Pro Display - GMA/Deloitte Report

GMA/Deloitte Report 

In 2007, the Grocery Manufacturers Association (GMA) along with Deloitte conducted a survey among U.S. advertisers: FMCG manufacturers, owners of chain stores, small shops and consumers.

The most important indicator for the authors of the report was return on investment (ROI) in various elements of the marketing mix. Due to the fact that the authors were unable to obtain specific information from the manufacturers and store owners, they decided to conduct a comparative survey. They asked 74 manufacturers and 14 chain-store retailers to identify 4 marketing mix elements, which bring the largest increase in invested capital. The results are presented on the following charts:

Chart 1: Marketing mix elements that generate the highest return on investment (ROI) according to FMCG manufacturers. The graph shows the percentage of respondents who placed the tool in the top four activities that generate the highest ROI. Sample size: n = 74

[Source: The 2008 GMA/Deloitte Shopper Marketing study, p.3]

Chart 2: Marketing mix elements that generate the highest return on investment (ROI) according to retail chains representatives. The graph shows the percentage of respondents who placed the tool in the top four activities that generate the highest ROI. Sample size: n = 14

[Source: The 2008 GMA/Deloitte Shopper Marketing study, p.3]

SUMMARY:

19% of all respondents among manufacturers and half of the retail chains representatives indicated in‑store activities as generating the highest return on invested capital.

 

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