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Brand | Store Impact

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information of Advantage Shopper intelligence.

These materials may be printed or photocopied for use in evaluating the information, but are not to be shared with other parties or publicised in any way without explicit approval of Advantage International

White Paper

Advantage International 20 Toronto StreetToronto M5C288Canada

AuthorRoger JacksonGlobal Program DirectorUSA Cell +1 804 212 [email protected]

2015LAUNCHING IN THE USA

2Shopper Intelligence White Paper

www.shopperintelligence.com | [email protected]

Intentionality

Incr

emen

talit

y

Spenddrivers

Staples

HeroBrands

Footfalldrivers

High on IncrementalityLow on intentionality

So What? Priority for instore feature and display

Low on Incrementalityand Intentionality

So What? Focus on full value sales, ease of navigation,

usage ideas

High on both measures

So What? will deliver best ROI of the combination

of out of store and in store activity

High on IntentionalityLow on Incrementality

So What? Priority for out of store promotion

and advertising

A new way to think about brands in the supermarketEach year Advantage Shopper Intelligence interviews thousands of shoppers about their experience buying products in supermarkets. We ask questions about the category, but we can also look at the dynamics of the purchasing decision process for each major brand and own label product line. This report is a first analysis of how brands impact the store using two different dimensions derived from our measures: *

Intentionality Incrementality

The extent to which they demonstrate shopper behaviours that brings shoppers to the store with the intent to buy (in a category)

The extent to which they demonstrate shopper behaviours that encourages shoppers to spend more (in a category)

We can use a matrix to plot each brand using its score on our two dimensionsFig 1: Summary of outcome

Brand|Store Impact: Executive Summary



A new way to think about brands in the supermarket

Andrex Bathroom

Robinsons

Cadbury Countlines

Penguin

Mr Kipling Cakes

Muller Corner

Muller Light

New Covent Garden Soup

Pizza Express

Quorn Chilled

Dairylea

Innocent

McCain Oven Chips

Magnum Ice Cream

Chicago Town Pizza

Goodfellas Pizza

Dr Oetker Pizza

Hovis Bread Warburtons bread

Smirno Vodka

Foster's

Old Speckled Hen

Bulmers

Nescafe

Douwe Egberts R&G

Taylors R&G

PG Tips

Tetley Yorkshire Tea

Discovery Mexican

Bisto

Knorr Mixes Oxo

Schwartz Spices

Silver Spoon Sugar

Tate and Lyle Sugar

25

20

30

40

50

60

70

1030 35 40 45 50 55

INTENTIONALITY

INCR

EMEN

TALI

TY

60 65 70 75

Branston Beans/spaghetti

Colgate Toothpaste

Corsodyl Mouthwash

Bic Razors

Gillette Ladies Razors

Lynx Male Deo

Lemsip Cold and Flu

Immodium

Nicotinelle

Thirst Pockets

Domestos

Flash

Febreze

Glade

Comfort Conditioner

Belvita

Birds Eye Fish

Youngs Fish

Allinson Flour

Whiskas

Weetabix Cereal Head and Shoulders

Nivea Cosmetics

Rimmer

Huggies Wipes

Pataks

Elmlea

Haribo

Kingsmill Bread Wrapped

Kingsmill Baked Snacks

The Saucy Fish Company

Jus Rol

Coke Singles

Yakult

Ben and Jerry's Luxury Ice Cream

Carte D'or Luxury Ice

Haagan Dazs

Ambre Solaire

Covonia Nurofen Pain Relief

Olbas

Sudafed

E-Lites Compeed

Daktarin

Scholl

Aptamil

Nutella

Marmite

Shockwaves

Lurpak Spreadable

Calpol

Brand|Store Impact Matrix Select brands illustrated



Brands that are outliers on the matrix have very distinctive roles to play for the store

Distinctive brand profiles (selected examples)

These distinctive brands should be treated in marketing strategy terms to their particular capability for the store.

Next stepsShopper Intelligence has measured around 500 brands in the top 4 UK supermarkets. To know exactly how your brand and category rated please contact us.

“Footfall Driver” Brands: strong on intentionality but not incrementality

“Spend” Brands: strong on incrementality but not intentionality

“Store Hero” Brands:demonstrating both

“Staples” Brands: demonstrating neither

SMA Baby MilkCow and Gate Baby MilkScotts Porridge OatsSensodyne ToothpasteGillette RazorsMarmite

Penguin Choc BiscuitsNew Covent Garden SoupSaucy Fish CompanyMaggi Packet MixMr Kipling cakesCarte D’Or

Ben and Jerry’sDr OetkerHuggiesCokePepsi MaxPampersChicago Town PizzaBranston Beans/Spaghetti

Schwartz SpicesBenylin CoughScholl FootAllinson FlourSilver Spoon Sugar

Focus on pre store decisions, leverage in store wide traffic driving theme activity, usage based themes, added valye activity

Focus on instore feature, leveraging display and impulse promotion

Maximise exposure with pre and in store linked themes

Move focus from promotion to usage and non price theme activity

Winning Brand|Store Impact summary:



Britain’s top 100 Brand|Store Impact Proprietary Brand and Store Own Label ranking report: 1-25

Rank Brand Intentionality Index Rank Brand Incrementality

Index

1 SMA 74 1 Ben and Jerry’s Luxury Ice Cream

64

2 Aptamil 71 2 Haagan Dazs 61

3 Asda regular Nappies 70 3 Kettle Chips 60

4 Sensodyne Toothpaste 70 4 Cadbury Desserts 59

5 Bonne Maman Marmalade 69 5 Tesco Finest Luxury Ice Cream

59

6 Lenor Conditioner 69 6 Pringles 59

7 Cow and Gate Baby Milk 69 7 Pizza Express 59

8 Pampers Nappies 69 8 Nescafe Azera 59

9 Just for Men Colouring 67 9 Sainsbury Taste the difference Packaged Cakes

58

10 Bacardi Rum 67 10 Ben and Jerry’s Ice Cream 57

11 Scott’s Porridge Oats 67 11 Burton Biscuits 57

12 Gillette Mens Razors 67 12 Cadbury Countlines Chocolate Confectionery

56

13 Lurpak Spreadable 67 13 Magnum Ice Cream 56

14 Lea and Perrins Sauce 67 14 Mars Countlines Kids Confectionery & Chocolate

56

15 Asda regular Baby Wipes 67 15 Gu Desserts 55

16 Yorkshire Tea 67 16 Blue Riband 55

17 Tesco regular Instant Coffee 67 17 Tesco regular Chilled Pizza 55

18 Nescafe 67 18 Tesco Finest Pies & Quiches

55

19 Sainsbury regular Roast & Ground Coffee

66 19 Mars Countlines Chocolate Confectionery

55

20 Pepsi Max 66 20 Sainsbury regular Chilled Vegetarian

54

21 Nescafe Gold Blend 66 21 Tesco Finest Chilled Pizza 54

22 Tesco regular Nappies 66 22 Sainsbury’s own label ‘By Sains-bury’s’ Fish Counter Fish

54

23 Marmite 66 23 Copella 54

24 Flora Proactive Drink 66 24 Morrisons ‘M’ Savers Pastry & Ready to Bake goods

54

25 Pedigree 66 25 Tesco own label Ready to Cook Fish

54





Index

26 Sudocrem 65 26 Tesco own label Fish Counter Fish

54

27 Famous Grouse Whisky 65 27 Penguin 54

28 Tesco Cholesterol Reducing 65 28 Bulmers 54

29 Head and Shoulders Shampoo 65 29 Nestle Desserts 54

30 Felix 65 30 Cadbury Dairy Milk 53

31 PG Tips 65 31 Dr Oetker Pizza 53

32 Butchers 65 32 Club Biscuits 53

33 Shockwaves 65 33 Maggi Packet Mix 52

34 Elvive Styling 65 34 Sainsbury Taste the difference Frozen Ready Meals

52

35 Sainsbury regular Nappies 65 35 Magnum Luxury Ice Cream 52

36 Lurpak Butter 64 36 McCoys 52

37 Pantene Shampoo 64 37 Morrisons regular Packaged Cakes

52

38 Benecol Yogurt Drink 64 38 Sanex Female Deo 52

39 L’Oreal Shampoo 64 39 Carte D’or Luxury Ice Cream 52

40 Tesco regular Baby Wipes 64 40 Nivea Cosmetics 52

41 Oats so Simple cereal 64 41 Sainsbury’s own label ‘By Sainsbury’s’ Ready to Cook Fish

52

42 Morrisons regular Nappies 64 42 Mr Kipling Cakes 51

43 Elnette 64 43 Fanta 51

44 Diet Coke 64 44 Belvita 51

45 Ten Motives 64 45 Birds Eye Poultry 51

46 Heinz Beans/Spaghetti 64 46 Tesco Finest Sausages 51

47 Tesco regular Laundry products

64 47 Tesco Ready Meals 51

48 Smirnoff Vodka 64 48 Mars Bars 50

49 Relentless 64 49 Asda Chosen by you Pies & Quiches

50

50 Lynx Male Deo 64 50 Cadbury Biscuits 50





Index

51 Bakers Complete 64 51 Morrisons own label ‘M’ Kids Confectionery & Chocolate

50

52 Sainsbury regular Squash/Cordial 64 52 Tesco Finest Chilled Desserts

50

53 Huggies Nappies 64 53 Cadbury Cakes 50

54 Douwe Egberts 64 54 Haribo 50

55 Cost Coffee R&G 64 55 New Covent Garden Soup 50

56 Heinz Sauce 64 56 Kit Kat Chocolate Biscuit Bars

50

57 Coke Regular 64 57 Twix CBBs 50

58 Nestle Cereal 64 58 Morrisons regular Pies & Quiches

50

59 Warburtons bread 64 59 Angel Delight 49

60 Tetley 63 60 Tesco Finest Chilled Soup 49

61 Bisto 63 61 Lenor Conditioner 49

62 Ella’s Kitchen Baby 63 62 Morrisons Ready Meals 49

63 Head and Shoulders Conditioner 63 63 Grant’s Whisky 49

64 Weetabix Cereal 63 64 The Saucy Fish Company 49

65 Nivea Male Deo 63 65 Rocky 49

66 Sainsbury regular Cold Cereals 63 66 Breakaway 49

67 Tesco regular Squash/Cordial 63 67 Galaxy Chocolate 49

68 Knorr Mixes 63 68 Tesco regular Frozen Pizza

49

69 Daz Laundry 63 69 Shape 49

70 Gillette Male Deo 62 70 Aussie 49

71 Kelloggs Cereal 62 71 Garnier Cosmetics 49

72 Whiskas 62 72 McVities Bars/breakfast 49

73 Bold Laundry Detergent 62 73 Original Source Soap 49

74 Corsodyl Mouthwash 62 74 Ginsters Pasties 49

75 Branston Beans/spaghetti 62 75 Koppaberg 48

Shopper Intelligence White Paper 8




Index

76 Tesco regular Beans or Spaghetti

62 76 Innocent 48

77 Stella Artois 62 77 Asda Chosen by you Wrapped Bakery Snacks

48

78 Bassett’s vitamins 62 78 Morrisons own label ‘M’ Plants & Flowers

48

79 Sainsbury regular Tea 62 79 Morrisons own label ‘M’ Pastry & Ready to Bake goods

48

80 Budweiser 62 80 Tesco Finest Frozen Ready Meals

48

81 Asda Chosen by you Cooked/Sliced Meats

62 81 Morrisons The Best Pies & Quiches

48

82 Tesco regular Longlife Desserts/Custards

62 82 Sainsbury’s ‘Be good to yourself’ Frozen Ready Meals

48

83 Danone Activia 62 83 Sainsbury regular Pies & Quiches

48

84 Sure Female Deo 62 84 Asda Extra Special Sausages

48

85 Asda regular Baby Toiletries 62 85 Morrisons own label ‘M’ Pre-packed Fish

48

86 Morrisons regular Wrapped bread

62 86 Activia 48

87 Coke Zero 62 87 Muller Vitality 48

88 Carte Noire 61 88 Weight Watchers Frozen Ready Meals

47

89 Oxo 61 89 Cornetto 47

90 Ribena 61 90 Asda Chosen by you Deli Counter Cheese

47

91 Clover Margerine & Spreads

61 91 Weetabix Bars/breakfast 47

92 Quaker Oats 61 92 Asda own label Ready to Cook Fish

47

93 Clover Butter 61 93 Tesco own label Deli Counter Cheese

47

94 HP Sauce 61 94 Tesco regular Frozen Vegetarian Food

47

95 Benecol Spread 61 95 Muller Corner 47

96 Flora Proactive 61 96 Birds Eye Vegetarian 47

97 Anchor Spreadable 61 97 Asda own label Pre-packed Fish

47

98 Schweppes 61 98 Chicago Town Pizza 47

99 Hipp Baby 61 99 Morrisons regular Chilled Desserts

47

100 Clearasil 61 100 Dove Shower 47



Appendix II: Methodology

Category Component Brand ComponentsMeasure 4.Is this a “Spend” driving Category? 5a Purchase was unplanned 5b Shows greatest incremental re-

sponse to Promotion

StudyQuestions

I’m often persuaded to buy extra XXX in [RETAILER] eg by special offers

Decision to buy this product was made in store

When bought on deal, the Promotion was the reason to buy or led to greater volume of purchase

I might sometimes buy an additional item in XXX because I want to try something new or different

I don’t mind paying a it more for some types of XXX in [RETAILER] for better quality/some-thing different

I sometimes buy XXX just because I feel like it

Category Component Brand ComponentsMeasure 1.Brands whose shoppers most agree

with “Traffic” category measures2a Shoppers of the brand indicate high level of brand planning pre store

2b Shoppers of the brand show low propensity to change their mind (“Loyalty”)

Questions “One of the main reasons I go shopping is to buy XXX”

Category planned before store visit “I stuck to brands I know and like”

“I particularly don’t want to run out of XXX” And specific brand purchase planned

“I had a good look around to see what was new (negative correlation)”

“One of the reasons I go to [RETAILER] is because it does XXX particularly well”

“Promotions in XXX encourage me to go shopping to [RETAILER]”

Now in its third year of tracking in the UK, Advantage Shopper Intelligence invites shoppers to take part in the study after their most recent shopping visit (within 48 hours of the last trip), carried out on line to ensure depth and consideration. Shoppers are asked to rate just this one most recent retailer and one category bought only for fair comparison between retailers/categories and to ensure simplicity and clarity. Minimum sample quotas are sought for each category in each retailer to ensure reliability. Sample size overall in 2013 was more than 72,000. Fieldwork was carried out April – July 2013.

Some important things to bear in mind in reading this report: We measured 126 categories in 2013, based on sponsor requirements. Some were the major categories, others were small more specialist categories. We therefore are not presenting this list as being the largest brands in the store, nor a complete list of brands. The list will get larger each year as the program grows. Sample size for different brands varies. Around 500 brands were measured but for this report we have excluded brands with a sample of less than 50. Statistical significance of the gap between brands on any individual measure will of course vary depending on the sample size and the quantum gap being looked at. We are happy to quote the confidence level for any pair of measures if you require this.

The time period for the fieldwork is worth noting because specific brand activities in this time period will have impacted the results. However, the data collection was spread evenly over the period for each category to mimimise the effect of any one or more typical two week promotion.

Building the dimensions from our dataEach of our two dimensions is built from specific category and brand questions in our database

How we build the Incrementality dimension

How we build the Intentionality dimension

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