports to marketing.
12. ਀ഊ 12/8/2008 7:51:00 PMBudget is too broadly defined to include more 'typical' sales tactics
13. ਀ഊ 12/8/2008 7:52:00 PMn/a
14. ਀ഊ 12/8/2008 7:53:00 PMalthough Shopper Marketing has been ingrained into the client's organization - few client managers truly use the fundamentals of SM with their clients - stick to the &quot;same old stuff&quot;.
15. ਀ഊ 12/8/2008 7:53:00 PMThis is a new process for the client
16. ਀ഊ 12/8/2008 8:08:00 PMN/A
17. ਀ഊ 12/8/2008 8:18:00 PMare no difficulties
18. ਀ഊ 12/8/2008 8:25:00 PMWhile there is an advantage to having the Shopper Marketing function in the field, we still encounter hurdles especially in the difference in incentives.
19. ਀ഊ 12/8/2008 8:58:00 PMAt the packaged foods manufacturer we consult with
20. ਀ഊ 12/8/2008 9:08:00 PMOur sales departments look to a lot of this information as a &quot;so what&quot;. Sadly, it isn't presented in a meaningful enough way for the sales managers to present to their customers. Many of the larger trade partners benefit from this due to savvy enough sales associates but general retail hurts.
21. ਀ഊ 12/8/2008 9:35:00 PMN/A as most report to general management
22. ਀ഊ 12/8/2008 9:49:00 PMRight capabilities ਀ഊOrquestration with Mkt and Sales ਀ഊDo not forget customers (how transform insights into actions that are executed at POS)
23. ਀ഊ 12/8/2008 10:10:00 PMno direct link to sales
24. ਀ഊ 12/8/2008 11:12:00 PMit doesn't report to sales
25. ਀ഊ 12/9/2008 1:18:00 AMdoes not report into sales
26. ਀ഊ 12/9/2008 4:37:00 AMIt's sometimes difficult getting regional client to buy-in to HQ direction. ਀ഊIt's sometimes difficult getting client to understand that an uptake on average basket (ie competitor products / complimentary products) spend is better for all involved
27. ਀ഊ 12/9/2008 4:41:00 AMPrograms tend to be retailer-driven and very tactical. Little opportunity to approach concept development from a strategic brand/marketing perspective.
28. ਀ഊ 12/9/2008 8:03:00 AMOverall, our initial direction would be to place more money into price versus promotion. I think we are going to slowly shift this thinking in the coming years.
29. ਀ഊ 12/9/2008 8:49:00 AMDo not report to sales
30. ਀ഊ 12/9/2008 1:37:00 PMThere's not a Special Department for Shopper Insights
31. ਀ഊ 12/9/2008 2:03:00 PMN/A
32. ਀ഊ 12/9/2008 7:27:00 PMOur clients' Shopper Marketing Departments do not report into Sales
33. ਀ഊ 12/10/2008 2:33:00 AMHave yet to be able to develop anything that is retailer focused.
34. ਀ഊ 12/10/2008 3:41:00 PMIntegration with Marketing and other Marketing elements (packaging, POS, etc.) is always a continued challenge, but we're making huge strides recently.
35. ਀ഊ 12/15/2008 3:33:00 PMN/A
36. ਀ഊ 12/15/2008 6:22:00 PMDoes not report to sales
37. ਀ഊ 12/17/2008 8:59:00 PMaccess and lack of data tools limits capabilities ...more could done if data wasn't such a challenge
38. ਀ഊ 12/18/2008 3:01:00 PMno formal dept