competition in romania - advantage austria via laptops and tablets to online panels and communities...

1© GfK 2014 | Competition in Romania

COMPETITION IN ROMANIAPractical Aspects related to assessing current situation and identify

opportunities for growth

GfK Romania I May 2014


EXPERIENCE

In the past four years GfK Romania has constantly

invested in developing new data collection methods, from

CAPI via laptops and tablets to online panels and

communities and Eye Tracking.

OVER 292,331 INTERVIEWS IN 2013

• GfK Romania was established in 1992 (Research

Team Romania).

• In 1996 became a member of GfK Group.

• Leader of market research industry in Romania since

2001

• 11 mil. Euro turnover in 2012

• 260 full-time staff in 2012, out of which 60% works in

Custom Research

About GfK Romania

AWARDS AND AFFILIATIONSHISTORY

• Member of ESOMAR, MSPA (Mystery Shopping

Providers Association) and partner of IAB

Romania

• GfK Romania Customised Research wins„ Best

Supplier“ within GfK CEE in 2011

• Silver Award for Excellence “PR for marketing”

category at PR Award 2011

• HR Best Practice Award 2008 – Category

“Retain”, GfK Global HR Conference

• Best Practice Award 2007

CATI (Computer Assisted Telephone

Interviews)102,917

CAPI (Computer Assisted Personal

Interviews)123,200

PAPI (Pen and Paper Interviews) 55,495

F2F CLT (Central Location Test) 10,719


How to Assess Current Position & Track Market

Evolution


GfK Retail Panel GfK Household Panel

Technical Consumer GoodsFast Moving Consumer Goods

Assessment of Current Position & Track Evolution


GfK Household Panel

Fast Moving Consumer Goods


A panel is a selected, constant group of

consumers, who are surveyed repeatedly,

regularly and on the same subject.“

Main Purpose: Recording of movements and

shifts over time


Consumer Panel Services set-up in CEE

Country Panel Size Since

GfK Austria 4.000 1960

GfK Bosnia Herz. 1.000 2004

GfK Bulgaria 2.500 1999

GfK Croatia 1.500 2000

GfK Hungaria 2.000 1993

GfK Kazakhstan 1.000 2005

GfK Polonia 5.000 1993

GfK Romania 3.000 1997

GfK Russia 10.000 1996

GfK Belgrade 1.000 2003

GfK Slovakia 1.500 1993

GfK Czechia 2.000 1993

GfK Ukraine 5.000 1999

GfK Italy 8.000 1994

GfK Turkey 10.000 2012


What do we do?

We track real

consumer

purchases

for

F M C G


How do we do it?

Representative Sample households

Shopping brought back home

any FMCG product anywhere in the

market

Scan the EAN code

Either from the product or a

codebook for non EAN goods

Quality Control &

Processing

Data available monthly

SCAN

ProjectionRe-weight using the

demographics of the sample

Tailored analysis and

consultancy helping our

clients to know their

shoppers


Why do we do it?

To answer

some of the

key

questions

such as:

…but not just these, we also deal with more complex projects and

marketing questions in different areas.


GfK Retail Panel

Technical Consumer Goods


We collect live sales out data from our panel

of retailer partners.


Main Audited Categories by Product Group

Consumer

Electronics & Photo

Telecom & IT

Major Domestic

Appliances

Small Domestic

Appliances


*The GfK Retail Panel does not measure promotion activities in terms of financial input and advertising. This analysis requires internal information on marketing communication activities to

compare with the brand‘s performance according to the GfK Retail Panel.

Working with GfK Retail Panel Data

The market success of a brand depends on a successful marketing mix. The 4P -

Product, Price, Place and Promotion are key areas determining brand performance.

Product

Do you have the right products on the

market?

Price

Are your products positioned at the right

price point?

Place

Is your distribution on target in order to

reach your marketing goals?

Promotion*

Does your marketing communication

support your marketing strategy?*


GfK Retail Panel Data

Category ControllingSales and Marketing

Who needs our data?

Purchase & Product

ManagementGeneral Management

Deliver

Insights


How to Improve - Path to Growth


Why mystery shopping?

Fast reaction to the programs implemented by the main competitors

Improve performance and achieve success by using the “best practices” from the market

Be aware of the opportunities and thus to differentiate versus competition

Set right standards by having a benchmark defined by the market

Reach new clients


Range of Application and Usage of Mystery Shopping

Store Check Sales Service Efficiencies Compliance

Audit

Price check

POS

Staff Attitude

Staff Competences

Hygiene factors

Standards

compliance

Product

recommendation

Standards

implementation

Cross sales

Reactivity

Operations Flow


Two core unique measures are common across brand

measurements: customer-centric new metrics

A more

sensitive

monitoring of

your brand

performance

Better measure Experiences

which touchpoints are

experienced and what is their

vividness and lasting impression

on the brand (at the same time)

ConX™

Better understand consumers

brand relationships

measures the type and quality

of the relationship you have with

consumers, not just its strength

CBR™


Steps To Determine Consumer Experience Points future

strategy

How many saw brand on each touchpoint?

Which touchpointsare memorable and leave a uniquely positive impression?

Which touchpointsimpact consideration / preference, future purchase?

XP

contact

1 XP

performance

2 XP

effectiveness

3

Managing customer experience with holistic touchpoints / experience points,

to enhance brand success

Which dimensions are activated?

XP

Audit

4


GfK‘s Customer Brand Relationship (CBR) Approach How to measure customer-brand relationships?

27 brand relationships developed and globally validated with Boston University and

GfK “Verein”

Complete

stranger

Annoying

acquaintance

Marriage

on-the-rocks Fling Colleagues

Marriage

partnersOld friends

Fleeting

acquaintance Stalker / Prey Enemy Secret affair

Teacher /

Student Teammates Best friends

Close siblings

Online friends Villain / Victim Ex friends

Next-door

neighbors Guru / Disciple Former friends

Star / Groupie

One night stand Hate-love

relationshipDealer / Addict Buddy

Casual

acquaintance


How to measure relationships?

Marriagepartners

Old friends

Close siblings

TeammatesColleagues

EnemyAnnoying

acquaintance

Ex-friends

One-night-stand

Fling

Online friend

Complete strangers

Guru/disciple

Marriage on-the-rocks

Villain /

Victim

Buddy

significant,intensity

insignificant,superficial

conflicted,unfair

harmonious, excitement

Fleeting acquaintance

Star Former friend

Next-door neighbors

Love-hate relationship

Stalker /

Prey Dealer /

Addict

Casual acquaintance

Teacher /

student

Best friendsSecret affair

exclusiveness,bounded

flexibility

honesty, passion

dishonest, cold


Soured/ Break-Up

Casual Acquaintance

Old-Time Friendship

Adventure Hero

Stranger

Close Admired Partner

Build quality

Novel design

Premium design

Social currency

Family fit

Driving performance

Service cost

Reliability

Dealer service

Styling

Build quality

Innovation

Financing

Styling

Recalls (press)

Price

Speed

Path to brand success


THANK YOU!

www.gfk.com/ro

Gabriela Luca I [email protected] I Market Strategy Advisor I Consumer Goods & Retail

Simona Dan I [email protected] I Market Strategy Advisor I Customer Experiences

http://www.gfk.com/ro

mailto:[email protected]

mailto:[email protected]

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