Shopper Marketing : Turning Shoppers into Buyers

13-15 November, 2014
Ahmedabad, India

Programme Director

Dr. Mini Mathur
Insights are the game-changers of Marketing. ‘Shopper Marketing’ is way beyond in-store promotions. It is a philosophy that helps in the long term development and health of the brand. It is that element of the marketing mix which no brand can do without.  Through Shopper Marketing, brands are targeting the same people inside the store, whom they were focusing on, through other forms of communication outside.
Along the entire path-to-purchase process, at the first moment of truth, manufacturers in collaboration with retailers strive to influence consumers “in shopping mode” Marketing activities designed for creating a differentiation at this point, while competing with other brands face to face, are referred to as “shopper marketing”. Retailers and manufacturers regard shopper marketing as a priority (GMA 2009). Traditionally, shopper marketing research has emphasised the fact that around two-thirds of consumer decisions are taken in-store: hence the relevance of investing in in-store marketing levers; some authors however stress one lever above the others (POPAI 2012).


The key objective of the MDP on “Shopper Marketing :Turning Shoppers into Buyers”
is to develop a strategic thinking and approach amongst its participants, through numerous activities and brainstorming sessions. This MDP would facilitate learning of concepts involved in Shopper Marketing, i.e, generating insights, integrating out-of-the-store and in-store communications and so on.


Shopper Marketing is applied to a particular channel of a brand. It is considered as a discipline, enabling insight-generation for the shopping of a particular category. Thus it becomes important to understand the shopper in their shopping environment. Shopper Marketing is considered as an approach, which comes with the experience of shopper understanding.


Professionals working at senior and middle level management positions, in the area of marketing, branding, advertising agencies or retail.


A three-day intensive programme in which learning will be through lectures, presentation-led case studies, discussions, store-visits as live cases, group exercises and brain-storming sessions.  The programme focuses on:

  • Essentials of Shopper Marketing and Retail

  • Shopper Behaviour – understanding the complex decisions

  • Trip types and Shopper types

  • Shopping currencies

  • Insights to Action

  • Measuring Effectiveness

  • Shopper Marketing Process

Learning objectives

Participants of this MDP would be able to:

  • Understand and identify the importance of shopper marketing and the appropriate categories it should be used in

  • Develop abilities to compare and contrast various tools and techniques used in shopper marketing

  • Develop an implementation plan and manage it effectively, within the given resources

  • Reinforce their knowledge and understanding by exploring ideas, individually and in groups


This MDP on ‘Shopper Marketing’ will include numerous activities, including presentation led discussions, case-based discussions, participatory exercises involving a lot of brainstorming and generating insights, thus enabling the participants, to ‘learn by doing’.

Programme Director

Dr. Mini Mathur                                                                                                                                                                        
Dr. Mini Mathur, Associate Professor at MICA, has a rich experience in academics, industry and consulting, spanning across 15 years. She has worked in the industry for three years in the areas of marketing and business development. Her teaching interests include Marketing Management, Retail and Shopper Marketing and sales &Distribution Management.
Dr. Mini Mathur’s research interests range from retail management to shopper marketing, shopper behaviour and visual communications. She has conducted numerous workshops and in-house company programmes in these areas. She has also co-authored a book on ‘Retail Management; A Strategic Approach’ with Berman and Evans. She has travelled extensively in India and abroad on a unique pedagogy -  ‘Retail Yatra’, to observe retailers and generate insights. She has been a trainer to retailers such as Trent Retail, Hypercity, Crosswords, Ahmedabad Central, Fun Republic, Jade Blue and Sales India Ltd., amongst many others.
She can be reached at [email protected].


All participants of the MDP on “Shopper Marketing :Turning Shoppers into Buyers” will be awarded with a MICA MDP certificate for successful completion of the programme.


13- 15 November, 2014


Ahmedabad – 380 058 (India)


For Indian Participants
Rs. 30,000/- per participant for the residential MDP.
Please add 12.36% towards Service Tax.

For International Participants
US$ 1,250/- per participant for the residential MDP.
Please add 12.36% towards Service Tax.

  • The fee includes the programme fee (including programme delivery and course material) as well as full board and air-conditioned single room accommodation at the MICA MDP Centre.

  • Payment should be made by Demand Draft payable at Ahmedabad, India or a Pan-India Company Cheque in favour of MICA.

  • Payment can be transferred electronically to MICA’s savings account (00491000064062) at Bodakdev, Ahmedabad branch (0049) of HDFC Bank Ltd.


If you remit the fee electronically, please include Name of Remitter (The name of the sponsoring organisation) and Purpose of Remittance i.e. MDP on “Shopper Marketing :Turning Shoppers into Buyers” in the payment details.

Please send us the remittance details attaching the original payment slip along with the MDP nomination form, to enable us to easily identify your payment sent by electronic transfer.

MICA’s Service Tax Number: AAAT M2168DSD001

The last date of accepting nominations is Saturday, 8 November, 2014.

We recommend that you send in your nominations early. If, for whatever reason, you cancel it, we will refund the fee provided we get your written request for cancellation at least 15 days ahead of the programme commencement date. In case the nominated person does not attend; the sponsoring company can nominate another person to attend the programme with prior intimation.


Early Bird Discount: Nominations received with payment on or before Monday, 13 October, 2014, will be entitled for an early bird discount of 10%.
Group Discount: MICA extends a discount of 10% for a group of 4 or more participants attending this MDP together as a team, from the same organisation.
Combine the Two: Organisations, with nominations and payment received on or before Monday, 13 October, 2014, can avail of both the discounts subject to a maximum overall discount of 15%.


Early Bird Offer Closes: Monday, 13 October, 2014.
Last Date For Nomination: Saturday, 8 November, 2014


MDP Centre,
Ahmedabad – 380 058 (India)
Phone: +91 2717 308250
Fax: +91 2717 308349
E-mail: [email protected]

Should you need any further information on MDPs at MICA, please contact:
For Open MDPs: Hardip Chandnani, Senior Marketing Executive at: +91 9586859700

For Customised or In-company Programmes: Narayanan K Nair, Senior Manager at +91 9724447196

Click here to download Brochure

Click here to download Nomination Form