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Panel discussion address challenges of shopper marketing campaigns in diversified regions at In-Store Asia 2016

By Nabamita Chatterjee | Vjmedia Works | August 04, 2016

The panel discussion on"œChallenges of managing the delivery of Shopper Marketing Communications to multiple stores in regions and languages" at In-Store Asia 2016, held at Pragati Maidan in New Delhi threw light on the challenges the panellists face while delivering successful shopper marketing campaign at different stores across different regions.

An interactive panel discussion on the theme "Challenges of managing the delivery of Shopper Marketing Communications to multiple stores in regions and languages" was held at In-Store Asia 2016 which was moderated by Rahul Saigal, Group Chief Operating Officer of the Geometry Global Encompass Network and the panelists included - Alok Agarwal, Head - Marketing Excellence, GSK Consumer Healthcare Ltd. ., Bivashkumar Ganguli, Division Head West - Marico Limited and Prasenjit Ray, Founder & CEO, In-store Consulting Services.
 
"In the discussion Alok pointed out that different channels or different regions often have diverse shoppers, diverse insights and different interventions are required to aid  their navigation through different categories”

Bivash highlighted that shopper marketing communication must go beyond consumer insights and into shopper insights specific to channels & regions.

 Prasenjit also mentioned how different strategies are required for the same product in different categories such as a grocer and a chemist. Also the panel jointly addressed the issues of execution level challenges of shopper marketing campaign in different diversified regions.


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