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    Missions & Shopping Occasions

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    David Moreno
    The document discusses different types of shopping missions and occasions. It identifies 4 main types of shopping missions: pantry, replenishment, closeness, and immediate consumption. Pantry missions are large shopping trips done monthly, replenishment missions are weekly trips for a few items, closeness missions are frequent small trips to nearby stores, and immediate consumption missions are impulsive trips for only one or two items. Shopping occasions differ in that they are not driven by a clear consumption need, but rather by the shopper's need to pass time or socialize. Understanding a shopper's mission and needs provides an opportunity for retailers and brands to meet both consumption and shopping needs.

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    © All Rights Reserved
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    Missions & Shopping Occasions

    Uploaded by

    David Moreno
    127 views10 pages
    The document discusses different types of shopping missions and occasions. It identifies 4 main types of shopping missions: pantry, replenishment, closeness, and immediate consumption. Pantry missions are large shopping trips done monthly, replenishment missions are weekly trips for a few items, closeness missions are frequent small trips to nearby stores, and immediate consumption missions are impulsive trips for only one or two items. Shopping occasions differ in that they are not driven by a clear consumption need, but rather by the shopper's need to pass time or socialize. Understanding a shopper's mission and needs provides an opportunity for retailers and brands to meet both consumption and shopping needs.

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    The document discusses different types of shopping missions and occasions. It identifies 4 main types of shopping missions: pantry, replenishment, closeness, and immediate consumption. Pantry missions are large shopping trips done monthly, replenishment missions are weekly trips for a few items, closeness missions are frequent small trips to nearby stores, and immediate consumption missions are impulsive trips for only one or two items. Shopping occasions differ in that they are not driven by a clear consumption need, but rather by the shopper's need to pass time or socialize. Understanding a shopper's mission and needs provides an opportunity for retailers and brands to meet both consumption and shopping needs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    127 views10 pages

    Missions & Shopping Occasions

    Uploaded by

    David Moreno
    The document discusses different types of shopping missions and occasions. It identifies 4 main types of shopping missions: pantry, replenishment, closeness, and immediate consumption. Pantry missions are large shopping trips done monthly, replenishment missions are weekly trips for a few items, closeness missions are frequent small trips to nearby stores, and immediate consumption missions are impulsive trips for only one or two items. Shopping occasions differ in that they are not driven by a clear consumption need, but rather by the shopper's need to pass time or socialize. Understanding a shopper's mission and needs provides an opportunity for retailers and brands to meet both consumption and shopping needs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 10

    Missions

    & Shopping Occasions




    Trade Marketing and Category
    Management

    David M. Moreno V.
    MISSIONS & SHOPPING OCCASIONS

    We need it We want it

    Why do we buy things?

    SHOPPING TRIP

    MISSIONS OCCASIONS
    MISSIONS
    MISSION
    GOAL / PURPOSE
    CONSUMER NEEDS SHOPPER NEEDS
    Breakfast Within my budget
    NOT ONE, BUT MULTIPLE

    A shopper’s
    Medicine decisions on where
    to shop and what A place with pharmacy
    to buy will be
    made on the basis
    Beer for weekend party of the best way of
    meeting these After 9pm because an appointment
    combined needs.

    Is the combined goal required to satisfy


    both consumption and shopper needs.
    OCCASIONS
    What if there isn’t a clear consumption need/wish?

    •  Not clear defined mission


    OCCASIONS •  Unspecified consumption need
    •  Sometimes there is no desire to buy anything at all

    Within each shopping occasion the driver is not a consumption need: it is primarily
    driven by the needs of the shopper: to pass time, to have fun, to hang out with friends.
    KANTAR MISSIONS CLASSIFICATION
    HOW MANY SHOPPING TRIPS WE DO IN A YEAR? 288

    HOW MANY POS WE VISITED IN A YEAR? 14

    EACH TRIP HAS A DIFFERENT MOTIVATION

    WHY? •  What do we buy? • 


    •  How much we buy? • 
    How much we spend?
    Where do we buy? (channel)

    4 TYPES OF SHOPPING MISSIONS

    1. PANTRY 2. REPLENISHMENT 3. CLOSENESS 4. IMMEDIATE CONSUMPTION


    KANTAR MISSION CLASSIFICATION

    1. PANTRY
    Strong A home do it in average
    purchases that 14 times per year
    every home do, And 14 products each
    at least once a time (highest amount)
    month.

    It has the highest Home and personal


    tickets, and care are the main
    expenditure per type of products
    opportunity

    8 of 10 homes
    Normally done on do this kind of
    weekends trips
    KANTAR MISSION CLASSIFICATION

    2. REPLENISHMENT
    We all do this kind of trips
    Second
    44 times per year (almost
    highest
    once a week).
    ticket

    We buy an average
    of 5 products on
    each time.

    Dairy products, Saturdays or


    home and personal sundays are the
    care. days usually taken
    KANTAR MISSION CLASSIFICATION

    3. CLOSENESS
    We do it Traditional
    145 times channel
    per year

    We use 10 Less than 3


    channels in this products on
    kind of trips each time

    Mainly Mainly on
    Food weekdays
    KANTAR MISSION CLASSIFICATION

    4. IMMEDIATE CONSUMPTION
    We do it 195
    times per year Lowest
    (every 2 days) tickets

    Maximum

    MAX
    2 products Food and
    on each beverage
    time

    Mondays,
    Traditional Tuesdays and
    stores Fridays
    What does this mean for marketers?
    Shopping Mission:
    If we understand the consumption need, and we understand the shopper
    needs: then, the store and the brand, which meets both of these needs
    best will win.

    Shopping Occasion:
    This needs to be created, or at least the shopper needs to be reminded of
    a latent need, and the opportunity to fulfill it right now.

    Every shopper is different, every shopping trip is different. Whether there


    is a clear shopper mission, or whether it is just a shopping occasion, there
    is a purchase opportunity to be had.

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