Kantar promotion analysis_2013

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Kantar promotion analysis_2013

  1. 1. Confectionary PROMOTIONS Understanding the impact on your brand and consumers
  2. 2. DATA  Source: Kantar Worldpanel – Household Panel  2,150 households in Vietnam urban 4 key cities (HCM, Hanoi, Danang, Cantho)  In-home consumption  131 FMCG categories  More than 7000 brands  All retailers: Traditional Trade, Modern Trade 2 © Kantar Worldpanel
  3. 3. DID YOU KNOW? 85% population buy FMCG products under promotion (4% FMCG value share) TOP 2 SECTORS: PERSONAL CARE & HOME CARE Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Total FMCG – 2012 © Kantar Worldpanel
  4. 4. What kinds of promotions are more popular among consumers’ choice of purchase? © Kantar Worldpanel
  5. 5. TOP 3 PROMOTION TYPES #1 GIFTED PURCHASE 58% promotion value 73% population #2 BUY 1/ MULTI GET 1 FREE 16% promotion value 56% population #3 PRICE OFF 15% promotion value 21% population Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Total FMCG – 2012 5 © Kantar Worldpanel
  6. 6. Which channels attract more promotion buyers and sales under promotion? © Kantar Worldpanel
  7. 7. WHICH CHANNEL OFFER MORE PROMOTION? MODERN TRADE offers more promotions, and attracts customers to spend more on promotion PURCHASE UNDER PROMOTION VALUE (%) PROMOTION RELATIVE PENETRATION (%) 85 67 68 15 4 All retailers GT All retailers MT 2 GT MT Source: Households Panel – Vietnam Urban 4 key cities – Total FMCG 7 © Kantar Worldpanel
  8. 8. Who are promotion seekers? © Kantar Worldpanel
  9. 9. PROMOTION SEEKERS 34% POPULATION PROFILE TOP 3 PROMOTION TYPES are HEAVY BUYERS of PROMOTION (who purchase on promotion more than an average person – dedicate averagely 10% basket value) • • • • • South (HCM & Cantho) Young & Middle HWife <40YO Big family 5+ members Middle High & High income MT shoppers 1. Gifted purchase 2. Price off 3. Buy 1/ Buy multi get 1 free Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Total FMCG – 2012 9 © Kantar Worldpanel
  10. 10. How do promotions impact on category/ brand? © Kantar Worldpanel
  11. 11. PROMOTION HELPS ADD INCREMENTAL SALES DURING THE CAMPAIGN PERIOD PROMOTION CAMPAIGN Brand A - Seasoning powder category (*) Millions % volume add up by promotion +30% +65% +37% +21% +34% Dec'11 Jan'12 Feb'12 Mar'12 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Nov'11 Extra sales (with promotion) Base line sales (without promotion) * The analysis based on the brand with highest promotion level in seasoning powder category in Tet 2012 period Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Seasoning powder 11 © Kantar Worldpanel
  12. 12. YET, CAN PROMOTION HELP TO INDUCE BRAND TRIAL? © Kantar Worldpanel
  13. 13. IT APPEARS THAT PROMOTION ISN’T THE KEY DRIVER TO INDUCE NEW TRIAL AS MORE THAN 80% OF NEW CONSUMERS ENTER THE CATEGORY NOT VIA PROMOTION Penetration <65% DEVELOPING CATEGORIES % new market entry occasions via real purchase % new market entry occasions via promotion Fabric softener 75 25 Seasoning powder 76 24 Bar soap 84 16 Liquid bath 90 10 Toilet tissue 96 4 Panty liner 74 26 Bathroom cleaner 76 24 Insecticide 77 23 Hair conditioner 81 19 Deodorant 92 8 Average Penetration >65% DEVELOPED CATEGORIES Category 82 18 Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Total FMCG - 2012 13 © Kantar Worldpanel
  14. 14. WHAT ABOUT BEFORE & AFTER EFFECTS? © Kantar Worldpanel
  15. 15. NO SIGNAL TO SEE THE POSITIVE IMPACT ON BRAND SHARE AMONG THE PROMOTION BUYERS Do promotion buyers purchase more of the brand after the promotion period? Category % brand share (among promotion buyers) in previous 6 months % brand share (among promotion buyers) in 6 months after Seasoning Powder 49.6 46.4 Cooking Oil 52.4 51.8 Shampoo 44.0 41.8 Toothpaste 58.6 63.7 Fabric Softener 60.7 54.4 Average 53.1 51.6 (*) Based on the analysis of promotion buyers in Tet period, and on the brand with highest promotion level of each category Tet period: 4 weeks ending 22/01/2012 Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Total FMCG 15 © Kantar Worldpanel
  16. 16. When is the peak time of promotion? © Kantar Worldpanel
  17. 17. 8 WEEKS BEFORE TET IS THE PEAK TIME OF PROMOTION Total spending under promotion +50% In Tet period (*) +30% In Pre-Tet period (*) vs. normal month (*) Tet period: 4 weeks before the 1st day of Lunar New Year (*) Pre-Tet period: 4 weeks before Tet period Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities – Total FMCG – Tet 2012 vs. avg month 2011 17 © Kantar Worldpanel
  18. 18. SUMMARY 85% population purchase promotion per year MT is the key shopping place for promotion GIFTED PURCHASE 34% population are promotion seekers, dedicating 10% basket for promotion They are MT is the most popular promotion type, followed by BUY 1 GET 1 & PRICE OFF WHAT 5W PROMOTION FINDINGS SHOPPERS, big size families with middle high & high income, in the South WHERE WHO Promotion helps add incremental sales uplift during campaign period TET season is the peak time of promotion However, it is not the key driver to induce trial and no significant positive afterterm effect is observed HOW WHEN © Kantar Worldpanel
  19. 19. Want to know more about pricing & promotions? Choose the right promotional and pricing activity for a specific objective How Kantar Worldpanel can help you further? Right Activity Benchmark my price and promotional activity against other brands and categories. Benchmark Maximise Sales Understanding how to maximise promotional sales through better understanding of who buys on deal Consumer Response Quantify the current and potential value of your different targets to allow you to make actionable decisions Pricing & Promotions Optimise your promotions investment and price strategies
  20. 20. Promotion Analysis: Understanding ACTUAL CONSUMER BEHAVIOUR from your deals WHAT IS THE ROLE OF PROMOTIONS IN YOUR CATEGORY ? How promotion is driving overall sales on the category ? Which promotion type is mostly played ? 8.00% Which promotions type drive the recruitment / encourage competitor switching ? 30 7.00% 18% 8% 23% 26% 59% 55% 18% 19% 16% 25 6.00% 20 5.00% 4.00% 62% 60% 15 3.00% 59% 10 2.00% 5 1.00% 22% 0.00% 30% 25% 0 Gifted Buy 1 / Purchase Get 1 Sales Volume Buy 1 / Get 1 Additional Vol Gifted Purchase Price Off Price Off Sampling Total Market New to Category Switched Brand Current Buyer Fee is applied for the Promotion analysis. Please contact our Client Service representative for further information. 20 © Kantar Worldpanel
  21. 21. About Kantar Worldpanel Kantar Worldpanel is the world leader in consumer knowledge and insights based on continuous consumer panels. Its High Definition Inspiration™ approach combines market monitoring, advanced analytics and tailored market research solutions to deliver both the big picture and the fine detail that inspire successful actions by its clients. Kantar Worldpanel’s expertise about what people buy or use – and why – has become the market currency for brand owners, retailers, market analysts and government organisations globally. With over 60 years’ experience, a team of 3,500, and services covering more than 55 countries directly or through partners, Kantar Worldpanel delivers High Definition Inspiration™ in fields as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others. For further information, please visit us at www.kantarworldpanel.com.vn Contact us Kantar Worldpanel Vietnam 58 Vo Van Tan Street, District 3, Ho Chi Minh City, Vietnam tel: +84 8 39306631 fax: +84 8 39306632 email: vietnam@kantarworldpanel.com website: www.kantarworldpanel.com.vn KWPVietNam Kantar Worldpanel Vietnam © Kantar Worldpanel

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