O'Reilly logo

Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect by Daniel J. Flint, Nancy Swift, Chris Hoyt

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 6. Strategic Planning

The second step of our four-stage Shopper Marketing process is strategic planning (labeled in the figure below simply as “planning”).

Figure 6-1. Planning Phase

Image

Overview

Planning involves three components, identifying the right strategies, the right initiatives and developing the customer plan.

Right Strategies

Right strategies are your plans for HOW you will capitalize on the opportunities you identified in the previous step. Strategies provide your shopper marketing agency with the platforms/framework for the initiatives and executions your agency will develop to achieve your objectives.

Right Initiatives

Initiatives ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required