Country manager consumer research r1


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Country manager consumer research r1

  1. 1. Country Manager Consumer Research
  2. 2. Overview <ul><li>All of the Background, Environment, Consumer, Competition, and Internal information in CM is important and should be analyzed each period. </li></ul><ul><li>Analysis of consumer research information is critical, each period, to develop and implement effective strategies: </li></ul><ul><ul><li>Target market </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Channel </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Advertising, promotion, and sales force </li></ul></ul><ul><li>This presentation guides you through the Consumer research </li></ul>
  3. 3. Consumers Menu <ul><li>Select the country you want to analyze (Venezuela is used here) </li></ul><ul><li>Click on Consumers </li></ul><ul><li>There are four types of consumer research: </li></ul><ul><ul><li>Shopping Habits </li></ul></ul><ul><ul><li>Decision Criteria </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Brands Purchased </li></ul></ul>
  4. 4. Shopping Habits <ul><li>There are four types of retail stores in LA: </li></ul><ul><ul><li>Traditional </li></ul></ul><ul><ul><li>Self serve (convenience) </li></ul></ul><ul><ul><li>Hypermarket </li></ul></ul><ul><ul><li>Web/Other Home </li></ul></ul><ul><li>Each column shows what percentage of each demographic shops in each type of retail, and sums to 100% </li></ul><ul><li>E.g., 46% of all Younger consumers shop in Traditional stores (54% shop somewhere else) </li></ul><ul><li>Thus if you want to target Younger customers in VEN, selling only in Traditional stores will limit your sales potential to 46% of this group. </li></ul>
  5. 5. Decision Criteria - 1 <ul><li>Research shows how much weight consumers place on: </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Effectiveness (benefit or type of toothpaste) </li></ul></ul><ul><ul><li>Size </li></ul></ul><ul><ul><li>Vehicle (paste, gel) </li></ul></ul><ul><ul><li>Delivery (tube, pump) </li></ul></ul><ul><li>This is for the entire VEN market. </li></ul><ul><li>Use the “XSection” button to study specific customer segments </li></ul>
  6. 6. Decision Criteria - 2 <ul><li>You can click on any combination of demographic and benefit segments </li></ul><ul><li>To the left Younger and White are selected </li></ul><ul><li>The following slides will focus on analysis of the Younger White segment </li></ul>
  7. 7. Decision Criteria - 3 <ul><li>This segment represents 8.4% of the VEN population, and buys 10.6% of all toothpaste </li></ul><ul><li>Effectiveness (whitening toothpaste) and size are very important to this segment </li></ul><ul><li>They very much prefer small sizes </li></ul><ul><li>They prefer tubes and gels </li></ul>
  8. 8. Awareness of Competition Brands <ul><li>53% of this segment are aware of Local 1 (compared to 55% of all VEN consumers) </li></ul><ul><li>22% of this segment are aware of Regional 1 (compared to 27% of all VEN consumers) </li></ul><ul><li>They are not at all aware of Local 2 </li></ul>
  9. 9. Brands Purchased <ul><li>72% buy Local 1 toothpaste </li></ul><ul><li>28% buy Regional 1 toothpaste </li></ul><ul><li>Go to Competition – Market Share to see who sells the most White toothpaste </li></ul><ul><li>Go to Competition – Brand Formulations to see what types of toothpaste Local 1 and Regional 1 sell in VEN that this segment are buying </li></ul>
  10. 10. Competition – Market Share <ul><li>Local 2 has 100% market share of White toothpaste – that is, of all toothpaste labeled as offering whitening benefits, Local 2 has 100% share </li></ul><ul><li>Why does Local 2 have 100% White share, but the Young White segment buys Local 1 (72%) and Regional 1 (28%), and not Local 2 (0%)? </li></ul>
  11. 11. Competition – Brand Formulations <ul><li>Local 2 is the only company that sells White toothpaste (but offers no small sizes) </li></ul><ul><li>Local 1 and Regional 1 sell Economy and Healthy (including some small sizes) </li></ul><ul><li>Why are Young White consumers not buying Local 2’s White toothpaste? </li></ul><ul><li>Why are Young White consumers buying toothpaste they really don’t want (i.e., something other than White)? </li></ul>
  12. 12. Competitive Analysis – Why Younger White Consumers Are Not Buying Local 2 <ul><li>Check their advertising – are they generating awareness? </li></ul><ul><li>Check their Distribution Coverage – are they selling where Younger consumers shop? Do they have Sales Force allocated to the right channels? </li></ul><ul><li>Check their Pricing – consumers are willing to pay more if it is what they want </li></ul><ul><li>Etc. </li></ul><ul><li>Do any of the available formulations really give this segment what they want? </li></ul><ul><li>Can AllStar Brands do a better job targeting Younger White consumers than the current competitors? If so, develop a strategy to do so! </li></ul>