Kantar worldpanel - who do you compete with?

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Kantar Worldpanel continuously measures the grocery purchasing of thousands of shoppers on a daily basis. We see in detail all the choices shoppers make within a category - helping us to determine the true areas of competition and subsequent structure of the market. This can then form the basis of price, promotion, NPD and ranging arguments.

For more information please visit: http://www.kantarworldpanel.com/en/Expertise

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  • Kantar worldpanel - who do you compete with?

    1. 1. © Kantar Worldpanel© Kantar Worldpanel How a market structure can help WHO DO YOU COMPETE WITH?
    2. 2. © Kantar Worldpanel© Kantar Worldpanel Defining your competition with actual purchasing behaviour Can you make the right decisions if you don’t know who you really compete with?
    3. 3. © Kantar Worldpanel 3 An average category contains over 130 skus per store Do you compete with every one? Or just a few key ones?
    4. 4. © Kantar Worldpanel 4 knowing who you really compete with is harder than ever New product launches observed in RST over 52 weeks to 04 Sept 11, excluding direct replacements for existing brands EVERY 4 WEEKS750 ‘NEW’ PRODUCTS And the landscape changes constantly...
    5. 5. © Kantar Worldpanel 5 Our belief....you need to understand real shoppers, in real life stores, making choices over time Standard Premium Carte D’Or shoppers are more likely to buy Premium – this is the true competitive set ?
    6. 6. © Kantar Worldpanel 6 To ultimately create real life shopper-based competitive sectors! Volume +5% Price per Kg -10% INSTANT HOT DRINKS Hot Chocolate, Malted Drinks and Cocoa Speciality Instant Coffee Hot Chocolate Sachets Cappuccino flavour Other flavours Hot Chocolate and Cocoa Malted Drinks Who competes in Instant Hot Drinks? to help you.......
    7. 7. © Kantar Worldpanel IDENTIFY NPD OPPORTUNITIES PRICE & PROMOTE APPROPRIATELY CREATE EASY TO SHOP CATEGORIES Make better decisions, internally and with your customers CREATE SHOPPER-BASED LISTING ARGUMENTS RATIONALISE YOUR PORTFOLIO IMPROVE YOUR COMMS STRATEGY For example...
    8. 8. © Kantar Worldpanel 8 Carte D’Or should be worried by Haagen Dazs (and others) promoting below their full (and now higher) RSP price... £ BETTER PRICE AND PROMOTION
    9. 9. © Kantar Worldpanel 9 46%Block Cheese volume on deal The right level for Pilgrims’ Choice? BETTER PRICE AND PROMOTION
    10. 10. © Kantar Worldpanel 10 Four main Cheese sectors: It’s not one size fits all! Double Gloucester has a different competitive set! Volume +5% Price per Kg -10% Block Cheese Other Block Cheese Branded Block Cheddar SmallBranded Block Large Branded Block Hard Continental Territorials and PL Cheddar 73 23 % VOLUME ON DEAL 24 BETTER PRICE AND PROMOTION
    11. 11. © Kantar Worldpanel 11 Cheese Spreads & Slices Fuller Fat Healthier Spread Portions BrandedSlices PL Slices Full Fat Tubs LightSpreads Healthy Portions Cottage Cheese Flavoured Low Fat is a key area of competition in Cheese Spreads – opportunity for Seriously Strong, which only plays in Full Fat Colours indicate sector performance IDENTIFY NPD OPPORTUNITIES
    12. 12. © Kantar Worldpanel To maximise shoppers and sales, which SKUs should be removed to make space for NPD within Light Spreads? Existing Range Light Spreads SKUs +£1.5m -£1.4m Optimised Range (retaining as many shoppers as possible) Full Fat Sector Incremental sales of NPD (shopper behaviour modelled based on test market predictions) Predict shopper behaviour once SKUs removed SHOPPER-BASED LISTING ARGUMENTS
    13. 13. © Kantar Worldpanel Key benefits – Clarity on who you compete with based on actual shopper behaviour across the market – Comprehensive profiling of key value levers you can influence – Retailer-specific, quantified ranging opportunities – Grounded in robust analytical techniques 13
    14. 14. © Kantar Worldpanel© Kantar Worldpanel How a market structure can help WHO DO YOU COMPETE WITH? http://www.kantarworldpanel.com/en/Expertise For further information please visit:

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