Masterclass in Shopper Marketing presented by Point-Of-Purchase held in Gurgaon

Point of Purchase magazine presented a day-long shopper marketing workshop on December 15, 2015 in Gurgaon labeled as "Optimizing Shopper Marketing in India.” The event was sponsored by Kruti Promotions & Events, which partners with companies in providing 360 degree solutions encompassing promotions, events, marketing and brand activation programs.

Christopher Brace, Founder & CEO, Shopper Intelligence, New York flew in to share his expertise on different verticals of shopper marketing and how can different modules work in a market like India. A number of noted corporates attended the workshop. Brace started the day by discussing the future of marketing where he explained about developing winning strategies around the world while lending his expertise on common fixed behaviours, opportunities and enhancements. He then went on to discuss the complexities in marketing and the possible foundations giving ample focus on the difference between behavioural and emotional marketing. Brace presented important case studies around the world growth, stagnation and recovery attempts of shopper marketing. He concluded his season by explaining the challenges, action steps and left it to the audience to pick and chose their strategies carefully.

Avishek Mandal, Divisional Manager, Shopper Marketing, ITC Ltd, commented, "It's a well structured programme with simple tools to explain complex concepts. The first two modules were most useful. However, we would have liked a little more time on the third module. I look forward to use similar strategies and find out a workable solution for the brands in India.”

Ravi Nandan, Senior Manager–CS, Shared Reach Mobility Services Pvt Ltd, said, "It was a great learning session for clear understanding on importance of shopper marketing and current adopted strategies. The strategies learnt here will surely help us achieving good sales growth.”
 
Post the presentation, Brace concluded, "I was curious whether the content is applicable in India as anywhere else in the world. It was comforting for me to observe that issues in shopper marketing is universal. However, what makes the Indian market stand apart from rest of the world is that traditional trade is even bigger than the organised trade. Since these two offer different shopper experience, shopper marketing strategies have to be completely different for them.”

Brace leaves for Mumbai for a similar workshop held by Point of Purchase magazine, which will be held at The Orchid Hotel, Vile Parle (E) on 17th December.

The workshop was sponsored by Kruti Promotions & Events Pvt Ltd, which has a network across 114 cities in India to coordinate advertising and marketing needs nationwide. The company has been constantly striving on delivering new & creative ways of brand interaction.