kantar worldpanel - who do you compete with?
DESCRIPTION
Kantar Worldpanel continuously measures the grocery purchasing of thousands of shoppers on a daily basis. We see in detail all the choices shoppers make within a category - helping us to determine the true areas of competition and subsequent structure of the market. This can then form the basis of price, promotion, NPD and ranging arguments. For more information please visit: http://www.kantarworldpanel.com/en/ExpertiseTRANSCRIPT
© Kantar Worldpanel© Kantar Worldpanel
How a market structure can help
WHO DO YOU COMPETE WITH?
© Kantar Worldpanel© Kantar Worldpanel
Defining your competition with actual purchasing behaviour
Can you make the right decisions if you don’t know who you really compete with?
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An average category contains over 130 skus per store
Do you compete with every one? Or just a few key ones?
?
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knowing who you really compete with is harder than ever
New product launches observed in RST over 52 weeks to 04 Sept 11, excluding direct replacements for existing brands
EVERY 4 WEEKS 750 ‘NEW’ PRODUCTS
And the landscape changes constantly...
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Our belief....you need to understand real shoppers,
in real life stores, making choices over time
Standard Premium
Carte D’Or shoppers are more likely to buy Premium –
this is the true competitive set ?
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To ultimately create real life shopper-based competitive sectors!
Volume +5%
Price per Kg -10%
INSTANT HOT DRINKS
Hot Chocolate, Malted Drinks and Cocoa Speciality Instant Coffee
Hot Chocolate Sachets
Cappuccino flavourOther
flavoursHot Chocolate and Cocoa Malted Drinks
Who competes in Instant Hot Drinks?
to help you.......
© Kantar Worldpanel
IDENTIFYNPD
OPPORTUNITIES
PRICE & PROMOTE
APPROPRIATELY
CREATE EASY TO SHOP
CATEGORIES
Make better decisions, internally and with your customers
CREATE SHOPPER-BASED
LISTING ARGUMENTS
RATIONALISE YOUR
PORTFOLIO
IMPROVE YOUR COMMS
STRATEGY
For example...
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Carte D’Or should be worried by Haagen Dazs (and others) promoting below their full (and now higher) RSP price...
£
BETTERPRICE AND
PROMOTION
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46%Block Cheesevolume on deal
The right level for Pilgrims’ Choice?
BETTERPRICE AND
PROMOTION
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Four main Cheese sectors: It’s not one size fits all!Double Gloucester has a different competitive set!
Volume +5%
Price per Kg -10%
Block Cheese
Other Block Cheese Branded Block Cheddar
Sm
all B
rand
ed
Blo
ck
Large Branded Block
Hard Continental
Territorials and PL Cheddar
733323
% VOLUMEON DEAL
24
BETTERPRICE AND
PROMOTION
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Cheese Spreads & Slices
Fuller Fat Healthier
Spread Portions
Bra
nded
Slic
es
PL Slices Full Fat TubsLi
ght S
prea
dsHealthy Portions
Cottage Cheese
Fla
vour
ed
Low Fat is a key area of competition in Cheese Spreads – opportunity for Seriously Strong, which only plays in Full Fat
Colours indicate sector performance
IDENTIFYNPD
OPPORTUNITIES
© Kantar Worldpanel
To maximise shoppers and sales, which SKUs should be removed to make space for NPD within Light Spreads?
Existing Range
Light Spreads SKUs
+£1.5m
-£1.4m
Optimised Range(retaining as many
shoppers as possible)
Full Fat Sector
Incremental sales of NPD (shopper behaviour modelled based on test market predictions)
Predict shopper behaviour once SKUs removed
SHOPPER-BASED LISTING
ARGUMENTS
© Kantar Worldpanel
Key benefits
– Clarity on who you compete with based on actual shopper behaviour across the market
– Comprehensive profiling of key value levers you can influence
– Retailer-specific, quantified ranging opportunities
– Grounded in robust analytical techniques
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© Kantar Worldpanel© Kantar Worldpanel
How a market structure can help
WHO DO YOU COMPETE WITH?
http://www.kantarworldpanel.com/en/Expertise
For further information please visit: