This post was written by Megan Schuelke – May 2011 graduate.
Last week I had the fortune to go to lunch with a very impressive Tippie Alumni, Gonca Paul. Gonca came to Iowa City to present to our Marketing Academy about “Emerging Trends in Shopper Insights”. It was a very informative and engaging presentation and one that is of particular interest to me since I will soon be in a Shopper Marketing role at ConAgra Foods.
Gonca is currently Sr. Manager of Shopper Marketing at Johnson and Johnson Consumer Company. In her shopper marketing role she has delivered very impressive results by focusing on consumer insights. These consumer insights lead to a shopper program agreed upon by both J&J and Walgreens. For example, a key insight for consumers buying cold medicine is that consumers are confused and do not know which medication to purchase. This insight resulted in a campaign to make the aisle easier to navigate. Insights, collaboration and programs like these increase sales for both Walgreens and J&J benefiting both companies.
We also had a hot topic discussion with Gonca about Quick Response Codes and the role they have in Shopper Marketing. Do you scan Quick Response Codes? Could they possibly change the way consumers shop? We will have to wait and see but I can tell you for sure Gonca is going to help J&J navigate through these changes in consumer behavior with strong results. Overall it was a very stimulating discussion and very impressive alum.