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GET YOUR SLICE
OF A BIGGER PIE
STEP-CHANGING
CATEGORY GROWTH
THROUGH “INTEGRATED
MARKETING” – AND
WINNING BIG IN MARKET
© Kantar Retail 2010
1
Q|ST|CF|L|(lk)
KEY CONCEPTS OF TODAY’S PRESENTATION
© Kantar Retail 2010
Q|ST|CF|L|(lk)
2
–Share Steal or Category Growth?
 Real Growth building from Behaviour Change
–Benefits of an Integrated Marketing Approach
 Putting the Shopper at the Centre
 Thinking Win-Win – Manufacturer & Retailer
DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE
MORE ROOM FOR GROWTH?
Laundry Additives : is
there one in every
washload?
Alcoholic drinks : are people
drinking as much as they
might be?
Confectionery : are people
reminded of all the
occasions they can
consume?
MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL,
EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION…
Category
Manuf.
Share
Share Steal
Category
Manuf.
Share
GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND
WHOEVER LEADS THE GROWTH WILL TAKE THE LION’S SHARE…
WHO IS GROWING THE CATEGORY SUCCESSFULLY TODAY?
© Kantar Retail 2010
Q|ST|CF|L|(lk)
6
Coca-Cola Europe : key strategy is
to drive consumption with meals, to
replace water.
Danone UK : new products to
expand yoghurt consumption
in breakfast occasion
P&G USA : bringing air-
freshening to a wide range
of places and occasions
THE ENEMIES OF CATEGORY GROWTH
© Kantar Retail 2010
Q|ST|CF|L|(lk)
7
Innovation designed to outperform
the competitor, not win new usage.
Communication focused on
brand benefit only, and
talking to existing category
consumers
Non-strategic promotions
rewarding deal-hunters and
not driving behaviour change
AND IF YOU DON’T BELIEVE ME ON THE PROMOTIONS...
© Kantar Retail 2010
Q|ST|CF|L|(lk)
8
£-
£50,000
£100,000
£150,000
£200,000
£250,000
Loyal Repertiore Pantry Loader Deal Seeker
2 for £1.60 BOGOF BOGOF
Rewarding the Deal Buyers….
INTEGRATED MARKETING™
WHAT IS IT ABOUT:
FROM: a BRAND
only view
TO: CATEGORY &
BRAND view
WHAT’S THE BIG IDEA?
© Kantar Retail 2010
Q|ST|CF|L|(lk)
10
Having an Integrated set of
Consumer AND Shopper
strategies supported by
linked activation plans
SO WHAT SHOULD WE DO?
© Kantar Retail 2010
Q|ST|CF|L|(lk)
11
– Link Consumption / Usage to Purchase opportunities
– Have an Integrated Sales and Marketing response to attacking
these opportunities through all appropriate touch points
– Engage Customers in a shared Vision for the Category
WATCH THIS VIDEO AND THINK ABOUT HOW THE CHANGE IN
APPROACH TO THE PURCHASING ENVIRONMENT IN CONFECTIONERY
COULD STIMULATE NEW CONSUMPTION...
12
Confectionery Video
A CLEAR SET OF DRIVERS SHAPE THE GROWTH AGENDA FOR A
CATEGORY – WITH ACTIVATION AGAINST CONSUMER, SHOPPER
AND RETAILER.
© Kantar Retail 2010
Q|ST|CF|L|(lk)
13
© Glendinning Management Consultants 2008
Q|CM|LTM|GOTM004 (SH-dh)
14
STRATEGIC PLATFORMS ARE THE “CREATIVE SPRINGBOARDS” THAT
LEAD TO EXECUTION – IN COMMUNICATIONS, NPD AND NEW
FORMATS, AND IN-STORE ACTIVATION
Events
Connect
Cold
“Big Events @ Home”
Giving consumers the knowledge, tools, products
and services to host the perfect fun,
contemporary event at home.
“Connect & Unwind”
Unlock more lower tempo everyday casual
occasions with the right Beer & Cider for the
Occasion
“Cold”
Build the everyday appeal of Beer & Cider by
ensuring it is always sold and served at the
right temperature
“To create and satisfy more
everyday consumption
occasions at home by
improving the in-home
experience”
Strategic Platforms for Activation:
HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED
IN A STORE ENVIRONMENT
15
5 QUESTIONS TO ASK YOURSELF...
16
 Does the category you’re working on have room for consumption growth?
 Are you investing heavily to win share from your competitor, only to lose it back
to them in the next promotional period?
 Is it costing more and more to partner with Retailers, in promotional investment
required to get support, and margin delivery?
 Are you linking consumer needs to the purchasing occasion?
 Are you CHANGING BEHAVIOUR?
TANGIBLE
Not theoretical
Not over engineered
Not a pure external view
Gets embedded
Clear metrics
TRANSFORMATION
Drive Practical
and Real Change
Change Results
Change Behaviour
Creates Future Demand
© Kantar Retail 2010
17
Q|ST|DH|AC002 (AC-dh)
WHO ARE KANTAR RETAIL...?
© Kantar Retail insert year
doc ref
18
© 2011.Kantar Retail. No part of these materials may be used,
reproduced or adapted without the prior written consent of the
copyright owner. All rights reserved
Contact:
Vadim Khetsuriani
T: +44 (0) 1932 833 600
M:+44 (0) 7770 427 273
Vadim.Khetsuriani@kantarretail.com
www.kantarretail.com
Contact
James Pollock
T: +44 (0) 1932 833 614
M:+44 (0) 7917 235 006
James.Pollock@kantarretail.com
www.kantarretail.com

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ECR demand Kantar_category_segmentation

  • 1. GET YOUR SLICE OF A BIGGER PIE STEP-CHANGING CATEGORY GROWTH THROUGH “INTEGRATED MARKETING” – AND WINNING BIG IN MARKET © Kantar Retail 2010 1 Q|ST|CF|L|(lk)
  • 2. KEY CONCEPTS OF TODAY’S PRESENTATION © Kantar Retail 2010 Q|ST|CF|L|(lk) 2 –Share Steal or Category Growth?  Real Growth building from Behaviour Change –Benefits of an Integrated Marketing Approach  Putting the Shopper at the Centre  Thinking Win-Win – Manufacturer & Retailer
  • 3. DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE MORE ROOM FOR GROWTH? Laundry Additives : is there one in every washload? Alcoholic drinks : are people drinking as much as they might be? Confectionery : are people reminded of all the occasions they can consume?
  • 4. MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL, EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION… Category Manuf. Share Share Steal
  • 5. Category Manuf. Share GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND WHOEVER LEADS THE GROWTH WILL TAKE THE LION’S SHARE…
  • 6. WHO IS GROWING THE CATEGORY SUCCESSFULLY TODAY? © Kantar Retail 2010 Q|ST|CF|L|(lk) 6 Coca-Cola Europe : key strategy is to drive consumption with meals, to replace water. Danone UK : new products to expand yoghurt consumption in breakfast occasion P&G USA : bringing air- freshening to a wide range of places and occasions
  • 7. THE ENEMIES OF CATEGORY GROWTH © Kantar Retail 2010 Q|ST|CF|L|(lk) 7 Innovation designed to outperform the competitor, not win new usage. Communication focused on brand benefit only, and talking to existing category consumers Non-strategic promotions rewarding deal-hunters and not driving behaviour change
  • 8. AND IF YOU DON’T BELIEVE ME ON THE PROMOTIONS... © Kantar Retail 2010 Q|ST|CF|L|(lk) 8 £- £50,000 £100,000 £150,000 £200,000 £250,000 Loyal Repertiore Pantry Loader Deal Seeker 2 for £1.60 BOGOF BOGOF Rewarding the Deal Buyers….
  • 9. INTEGRATED MARKETING™ WHAT IS IT ABOUT: FROM: a BRAND only view TO: CATEGORY & BRAND view
  • 10. WHAT’S THE BIG IDEA? © Kantar Retail 2010 Q|ST|CF|L|(lk) 10 Having an Integrated set of Consumer AND Shopper strategies supported by linked activation plans
  • 11. SO WHAT SHOULD WE DO? © Kantar Retail 2010 Q|ST|CF|L|(lk) 11 – Link Consumption / Usage to Purchase opportunities – Have an Integrated Sales and Marketing response to attacking these opportunities through all appropriate touch points – Engage Customers in a shared Vision for the Category
  • 12. WATCH THIS VIDEO AND THINK ABOUT HOW THE CHANGE IN APPROACH TO THE PURCHASING ENVIRONMENT IN CONFECTIONERY COULD STIMULATE NEW CONSUMPTION... 12 Confectionery Video
  • 13. A CLEAR SET OF DRIVERS SHAPE THE GROWTH AGENDA FOR A CATEGORY – WITH ACTIVATION AGAINST CONSUMER, SHOPPER AND RETAILER. © Kantar Retail 2010 Q|ST|CF|L|(lk) 13
  • 14. © Glendinning Management Consultants 2008 Q|CM|LTM|GOTM004 (SH-dh) 14 STRATEGIC PLATFORMS ARE THE “CREATIVE SPRINGBOARDS” THAT LEAD TO EXECUTION – IN COMMUNICATIONS, NPD AND NEW FORMATS, AND IN-STORE ACTIVATION Events Connect Cold “Big Events @ Home” Giving consumers the knowledge, tools, products and services to host the perfect fun, contemporary event at home. “Connect & Unwind” Unlock more lower tempo everyday casual occasions with the right Beer & Cider for the Occasion “Cold” Build the everyday appeal of Beer & Cider by ensuring it is always sold and served at the right temperature “To create and satisfy more everyday consumption occasions at home by improving the in-home experience” Strategic Platforms for Activation:
  • 15. HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED IN A STORE ENVIRONMENT 15
  • 16. 5 QUESTIONS TO ASK YOURSELF... 16  Does the category you’re working on have room for consumption growth?  Are you investing heavily to win share from your competitor, only to lose it back to them in the next promotional period?  Is it costing more and more to partner with Retailers, in promotional investment required to get support, and margin delivery?  Are you linking consumer needs to the purchasing occasion?  Are you CHANGING BEHAVIOUR?
  • 17. TANGIBLE Not theoretical Not over engineered Not a pure external view Gets embedded Clear metrics TRANSFORMATION Drive Practical and Real Change Change Results Change Behaviour Creates Future Demand © Kantar Retail 2010 17 Q|ST|DH|AC002 (AC-dh) WHO ARE KANTAR RETAIL...?
  • 18. © Kantar Retail insert year doc ref 18 © 2011.Kantar Retail. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved Contact: Vadim Khetsuriani T: +44 (0) 1932 833 600 M:+44 (0) 7770 427 273 Vadim.Khetsuriani@kantarretail.com www.kantarretail.com Contact James Pollock T: +44 (0) 1932 833 614 M:+44 (0) 7917 235 006 James.Pollock@kantarretail.com www.kantarretail.com

Editor's Notes

  1. Q|ST|CF|L|GOTM004|(SH-lk)
  2. Q|ST|CF|L|GOTM004|(SH-lk)
  3. 3
  4. 4
  5. 5
  6. Q|ST|CF|L|GOTM004|(SH-lk)
  7. Q|ST|CF|L|GOTM004|(SH-lk)
  8. Q|ST|CF|L|GOTM004|(SH-lk)
  9. K|SH|Lorna|(SH-lk)
  10. Q|ST|CF|L|GOTM004|(SH-lk)
  11. Q|ST|CF|L|GOTM004|(SH-lk)
  12. 13
  13. Glendinning Management Consultants 2008
  14. © Kantar Retail insert year