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Value Add Stories Using Market and Shopper Insights to Drive Growth for your Business
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Value Add StoriesDriving Growth through Market &Driving Growth through Market &
Shopper Insights
Infocado Summit 2010Infocado Summit 2010By Yahya Kanj
Driving growth through Market & Shopper Insights
What’s the big fuss…..Why g yshould I care?
Answer: Understanding the Shopper is the key to driving Growth
Driving growth through Market & Shopper Insights
My Goal today….
•How information can be used to make more ff ti b i d i i ?effective business decisions?
Sh ith l lif t di•Share with you real life case studies
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Fresh Market Wrap
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Fresh Market Wrap – Key Highlights
• Fresh Produce nominal growth (0.9%) on last year, however we are starting to see improved performance in the last 13 wks, growing at 3.0%
• QLD star performer driving growth, whilst NSW market receding due to decline in Fruit sales
• ALDI growing at 8.5% on last year (most through switching from WW and Non-Supermarkets)
• Vegetable sales out-growing Fruit
• Pre-packed for both F&V continue to grow faster than Loosep g
• Shoppers buying more volume (paying less), and purchasing less often -increasing consumption should remain a key focus!
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g p y
• Families & Young Adults dampening category growth
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Thoughts for Consideration
• Am I growing my shipments to QLD? If not, can I do more…
• Am I heavily reliant on NSW market? How can I be more efficient?
A I d ith ALDI? If t h t? C ld thi b• Am I engaged with ALDI? If not, why not? Could this be an opportunity?
I P k d i f ? If h ?• Is Pre-packed an opportunity for me? If so, how?
• What marketing initiatives am I undertaking to expand F&V g gconsumption?
• Should I be targeting Families & Young Adults to grow sales for my
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g g g g yproduct? And if so, how?
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
H i f ti b d?How information can be used?
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
How do I use this information?•Should I ship more volume to
QLD, and less to NSW?
•Is there any opportunity in NSW which is currently not
being served?being served?
•Am I missing out on my share of growth in QLD andshare of growth in QLD, and
why?
•Am I driving the QLDAm I driving the QLD growth? If so, share this
learning with your customers for further support
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pp
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
How do I use this information?Total Fresh Produce
•May want to consider pre-pack options for Fruit &
LooseShare 79.8%
Pre-packedShare 20.2%
pack options for Fruit & Vegetables if you’re not
currently
Value Change -2.3% Value Change +15.6%•Introduce a different size pre-pack
Vegetables Fruit •Direct more loose volumes to
markets, and pre-packed to major supermarkets
Pre-packedShare 25.7%, Value Change +16.4%
Pre-packedShare 13.5%, Value Change +13.7%
j p
•Explore packaging/varietal options, key messages
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
How do I use this information?What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 10/07/2010 - BASED ON VALUE ($000'S)/1000•Apples – Strategy should be aimed at growing frequency of
h T t i tipurchase. Target existing buyers. Messages around # of varieties, health benefits, pack
size options conveniencesize options, convenience options
•Citrus Short term focus1 t•Citrus – Short term focus around increasing frequency. Good story with penetration up yet still 10% don’t buy
1 extrapurchase of
Citrus = $22.9mup, yet still 10% don t buy
•Stone Fruits – Definite focus on getting more people to buy
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on getting more people to buy
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Real Life Case Studies• Demographic Targeting Example• Product Focused Examplep
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Apples Case Study
S.A Opportunity to Drive Growth- Product & Marketing Strategy
Driving growth through Market & Shopper Insights Title of Presentation
Apples sales lagging behind rest of market in S.A
Yearly QuarterlyValue % Growth – Total Apples
National
ea y Qua te y14/09/2010 versus year ago
-4.2% +2.6%
S A-5.2% -1.7%
S.A
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
What’s driving these sales trends?S A
g
5 2% Dollar Sales
S.A
Shopper Purchase Spend per
-5.2% Dollar SalesShopper
PenetrationPurchaseFrequency
Spend perOccasion
14320,000 fewer purchase occasions
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
, p
Pre-packed Apples in S.A missing opportunity –showing no growth! What’s different to rest of market?showing no growth! What s different to rest of market?
S.A
Loose Pre packedLoosePurchase Frequency
Pre-packedPurchase Frequency
No change
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* Pre-packed in rest of market is growing strongly
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Established Couples primarily behind the decline in Apple Sales in South Australia – Marketing efforts should be concentrated at
Which groups are driving my growth/decline? (Lifestage) - Demographics - ValueSA INC NT - TOTAL APPLES - MAT TO 04/09/2010 - BASED ON VALUE ($000'S)/1000
re-engaging this audience
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Key Strategic Learning’s
• Focus on improving Pre-Packed offering to drive salesHow is the offering different to other states?
S.A
– How is the offering different to other states?– Do we have the right varieties?– Are we over-priced per unit?– Is the packaging as good?Is the packaging as good?– Are we getting fair share of shelf in-store? Front-end visibility
• Primarily target marketing activity to Established CouplesPrimarily target marketing activity to Established Couples– Understand their motivations & barriers to purchase– Where to reach them?
• Invest in sales/marketing activity to drive Frequency of purchase?– Think about consumer loyalty programs, innovative pack types, cross-
promotions, recipe ideas, variety pack, convenience solutions
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promotions, recipe ideas, variety pack, convenience solutions
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Mushrooms Case Study
Woolworths Category Review- Range optimisation to drive growth
Driving growth through Market & Shopper Insights Title of Presentation
How does Mushrooms compare?
MAT QTR 4WKSValue Growth – National Aus
Total VegetablesMAT QTRFlat Flat +4%
4WKSYear to June 2009
+6% +6% +7%Growth has been consistently
well ahead of market!What consumer
b h i i
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well ahead of market!behaviour isdriving this?
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
More people are buying Mushrooms compared to year ago, however still plenty of opportunity to attractyear ago, however still plenty of opportunity to attract shoppers
What are the key consumer drivers of sales? - Brand Health - ValueALL SHOPPERS - AUS - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000
20At the same time, Shoppers are spending more (+$1 per buyer)
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
ALDI & Woolworths seeing largest growth in share of Mushroom salesof Mushroom sales
What is driving grocery sales? (Account Comparison) - Bigger Picture - ValueALL SHOPPERS - TOTAL VEGETABLES MUSHROOMS - SHARE OF TRADE ($)
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
ALDI clearly differentiated from others on $ spend per occasion due to pre-pack range, capturing $1 more per shopper visit
What is driving grocery sales? (Account Comparison) - Bigger Picture - ValueALL SHOPPERS - TOTAL VEGETABLES MUSHROOMS - $ PER OCCASION
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Mushroom growth in Woolworths largely reliant on Established Couples and Bustling Families
Which groups are driving my growth/decline? (Lifestage) - Demographics - ValueAUS WOOLWORTHS/SAFEWAY - TOTAL VEGETABLES MUSHROOMS - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000AUS WOOLWORTHS/SAFEWAY TOTAL VEGETABLES MUSHROOMS MAT TO 13/06/2009 BASED ON VALUE ($000 S)/1000
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
ALDI continues to very heavily over-trade amongst Senior Couples, who account for over 20% of their sales
Which groups are driving my growth/decline? (Lifestage) - Demographics - ValueAUS ALDI - TOTAL VEGETABLES MUSHROOMS - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Despite WW gaining share, WW shoppers still over-spend on Mushrooms in Coles and ALDI compared to other commodities –
Opportunity for WW to to increase their shopper loyalty to Mushrooms!Opportunity for WW to to increase their shopper loyalty to Mushrooms!
Where else do my account shoppers buy? (WW) - Retail Health - ValueWOOLWORTHS SHOPPERS - SHOPPER REPERTOIRE ($) - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000
MushroomsTotal Fresh Produce
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
In Closing, key messages
• The ‘Old’ ways of selling to a retailer & shopper has come to an endto an end….
• Retailers & Shoppers are increasingly more informed –H h l i t d l th i ht t t i ?How are we helping to develop the right strategies?
• The biggest “bang for our buck” will come when our gg gstrategies and decision making are based on factual shopper based insights, not anectodal feedback
• Think of ways to widen distribution across channels, deliver convenience to the shopper and add value back
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into the category for the retailer!
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Driving growth through Market & Shopper Insights
Thank you
Driving growth through Market & Shopper Insights