Missions

& Shopping Occasions

Trade Marketing and Category
Management

David M. Moreno V.
MISSIONS & SHOPPING OCCASIONS

We need it We want it

Why do we buy things?

SHOPPING TRIP

MISSIONS OCCASIONS
MISSIONS
MISSION
GOAL / PURPOSE
CONSUMER NEEDS SHOPPER NEEDS
Breakfast Within my budget
NOT ONE, BUT MULTIPLE

A shopper’s
Medicine decisions on where
to shop and what A place with pharmacy
to buy will be
made on the basis
Beer for weekend party of the best way of
meeting these After 9pm because an appointment
combined needs.

Is the combined goal required to satisfy

both consumption and shopper needs.
OCCASIONS
What if there isn’t a clear consumption need/wish?

•  Not clear defined mission

OCCASIONS •  Unspecified consumption need
•  Sometimes there is no desire to buy anything at all

Within each shopping occasion the driver is not a consumption need: it is primarily
driven by the needs of the shopper: to pass time, to have fun, to hang out with friends.
KANTAR MISSIONS CLASSIFICATION
HOW MANY SHOPPING TRIPS WE DO IN A YEAR? 288

HOW MANY POS WE VISITED IN A YEAR? 14

EACH TRIP HAS A DIFFERENT MOTIVATION

WHY? •  What do we buy? • 

•  How much we buy? • 
How much we spend?
Where do we buy? (channel)

4 TYPES OF SHOPPING MISSIONS

1. PANTRY 2. REPLENISHMENT 3. CLOSENESS 4. IMMEDIATE CONSUMPTION

KANTAR MISSION CLASSIFICATION

1. PANTRY
Strong A home do it in average
purchases that 14 times per year
every home do, And 14 products each
at least once a time (highest amount)
month.

It has the highest Home and personal

tickets, and care are the main
expenditure per type of products
opportunity

8 of 10 homes
Normally done on do this kind of
weekends trips
KANTAR MISSION CLASSIFICATION

2. REPLENISHMENT
We all do this kind of trips
Second
44 times per year (almost
highest
once a week).
ticket

We buy an average
of 5 products on
each time.

Dairy products, Saturdays or

home and personal sundays are the
care. days usually taken
KANTAR MISSION CLASSIFICATION

3. CLOSENESS
We do it Traditional
145 times channel
per year

We use 10 Less than 3

channels in this products on
kind of trips each time

Mainly Mainly on
Food weekdays
KANTAR MISSION CLASSIFICATION

4. IMMEDIATE CONSUMPTION
We do it 195
times per year Lowest
(every 2 days) tickets

Maximum

MAX
2 products Food and
on each beverage
time

Mondays,
Traditional Tuesdays and
stores Fridays
What does this mean for marketers?
Shopping Mission:
If we understand the consumption need, and we understand the shopper
needs: then, the store and the brand, which meets both of these needs
best will win.

Shopping Occasion:
This needs to be created, or at least the shopper needs to be reminded of
a latent need, and the opportunity to fulfill it right now.

Every shopper is different, every shopping trip is different. Whether there

is a clear shopper mission, or whether it is just a shopping occasion, there
is a purchase opportunity to be had.