GET YOUR SLICE
OF A BIGGER PIE
STEP-CHANGING
CATEGORY GROWTH
THROUGH “INTEGRATED
MARKETING” – AND
WINNING BIG IN MARKET
© ...
KEY CONCEPTS OF TODAY’S PRESENTATION
© Kantar Retail 2010
Q|ST|CF|L|(lk)
2
–Share Steal or Category Growth?
 Real Growth ...
DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE
MORE ROOM FOR GROWTH?
Laundry Additives : is
there one in every...
MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL,
EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION…
Categor...
Category
Manuf.
Share
GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND
WHOEVER LEADS THE GROWTH WILL TAKE THE...
WHO IS GROWING THE CATEGORY SUCCESSFULLY TODAY?
© Kantar Retail 2010
Q|ST|CF|L|(lk)
6
Coca-Cola Europe : key strategy is
t...
THE ENEMIES OF CATEGORY GROWTH
© Kantar Retail 2010
Q|ST|CF|L|(lk)
7
Innovation designed to outperform
the competitor, not...
AND IF YOU DON’T BELIEVE ME ON THE PROMOTIONS...
© Kantar Retail 2010
Q|ST|CF|L|(lk)
8
£-
£50,000
£100,000
£150,000
£200,0...
INTEGRATED MARKETING™
WHAT IS IT ABOUT:
FROM: a BRAND
only view
TO: CATEGORY &
BRAND view
WHAT’S THE BIG IDEA?
© Kantar Retail 2010
Q|ST|CF|L|(lk)
10
Having an Integrated set of
Consumer AND Shopper
strategies su...
SO WHAT SHOULD WE DO?
© Kantar Retail 2010
Q|ST|CF|L|(lk)
11
– Link Consumption / Usage to Purchase opportunities
– Have a...
WATCH THIS VIDEO AND THINK ABOUT HOW THE CHANGE IN
APPROACH TO THE PURCHASING ENVIRONMENT IN CONFECTIONERY
COULD STIMULATE...
A CLEAR SET OF DRIVERS SHAPE THE GROWTH AGENDA FOR A
CATEGORY – WITH ACTIVATION AGAINST CONSUMER, SHOPPER
AND RETAILER.
© ...
© Glendinning Management Consultants 2008
Q|CM|LTM|GOTM004 (SH-dh)
14
STRATEGIC PLATFORMS ARE THE “CREATIVE SPRINGBOARDS” ...
HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED
IN A STORE ENVIRONMENT
15
5 QUESTIONS TO ASK YOURSELF...
16
 Does the category you’re working on have room for consumption growth?
 Are you invest...
TANGIBLE
Not theoretical
Not over engineered
Not a pure external view
Gets embedded
Clear metrics
TRANSFORMATION
Drive Pra...
© Kantar Retail insert year
doc ref
18
© 2011.Kantar Retail. No part of these materials may be used,
reproduced or adapted...
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  • Q|ST|CF|L|GOTM004|(SH-lk)
  • Q|ST|CF|L|GOTM004|(SH-lk)
  • 3
  • 4
  • 5
  • Q|ST|CF|L|GOTM004|(SH-lk)
  • Q|ST|CF|L|GOTM004|(SH-lk)
  • Q|ST|CF|L|GOTM004|(SH-lk)
  • K|SH|Lorna|(SH-lk)
  • Q|ST|CF|L|GOTM004|(SH-lk)
  • Q|ST|CF|L|GOTM004|(SH-lk)
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  • Glendinning Management Consultants 2008
  • © Kantar Retail insert year
  • ECR demand Kantar_category_segmentation

    1. 1. GET YOUR SLICE OF A BIGGER PIE STEP-CHANGING CATEGORY GROWTH THROUGH “INTEGRATED MARKETING” – AND WINNING BIG IN MARKET © Kantar Retail 2010 1 Q|ST|CF|L|(lk)
    2. 2. KEY CONCEPTS OF TODAY’S PRESENTATION © Kantar Retail 2010 Q|ST|CF|L|(lk) 2 –Share Steal or Category Growth?  Real Growth building from Behaviour Change –Benefits of an Integrated Marketing Approach  Putting the Shopper at the Centre  Thinking Win-Win – Manufacturer & Retailer
    3. 3. DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE MORE ROOM FOR GROWTH? Laundry Additives : is there one in every washload? Alcoholic drinks : are people drinking as much as they might be? Confectionery : are people reminded of all the occasions they can consume?
    4. 4. MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL, EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION… Category Manuf. Share Share Steal
    5. 5. Category Manuf. Share GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND WHOEVER LEADS THE GROWTH WILL TAKE THE LION’S SHARE…
    6. 6. WHO IS GROWING THE CATEGORY SUCCESSFULLY TODAY? © Kantar Retail 2010 Q|ST|CF|L|(lk) 6 Coca-Cola Europe : key strategy is to drive consumption with meals, to replace water. Danone UK : new products to expand yoghurt consumption in breakfast occasion P&G USA : bringing air- freshening to a wide range of places and occasions
    7. 7. THE ENEMIES OF CATEGORY GROWTH © Kantar Retail 2010 Q|ST|CF|L|(lk) 7 Innovation designed to outperform the competitor, not win new usage. Communication focused on brand benefit only, and talking to existing category consumers Non-strategic promotions rewarding deal-hunters and not driving behaviour change
    8. 8. AND IF YOU DON’T BELIEVE ME ON THE PROMOTIONS... © Kantar Retail 2010 Q|ST|CF|L|(lk) 8 £- £50,000 £100,000 £150,000 £200,000 £250,000 Loyal Repertiore Pantry Loader Deal Seeker 2 for £1.60 BOGOF BOGOF Rewarding the Deal Buyers….
    9. 9. INTEGRATED MARKETING™ WHAT IS IT ABOUT: FROM: a BRAND only view TO: CATEGORY & BRAND view
    10. 10. WHAT’S THE BIG IDEA? © Kantar Retail 2010 Q|ST|CF|L|(lk) 10 Having an Integrated set of Consumer AND Shopper strategies supported by linked activation plans
    11. 11. SO WHAT SHOULD WE DO? © Kantar Retail 2010 Q|ST|CF|L|(lk) 11 – Link Consumption / Usage to Purchase opportunities – Have an Integrated Sales and Marketing response to attacking these opportunities through all appropriate touch points – Engage Customers in a shared Vision for the Category
    12. 12. WATCH THIS VIDEO AND THINK ABOUT HOW THE CHANGE IN APPROACH TO THE PURCHASING ENVIRONMENT IN CONFECTIONERY COULD STIMULATE NEW CONSUMPTION... 12 Confectionery Video
    13. 13. A CLEAR SET OF DRIVERS SHAPE THE GROWTH AGENDA FOR A CATEGORY – WITH ACTIVATION AGAINST CONSUMER, SHOPPER AND RETAILER. © Kantar Retail 2010 Q|ST|CF|L|(lk) 13
    14. 14. © Glendinning Management Consultants 2008 Q|CM|LTM|GOTM004 (SH-dh) 14 STRATEGIC PLATFORMS ARE THE “CREATIVE SPRINGBOARDS” THAT LEAD TO EXECUTION – IN COMMUNICATIONS, NPD AND NEW FORMATS, AND IN-STORE ACTIVATION Events Connect Cold “Big Events @ Home” Giving consumers the knowledge, tools, products and services to host the perfect fun, contemporary event at home. “Connect & Unwind” Unlock more lower tempo everyday casual occasions with the right Beer & Cider for the Occasion “Cold” Build the everyday appeal of Beer & Cider by ensuring it is always sold and served at the right temperature “To create and satisfy more everyday consumption occasions at home by improving the in-home experience” Strategic Platforms for Activation:
    15. 15. HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED IN A STORE ENVIRONMENT 15
    16. 16. 5 QUESTIONS TO ASK YOURSELF... 16  Does the category you’re working on have room for consumption growth?  Are you investing heavily to win share from your competitor, only to lose it back to them in the next promotional period?  Is it costing more and more to partner with Retailers, in promotional investment required to get support, and margin delivery?  Are you linking consumer needs to the purchasing occasion?  Are you CHANGING BEHAVIOUR?
    17. 17. TANGIBLE Not theoretical Not over engineered Not a pure external view Gets embedded Clear metrics TRANSFORMATION Drive Practical and Real Change Change Results Change Behaviour Creates Future Demand © Kantar Retail 2010 17 Q|ST|DH|AC002 (AC-dh) WHO ARE KANTAR RETAIL...?
    18. 18. © Kantar Retail insert year doc ref 18 © 2011.Kantar Retail. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved Contact: Vadim Khetsuriani T: +44 (0) 1932 833 600 M:+44 (0) 7770 427 273 Vadim.Khetsuriani@kantarretail.com www.kantarretail.com Contact James Pollock T: +44 (0) 1932 833 614 M:+44 (0) 7917 235 006 James.Pollock@kantarretail.com www.kantarretail.com
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