Page 77 - ALL ABOUT RETAIL אוגוסט 2016

Wednesday, 16 November 2016: BREAKOUT SESSIONS

Concurrent Sessions: Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like.

Emerg TRACK :1 TRACK 2:
‫להניע את צמיחה הקטגוריה‬
ing Markets‫ פעל לוקאלי‬, ‫ חשוב גלובלי‬:

13:30Marketing to Shoppers in Africa: Could a ‘One Size Fits All’ 13:30Launching a Cider Category in the Czech Republic
Approach Work? Karel Kraus, Trade & Shopper Marketing Manager, Plzensky Prazdroj
Kelly Morris, Shopper Insight Manager, Africa, Unilever South Africa Monika Spackova, Category Development Manager, Plzensky Prazdroj
Margaret Piatkowski, Director, The Spark Consultancy
During this case study, hear how Plzensky Prazdroj introduced a cider
In a global organisation with international brands there is often a tension; category in the domestic market. The category strategy included building a
needing big insights that the organisation can align behind whilst cider brands portfolio, including shopper marketing activations, a category
understanding how to tailor and tweak locally to ensure you win at point of management approach, trial building activities, a program to de-seaonalize
purchase. In Unilever we look at shopper behaviour as a combination of ciders and more.
nature and nurture which is a philosophy that allows us to both manage this
complexity and achieve a global/local balance. Africa is a fascinating
combination of 54 versions of history and tradition and we have found a
way to understand the similarities and differences across this vast
continent which allows us to transform our shopper insights into action and
win many delighted shoppers. Many manufacturers see Africa as the new
frontier for growth particularly with Asia’s economies slowing and growth
becoming harder to find. This presentation will deliver insights into how
shoppers shop in Africa, how to think global but act local and provocation
around harnessing internal knowledge and energies to win in the market
place.

14:15Decoding the Indian Online Grocery Shopper 14:15Making Staples Exciting: Influencing Shoppers in a Low
Ruchira Jain, Associate Director – Consumer Strategy & Insights, Engagement Category
PepsiCo India Helen Dargue, Shopper Marketing Controller, Arla Foods UK

Indian e-commerce is estimated at $16bn only 2nd to China, and amongst More than 14 million litres of milk are sold in the UK each day and milk is
the fastest growing in Asia. However, insights on the multi-media behavior one of the categories present in the most baskets, yet the average shopper
of consumers are hard to garner with various limitations across various spends less than 4 seconds at the milk fixture. This presentation will give us
data approaches. As consumer goods sales also start to pick-up online, an insight into how Arla Foods is trying to engage shoppers to drive value in
PepsiCo initiated this study as a foundational piece of work towards the category by driving purchase of branded milks as well as higher value
building knowledge of the digital shoppers to find the opportunities to innovation. Hear insights as to how Arla has worked closely with retailers to
influence and engage with our online shoppers. bring renewed interest to the category, and what they have learned along
the way both in terms of challenges and successes.

15:00 Networking Break

15:30Mobile Marketing Shopping Innovation in Emerging Markets 15:30 This session will be delivered by GfK
For more information, visit www.omnishopperintlevent.com.
This presentation will focus on developing an efficient mobile marketing
strategy based on shopper insights that result in additional value for
shoppers and competitive advantage for brands and retailers. This session
takes you through mobile marketing shopping innovation and enhancing
shopper understanding in various emerging markets.

16:15 This session will be delivered by S KIM 16:15Shopper: Our Best Ally to Grow the Category in Each Market
For more information, visit www.omnishopperintlevent.com. Carlos Martin Carrion, Sales Director FDP, Danone
During this presentation, hear from Danone’s Carlos Martin Carrion to
“Understanding your better understand shopper needs and trip missions in each market. Learn
omnichannel environment how to transform shopper insights into a win-win plan with retailers in order
unlocks category growth”. to grow the category.

DUNCAN TYRRELL, WARBURTONS SPEAKER :45
OMNISHOPPER 2015