Case Study: CPG and Retailer – Collaborative Shopper Marketing Plan

Case Study: CPG and Retailer – Collaborative Shopper Marketing Plan

Client Description

North American Drug retailer and leading CPG manufacturer


Both companies recognized the untapped potential of Shopper Marketing and how this approach could ‘unlock’ new growth opportunities for both companies. Past efforts in this area were underwhelming and not strategically aligned, resulting in less effective plans. There was a joint desire to collaborate and jointly work toward common shopper solutions


To collaborate on a joint retailer–cpg shopper marketing plan that identified mutually attractive target shoppers, and built an innovative business plan to meet their needs and drive both business KPI’s.

TPG Approach

Using TPG’s ‘3D’ methodology and tools, a strategic plan was developed with aligned objectives built from a deep understanding of target shopper behaviors and needs. From this, a a multi-faceted ’360’ degree marketing program was developed and implemented with clear ROI targets.


Business results met and exceeded expectations. Further, both companies recognized how this effort laid the foundation for a deeper multi-functional business relationship and gained the appreciation for how they can continue to collaborate in effectively providing their common shoppers a differentiated shopping experience.

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