4. merk en marktfactoren - kantar tns · brand equity retail strategy purchasing behaviour de 4...
TRANSCRIPT
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Merk en marktfactoren in Nederland
Retail & Shopper Insights
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In-store marketing
Brand Equity
Retail
Strategy
Purchasingbehaviour
De 4 specialismen binnen Retail & Shopper Insights
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Brand power in the mind
Brand power in the market
Aankoopbeslissing
Power in the mind & Power in the market
Kracht van het merk vs. de prestaties in de markt
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Brand Power en de Shopper Journey
Brand Equity Pre-Disposition
Brand Equity
Pre-Disposition
Transaction Seals Purchase
decision
Transaction Seals Purchase
decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
PRE-STORE
STORE
P.O.P.
Pack communication
In-store advertising
Marktfactoren
Kracht van merk
in het hoofd
van de consument
Wat heeft nu
welke invloed?
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Hoe presteert een merk bij de consument en in de markt?
Achterliggende
oorzaken?
PositioneringRelevantieUniekheidExpertiseBetrouwbaarheidKwaliteitEtc.
Achterliggende
oorzaken?
AanwezigheidZichtbaarheid
PrijsniveauAanbiedingen
Etc.
Retail & Shopper Insights Brand Power Model
Wat zijn de achterliggende oorzaken die zorgen voor die prestaties?
Vervolgacties om de Power in the Mind en Power in the Market te optimaliseren?
Merk
Brand power in the mind
Brand power in the market
Aankoopbeslissing
Brand power in the mind
Brand power in the market
Aankoopbeslissing
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Power in the MindIn de praktijk
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Prijs en distributie drijven consumenten weg van hun voorkeursmerken
Power in the Market
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Power in the MarketIn de praktijk
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• Mogelijkheid om gerichter het koopproces te analyseren en te optimaliseren
• Betere merkprestaties door synergie tussen beide factoren
• Gerichtere inzet marketing budget tussen Above/Below the Line inclusief retail
• Optimaliseren van communicatie naar de consument en de boodschapper
Retail & Shopper Insights & Brand Power Model
Door inzicht in de twee factoren…
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Voor wie interessant?
Brand Equity Pre-Disposition
Brand Equity
Pre-Disposition
Transaction Seals Purchase decision
Transaction Seals Purchase decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
PRE-STORE
STORE
P.O.P.
Pack communication
In-store advertising
Zowel voor
retailers als
fabrikanten.
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Merk en markt in de retail
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Power in the mind vs. Power in the market
0,40
0,60
0,80
1,00
1,20
1,40
1,60
1,80
supe
rmar
kten
drog
iste
rijen
kledi
ngw
inke
ls
goed
kope
kle
ding
win
kels
doe
het z
elf
tuin
centra
optie
k w
inke
ls
pers
onal
ele
ctro
nics
cons
umen
ten
elec
troni
ca
slijt
erije
nkl
eding
jong
eren
pers
onal
ele
ctro
nics
jong
eren
Power in the Mind Index
Merk relatief sterk
Merk relatief minder sterk
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Marktfactoren die invloed kunnen hebben:
Afstand
Bereikbaarheid
Zichtbaarheid
Prijsniveau
Personeel
Drukte in de winkel
Etc
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Winkelformule als uitgangspunt en P’s als uitwerking
Winkelformule
ProductPersoneelPromotiePlaatsPrijs
Hoe relevant, consistent en up-to-date is de winkelformule?
Hoe sluit de marketingmix daar op aan?
Hoe presteren de afzonderlijke onderdelen van de marketingmix?
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Merk en marktfactoren bij wasmiddelen
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Inzicht in merkrelatie wasmiddelenMeer dan helft staat open voor meer merken
Single Minded; 46%
Uncommitted, uninvolved;
23%
Seekers; 10%
Shared; 8%
Passive; 12%
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Keuzes binnen en buiten de winkelWasmiddelen
12
10
36
44
46
37
46
16
17
17
16
33
28
Geen keuzes vooraf
Type verpakking
Vloeibaar vs poeder
Merk
Toepassing (kleur,
witte was, fijne was)
Prijs
Aanbieding
Buiten de winkel In de winkel
74
26
53
61
62
62
70
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19
16
9 9
18
8
21
76
7
12
21
Ariel Dreft Omo Persil Robijn Huismerk
Power in mind
Koopgedrag
Merk versus marktWasmiddelen
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29
39
85
50
85
55
3229
27
85
52
86
59
52
3235
85
45
83
53
96
74
33
92
45
87
14
40
Prijs Betaalbaar Aanbieding Voorraad Opvallend
aanwezig
Vindbaarheid Zichtbaarheid in
markt
Ariel Dreft Omo Huismerk
Basis marktfactoren•Huismerken gunstig prijsniveau
•Dreft relatief ongunstig prijsniveau
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Keuze voor wasmiddelen
Soep en Wasmiddelen
Merk en marktfactoren bij soep
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Inzicht in merkrelatieHelft staat open voor meer merken
Passive; 11%Shared; 2%
Seekers; 13%
Uncommitted, uninvolved;
24%
Single Minded; 50%
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Keuzes binnen en buiten de winkelSoep
21
5
9
20
27
27
27
39
56
7
16
15
24
30
37
26
17
Geen keuzes vooraf
Milieuvriendelijkheid
Type verpakking
Ingrediënten
Kant-en-klaar of pakje
Aanbieding
Prijs
Merk
Smaak variant
Buiten de winkel In de winkel
73
65
64
57
51
35
25
12
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16
22
35
34
88
24
02
41
15
Knorr Honig California Royco Unox Huismerk
Power in mind
Koopgedrag
Merk versus marktSoep
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64
52
20
78
47
76
46
62
52
25
81
54
77
52
4147
37
82
63
83
68
96
71
32
81
46
81
22
Prijs Betaalbaar Aanbieding Voorraad Opvallend
aanwezig
Vindbaarheid Zichtbaarheid in
markt
Knorr Honig Unox Huismerk
Basis marktfactoren•Knorr minder sterk in aanbiedingen en zichtbaarheid
•Unox relatief sterk in aanbiedingen, aanwezigheid en zichtbaarheid
Aanbod
smaakvariant?
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Kijkt u niet alleen naar uw merk, maar ook naar de marktfactoren.
Kortom:
En vooral de samenhang tussen merk en de marktfactoren om deze te kunnen optimaliseren.
Brand Equity Pre-Disposition
Brand Equity
Pre-Disposition
Transaction Seals Purchase
decision
Transaction Seals Purchase decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
PRE-STORE
STORE
P.O.P.
Pack communication
In-store advertising