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Using Data in FMCG Lorna Ash
Reckitt Benckiser
This presentation has been prepared for the 2016 Data Analytics Summit.
The Institute Council wishes it to be understood that opinions put forward herein are not necessarily those of the Institute and the Council is not responsible for those
opinions.
Types of Data
Scan Sales Home Scan Brand Omni
Shopper Surveys Loyalty & Credit Card Data
Traditional Newer
INSIGHT
STRATEGY
EXECUTION
• On-going brand & category tracking & shopper insights
• Post campaign/launch/sales activity evaluation
• Development of brand plans • Development of category strategy & customer
engagement
• Targetted marketing (CTM, FB DDM) • Shopper driven sales executions (Shopper driven
promo guidelines, POG development, clustering, ranging)
How are we using?
Meet Active Andy
I am reasonably healthy but do struggle to manage my health and I do feel insecure sometimes. I am active (metro, working) and take a no fuss approach to medicines opting for the strongest solutions paying little attention to ingredients, origin and expiry dates. I am open to new things when it comes to medicines
% Size 10%
Demo Male (61%) Younger (18-34) Kids in HH Metro Working
Shop for Meds
Grocery (75%)
Health Status
High across nearly all
Average no of conditions in p3m
Cold/ flu, fever, joint pain
Used past 3 months
Traditional, First Aid Accessories, Condoms Lubricants, NRT
Info sources
Alternative HCP
Other Attitudes
Avoid Rxion
Meet Kale-Shake Karen % Size 14%
Demo Female (65%)
Shop for Meds
No skew
Health Status
High dietary health
Average no of conditions in p3m
Allergy, eye
Used past 3 months
Traditional, First Aid Accessories, NRT
Info sources
HCP, Online
Other Attitudes
Do not like anti-biotics
I am very diligent when it comes to health making this a priority in my life. I do rely on medicines but pay attention to ingredients and safety. I opt for milder options and take preventative solutions often sticking with the same brands but also driven by what is on sale. I am careful and confident about health but also like to get advice on how to be more healthy
Case Study: Foot Zone CHALLENGE How Data Used?
Drive WW to become a destination for Footcare and grow medicinal credentials through creation of Foot Zone
Low Risk Trial – 10 Stores Able to pick control stores with same sales and demo type to compare Target media to just people who are in those trial stores
Case Study: Soaps Promo strategy
BUSINESS Qs DATA IMPACT
How do we optimise 4P’s with consideration of longer term shopper journey, with objectives to: • Convert people to Dettol • Trade Up
Evaluate the historical behaviour of shoppers who have: • Switched from Other
brands to Dettol • Traded up to foam
When to promote How Often What Discount