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ECR demand Kantar_category_segmentation

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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)
  • 13
  • Glendinning Management Consultants 2008
  • © Kantar Retail insert year
  • Transcript

    • 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. 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. 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. MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL, EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION… Category Manuf. Share Share Steal
    • 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. 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. 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. 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. INTEGRATED MARKETING™ WHAT IS IT ABOUT: FROM: a BRAND only view TO: CATEGORY & BRAND view
    • 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. 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. 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. 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. © 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. HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED IN A STORE ENVIRONMENT 15
    • 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. 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. © 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