Uitgeverij De Boeck PowerPoint Marktonderzoek in rechte lijn 2014 Case Toothpaste Marc De Laet, Pol Toye

1. Marktonderzoek in rechte lijn
Marc De Laet
Pol Toye
uitg. De Boeck
Toothpaste case
Confidential & Proprietary • Copyright © 2007 The Nielsen Company

2. Some Nielsen Definitions
• PC Selling WD : the Product Class Selling Weighted Distribution is a
measure of the distribution of the line, or product or item chosen
based on the number of shops selling the product category corrected
by the product class turnover, expressed in %
• % ND Selling : the Numeric Distribution is a measure of the number
of shops selling the chosen product based on the number of
projected shops in the total Nielsen universe, expressed in %
• Any promo PC Selling WD : The Any Promo Product category
Selling Weighted Distribution is a measure of distribution for the
shops where the product was sold with display and/or feature (folder
an / or price cut, corrected for their product category turnover
• Rate Of Sales Index (value) : sales value per point of weighted
distribution (formula = value sales/weighted Distribution)
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3. Some Nielsen Definitions
• Shelf in centimetres : the linear space that a brand occupies on the
shelves in the shops, expressed in centimetres
• Average Retail Price equ : The Average Retail Price Equivalised is
the sales value divided by the sales in volume in equivalised units
(litres, pieces, kilo, …)
• Share of Promotional Sales : weight of the promo sales of brand A
versus the total sales of brand A
• Promo Pressure : weight of the promo sales of brand A versus the
total promo sales of the market
• MAT = Moving Annual Total
• W201209 = Week ending on 20/12/2009
• PL = Private Labels
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4. Toothpaste
Category Overview

5. Intro within Aldi of PL Sensitive Withening (only in the south)
Toothpaste – MAT December 2009
All data are fictive
Sales value in '000€
54 053.2
29 648.1
28 666.4
13 572.2
TOTAL
BELGIUM
F1
F2
8 706.0
3 108.6
HD
F3
% Value change vs LY
19 660.4
4 744.7
NORTH
BRUSSELS
SOUTH
20.6
12.5
5.4
TOTAL
BELGIUM
2.9
3.3
F1
F2
2.0
HD
2.5
F3
NORTH
% Price change vs LY
-2.6
BRUSSELS
SOUTH
1.8
1.5
1.0
0.1
-0.3
-1.3
TOTAL
BELGIUM
-1.4
F1
F2
HD
F3
NORTH
BRUSSELS
-2.6
SOUTH
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6. Toothpaste – Sales Value difference in ‘000€
MAT 09 vs MAT08
All data are fictive
Total Belgium
PL
North
768
1 463
Signal
149
Theramed
-223
Aquafresh
-818
173
5
620
2 380
Colgate
South+Brussels
719
50
-99
570
124
S = +1 710
S = +669
S = +198
-99
S = -99
248
S = -174
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7. Major players - Total Belgium
Share value (vs total Toothpaste)
27.9
26.8
24.5
25.9
15.7
13.3
0.1
90.0
80.0
31.4
29.3
29.9
23.5
25.5
24.0
14.7
14.6
13.0
25.0
26.2
25.1
26.7
25.3
27.2
26.4
26.4
25.9
27.0
24.5
24.4
24.8
26.0
26.4
28.2
14.8
12.6
12.9
7.8
7.1
6.7
28.6
26.4
25.3
16/08/2009
0.2
19/07/2009
0.0
21/06/2009
100.0
All data are fictive
24.7
28.5
2.1
29.0
70.0
26.0
24.1
13.8
11.6
13.5
7.1
7.2
7.1
26.5
26.4
24.9
25.7
23.6
11/10/2009
08/11/2009
06/12/2009
03/01/2010
28.4
13/09/2009
60.0
50.0
7.7
7.6
21.8
7.0
8.5
8.0
7.1
25.1
25.6
25.4
26.2
24/05/2009
7.3
13.5
26/04/2009
8.1
14.0
29/03/2009
30.0
13.0
01/03/2009
40.0
12.8
13.7
6.9
6.8
22.3
25.5
21.6
MAT 09
04/01/2009
10.0
MAT 08
20.0
01/02/2009
0.0
PL
Theramed
Aquafresh
Colgate
Signal
Oral B
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8. Topic :
Why has Signal lost €495.8K with the switch
from Kids to Chupa Chups (Jan 09)
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9. Total Belgium – Signal Varieties – Sales value in ‘000€
All data are fictive
42.1
0.0
114.0
0.0
111.6
307.4
282.4
285.1
275.4
250.4
136.3
141.3
151.2
62.0
76.8
99.2
64.5
76.8
66.9
143.8
151.2
158.7
153.7
21/12/2008
30/08/2009
132.3
131.6
119.0
128.9
28/09/2008
161.1
31/08/2008
151.2
94.4
255.3
250.4
153.7
141.3
123.9
116.5
138.8
68.6
304.9
176.0
23/11/2008
178.5
141.3
163.6
26/10/2008
190.9
0.0
109.1
109.1
304.9
131.4
Av. MAT 09
110.0
136.3
0.0
109.1
245.4
Av. MAT 08
148.2
146.4
280.1
133.9
0.0
111.6
272.7
138.8
132.1
136.3
89.2
101.6
76.8
86.8
131.4
133.9
109.1
Ice Cool + Integral Fresh
Explosive Mint + Aqua Mint
Protection Caries + Anti Caries
96.7
183.4
138.8
Kids + Chupa Chups
White System Natural + White system
101.6
20/12/2008
123.4
0.0
25/10/2008
12.0
131.4
27/09/2008
0.0
112.1
0.0
109.1
22/11/2008
0.0
Balsam
Integral 8
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10. Total Belgium – Rate of Sales index in value
All data are fictive
Three months
before being delisted
2 089.3
2 032.3
1 788.3
1 602.3
1 615.0
1 614.7
1 132.6
893.6
934.8
894.4
940.3
908.4
Nine months
After being introduced
P7
P8
P9
Kids (2008)
P10
P11
P12
Chupa Chups (2009)
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11. All data are fictive
Total Belgium
2008
Kids
03/08/2008
31/08/2008
28/09/2008
26/10/2008
23/11/2008
21/12/2008
2009
Chupa Chups
02/08/2009
30/08/2009
27/09/2009
25/10/2009
22/11/2009
20/12/2009
PC
SELLING
WD
82
83
82
82
82
82
PC
SELLING
WD
72
73
74
76
76
76
ANY
AVERAGE
PROMO
TOTAL
RETAIL
PC
SHELF CM PRICE
SELLING
EQU (L)
WD
55
42 625
93.00
32
42 625
98.00
41
42 625
99.00
68
42 625
101.00
29
42 625
102.70
46
42 625
98.60
ANY
AVERAGE
PROMO
TOTAL
RETAIL
PC
SHELF CM PRICE
SELLING
EQU (L)
WD
26
34 945
104.30
34
34 945
104.50
26
34 945
104.90
42
34 945
105.10
69
34 945
101.80
15
34 945
103.70
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12. Share Value vs total Toothpaste – 6P ending Dec08/09
All data are fictive
4.2
7.2
Kids
2.3
4.0
Chupa
Chups
COLRUYT
DELHAIZE
3.7
2.9
2.3
Kids
1.9
Chupa
Chups
GB
F2
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13. Colgate Lolly – Share Value vs total toothpaste
All data are fictive
4.0
2.9
2.7
2.9
2.9
1.8
COLRUYT
DELHAIZE
6M ENDING DEC 08
GB
6M ENDING DEC 09
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14. Topic :
How is Signal performing vs Oral B and
Aquafresh in the new segment of ‘Erosion’
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15. Total Belgium – ‘Erosion’ segment – sales value
All data are fictive
81 805
77 467
8 999
7 982
61 800
14 155
15 518
8 528
43 505
13 684
19 683
23 699
35 647
33 590
W131209
W201209
4 338
26 178
16 534
0
2 677
7 685
0
719
6 966
13 857
W081109
W151109
Signal Integral 8
13 659
595
4 685
2 851
7 858
18 047
17 650
W221109
W291109
Aquafresh Proglasur
16 361
23 228
W061209
Oral B Pro Expert Mint
Oral B Pro Expert Citrus
Total
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16. PROMO - Total Belgium – Segment ‘Erosion’
Signal Integral 8
Share Value (vs Total
erosion segment)
Share of PROMOTIONAL
sales (Value)
Promo Pressure (Value)
Aquafresh Proglasur
All data are fictive
Oral B Pro Expert Mint
69.0
40.6
37.6
46.0
41.1
10.9
18.1
26.5
25.4
29.0
17.9
31.4
22.1
18.3
19.0
34.1
10.6
16.4
28.4
12.7
12.7
32.3
53.0
15.8
8.3
29.2
73.0
22.0
9.7
12.8
74.0
11.8
23.1
65.1
41.0
4.3
16.0
52.6
20.0
19.0
16.5
63.0
18.2
8.9
19.1
1.4
1.4
0.6
0.2
0.1
0.4
0.5
0.5
0.6
0.1
0.1
0.5
1.0
0.5
0.8
1.0
0.7
Promo Sales Value
0.2
0.7
0.2
0.7
0.4
0.1
0.3
1.2
0.9
0.2
1.0
0.3
0.7
0.4
0.8
0.1
0.1
0.2
W291109
0.3
W201209
W131209
W061209
0.1
W291109
W221109
W201209
W131209
0.1
W061209
W201209
W131209
W061209
0.1
0
0.1
W221109
0.6
W291109
0.5
W221109
Neutral Sales Value
0.1
0.1
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17. All data are fictive
PROMO in F1 – Signal Integral 8
Folder 2.95-2.7
GB Supermarkets
0.0
0.0
0.0
0.0
0.0
0.0
W151109
W221109
W291109
3.8
3.4
2.5
3.8
1.6
3.0
W201209
6.4
3.9
4.6
W131209
W201209
W151109
W291109
W081109
2.2
0.0
2.2
4.6
0.0
0.0
W221109
0.2
0.0
0.2
1.8
0.0
1.8
3.9
0.0
W061209
6.1
2.6
W131209
6.4
0.0
6.1
3.8
W201209
2.7
W061209
W151109
W081109
5.6
2.9
W131209
3.1
MESTDAGH
1.1
W061209
3.1
0.0
W291109
3.1
W221109
W151109
W081109
0.0
0.0
2.7
1.8
3.8
1.7
0.0
1.7
W201209
W131209
W061209
Red Price
5.5
3.1
0.0
4.8
3.8
0.0
COLRUYT
PROMO SHARE
VALUE
NEUTRAL SHARE
VALUE
total
3.9
0.1
4.8
0.0
0.5
2.4
3.0
3.5
5.1
0.1
5.0
4.0
2.4
1.4
W081109
NEUTRAL SHARE
VALUE
5.1
3.0
0.0
W291109
1.4
0.0
3.4
0.0
W221109
2.5
0.0
PROMO SHARE
VALUE
total
DELHAIZE
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18. Distribution in F1 – Introduction in the distribution
Delhaize
19-Oct
16-Nov
09-Nov
Signal Integral 8
Aquafresh Proglasur
Oral B Pro Expert Mint
Oral B Pro Expert Citrus
Colruyt
16-Nov
14-Dec
07-Dec
14-Dec
GB
23-Nov
09-Nov
23-Nov
23-Nov
All data are fictive
Mestd.
09-Nov October
07-Dec November
21-Dec December
PC Selling WD
89
88
87
79
88
78
65
87
78
56
52
52
44
23
22
54
34
19
16
62
27
19
16
9
9
32
25
W201209
W131209
W061209
W291109
2
W221109
W151109
W081109
W011109
W251009
W 181009
1
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19. Distribution in F2 – Introduction in the distribution
GB
09-Nov
09-Nov
07-Dec
30-Nov
Signal Integral 8
Aquafresh Proglasur
Oral B Pro Expert Mint
Oral B Pro Expert Citrus
Interm.
19-Oct
23-Nov
23-Nov
23-Nov
All data are fictive
Spar
19-Oct October
09-Nov Novembe
23-Nov December
30-Nov
PC Selling WD
65
58
59 51
34
22
38
33
25
31
W131209
22
20
11
4
W201209
4
W221109
4
W291109
16
7
W151109
3
W081109
W011109
W251009
3
W 181009
41
W061209
24
46
39
37
60
56
53
34
62
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20. Rate of Sales hit-parade (week 20/12/2009)
Total Belgium – Signal varieties
All data are fictive
High to low
SALES
VALUE
Anti Caries
Integral Fresh
Integral 8
White System
Aqua Mint
Balsam
Chupa Chups
63 723
41 427
33 587
35 676
22 688
31 773
20 600
PC
SELLING
WD
82
73
67
72
53
75
61
DEMAND
INDEX
777
567
501
495
428
424
338
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21. Price – Average retail price (per SKU) – 75ml
Total Belgium
3.94
3.86
3.94
3.94
3.90
3.86
3.80
3.90
3.86
3.80
3.24
3.23
3.62
2.90
2.90
3.09
2.87
Signal Integral 8
2.88
Aquafresh Proglasur
Oral B Pro Expert Mint
2.79
W131209
W081109
3.19
W061209
2.71
2.80
3.21
W291109
2.77
3.23
W151109
2.82
W011109
W 181009
2.92
W251009
3.28
W221109
3.69
W201209
3.94
All data are fictive
Oral B Pro Expert Citrus
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22. Rate of Sales Index (in value) for the ‘erosion’ segment
Total Belgium
All data are fictive
566
352
364
235
205
150
W061209
101
W291109
W081109
W011109
W251009
W 181009
65
431
387
341
318
232
216
W221109
121
191
163
150
333
291
364
W151109
151
402
291
335
420
W201209
435
W131209
501
Signal Integral 8
Aquafresh Proglasur
Oral B Pro Expert Mint
Oral B Pro Expert Citrus
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23. Thank you
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