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Strategy To Deliver Maximum Growth
An integrated approach to optimise both trade and brand marketing
SALES
How much of our...
MEANINGFUL
Consumers feel an affinity for
the brand or think it meets their
needs
DIFFERENT
Feels different from other bra...
2013 Index across all global categories and countries (Apple in 23 categories. Coca-Cola in 19)
$81bn $147bn
Unique person...
Kantar Worldpanel Credentials
Continuous tracking of purchases
PROFILE
SHOPS
PRICE PURCHASES
SKU DETAIL
700,000
Representa...
Our Approach
Build a picture of consumer purchase decisions to quantify the role of equity
PURCHASING
Continuous collectio...
Building a picture of consumer decisions
Volume opportunity, lost at
the point of purchase
Secure volume supported
by bran...
SHAMPOO STUDY
IN COLOMBIA
A FOCUS ON
Shampoo Context – Sedal Issues
Source : KWP Columbia - Shampoo
%Penetration-Total
AveragePrice$/ml-Total
Shampoo study – Power vs Real Volume
Ranking Brand Power
17.0
13.0
11.0
10.4
9.3
8.2
7.8
6.4
5.9
3.4
72
33
24
45
66
87
98
...
Volume Breakdown for SEDAL
7,2% 3,8% 4,9%
D I V E R T E D F U L F I L L E D C O N V E R T E D
BRAND PURCHASE
BRAND POW ER
...
Qualifying current buyers
44% 56%Volume
Penetration 16,3 % 15,1 %
How different they are?
Can we really see difference wit...
Truly understanding the Sedal buyer
Converted SEDAL Fulfilled SEDAL
Who they are?
50+ yrsUnder 49 yrs
Singles & Couples Fa...
How does Sedal compare to other brands?
6.6 9.1 7.2 5.6 5.4 5.1 3.5
10.4
3.9 3.8 4.9 3.9 2.7 2.4
13.4
3.6 4.9
8.5
4.4 4.4 ...
An opportunity to convert in sale : $4m from
people already engaged with brand
Secure volume share : only 44% of volume
co...
HOW TO INCREASE
EQUITY FUELLED SALES?
Salient
123
Different
100
Meaningful
112
Powe
r 11
Index
: 100
SEDAL brand equity
Power
11.0
Can we find a more meaningful...
How to increase equity via ads
Inspire women to feel more positive about the way they look
Make you feel self assured
Help you manage problem hair
Give y...
Importance
to Power
27
24
17
13
10
3
2
0
-3
Nourish and repair
Self Image
Everyday family
care
Effective
Buzz
Anti-dandruf...
Scenario 1
“Inspire women to feel more
positive about the way they look”
Scenario 2
“Providing a good user experience”
Sce...
Self Image
How could we address the weakness in perceptions of
efficacy?
Work better than
others
Good user
experience
Are ...
Inspire to feel more positive about the way they look
Make you feel self assured
Help you manage problem hair
Give you gre...
Scenario 1
“Inspire women to feel more
positive about the way they look”
Scenario 2
“Providing a good user experience”
Sce...
Volume Breakdown for SEDAL
7,2% 3,8% 4,9%
D I V E R T E D F U L F I L L E D C O N V E R T E D
BRAND PURCHASE
BRAND POW ER
...
Truly understanding the diverted
Converted SEDAL Fulfilled SEDAL
Who they are?
50+ yrsUnder 49 yrs
Singles & Couples Famil...
Other
Avon is primarily driving diversion through price and promotion. Savital benefits from its pricing and
packaging. Me...
Reasons consumers divert – Range and pack size!
Other
Special Offer -0.4
-0.32Good Price
-0.26Range / size available
-0.19...
44% of SEDAL sales are supported by Brand Equity. This
is lower than the likes of Pantene (52%) and other markets
(eg Spai...
Power Purchase tells you
which drivers to activate in order to increase your business
Brand strategy1
Retailer focus3
Tact...
Client Feedback!
Thank you. We really think it will make a big difference in
our business…. For a brand like Sedal, this i...
More info
Sandra BERGAMO
Expert Solutions Director – Kantar Worldpanel
+33 (0)1 30 74 81 61
Sandra.BERGAMO@KantarWorldpane...
Power Purchase - Kantar Worldpanel & Millward Brown
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Power Purchase - Kantar Worldpanel & Millward Brown

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An integrated approach to optimise both trade and brand marketing

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Power Purchase - Kantar Worldpanel & Millward Brown

  1. 1. Strategy To Deliver Maximum Growth An integrated approach to optimise both trade and brand marketing SALES How much of our sales come from brand equity? BRAND How can we optimise our brand positioning and what’s the financial return of doing so? INVESTMENT Should we invest in brand building or trade marketing? TRADE How can we maximise the conversion of equity to sales at the POS?
  2. 2. MEANINGFUL Consumers feel an affinity for the brand or think it meets their needs DIFFERENT Feels different from other brands or sets the trends for the category SALIENT Comes to mind quickly and readily when activated by ideas relating to category purchase The meaningfully different equity framework: We have found that the capacity of a brand to deliver volume share and justify a higher price point is dependent on how meaningful, different and salient the brand is to consumers. BUY MORE PAY MORE Power Premium
  3. 3. 2013 Index across all global categories and countries (Apple in 23 categories. Coca-Cola in 19) $81bn $147bn Unique personality and tangible product innovation = differentiation worth paying for Coca Cola is first to mind for billions of thirsty people = dominant volume share for impulse category 132 161 232 134 230 102 Average Average MEANINGFUL DIFFERENT SALIENT A brand example
  4. 4. Kantar Worldpanel Credentials Continuous tracking of purchases PROFILE SHOPS PRICE PURCHASES SKU DETAIL 700,000 Representative Panellists, 20 000 in France Panels representing more than 4,500 million consumers across the world (2/3 of the world population)
  5. 5. Our Approach Build a picture of consumer purchase decisions to quantify the role of equity PURCHASING Continuous collection of detailed category & brand purchase data QUESTIONNAIRE Collection of measures of brand association and equity ANALYSIS Overlay image and equity metrics with purchase variables
  6. 6. Building a picture of consumer decisions Volume opportunity, lost at the point of purchase Secure volume supported by brand equity Volume won at point of purchase, vulnerable to tactical POS activity D I V E R T E D F U L F I L L E D C O N V E R T E D N O N P U R C H A S E P U R C H A S E BRAND PURCHASE BRAND POW ER
  7. 7. SHAMPOO STUDY IN COLOMBIA A FOCUS ON
  8. 8. Shampoo Context – Sedal Issues Source : KWP Columbia - Shampoo %Penetration-Total AveragePrice$/ml-Total
  9. 9. Shampoo study – Power vs Real Volume Ranking Brand Power 17.0 13.0 11.0 10.4 9.3 8.2 7.8 6.4 5.9 3.4 72 33 24 45 66 87 98 11 Ranking Real Volume Share 109 510 23.8 7.5 8.7 13.4 8.3 7.6 7.2 5.9 5.2 7.7 * Voume Share calculated using last 6 months (Oct – March 2015) and considering only set of 12 brands included on project
  10. 10. Volume Breakdown for SEDAL 7,2% 3,8% 4,9% D I V E R T E D F U L F I L L E D C O N V E R T E D BRAND PURCHASE BRAND POW ER Volume opportunity, lost at the point of purchase Secure volume supported by brand equity Volume won at point of purchase, vulnerable to tactical POS activity N O N P U R C H A S E P U R C H A S E 11% 8,7%
  11. 11. Qualifying current buyers 44% 56%Volume Penetration 16,3 % 15,1 % How different they are? Can we really see difference within current buyers? Who they are? Where they shop? What pack they shop? What size they shop? What brand they shop? What basket they shop?
  12. 12. Truly understanding the Sedal buyer Converted SEDAL Fulfilled SEDAL Who they are? 50+ yrsUnder 49 yrs Singles & Couples Families NSE 1,3&4 NSE 2 Where they shop? Modern Trade Traditional/Catalogue What other brands purchased? H&S, Pantene, Dove Savital, Avon, Konzil What pack they shop? Plastic Bottles Sachet & Doy Pack What basket they shop? Gros caddie Petit Caddie What size pack? Market - 200ml – 800ml Sedal - 600ml – 800ml Market - 30ml/800ml++ Sedal – 30ml
  13. 13. How does Sedal compare to other brands? 6.6 9.1 7.2 5.6 5.4 5.1 3.5 10.4 3.9 3.8 4.9 3.9 2.7 2.4 13.4 3.6 4.9 8.5 4.4 4.4 2.8 C O N V E R T E DD I V E R T E D F U L F I L L E D
  14. 14. An opportunity to convert in sale : $4m from people already engaged with brand Secure volume share : only 44% of volume comes from shoppers engaged with brand SEDAL
  15. 15. HOW TO INCREASE EQUITY FUELLED SALES?
  16. 16. Salient 123 Different 100 Meaningful 112 Powe r 11 Index : 100 SEDAL brand equity Power 11.0 Can we find a more meaningful positioning to close the gap with leaders and establish clearwater to the smaller threats? What volume share ROI could that deliver? 144 134 153 17.0 119 134 117 13.0 118 87 113 10.4
  17. 17. How to increase equity via ads
  18. 18. Inspire women to feel more positive about the way they look Make you feel self assured Help you manage problem hair Give you great hair that helps you feel fired up Give you salon quality hair Make your hair manageable/easy to style Offer customised solutions for specific hair needs Image territories in Colombia for shampoo We can diagnose brand equity with a path model by grouping the image attributes into factor territories and modelling their relationship with meaningful, difference, salience and ultimately Power and purchase. Meaningful Different Salient Power Nourish your scalp Repair damaged hair Nourish your hair Effectively moisturise your hair Are better quality than other brands Work better than other brands Have a good user experience Care for your hair People talk a lot about Are modern/up to date Are effective against dandruff Cost more than you are prepared to pay Are too cheap to be of acceptable quality Are better value for the price you pay than other brands Have a nice fragrance Are suitable for the whole family Nourish and repair Self Image Everyday family care Effective Buzz Anti-dandruff Too expensive Too cheap Value
  19. 19. Importance to Power 27 24 17 13 10 3 2 0 -3 Nourish and repair Self Image Everyday family care Effective Buzz Anti-dandruff Too cheap Too expensive Value -3 33 22 -4 -25 -4 -17 16 -18 14 -13 -14 -43 186 -23 -39 -37 -31 9 30 -2 34 -29 -1 -13 -24 -5 -6 -12 30 8 -26 -11 -6 65 -41 22 -22 51 -25 -16 10 -15 -2 -4 Sedal lags behind its major competitors on perceptions of efficacy. But has a clear strength in helping with self-image, and everyday family care. Like Savital it has some baggage of being too cheap. Performance of leading brands on image territories
  20. 20. Scenario 1 “Inspire women to feel more positive about the way they look” Scenario 2 “Providing a good user experience” Scenario 3 “People talk a lot about” The simulator – quantifying the ROI outcomes We can test our three recommendations to see which one delivers the greatest market share return A B C
  21. 21. Self Image How could we address the weakness in perceptions of efficacy? Work better than others Good user experience Are better quality Detail of specific statements in the “Effective” territory to seek opportunitiesEffective Care for your hair “Providing a good user experience” is the statement in this group that correlates most strongly with the Self-image territory, building from and enhancing their current strength. It is also a relatively specific and actionable area to target. 2.
  22. 22. Inspire to feel more positive about the way they look Make you feel self assured Help you manage problem hair Give you great hair that helps you feel fired up Give you salon quality hair Make your hair manageable/easy to style Offer customised solutions for specific hair needs Simulation: “Inspire women to feel more positive about the way they look” Can Sedal ladder up to enhanced association with the emotional benefit of feeling good? Meaningful Different Salient Power Nourish your scalp Repair damaged hair Nourish your hair Effectively moisturise your hair Are better quality than other brands Work better than other brands Have a good user experience Care for your hair People talk a lot about Are modern/up to date Are effective against dandruff Cost more than you are prepared to pay Are too cheap to be of acceptable quality Are better value for the price you pay than other brands Have a nice fragrance Are suitable for the whole family Nourish and repair Self Image Everyday family care Effective Buzz Anti-dandruff Too expensive Too cheap Value 2 +3% +5% +5% 3.9% 3.5% 3.1% +1.9% +0.67% $1.3M
  23. 23. Scenario 1 “Inspire women to feel more positive about the way they look” Scenario 2 “Providing a good user experience” Scenario 3 “People talk a lot about” The simulator – quantifying the ROI outcomes We can test our three recommendations to see which one delivers the greatest value return for the brand A B C $1M $1.3M $0.3M Build association with “good user experience” to improve efficacy perceptions. A 5% shift in “good user experience” could deliver a 1.9% uplift in Power share. With the current fulfilment rate that would deliver $1.3m of secure sales.
  24. 24. Volume Breakdown for SEDAL 7,2% 3,8% 4,9% D I V E R T E D F U L F I L L E D C O N V E R T E D BRAND PURCHASE BRAND POW ER Volume opportunity, lost at the point of purchase Secure volume supported by brand equity Volume won at point of purchase, vulnerable to tactical POS activity N O N P U R C H A S E P U R C H A S E 11% 8,7%
  25. 25. Truly understanding the diverted Converted SEDAL Fulfilled SEDAL Who they are? 50+ yrsUnder 49 yrs Singles & Couples Families NSE 1,3&4 NSE 2 Where they shop? Modern Trade (Exito) Traditional/Catalogue What other brands purchased? H&S, Pantene, Dove Savital, Avon, Konzil What pack they shop? Plastic Bottles Sachet & Doy Pack Gros caddie Caddie de proximité What size pack? Market - 200ml – 800ml Sedal - 600ml – 800ml Market - 30ml/800ml++ Sedal – 30ml Diverted SEDAL Market – 200-400ml Under 34 yrs Families NSE 1&3 Plastic Bottles Gros caddie H&S, J&J, Savital, Avon & Bioexpert Catalogue, Modern Trade What baskey they shop?
  26. 26. Other Avon is primarily driving diversion through price and promotion. Savital benefits from its pricing and packaging. Meanwhile, J&J have the right range and packsize and are often bought for others in the household. Reasons consumers divert Power Share 11 Special Offer -0.4 *Total Share of Volume -0.32Good Price -0.26Range / size available -0.19Packaging -0.24Instore Communication 11.0Power (Mind) 8.7* Total Volume Shampoo Market Brand Purchase -0.20 Bought for others -0.67 225 245 287 470 470 117 133 128 132
  27. 27. Reasons consumers divert – Range and pack size! Other Special Offer -0.4 -0.32Good Price -0.26Range / size available -0.19Packaging -0.24Instore Communication 11.0Power (Mind) 8.7*Brand Purchase -0.20 Bought for others -0.67 117 133 128 132 *Note fulfilment rate for Sedal is generally low, so even an index of 100 (which means average for Sedal) is low. 200-400ml pack causing biggest diversion
  28. 28. 44% of SEDAL sales are supported by Brand Equity. This is lower than the likes of Pantene (52%) and other markets (eg Spain shampoo 54% avr). Overall Sedal summary – What do we need to do? So, in this fragmented retail environment competing at trade is critical, but boosting equity driven share would make the brand‘s future more secure. Therefore we have a long and short term action. Build association with “good user experience” to improve efficacy perceptions. A 5% shift in “good user experience” could deliver $1.3m Sedal suffers relatively high point of sale diversion, bringing this back to average levels would return $4m. Competing better on shelf in the mid-pack sizes against H&S and J&J is the most important area to focus. SALES How much of our sales come from brand equity? INVESTMENT Should we invest in brand building or trade marketing? BRAND How can we optimise our brand positioning and what’s the financial return of doing so? TRADE How can we maximise the conversion of equity to sales at the POS?
  29. 29. Power Purchase tells you which drivers to activate in order to increase your business Brand strategy1 Retailer focus3 Tactical in-market levers2 To build equity Converting equity to sales Converting equity to sales
  30. 30. Client Feedback! Thank you. We really think it will make a big difference in our business…. For a brand like Sedal, this information can really define a new way of converting our brand lovers and to continue to build our brand, especially when the market has become so competitive in Colombia. We saw an amazing reception from our top management, with excellent comments. “ ”
  31. 31. More info Sandra BERGAMO Expert Solutions Director – Kantar Worldpanel +33 (0)1 30 74 81 61 Sandra.BERGAMO@KantarWorldpanel.com Pierre GOMY Managing Director – Millward Brown +33 (0)1.55.56.40.75 / +33 (0)6 21 50 57 Pierre.Gomy@millwardbrown.com

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