How new premium categories can generate additional retailer turnover and profit  Reckitt Benckiser Russia February 2011
How new, premium categories build incremental turnover and profit  Add incremental categories to existing big categories: ...
One purchase on top of Laundry Detergent increases the value of the shopper in 2 times  Laundry Detergent* Only ( 9 washes...
One purchase on top of Laundry Detergent increases the value of the shopper in 2 times  Laundry Detergent* Only ( 9 washes...
One purchase on top of Laundry Detergent increases the value of the shopper in 2 times  Laundry Detergent* Only ( 9 washes...
The potential for this market in Russia: +7,0 bn RUR retail sales  Washes per week 4.5 3 Consumption frequency ** 6 %   of...
The potential for this market in Russia: +7,0 bn RUR retail sales  Washes per week 4.5 3 Consumption frequency ** 6 %   of...
We actively build the market through strong advertising and co-marketing programs Laundry Detergent Key Players Media Weig...
We actively build the market through strong advertising and co-marketing programs Laundry Detergent Key Players Media Weig...
How new, premium categories build incremental turnover and profit  Add incremental categories to existing big categories: ...
One purchase on top of ADW Detergent increases the value of the shopper in 3.5 times  Hand dishwashing Only 71 * *  х  3  ...
Automatic Dishwashing – a category in its baby years … but with mid/high value consumers <ul><li>In Russia -  52  mio hous...
<ul><li>ADWD market is growing in a long run (+9% growth ’10 vs   ’09), healthy recovering after the crisis </li></ul><ul>...
Finish is the only brand investing in ATL and growing ADW category  <ul><li>Finish has SOV 100%  in this category investin...
We create demand outside the Food Retail Trade – by stimulating sales of Dishwashing machines
New specific March, 8 copy (in partnership with BSH)
We create demand outside the Food Retail Trade – by stimulating interest and sales of Dishwashing machines  <ul><li>Mechan...
How new, premium categories build incremental turnover and profit  Add incremental categories to existing big categories: ...
Air Care category in Russia today is about fighting bad odors Source: Nielsen, FY2010
Air Care category tomorrow is bringing nice fragrance creating special atmosphere at home
Russia Air Care market vs France and UK HUGE POTENTIAL Source: Nielsen, FY2010 HUGE POTENTIAL 0,70 4 5,5 per capita 14% 29%
Air Care shelves today
Air Care shelves of the future
Air Care formats diversity to meet all consumer needs Luxury fragrance Automatic Spays Electrical (plug in) Aerosols of ne...
How new premium categories can generate additional retailer turnover and profit  Reckitt Benckiser Russia February 2011
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Bruno De Labar: How new premium categories can generate additional retailer turnover and profit

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Bruno De Labar: How new premium categories can generate additional retailer turnover and profit

  1. 1. How new premium categories can generate additional retailer turnover and profit Reckitt Benckiser Russia February 2011
  2. 2. How new, premium categories build incremental turnover and profit Add incremental categories to existing big categories: Fabric Treatment Build completely new categories: Automatic Dishwashing Expand category consumption through new, wider usage Air Care 3 strategies for HH Cleaning categories
  3. 3. One purchase on top of Laundry Detergent increases the value of the shopper in 2 times Laundry Detergent* Only ( 9 washes) 60 * * х 3 = 180 RUR * Premium Laundry Detergent (Key Player #1) ** Average shelf price, RUR (AC Nielsen Russia, 2010 ) 180 RUR Laundry Detergent* + Vanish Liquid ( 9 washes) 320 RUR Laundry Detergent* + Vanish Powder ( 9 washes) 445 RUR Laundry Detergent Laundry Detergent Laundry Detergent 60 * * х 3 = 180 RUR 140 * * Laundry Detergent Laundry Detergent Laundry Detergent 60 * * х 3 = 180 RUR 265 * * Laundry Detergent Laundry Detergent Laundry Detergent x 1.8 x 2.5
  4. 4. One purchase on top of Laundry Detergent increases the value of the shopper in 2 times Laundry Detergent* Only ( 9 washes) 60 * * х 3 = 180 RUR * Premium Laundry Detergent (Key Player #1) ** Average shelf price, RUR (AC Nielsen Russia, 2010 ) 180 RUR Laundry Detergent* + Vanish Liquid ( 9 washes) 320 RUR Laundry Detergent* + Vanish Powder ( 9 washes) 445 RUR Laundry Detergent Laundry Detergent Laundry Detergent 60 * * х 3 = 180 RUR 140 * * Laundry Detergent Laundry Detergent Laundry Detergent 60 * * х 3 = 180 RUR 265 * * Laundry Detergent Laundry Detergent Laundry Detergent x 1.8 x 2.5
  5. 5. One purchase on top of Laundry Detergent increases the value of the shopper in 2 times Laundry Detergent* Only ( 9 washes) 60 * * х 3 = 180 RUR * Premium Laundry Detergent (Key Player #1) ** Average shelf price, RUR (AC Nielsen Russia, 2010 ) 180 RUR Laundry Detergent* + Vanish Liquid ( 9 washes) 320 RUR Laundry Detergent* + Vanish Powder ( 9 washes) 445 RUR Laundry Detergent Laundry Detergent Laundry Detergent 60 * * х 3 = 180 RUR 140 * * Laundry Detergent Laundry Detergent Laundry Detergent 60 * * х 3 = 180 RUR 265 * * Laundry Detergent Laundry Detergent Laundry Detergent x 1.8 x 2.5
  6. 6. The potential for this market in Russia: +7,0 bn RUR retail sales Washes per week 4.5 3 Consumption frequency ** 6 % of HH using category * Laundry detergents Fabric softeners Fabric Treatment Driving PENETRATION Increasing CONSUMPTION * Source : GFK Russia , 200 9 ** Source : TNS Russia, U&A 2009 2009 FT Sales  3,5 bn RUR (AC Nielsen Russia, Total National) More Homes More Washes Consumption x 2 (+ 3,5 bn) Penetration x 2 (+ 3,5 bn)
  7. 7. The potential for this market in Russia: +7,0 bn RUR retail sales Washes per week 4.5 3 Consumption frequency ** 6 % of HH using category * Laundry detergents Fabric softeners Fabric Treatment Driving PENETRATION Increasing CONSUMPTION * Source : GFK Russia , 200 9 ** Source : TNS Russia, U&A 2009 2009 FT Sales  3,5 bn RUR (AC Nielsen Russia, Total National) More Homes More Washes Consumption x 2 (+ 3,5 bn) Penetration x 2 (+ 3,5 bn)
  8. 8. We actively build the market through strong advertising and co-marketing programs Laundry Detergent Key Players Media Weights 2010, TRP's In-Store Shelf Extension Programs <ul><li>Expand FT space to increase visibility and remind </li></ul><ul><li>shoppers to buy </li></ul><ul><ul><li>Shelf share for FT = shelf share for FS (equal value sales) </li></ul></ul><ul><ul><li>Signage for category highlight and easy navigation </li></ul></ul><ul><ul><li>Full line stand displays in high traffic areas </li></ul></ul><ul><li>Increase cross purchase with Laundry Detergents </li></ul><ul><ul><li>Hang (parasite) displays in LD section </li></ul></ul>* Source: TNS Russia , 20 10
  9. 9. We actively build the market through strong advertising and co-marketing programs Laundry Detergent Key Players Media Weights 2010, TRP's In-Store Shelf Extension Programs <ul><li>Expand FT space to increase visibility and remind </li></ul><ul><li>shoppers to buy </li></ul><ul><li>Increase cross purchase with Laundry Detergents </li></ul>* Source: TNS Russia , 20 10
  10. 10. How new, premium categories build incremental turnover and profit Add incremental categories to existing big categories: Fabric Treatment Build completely new categories: Automatic Dishwashing Expand category consumption through new, wider usage Air Care 3 strategies for HH Cleaning categories
  11. 11. One purchase on top of ADW Detergent increases the value of the shopper in 3.5 times Hand dishwashing Only 71 * * х 3 = 213 RUR ** Average shelf price, RUR (AC Nielsen Russia, 2010 ) 213 RUR 807 RUR 1049 RUR Hand Dishwashing Liquid H.D. L. H.D.L. 807 RUR * * 1049 RUR * * ADW System ADW Multifunction x 3.7 x 4.9
  12. 12. Automatic Dishwashing – a category in its baby years … but with mid/high value consumers <ul><li>In Russia - 52 mio households </li></ul><ul><li>9 from 10 housewives wash dishes daily by hands* </li></ul>*U&A TNS, Russia, 2010 ** Rosstat, 2009
  13. 13. <ul><li>ADWD market is growing in a long run (+9% growth ’10 vs ’09), healthy recovering after the crisis </li></ul><ul><li>Expected market growth 2011 +15% </li></ul>Automatic Dishwashing – a category with immense potential +15% +11% +23%
  14. 14. Finish is the only brand investing in ATL and growing ADW category <ul><li>Finish has SOV 100% in this category investing in TV practically equally to the </li></ul><ul><li>biggest advertiser in Laundry Detergent category and 30% bigger than biggest </li></ul><ul><li>advertiser in Hand Dishwashing category. </li></ul><ul><li>Finish TVC is on air every year with positive tendency to increase GRP and NR of </li></ul><ul><li>contacts </li></ul><ul><li>Cooperation, attractive call-to-action proposal of ADWM with WGM/WGS in each TVC </li></ul>TRPs
  15. 15. We create demand outside the Food Retail Trade – by stimulating sales of Dishwashing machines
  16. 16. New specific March, 8 copy (in partnership with BSH)
  17. 17. We create demand outside the Food Retail Trade – by stimulating interest and sales of Dishwashing machines <ul><li>Mechanics of promo in mass retail: Buy RB products  participate creative contest  Win a Dishwasher Washing Machine </li></ul>
  18. 18. How new, premium categories build incremental turnover and profit Add incremental categories to existing big categories: Fabric Treatment Build completely new categories: Automatic Dishwashing Expand category consumption through new, wider usage Air Care 3 strategies for HH Cleaning categories
  19. 19. Air Care category in Russia today is about fighting bad odors Source: Nielsen, FY2010
  20. 20. Air Care category tomorrow is bringing nice fragrance creating special atmosphere at home
  21. 21. Russia Air Care market vs France and UK HUGE POTENTIAL Source: Nielsen, FY2010 HUGE POTENTIAL 0,70 4 5,5 per capita 14% 29%
  22. 22. Air Care shelves today
  23. 23. Air Care shelves of the future
  24. 24. Air Care formats diversity to meet all consumer needs Luxury fragrance Automatic Spays Electrical (plug in) Aerosols of new generation 100% pure air Nature-Inspired Fragrance Candles
  25. 25. How new premium categories can generate additional retailer turnover and profit Reckitt Benckiser Russia February 2011

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