Track Session

To develop category and brand initiatives that strongly resonate with the shopper, retailer and shopper insights need to be integrated into the brand planning process at the earliest stages and infused throughout the process of bringing an initiative to market. 

This session will provide an overview of how Kimberly-Clark integrates shopper and retailer needs into its brand planning process, including the unique organizational structure that connects the brand and sales teams. Related topics include initiative prioritization, shopper marketing budgeting, and how the shopper fits into the integrated marketing planning process. Audience takeaways:  

• How shopper and customer insights can be integrated throughout the brand planning process.
• How to find the shopper marketing “sweet spot” to ensure integration of brand and retailer priorities.
• The benefits of including the shopper marketing function in both the front and back end of the organization – i.e., both internally and within an agency of record.