ECCT Marketing Club Lunch 

Finding New Shoppers - How Brands Grow in Competitive and Dynamic Times

Guest Speaker

Marcy Kou, CEO, Kantar Worldpanel Asia

12:00 – 14:00, Wednesday, 24 October 2018

Venue: Shangri-La's Far Eastern Plaza Hotel, 3F Premier Room / 台北遠東飯店3F九如十全廳

Address: 201 Tun Hwa South Road, Section 2, Taipei /台北市敦化南路二段201號

In the increasingly competitive and dynamic consumer markets, “Finding New Shoppers” is the roadmap to brand growth. At this event, our speaker will share a number of inspiring stories of how brands pull on the “five levers of growth” to drive incrementality and win at the critical moment of truth”. Her observations will provide unrivalled insight on market changes and future growth prospects to help marketers, retailers and manufacturers reflect on the success of their brands.

Drawing on Kantar Worldpanel’s annual Brand Footprint Report, our speaker will present the context of global and Taiwan consumer market trends, looking specifically at these topics:

• “The moment of truth” CRP (Consumer Reach Point) measurement.
• Examples of the five levers of growth, ie how brands win over extra buyers from more targets, more presence, more moments, more categories, and through new needs.
• Finding new shoppers, i.e. how to win over extra shoppers through innovation, new retail and moment marketing.

For six consecutive years, Brand Footprint has been the leading study of the most chosen and fastest-growing global FMCG brands, an essential guide to the trends affecting the FMCG landscape, the global and local factors that have created challenges for manufacturers, and the opportunities for growth that lie in wait. It is based on research from 73% of the global population; a total of one billion households in 43 countries across five continents, covering 75% of the global GDP. As part of the study, Kantar Worldpanel tracks more than 18,000 brands across beverages, food, dairy, health and beauty and homecare.      

About the speaker

Marcy Kou is the CEO of Kantar Worldpanel Asia. She began her career in the syndicated research profession in 1992. As a true pioneer in Asia, she helped set up the first consumer panel in Asia, and the coverage quickly expanded to eight countries across Asia, including Taiwan, China, Korea, Vietnam, Malaysia, Philippines, Thailand and Indonesia.

As the data investment management arm of WPP group, Kantar Worldpanel is now a leading solution provider in behaviour-based shopping & consumption trends in every market.

Cost per member: NT$ 1,400; member's guest: NT$2,000