Marketing Activities In Year 2000

1
Putting Single Copy Hand Held Sales Data To Work
2
Excelling In A Scanner-Based Retail World

• Shopper loyalty/reward programs
• Just in time inventory management
• DPP analyses for space allocations
• Coupon redemption controls
• Scanner based payment policy even for DSD
  product categories

3
Database Convergence Potential
Subscriber Database
Hand-Held Sales Data
Market Research
Shopper Profiles
Website Traffic
?
Content Database
Sales Potential
Scanner Database
4
Putting Data To Work

• Activating marketings classic Four Ps with
  scanner data.
• Product
• Placement
• Price
• Promotion

5
Activating The Four Ps

• Match product inventory with shopper profiles and
  historic traffic patterns by account, by store
• Editions Early,Sports Final, Bulldogs, PM
  traffic
• Major stories and zoned content
• Special reports, sections, ad inserts
• Feature sections

6
Activating The Four Ps

• Develop category planograms that maximize
  visibility and sales potentialby channel, major
  account and even by store
• Primary locations rack size, quantity
• Secondary locations size, timing, duration
• Qualitative factors display styles, signage
• Joint promotion locations
• Adjustments based on seasonality, account
  merchandising themes, store characteristics

7
Activating The Four Ps

• Create price/profit optimization models for the
  paper and the channel, account, or store
• Marginal income per unit vs. total net profit
• Sunday vs. variable daily equation
• Special promotional variations
• Special ABC volume decisions (combined editions,
  dropped days)
• Future ABC provisions for 50 rule volume at
  50 or more vs. 25 or less

8
Price/Profit Optimization, contd.

• Merging plans with operational realities
  maximizes yield
• Combining analyses of controllable variables.
• Store size, location, time of day, rack counts,
  signage, positioning within store, shopper
  counts, etc.
• .With uncontrollable distribution variables
• Weather, press off times, headlines, traffic
  conditions, etc.

9
Activating The Four Ps

• Generate strategic marketing and promotion plans
  that leverage characteristics of the channel,
  account and store shopper
• Category management stance to enhance papers and
  stores ultimate gain
• Sales performance-based negotiations for enhanced
  merchandising privileges
• Annual calendar of branding plans, media support,
  and promotional events
• Pre-set reaction plans for breaking news

10
Packaged Goods Product Marketing

• Develop key account strategic plans
• Customize retail marketing solutions reflecting
  comprehensive base of knowledge
• Macro marketplace profiles
• Channel characteristics
• Major account strategies
• Shopper profiles
• Reader profiles
• Media usage characteristics

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Key Account Plans, contd.

• Develop measurable test programs that improve
  sales performance and your value to the customer
• Optimizing merchandising quality
• Targeting who, when, where
• Messaging. what to promote
• Content.special sections
• Building loyalty. improving performance
• Allocating resourcesleverage investment

12
Future Possibilities Abound

• Merge store shopper profiles with readership data
  to adjust product content by account
• Determine next edition draws by location based on
  real-time wireless data transmission from stores
  and website visitors/page views
• Expand delivery force virtual news dealers
  that could fulfill real time remote orders
• Develop customized in-store merchandising
  services as a complimentary revenue stream

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Questions ? Comments ?