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MKTG 640:
Consumer-Centric Category Management

!

Russ Shirley & Ike Brunner, Ph.D.
About us
Behold the digital marketing contradiction and conundrum

SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
“Which one area do you think will be the most important to marketers in the next 3 years?”

SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
“How well equipped do you feel to execute the following?”

SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
34% of all marketers state companies will succeed without a digital marketing approach?

SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
What is the most important concern or issue for marketers today?

SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
What is the most important concern or issue for marketers today?

SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
Discussion: Social media in consumers’ path to purchase
Tell us about your social media use

Have you ever used a QR code?
Tesco Homeplus Virtual Subway Store in South Korea

SOURCE: http://www.youtube.com/watch?v=nJVoYsBym88
SOURCE: http://www.telegraph.co.uk/technology/mobile-phones/8601147/Tesco-builds-virtual-shops-for-Korean-commuters.html
Discussion: Social media in consumers’ path to purchase
Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest)
Discussion: Social media in consumers’ path to purchase
Shopping apps (Shopkick, Checkpoints, Ibotta, Grocery iQ, Target)
Discussion: Social media in consumers’ path to purchase
New digital shopping tools (Flipboard Catalogs or Pinterest rich pins)

!

•

Crowdsourcing (https://getontheshelf.walmart.com/about)
Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest)

SOURCE: http://www.youtube.com/watch?v=EGjNm8ILoUU
SOURCE: http://www.cspnet.com/industry-news-analysis/marketing-strategies/articles/associated-wholesale-grocers-launches-social
Group Activity:

Review	
  local	
  health-­‐focused	
  grocery	
  chain	
  websites	
  &	
  social	
  media	
  for	
  consumer	
  insights
• Whole	
  Foods	
  Cincinna0	
  
• EarthFare	
  Dayton	
  
• Jungle	
  Jim’s

Objec<ves	
  to	
  be	
  presented	
  to	
  class:	
  
• Review	
  for	
  consumer/brand	
  engagement	
  
• Iden0fy	
  consumer	
  insights	
  to	
  be	
  gained	
  from	
  these	
  channels	
  
• Determine	
  how	
  insights	
  can	
  be	
  used	
  by	
  category	
  managers
Group Activity:

Review	
  three	
  examples	
  of	
  mobile	
  shopping	
  apps	
  
• Shopkick	
  
• IboGa	
  
• Grocery	
  iQ

Objec<ves	
  to	
  be	
  presented	
  to	
  class:	
  
• Summary	
  of	
  app’s	
  u0lity/func0onality	
  
• How	
  brands	
  can	
  use	
  for	
  consumer	
  insights	
  
• Ways	
  these	
  insights	
  can	
  feed	
  category	
  strategies	
  &	
  tac0cs
Shopkick’s iBeacon’s trial at Macy’s

SOURCE: http://www.youtube.com/watch?v=c3h0eKGfUfI
SOURCE: http://techcrunch.com/2013/11/20/shopkick-rolls-out-ibeacon-enabled-shopping-alerts-with-shopbeacon-with-macys-as-its-first-trialist/
Addi0onal	
  content	
  around	
  category	
  management	
  and	
  social	
  media:
•ConvenienceStoreNews’s	
  ar0cle	
  on	
  how	
  to	
  leverage	
  social	
  media	
  for	
  compe00ve	
  edge:	
  
hGp://www.csnews.com/ar0cle-­‐
using_social_media_for_a_compe00ve_edge-­‐6343.html	
  
•Chicago	
  Tribune’s	
  ar0cle	
  on	
  new	
  technologies	
  being	
  used	
  in	
  the	
  retail	
  shopping	
  space:	
  
hGp://www.chicagotribune.com/business/sns-­‐rt-­‐us-­‐retail-­‐
tracking-­‐20131114,0,279562,full.story	
  
•Supply	
  Chain	
  Na0ons’s	
  ar0cle	
  on	
  the	
  impact	
  of	
  social	
  media	
  on	
  supply	
  chain	
  
management:	
  hGp://blog.jda.com/the-­‐impact-­‐of-­‐social-­‐media-­‐on-­‐the-­‐supply-­‐chain-­‐is-­‐
there-­‐one/	
  
•Case	
  study	
  of	
  how	
  Hunt	
  Brothers	
  Pizza	
  uses	
  social	
  media	
  for	
  consumer	
  insights	
  and	
  
category	
  management:	
  hGp://www.cspnet.com/category-­‐management-­‐news-­‐data/
foodservice-­‐news-­‐data/ar0cles/hunt-­‐brothers-­‐leverages-­‐social-­‐media,	
  hGps://
www.facebook.com/HuntBrothersPizza

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XU MKTG 640: Consumer-Centric Category Management

  • 1. MKTG 640: Consumer-Centric Category Management ! Russ Shirley & Ike Brunner, Ph.D.
  • 3. Behold the digital marketing contradiction and conundrum SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  • 4. “Which one area do you think will be the most important to marketers in the next 3 years?” SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  • 5. “How well equipped do you feel to execute the following?” SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  • 6. 34% of all marketers state companies will succeed without a digital marketing approach? SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  • 7. What is the most important concern or issue for marketers today? SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  • 8. What is the most important concern or issue for marketers today? SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  • 9. Discussion: Social media in consumers’ path to purchase Tell us about your social media use Have you ever used a QR code?
  • 10. Tesco Homeplus Virtual Subway Store in South Korea SOURCE: http://www.youtube.com/watch?v=nJVoYsBym88 SOURCE: http://www.telegraph.co.uk/technology/mobile-phones/8601147/Tesco-builds-virtual-shops-for-Korean-commuters.html
  • 11. Discussion: Social media in consumers’ path to purchase Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest)
  • 12. Discussion: Social media in consumers’ path to purchase Shopping apps (Shopkick, Checkpoints, Ibotta, Grocery iQ, Target)
  • 13. Discussion: Social media in consumers’ path to purchase New digital shopping tools (Flipboard Catalogs or Pinterest rich pins) ! • Crowdsourcing (https://getontheshelf.walmart.com/about)
  • 14. Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest) SOURCE: http://www.youtube.com/watch?v=EGjNm8ILoUU SOURCE: http://www.cspnet.com/industry-news-analysis/marketing-strategies/articles/associated-wholesale-grocers-launches-social
  • 15. Group Activity: Review  local  health-­‐focused  grocery  chain  websites  &  social  media  for  consumer  insights • Whole  Foods  Cincinna0   • EarthFare  Dayton   • Jungle  Jim’s Objec<ves  to  be  presented  to  class:   • Review  for  consumer/brand  engagement   • Iden0fy  consumer  insights  to  be  gained  from  these  channels   • Determine  how  insights  can  be  used  by  category  managers
  • 16. Group Activity: Review  three  examples  of  mobile  shopping  apps   • Shopkick   • IboGa   • Grocery  iQ Objec<ves  to  be  presented  to  class:   • Summary  of  app’s  u0lity/func0onality   • How  brands  can  use  for  consumer  insights   • Ways  these  insights  can  feed  category  strategies  &  tac0cs
  • 17. Shopkick’s iBeacon’s trial at Macy’s SOURCE: http://www.youtube.com/watch?v=c3h0eKGfUfI SOURCE: http://techcrunch.com/2013/11/20/shopkick-rolls-out-ibeacon-enabled-shopping-alerts-with-shopbeacon-with-macys-as-its-first-trialist/
  • 18. Addi0onal  content  around  category  management  and  social  media: •ConvenienceStoreNews’s  ar0cle  on  how  to  leverage  social  media  for  compe00ve  edge:   hGp://www.csnews.com/ar0cle-­‐ using_social_media_for_a_compe00ve_edge-­‐6343.html   •Chicago  Tribune’s  ar0cle  on  new  technologies  being  used  in  the  retail  shopping  space:   hGp://www.chicagotribune.com/business/sns-­‐rt-­‐us-­‐retail-­‐ tracking-­‐20131114,0,279562,full.story   •Supply  Chain  Na0ons’s  ar0cle  on  the  impact  of  social  media  on  supply  chain   management:  hGp://blog.jda.com/the-­‐impact-­‐of-­‐social-­‐media-­‐on-­‐the-­‐supply-­‐chain-­‐is-­‐ there-­‐one/   •Case  study  of  how  Hunt  Brothers  Pizza  uses  social  media  for  consumer  insights  and   category  management:  hGp://www.cspnet.com/category-­‐management-­‐news-­‐data/ foodservice-­‐news-­‐data/ar0cles/hunt-­‐brothers-­‐leverages-­‐social-­‐media,  hGps:// www.facebook.com/HuntBrothersPizza