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MOSCOW
How Do Producers activate Sales in DIY with Consumer
Behaviour Research
Francois CORDA
26 May 2011
WHO IS THE DIY CONSUMERIN EUROPE ?
What are the Consumer Profiles?
Fediyma’s first European Consumer study was issued in 2000.
After studies in 2005 and 2007 with Q&A Research & Consulting to define the DIY consumers profiles, we have started in 2010 a cooperation with GfK, the European leading market research company to understand the consumer behaviour.
fediyma activities
4
Methodology
Desk researchField research
– executed in June 2005 – Internet survey
– non DIY-ers and DIY-ers
– 10 European countries
– random sample of 7658 consumers
Five consumer segments defined in DIYWith 2 key criteria:
– Value: average amount spent in the last five years– Frequency: average number of jobs in the last five years
Segmentation: frequency /value
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
Five consumer segments in DIY• We have identified five segments of DIY-ers• Based on their attitude and behaviour
Segmentation
Home improver16%
Active DIY-er21%
Discounter16%
Decorator26%
Smeaser21%
Active DIY-ers (21%)
Segmentation: frequency /value
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
• Active DIY-ers (21%)• A-Brands oriented• interested in promotions and buy
more to take advantage
• attitude towards DIY– like to do it – to improve their skill level – to experience appreciation from
others
Home improvers (16%)
Segmentation: frequency /value
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
• Home improvers (16%)• A-Brands oriented• search for certainty
• attitude towards DIY– don’t like DIY– but they have to do it
• more represented in older age groups
9
Decorators (26%)
Segmentation: frequency /value
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
• Decorators (26%) • buy A-brands & store brands
• attitude towards DIY – to demonstrate skills – fill free time – and help others
• highly represented in younger age groups
Discounters (16%)
Segmentation: frequency /value
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
• Discounters (16%)• buy unknown brands • buy lowest price products• interested in promotions but only
buy what they need
• attitude towards DIY:– reducing costs– save money
• females more represented
Smeasers (21%)
Segmentation: frequency /value
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
• Smeasers (21%) • buy lowest price products• buy unknown brands
• attitude towards DIY– do it the easy way– not interested in DIY products– do DIY to save money
Not ‘one’ DIY consumer marketSegmentation: frequency/value Belgium
7000
9000
11000
13000
15000
17000
19000
21000
23000
25000
5.0 10.0 15.0 20.0 25.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Lowfrequency
High frequency
Low value
Segmentation: frequency/value France
2000
3000
4000
5000
6000
7000
8000
5.0 10.0 15.0 20.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Germany
3500
4500
5500
6500
7500
5.0 7.0 9.0 11.0 13.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Italy
1500
3500
5500
7500
9500
11500
13500
15500
6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value The Netherlands
8000
10000
12000
14000
16000
18000
2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value United Kingdom
2500
3500
4500
5500
6500
7500
2.0 4.0 6.0 8.0 10.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Europe
3500
5000
6500
8000
9500
11000
4.0 6.0 8.0 10.0 12.0 14.0 16.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Denmark
3500
5000
6500
8000
9500
11000
12500
14000
2.5 5.0 7.5 10.0 12.5 15.0 17.5 20.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Norway
6000
7000
8000
9000
10000
11000
12000
3.0 5.0 7.0 9.0 11.0 13.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Spain
3500
4500
5500
6500
7500
8500
9500
10500
11500
3.5 5.5 7.5 9.5 11.5
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Segmentation: frequency/value Sweden
1300
2300
3300
4300
5300
6300
7300
10.0 12.0 14.0 16.0 18.0 20.0 22.0 24.0
Home Improver
Active DIY-er
Discounter
Decorator
Smeaser
High value
Low value
Lowfrequency
High frequency
Belgium Denmark France
United Kingdom Europe
Italy Norway Spain Sweden
Germany
The Netherlands
UNDERSTAND THE DIY CONSUMER BEHAVIOUR
GFK FEDIYMA STUDY 2010
Spain
Germany
UK
France
Belgium
Denmark
International fediyma DIY ConsumerStudy 2010 by GfK Living & Retailin 6 European countries
n = 500
n = 500
n = 500
n = 500
n = 500
n = 500
WHO ARE THE DIYERSIN EUROPE
IN 2010?
ARE PEOPLE MORE INTERESTED IN DIY
BY QUALITY OR PRICE ?
ARE PEOPLE INTERESTED IN DIY
BY BRANDS IN EUROPE?
WHERE DO THE DIY CONSUMERS BUY IN EUROPE?
WHAT IS THE SIZE OF THE DIY MARKET IN EUROPE
33
BHETA DIY Forum, Birmingham_Sept. 14, 2010 34
35
36
37
Western GSB DIY Chains in Russia
Western chains (2004-2014)
Castorama, 7
K-Rauta, 15
OBI, 2
OBI, 13
OBI, 50
Castorama, 40
Leroy Merlin , 2
Leroy Merlin , 12
Leroy Merlin , 30
K-Rauta, 9
Homecentre, 5
Homecentre, 20
0
10
20
30
40
50
60
2004 2008 2014
Ко
ли
че
ств
о м
ага
зин
ов
WHICH DIY PRODUCTS ARE BOUGHT IN EUROPE?
HOW TO COMMUNICATE IN DIY?
ARE GREEN PRODUCTS IMPORTANT IN DIY
IN EUROPE?
ARE INNOVATIONS IMPORTANTIN DIY?
EXAMPLESMANUFACTURERS INNOVATIONS
BOIS INTERIEURS
50 50
NEW NATURAL PAINTS BONDEX
51
Merchandising
XWINTERIEURS
1er WOOD TREATMENT 100% ECOLOGICAL
INNOVATION
1ST WOOD TREATMENT « ECOLOGICAL »100% NATURAL
packaging THE RANGE
100% recyclable
In KRAFT
Ecological
Interior Wood
1L
2,5L
5L
Eco Idea : the empty can to draw from the 5L Bag in Box
THE CAN
1L 56
THE RANGE
CIP Nom PCB GENCOD UC GENCOD UA
313669 Xylophène – 100% NATUREL 1L 4 3261543136695 3261549091097
313670 Xylophène – 100% NATUREL 2.5L 2 3261543136701 3261549091103
313671 Xylophène – 100% NATUREL 5L 1 326154313671857
DESIGNATION DU SERVICE (à modifier)
LEGRAND INNOVATION
THE TRADITIONAL SWITCHES
LEGRAND CELIANE NEW SWITCH RANGE
WHAT LESSONS FOR THE MANUFACTURERS
IN RUSSIA ?
large markets request powerful players large markets request powerful players
1. How to Grow in RUSSIA!
large markets need large supplierslarge markets need large suppliers
2. BEST MANUFACTURERS OFFER FULL SERVICE
Top quality product: 100 % compliance to specsno consumer complaints
Top logistics: 97-99 % on time, complete
Source of information: consumer, market, legislation
Marketing services: training, merchandising, promotions
Low costs: Keep it simple !
High prices: Based on value
Build your brand: priority, build awareness
3. BEST MANUFACTURERS INNOVATE
Comprehensive: product,
packaging, information,
logistics, administration
Permanent & systematic:Value for money
Double focusconsumer and retailer
Important & relevant: Know the consumer
CONCLUSION IN DIY , THERE IS A HIGH POTENTIAL IN RUSSIATHE BESTMANUFACTURERS WILL GROW WITH THE RETAILERS
Understand ConsumerBehaviour
Renovators,women,DIFM
Create Value for moneywith Quality ProductsAnd not on prices only
Develop Innovation ,easy to use products green technologies and Service
Build Strong Brands with all multicanal media
66
Thank you for your attention !
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