0
BEER
MARKET
DECLINE
IN UK
Team 10:
Magda Filipska, Michal Guzik, Louise Colin,
Nicolas Lamaire, Kenzie Leanerts, Ruben Gea...
1. Introduction
of the case
2. Method
3. Our application
a. Procedure
b. Results
4. Weaknesess
‘The UK population drinks less
since 2004’’:
‘The UK population drinks less since 2004’:
DRINKING IN
PUBS BECAME
TOO
EXPENSIVE
LESS
SUITABLE
FOR
IN-HOME
DRINKING
LACK ...
What is
the reason
for
beer market
decline
in UK?
HYPOTHESIS
1. Market declines because of
economical crisis
2. Market declines because of healthy
lifestyle of consumers
3....
WHAT IS OUR METHOD ?
TRENDSPOTTING
Technique of tracking general tendencies in consumer
interest and behaviour.
Use of:
OUR APPLICATION
H1: People search for „cheap beer” in times of crisis
Cheap beer
Cheap beer
Beer offers
Tesco beer Beer prices
Beer deals
...
1) Google Trends: search for terms related with cheap beer
2) Google Public Data Explorer: indicators for crisis
3) Check ...
• When unemployment rate gets higher, more people search
for beer offers (r=0,91)
• When unemployment rate gets higher, le...
H2: People are not interested in buying
beer because they want to live healthy
„Healthy
lifestyle”
„Beer”
1) Google Trends: search for „heathy lifestyle”
2) Google Trends: search for term „beer”
3) Check correlations between bee...
H3: People drink less beer because of bad weather
Weather
Min.
temperature
Rain (mm)
Max.
temperature
Sun hours
„Beer”
1) Google Trends: search for „beer”
2) Meteorological office UK: temperature, rain, sun (Oxford)
3) Select meteorological ...
Max. temp Min. temp Rain (mm) Sun hours
„Beer” 0,069662 0,075526 0,354535 0,299066
Summer (OXFORD) "Beer" Max temp Min tem...
WEAKNESSES OF THE METHOD
• Hard to apply for FMCG
• Different data sources = different time span
• Noise – people search f...
Beer market decline in UK
Upcoming SlideShare
Loading in...5
×

Beer market decline in UK

738

Published on

Group assignment for Marketing Research class at KU Leuven.
We applied trendspotting method to test possible explanations of beer market decline in UK.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
738
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Beer market decline in UK"

  1. 1. BEER MARKET DECLINE IN UK Team 10: Magda Filipska, Michal Guzik, Louise Colin, Nicolas Lamaire, Kenzie Leanerts, Ruben Geavert,
  2. 2. 1. Introduction of the case 2. Method 3. Our application a. Procedure b. Results 4. Weaknesess
  3. 3. ‘The UK population drinks less since 2004’’:
  4. 4. ‘The UK population drinks less since 2004’: DRINKING IN PUBS BECAME TOO EXPENSIVE LESS SUITABLE FOR IN-HOME DRINKING LACK OF INNOVATION Source: Mintel report, ‘Beer – UK’, December 2011
  5. 5. What is the reason for beer market decline in UK?
  6. 6. HYPOTHESIS 1. Market declines because of economical crisis 2. Market declines because of healthy lifestyle of consumers 3. Market declines because of bad weather *assumption: if people google ‘beer’, they will buy it
  7. 7. WHAT IS OUR METHOD ?
  8. 8. TRENDSPOTTING Technique of tracking general tendencies in consumer interest and behaviour. Use of:
  9. 9. OUR APPLICATION
  10. 10. H1: People search for „cheap beer” in times of crisis Cheap beer Cheap beer Beer offers Tesco beer Beer prices Beer deals Crisis GDP Unemploy- ment rate
  11. 11. 1) Google Trends: search for terms related with cheap beer 2) Google Public Data Explorer: indicators for crisis 3) Check correlations between crisis and cheap beer indicators H1: People search for „cheap beer” in times of crisis
  12. 12. • When unemployment rate gets higher, more people search for beer offers (r=0,91) • When unemployment rate gets higher, less people search for beer prices (r=-0,63) • GDP is positively correlated with Google users interest in „cheap beer” (r=0,43) H1: People search for „cheap beer” in times of crisis cheap beer beer offers tesco beer beer deals beer prices Unemployment rate -0,20454 0,909714 0,464214 - -0,62532 GDP 0,432173 -0,23236 0,146774 - 0,271101
  13. 13. H2: People are not interested in buying beer because they want to live healthy „Healthy lifestyle” „Beer”
  14. 14. 1) Google Trends: search for „heathy lifestyle” 2) Google Trends: search for term „beer” 3) Check correlations between beer and healthy lifestyle H2: People are not interested in buying beer because they want to live healthy r = -0,23
  15. 15. H3: People drink less beer because of bad weather Weather Min. temperature Rain (mm) Max. temperature Sun hours „Beer”
  16. 16. 1) Google Trends: search for „beer” 2) Meteorological office UK: temperature, rain, sun (Oxford) 3) Select meteorological data only for summers (June – September) 4) Calculate average max. and min. temperature, sum of rain mm, sum of sun hours for each summer (2006-2012) 5) Calculate average number of „beer” searches in each summer 6) Calculate correlations between „beer” searches and weather indicators H3: People drink less beer because of bad weather in summer
  17. 17. Max. temp Min. temp Rain (mm) Sun hours „Beer” 0,069662 0,075526 0,354535 0,299066 Summer (OXFORD) "Beer" Max temp Min temp Rain mm Sun hours Jun - Sep 2006 83 23,525 13,3 242,1 873,6 Jun - Sep 2007 74 20,5 11,45 240,2 695,9 Jun - Sep 2008 70 20,175 12 307,8 564,1 Jun - Sep 2009 69 21,825 11,925 177,7 769,9 Jun - Sep 2010 72 21,775 11,925 251,1 676,3 Jun - Sep 2011 81 20,525 10,625 194,6 677,4 Jun - Sep 2012 84 19,9 11,75 394,9 648,1 1. Averages and sums for beer search and weather indicators 2. Correlations between „beer” and weather indicators
  18. 18. WEAKNESSES OF THE METHOD • Hard to apply for FMCG • Different data sources = different time span • Noise – people search for beer also when they mean i.e. beer festivals, beer pong, beer glasses • Data exported to excel file inconsistent with graphs presented by Google Trends • Relative numbers instead of real number of searches
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×