Aligning the Minds

The key to shopper marketing success is organizational alignment among marketing, sales and research. Organization alignment builds brand equity and strong partnerships, drives category and brand sales, and leverages the store as a marketing medium.

As practiced at Johnson and Johnson, shopper marketing is a umbrealla over category management, shopper insights and retail activation. It informs, engages and inspires consumers along the parth to purchase. It creates a purchase intent or need in the mind of the consumers.

John Troy, director of category management and shopper insights, says the core principles of shopper marketing are: one, insight to strategy to activation; two, enterprise wide, not just sales; three, one Jand J capability.

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