MANILA: Publicis has spearheaded a proprietary two-pronged approach to investigate shopper insights and marketing.
The shopper marketing study found that up to 60 per cent of consumers shop at neighborhood sari-sari (variety) stores and on a day-to-day basis, due to limited spending power. The middle class, or 40 per cent of consumers, patronise one-stop malls for the bulk of their purchases.
The shopper insights component, meanwhile, was conducted by Publicis planning director Marichit Garcia's team, which immersed itself with consumer households to observe purchase and consumption habits. Publicis MD Paolo Mercado said insight from the study triggered the reformulation of Nestea with vitamin C, to strengthen its appeal among consumers.
