Kantar worldpanel Brand Outlook 3 minute summary
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Kantar worldpanel Brand Outlook 3 minute summary

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Brand Outlook is an approach from Kantar Worldpanel to project the sales of every grocery brand in to next year - applying a unique grading system. ...

Brand Outlook is an approach from Kantar Worldpanel to project the sales of every grocery brand in to next year - applying a unique grading system.

For more information please visit: http://www.kantarworldpanel.com/en/Expertise

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Kantar worldpanel Brand Outlook 3 minute summary Presentation Transcript

  • 1. BRAND OUTLOOK PROJECTING FUTURE GROWTH BASED ON CURRENT FOUNDATION PERFORMANCE
  • 2. 0 10 20 30 40 50 60 70 80 90 100 2011 2012 2013 BRAND OUTLOOK 3 CENTRAL CONCEPT Answering the question: “Am I going to grow next year?” Promotions are important to growth but increasing them is not always sustainable… Shifting the foundation of your brand improves your potential for growth by raising the platform for promotions to build upon – the central concept of Brand Outlook BrandFoundationPromotionalNoise Illustrative data only. © Kantar Worldpanel
  • 3. Illustrative data only. © Kantar Worldpanel 5
  • 4. Illustrative data only. © Kantar Worldpanel 6
  • 5. Illustrative data only. © Kantar Worldpanel 7
  • 6. BRAND OUTLOOK 8 CONVEYING ANNUAL GROWTH PROJECTION The Grading System Brand Outlook displays this projected annual growth rate through a consistent cross category grading system; From the Top 5% of all Grocery performers at A* down to the bottom 20% which are graded E A A B C D E TOP 5% 80-95% 60-80% 40-60% 20-40% BOTTOM 20% *
  • 7. Illustrative data only. © Kantar Worldpanel 9
  • 8. Illustrative data only. © Kantar Worldpanel 10
  • 9. Illustrative data only. © Kantar Worldpanel 11
  • 10. Illustrative data only. © Kantar Worldpanel 12
  • 11. 0 500 1000 1500 2000 2500 3000 BRAND OUTLOOK Illustrative data only. © Kantar Worldpanel 13 ACKNOWLEDGING PROMOTIONAL VARIABILITY But promotions can vary Brand Outlook applies average promotional uplifts to determine the growth grades, but as promotions can vary, obtaining this average outcome in the future is easier said than done… June 12 – June 13 Average RegularShortTerm
  • 12. Average ConsJune 12 – June 13 BRAND OUTLOOK Illustrative data only. © Kantar Worldpanel 14 ACKNOWLEDGING PROMOTIONAL VARIABILITY But promotions can vary RegularShortTerm As in reality this average is taken from …consistent promotional performance last year… 0 500 1000 1500 2000 2500 3000
  • 13. Average Consistent Vari BRAND OUTLOOK Illustrative data only. © Kantar Worldpanel 15 ACKNOWLEDGING PROMOTIONAL VARIABILITY But promotions can vary RegularShortTerm …variable promotional performance last year... 0 500 1000 1500 2000 2500 3000
  • 14. Average Consistent Variable Inconsiste BRAND OUTLOOK Illustrative data only. © Kantar Worldpanel 16 ACKNOWLEDGING PROMOTIONAL VARIABILITY But promotions can vary RegularShortTerm … or inconsistent promotional performance last year. These 3 levels of promotional variability are represented by the numbers 1, 2 and 3 1 2 3 0 500 1000 1500 2000 2500 3000
  • 15. BRAND OUTLOOK 17 COMPLETING THE BRAND OUTLOOK Projecting Growth with Variability Applying the same promotional outcome as last year, to the latest foundation behaviour gives us a grade, in this case A*… Means Growth Projection matches the top 5% of Grocery Brand’s growth projections… …and historical promotions suggest less scope for variance around this projection (as average promotional outcome is a fair assumption) …and historical promotions suggest some scope for variance around this projection …and historical promotions suggest more scope for variance around this projection (as average promotional outcome is less likely) A* A1 * A2 * A3 *
  • 16. © Kantar Worldpanel© Kantar Worldpanel Projecting future growth based on current foundation performance BRAND OUTLOOK http://www.kantarworldpanel.com/en/Expertise For further information please visit: