| 1. ഊ |
12/4/2008 8:08:00 PM |
Not applicable |
| 2. ഊ |
12/4/2008 8:33:00 PM |
we report to Sales but these are our biggest issues. |
| 3. ഊ |
12/4/2008 8:36:00 PM |
n/a |
| 4. ഊ |
12/4/2008 8:46:00 PM |
Still have difficulty internalizing that retailer's shopper buys more than just their brand. Need to better understand solution marketing and selling. |
| 5. ഊ |
12/4/2008 11:44:00 PM |
These issues are being addressed and are disappearing as the relationship and responsibilities are being refined and integrated. |
| 6. ഊ |
12/5/2008 1:20:00 PM |
all of the above |
| 7. ഊ |
12/5/2008 3:38:00 PM |
N/A |
| 8. ഊ |
12/5/2008 4:52:00 PM |
Our brand still holds the budget and it hinders our ability to put together long term strategies and promotions. |
| 9. ഊ |
12/5/2008 5:03:00 PM |
N/A |
| 10. ഊ |
12/8/2008 7:37:00 PM |
n/a |
| 11. ഊ |
12/8/2008 7:39:00 PM |
None of the above |
| 12. ഊ |
12/8/2008 7:49:00 PM |
Marketing is treated as a source of cash when times are tough. |
| 13. ഊ |
12/8/2008 7:51:00 PM |
Finance/legal refusal to approve programs that are not able to be 'fair-shared' across retailers. |
| 14. ഊ |
12/8/2008 7:52:00 PM |
n/a |
| 15. ഊ |
12/8/2008 7:57:00 PM |
Reports to sales |
| 16. ഊ |
12/8/2008 8:08:00 PM |
N/A |
| 17. ഊ |
12/8/2008 8:18:00 PM |
are no difficulties |
| 18. ഊ |
12/8/2008 8:26:00 PM |
No difficulties |
| 19. ഊ |
12/8/2008 9:01:00 PM |
Lack of sharing planning, design equity, strategic direction from traditional ad agency with shopper marketing agency, due to continued confusion by traditional agencies about shopper marketing and desire to maintain "ownership" of account(s). |
| 20. ഊ |
12/8/2008 9:08:00 PM |
Due to silos, marketing has very little involvement with the trade and very few in the marketing department have a sales background which creates a negative view of the information that could be very valuable to the sales department and trade customers. |
| 21. ഊ |
12/8/2008 9:55:00 PM |
NA |
| 22. ഊ |
12/8/2008 10:11:00 PM |
Poor integration with Shopper Insights functions and poorly trained in using retailer data and vernacular. |
| 23. ഊ |
12/8/2008 10:48:00 PM |
Report to sales, so answer NA |
| 24. ഊ |
12/9/2008 2:19:00 AM |
The consultancy they've used to train them (rooted in CatMan) has based the training on a flawed premise (category growth drivers being one of the principal culprits). SM is NOT about category growth drivers, it's about using brand growth drivers in a relevant way to fuel mutually aggrandizing activities that are relevant to mutual shoppers (in North America anyway). |
| 25. ഊ |
12/9/2008 3:08:00 AM |
Do not report to Marketing |
| 26. ഊ |
12/9/2008 4:37:00 AM |
Client tends to have 'windows' of opportunity which means they are no longer as flexible to market situations as they once were |
| 27. ഊ |
12/9/2008 4:41:00 AM |
Continually challenging the strategic nature, value and ROI of programs. Mktg says it wants long-term strategic alliances with retailers, but quickly "forgets" and focuses on short term promotions/trade opportunities |
| 28. ഊ |
12/9/2008 7:13:00 AM |
In the worst case, Marketing is more intrested in the creative/visible part than the rational/ROI part. |
| 29. ഊ |
12/9/2008 9:20:00 AM |
unrealistic expectations |
| 30. ഊ |
12/9/2008 11:22:00 AM |
NA |
| 31. ഊ |
12/9/2008 1:37:00 PM |
There's not a Special Department for Shopper Insights |
| 32. ഊ |
12/9/2008 1:56:00 PM |
Report to Sales |
| 33. ഊ |
12/9/2008 2:03:00 PM |
Not enough time to cover retailer needs |
| 34. ഊ |
12/9/2008 3:15:00 PM |
Many of our clients seem to think they're doing shopper marketing already, but when we press they're just doing basic trade promotion or market research. |
| 35. ഊ |
12/10/2008 5:21:00 AM |
marketing team believing that consumer insights and shopper insights are the same |
| 36. ഊ |
12/10/2008 3:41:00 PM |
Getting Marketing and strategy planning to focus on Shoppers as a sub-category based on unique needs is a new way of thinking and requires continuous support and demonstration of insights. Often this takes 2-3 meetings with senior management before they can see the value and return on investment. |
| 37. ഊ |
12/12/2008 12:25:00 AM |
lack of support by merchandising |
| 38. ഊ |
12/15/2008 3:33:00 PM |
TBD - structure not in place yet |
| 39. ഊ |
12/15/2008 6:22:00 PM |
Corporate initiatives more brand awareness while the Shopper Marketing initiatives are retailer specific. |
| 40. ഊ |
12/17/2008 8:59:00 PM |
challenges cross referencing Marketing's consumer insights with Retailer's shopper insights ...this hinders their ability to align programs & objectives |
| 41. ഊ |
12/18/2008 3:01:00 PM |
no formal dept |