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Value Add Stories Using Market and Shopper Insights to Drive Growth for your Business

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The Nielson Company

  1. 1. Value Add Stories Driving Growth through Market & Shopper InsightsInfocado Summit 2010By Yahya Kanj Driving growth through Market & Shopper Insights
  2. 2. What’s the big fuss…..Why g yshould I care?Answer: Understanding the Shopper isthe key to driving Growth Driving growth through Market & Shopper Insights
  3. 3. My Goal today….• How information can be used to make more effective business decisions? ff ti b i d i i ?• Sh Share with you real lif case studies ith l life t di 3 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  4. 4. Fresh Market Wrap 4 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  5. 5. Fresh Market Wrap – Key Highlights• Fresh Produce nominal growth (0.9%) on last year, however we are starting to see improved performance in the last 13 wks, growing at 3.0%• QLD star performer driving growth, whilst NSW market receding due to decline in Fruit sales• ALDI growing at 8.5% on last year (most through switching from WW and Non-Supermarkets)• Vegetable sales out-growing Fruit• Pre-packed for both F&V continue to grow faster than Loose p g• Shoppers buying more volume (paying less), and purchasing less often - increasing consumption should remain a key focus! g p y• Families & Young Adults dampening category growth 5 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  6. 6. Thoughts for Consideration• Am I growing my shipments to QLD? If not, can I do more…• Am I heavily reliant on NSW market? How can I be more efficient?• A I engaged with ALDI? If not, why not? Could thi b an Am d ith t h t? C ld this be opportunity?• I Pre-packed an opportunity f me? If so, how? Is P k d i for ? h ?• What marketing initiatives am I undertaking to expand F&V g g consumption?• Should I be targeting Families & Young Adults to grow sales for my g g g g y product? And if so, how? 6 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  7. 7. How i fH information can b used? ti be d? 7 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  8. 8. How do I use this information? •Should I ship more volume to QLD, and less to NSW? •Is there any opportunity in NSW which is currently not being served? •Am I missing out on my share of growth in QLD and QLD, why? •Am I driving the QLD Am growth? If so, share this learning with your customers pp for further support 8 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  9. 9. How do I use this information? Total Fresh Produce •May want to consider pre- pack options for Fruit & Vegetables if you’re not Loose Pre-packed currently Share 79.8% Share 20.2% Value Change -2.3% Value Change +15.6% size pre- •Introduce a different pack •Direct more loose volumes to Vegetables markets, andFruit pre-packed to major supermarkets j pPre-packed Pre-packedShare 25.7%, Value Change +16.4% Share •ExploreValue Change +13.7% 13.5%, packaging/varietal options, key messages 9 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  10. 10. How do I use this information? What is driving how much my consumers buy? - Brand Health - Value •Apples – Strategy should be ALL SHOPPERS - AUS - MAT TO 10/07/2010 - BASED ON VALUE ($000S)/1000 aimed at growing frequency of purchase. T h Target existing t i ti buyers. Messages around # of varieties, health benefits, pack size options convenience options, options •Citrus – Short term focus 1 extra t around increasing frequency. purchase of Good story with penetration Citrus = $22.9m up, up yet still 10% don’t buy don t •Stone Fruits – Definite focus on getting more people to buy 10 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  11. 11. Real Life Case Studies• Demographic Targeting Example• Product Focused Example p 11 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  12. 12. Apples Case StudyS.A Opportunity to Drive Growth- Product & Marketing Strategy Title of Presentation Driving growth through Market & Shopper Insights
  13. 13. Apples sales lagging behind rest of market in S.AValue % Growth – Total Apples Yearly ea y Qua te y Quarterly14/09/2010 versus year ago National -4.2% +2.6% -5.2% -1.7% S.A SA 13 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  14. 14. What’s driving these sales trends? g S.A SA -5.2% Dollar Sales 5 2% Shopper Purchase Spend per Penetration Frequency Occasion 14 320,000 fewer purchase occasions , p Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  15. 15. Pre-packed Apples in S.A missing opportunity –showing no growth! What’s different to rest of market? What s S.A Loose Pre-packed Pre packed Purchase Frequency Purchase Frequency No change * Pre-packed in rest of market is growing strongly 15 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  16. 16. Established Couples primarily behind the decline in Apple Salesin South Australia – Marketing efforts should be concentrated atre-engaging this audience Which groups are driving my growth/decline? (Lifestage) - Demographics - Value SA INC NT - TOTAL APPLES - MAT TO 04/09/2010 - BASED ON VALUE ($000S)/1000 16 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  17. 17. Key Strategic Learning’s S.A• Focus on improving Pre-Packed offering to drive sales – How is the offering different to other states? – Do we have the right varieties? – Are we over-priced per unit? – Is the packaging as good? – Are we getting fair share of shelf in-store? Front-end visibility• Primarily target marketing activity to Established Couples – Understand their motivations & barriers to purchase – Where to reach them?• Invest in sales/marketing activity to drive Frequency of purchase? – Think about consumer loyalty programs, innovative pack types, cross- promotions, recipe ideas, variety pack, convenience solutions 17 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  18. 18. Mushrooms Case StudyWoolworths Category Review- Range optimisation to drive growth Title of Presentation Driving growth through Market & Shopper Insights
  19. 19. How does Mushrooms compare? Value Growth – National Aus Year to June 2009 MAT QTR 4WKS Total Vegetables Flat Flat +4% +6% +6% +7%What consumer Growth has been consistently behaviour is b h i i well ahead of market! driving this? 19 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  20. 20. More people are buying Mushrooms compared toyear ago, however still plenty of opportunity to attractshoppers What are the key consumer drivers of sales? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 13/06/2009 - BASED ON VALUE ($000S)/1000 At the same time, Shoppers are spending more (+$1 per buyer) 20 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  21. 21. ALDI & Woolworths seeing largest growth in shareof Mushroom sales What is driving grocery sales? (Account Comparison) - Bigger Picture - Value ALL SHOPPERS - TOTAL VEGETABLES MUSHROOMS - SHARE OF TRADE ($) 21 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  22. 22. ALDI clearly differentiated from others on $ spend per occasiondue to pre-pack range, capturing $1 more per shopper visit What is driving grocery sales? (Account Comparison) - Bigger Picture - Value ALL SHOPPERS - TOTAL VEGETABLES MUSHROOMS - $ PER OCCASION 22 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  23. 23. Mushroom growth in Woolworths largely relianton Established Couples and Bustling Families Which groups are driving my growth/decline? (Lifestage) - Demographics - Value AUS WOOLWORTHS/SAFEWAY - TOTAL VEGETABLES MUSHROOMS - MAT TO 13/06/2009 - BASED ON VALUE ($000S)/1000 ($000 S)/1000 23 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  24. 24. ALDI continues to very heavily over-trade amongstSenior Couples, who account for over 20% of their sales Which groups are driving my growth/decline? (Lifestage) - Demographics - Value AUS ALDI - TOTAL VEGETABLES MUSHROOMS - MAT TO 13/06/2009 - BASED ON VALUE ($000S)/1000 24 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  25. 25. Despite WW gaining share, WW shoppers still over-spend onMushrooms in Coles and ALDI compared to other commodities – Opportunity for WW to to increase their shopper loyalty to Mushrooms! Where else do my account shoppers buy? (WW) - Retail Health - Value WOOLWORTHS SHOPPERS - SHOPPER REPERTOIRE ($) - MAT TO 13/06/2009 - BASED ON VALUE ($000S)/1000 Total Fresh Produce Mushrooms 25 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  26. 26. In Closing, key messages• The ‘Old’ ways of selling to a retailer & shopper has come to an end end….• Retailers & Shoppers are increasingly more informed – How are we h l i t d H helping to develop th right strategies? l the i ht t t i ?• The biggest “bang for our buck” will come when our gg g strategies and decision making are based on factual shopper based insights, not anectodal feedback• Think of ways to widen distribution across channels, deliver convenience to the shopper and add value back into the category for the retailer! 26 Driving growth through Market & Shopper Insights Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  27. 27. Thank you Driving growth through Market & Shopper Insights

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