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TMKU Competitive
 

TMKU Competitive

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Analyzing the Competitive Landscape for Brands

Analyzing the Competitive Landscape for Brands

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    TMKU Competitive TMKU Competitive Presentation Transcript

    • 1 IT’S COMPETITIVE, Y’ALL (THIS IS WAAAAAAAY BETTER THAN CAROLYN’S DECK) Tuesday, November 5, 13
    • AGENDA WHAT IS COMPETITIVE? WHY DO WE LOOK AT IT? WHAT DOES IT LOOK LIKE? HOW DO WE ANALYZE IT? SAMPLE 2 Tuesday, November 5, 13
    • WHAT IS COMPETITIVE? 3 Tuesday, November 5, 13
    • SCOUTING NEXT WEEK’S BASKETBALL RIVALS 4 Tuesday, November 5, 13
    • WEARING THE NEW PINK TIGHTS YOU BOTH BOUGHT BEFORE SHE DOES 5 Tuesday, November 5, 13
    • IT CAN BE SUPER BROAD 6 Tuesday, November 5, 13
    • IT CAN SPAN VARIOUS SUB CATEGORIES Wellness Sexy Performance Digital 7 Tuesday, November 5, 13
    • COMPETITION PERVADES POP CULTURE 8 Tuesday, November 5, 13
    • WHY DO WE LOOK AT IT? 9 Tuesday, November 5, 13
    • WE CAN WIN THE FIGHT IF WE KNOW MORE ABOUT THE PLAYING FIELD, PLAYERS AND CONDITIONS THAN OUR OPPONENTS 10 Tuesday, November 5, 13
    • BECAUSE WE CAN’T ALWAYS BE THE BIGGEST 11 Tuesday, November 5, 13
    • TO REITERATE WITH SOMETHING MR PISCITELLI TOUGHT ME, THERE ARE THREE “S”ES OF FIGHTING 1.SMART 2.SPEED 3.STRENGTH 12 Tuesday, November 5, 13
    • AND SMART ALWAYS WINS... 13 Tuesday, November 5, 13
    • AND SMART ALWAYS WINS... 13 Tuesday, November 5, 13
    • WHAT DOES IT LOOK LIKE? 14 Tuesday, November 5, 13
    • WE HAVE VARIOUS TOOLS HERE TO MEASURE COMPETITIVE IMS  -­‐   CLEAR   DECISIONS SYSMOS COMSCORE KANTAR   MEDIA 15 Tuesday, November 5, 13
    • IMS-CLEAR DECISIONS SITES ORDERED FROM IN LAST 12 Mos Sephora.com Bluefly.com Drugstore.com Dillards.com HomeDepot.com BestBuy.com Gap.com Priceline.com CVS.com Sears.com EdibleArrangements.com Overstock.com HP.com BathandBodyWorks.com Kmart.com Orbitz.com Costco.com Target.com Zappos.com Walmart.com iTunes.com (Apple Store) ToysRUs.com Unwgt (000s) 35 13 22 7 15 49 51 34 11 26 28 83 6 28 16 43 19 104 51 103 152 61 341 80 220 108 181 725 445 451 97 284 168 854 38 390 171 436 161 1080 422 1262 1729 585 Vert% * * * * * * * * * * * * * * * Horz% Index 2.39 0.56 1.54 0.76 1.27 5.08 3.12 3.16 0.68 1.99 1.18 5.98 0.27 2.73 1.2 3.05 1.13 7.56 2.95 8.84 12.11 4.1 78.57 70.8 66.67 64.29 62.63 56.91 55.01 54.8 53.3 52.89 50.76 49.85 45.24 44.83 44.19 44.13 43.87 43.83 43.82 43.15 42.06 41.26 192 173 162 157 153 139 134 134 130 129 124 122 110 109 108 108 107 107 107 105 103 101 16 Tuesday, November 5, 13
    • KANTAR MEDIA 17 Tuesday, November 5, 13
    • SYSMOS - SOCIAL LISTENING 18 Tuesday, November 5, 13
    • COMSCORE - ONLINE COMPETITIVE Ad Metrix Advertiser Geography : Location : Time Period : Advertiser : Publisher : Date : United States All Locations Oct-2010,Nov-2010,Dec-2010 [a2] Remington Publisher Sites [Undup.] 2/23/2011 ©2011 comScore, Inc [a2] Remington Publisher Total Display Ad Estimated Impressions Spending ($ 000) (000) 1 [P](u) 2 [P] [M] Total Internet Publisher Sites ESPN North American Membership Group, Inc HUNTINGCLUB.COM Share of Publisher Ad Impressions 7,192 50 0.0 2,277 924 922 19 3 3 0.0 8.2 21.4 Media Metrix 2.0 Legend [P] Property [M] Media Title [C] Channel [S] Subchannel [G] Group [SG] Subgroup [E] Custom Entity [N] Ad Network [A#] Alternate Rollup [X1] Extended Network (U) Fully Unified - Used to identify entities that are measured and reported completely based on Panel-Centric Unified (Panel + Census) measurement. (u) Partially Unified - Used to identify entities with at least one child entity that is Fully Unified, but not all. w/History Trend combines media previously reported under different parent and/or different level. * Indicates that the entity has assigned traffic to certain pages in the domain to other entities ** Indicates that the entity is an advertising network. (v) Indicates that the advertising network has been verified by comScore. ... Indicates data used fell below minimum reporting standards and/or data not available. N/A Indicates data is not available in the data set for reporting for the specified time period. # Caution - small base may result in unstable projection. ## Directional purposes only - base too unstable for reliable projection. Details on minimum reporting standards are located at: http://mymetrix.comscore.com/mmx/definitions_minreportingstandards.asp 19 Tuesday, November 5, 13
    • FACEBOOK 20 Tuesday, November 5, 13
    • WEBSITE 21 Tuesday, November 5, 13
    • TWITTER 22 Tuesday, November 5, 13
    • HOW DO WE ANALYZE IT? 23 Tuesday, November 5, 13
    • STEP 1 CHECK THE NUMBERS QUICK CHECKS: 1. DO THEY LOOK RIGHT? 2. IS MY BRAND’S SPEND / DATA CLOSE TO ACTUAL 3. HAVE I GIVEN THEM THE RIGHT CONTEXT - % CHANGE YOY - SO$ / SOV / % OF MIX - MAKE THEM LOOK NICE 24 Tuesday, November 5, 13
    • STEP 2 MAKING THE CHARTS PRESENT THE DATA IN AN EASY TO FOLLOW MANNER - OFTEN THE MOST BASIC WAY IS THE BEST LOOKING GOOD IS HALF THE BATTLE, SO MAKE SURE THEY ARE PRETTY KEEP CONSISTENT IN THE WAY YOU SHOW THINGS (E.G. ALL SO$ SHOULD BE PIE CHARTS) 25 Tuesday, November 5, 13
    • STEP 3 ANALYZING THE DATA MINING FOR INSIGHTS IS THE MOST IMPORTANT PART OF COMPETITIVE CLIENTS CAN READ THE NUMBERS THEMSELVES, SO DON’T REGURGITATE THE DATA YOU SHOULD MAKE TOP LEVEL OBSERVATIONS ON A CATEGORY, THEN DRILL DOWN TO MORE SPECIFICS ALWAYS TIE THE OBSERVATIONS / INSIGHTS DIRECTLY TO THE CLIENT - TELL THEM WHAT IT MEANS TO THEM AND WHY THEY CARE 26 Tuesday, November 5, 13
    • STEP 4 GOING BEYOND THE TOOLS THE TOOLS DON’T ALWAYS MEASURE DIGITAL, OOH OR NEW MEDIA ACCURATELY, IF AT ALL - GO BEYOND WHAT IS MEASURED: - CHECK OUT THEIR SOCIAL MEDIA (FB, TWITTER, YOUTUBE, ETC...) - CHECK THE TRADES TO ADD CONTEXT TO WHAT YOU CAN SEE, AND TO FILL IN THE GAPS OF WHAT YOU CAN’T SEE - KEEP AN EYE PEELED (VS HOLIDAY COMPETITIVE) 27 Tuesday, November 5, 13
    • SAMPLE 28 Tuesday, November 5, 13
    • Give Back Brands Full Year 2010 Competitive Analysis Tuesday, November 5, 13
    • Agenda • Overall Competitive Findings • Macro Category Analysis – Category Spending Trend – 2010 Share of Voice – Media Overview – Seasonality 30 Tuesday, November 5, 13
    • Competitors Fragrance • • • • • • • • • • Calvin Klein Euphoria Chanel Coco Mademoiselle Chanel No 5 Clinique Happy Dolce & Gabbana Light Blue Donna Karan Cashmere Mist Estee Lauder Beautiful Estee Lauder Pleasures Juicy Couture Viva La Juicy Thierry Mugler Angel Note: GBB Not included in category spending 31 Tuesday, November 5, 13
    • Methodology • Data source: Stradegy (TNS Media Intelligence) • Analysis focuses on media spend among top fragrance brands Notes: • TNS reports measured media only. Examples of media not measured in TNS include events, Guerilla OOH, PR efforts, local publications, social media efforts, and smaller online sites and cable networks • Property rebrandings and media re-classifications can cause variances in data from year to year 32 Tuesday, November 5, 13
    • Top Category Findings • FINDING: Magazines comprised more than 60% of total media spend across all competitors – All brands focused on standard beauty/fashion books as well as general women’s interest • FINDING: The category is dominated by three key brands – Calvin Klein, Chanel and Dolce & Gabbana account for 53% of category share of spend • FINDING: Spend across all competitors typically sees a spike during May and December – Brands are taking advantage of key shopping opportunities during Mother’s Day and the winter holiday season • FINDING: Brands focused majority of TV spend on Prime, with the majority of spend aligned with key gift giving holidays. 33 Tuesday, November 5, 13
    • 2010 Competitive Share of Spend Compe&tors   Calvin  Klein  Euphoria Dolce  &  Gabbana  Light  Blue Chanel  No  5 Chanel  Coco  Mademoiselle Estee  Lauder  Beau?ful Estee  Lauder  Pleasures Donna  Karan  Cashmere  Mist Juicy  Couture  Viva  La  Juicy Thierry  Mugler  Angel Clinique  Happy Total   Gross  Spend  $(000) $15,622   $15,337   $14,623   $13,130   $8,886   $6,021   $5,762   $4,088   $2,203   $0   $85,672   %    Spend Rank   18% 1 18% 2 17% 3 15% 4 10% 5 7% 6 7% 7 5% 8 3% 9 0% 10 100%   • The top four competitors make up 68.5% of all spending – – Calvin Klein leads market share and accounts for 18.2% of share of spend No reported spend for Clinique Happy Source: TNS Media Intelligence 2010, Note all figures (000)s. 34 Tuesday, November 5, 13
    • Overall Category Media Mix • Magazine spend continues to dominate the media landscape Source: TNS Media Intelligence 2010, Note all figures (000)s. 35 Tuesday, November 5, 13
    • Media Mix by Brand • Across all competitors, magazines was the most used media in 2010 Source: TNS Media Intelligence 2010, Note all figures (000)s. 36 Tuesday, November 5, 13
    • Category: Media Seasonality Holliday Mother’s Day Black Friday Valentine’s Day • Spend was consistent throughout the year with relative spikes in February, May, November, and December aligning with major gift giving holidays Source: TNS Media Intelligence 2010, Note all figures (000)s. 37 Tuesday, November 5, 13
    • Category: TV Daypart Mix – Network and Cable • 51% of all TV spend was in Prime Source: TNS Media Intelligence 2010, Note all figures (000)s. 38 Tuesday, November 5, 13
    • Category: TV Seasonality Holiday Mother’s Day Source: TNS Media Intelligence 2010, Note all figures (000)s. 39 Tuesday, November 5, 13
    • Deep Dive by Competitor 40 Tuesday, November 5, 13
    • Calvin Klein Euphoria 41 Tuesday, November 5, 13
    • Calvin Klein Euphoria - Total Media Spend - $15,622M • Majority of CK Euphoria 2010 spend was in magazines ($10,422M) • Highest media spend experienced in Nov/Dec during peak holiday season, followed by May (Mother’s Day) and September (Back to School) • Highest percentage of TV spend was in Cable Source: TNS Media Intelligence 2010, Note all figures (000)s. 42 Tuesday, November 5, 13
    • Calvin Klein Euphoria - Print Spend Title   ALLURE COSMOPOLITAN DETAILS ELLE ESPN  MAGAZINE ESSENCE GLAMOUR GQ HARPER'S  BAZAAR HEALTH IN  STYLE LATINA LUCKY MAXIM OUT PEOPLE PEOPLE  EN  ESPANOL PEOPLE  STYLE  WATCH REDBOOK SHAPE  MAGAZINE SIEMPRE  MUJER SPORTS  ILLUSTRATED US  WEEKLY VOGUE MARIE  CLAIRE  EN   ESPANOL Total   #  Of  Inser&ons   3 4 2 2 3 2 2 2 1 3 2 3 2 2 1 2 2 1 1 2 1 1 2 4 Spend   $588 $1,381 $241 $356 $963 $259 $401 $287 $116 $479 $487 $140 $398 $660 $36 $550 $231 $69 $153 $572 $50 $353 $381 $1,267 %  Of   Spend   6% 13% 2% 3% 9% 2% 4% 3% 1% 5% 5% 1% 4% 6% 0% 5% 2% 1% 1% 5% 0% 3% 4% 12% 2 52 $7 $10,422 0% 100% • Though majority of print spend was focused on female-focused publications, approximately 14% of total print spend was put towards men’s books • Ads in men’s books were a mix of men’s fragrance only as well as joint ads. Source: TNS Media Intelligence 2010, Note all figures (000)s. 43 Tuesday, November 5, 13
    • Calvin Klein Euphoria - TV Spend   Cable  TV 15 30 Network  TV 15 Spot  TV 15 30 Syndica&on 15 Total Spend   $3,987 $2,950 $1,037 $596 $596 $600 $468 $132 $23 $23 $5,205 Units 3105 2613 492 15 15 1408 1272 136 2 2 4530 Unit  % 69% 58% 11% 0% 0% 31% 28% 3% 0% 0% 100% GRPs 1142.9 962.5 180.4 51.6 51.6 45 40.8 4.2 3.5 3.5 1243 • Daypart Mix: 41% of overall TV spend was in Prime • Network Selection: Focused on entertainment (E!, VH1) and female-skewed (Lifetime, ABC) programming • Unit Mix: 86% :15s, 14% :30s Source: TNS Media Intelligence 2010, Note all figures (000)s. 44 Tuesday, November 5, 13