品类管理与消费者关系研究课件

1、品类管理与消费者关系研究1category managementunderstanding the consumer as key to success dionisio seissus garcaana cludia fioratti esomar, mxico october 2004品类管理与消费者关系研究2consumer panelmethodologycontinuous research that has the main objective to understand the same group of households, the spontaneous purchase

2、behavior of consumers. diary purchases of more than 70 mass consumption categories (food, household cleaning, personal care and non alcoholic beverages) 品类管理与消费者关系研究3latin american coveragecoverage: 14 countriessample: 25,000 households品类管理与消费者关系研究4category management analysis品类管理与消费者关系研究5opportunit

3、ies for manufactures and retailers permiting to :identify the customers of a chain a, evaluating in which other channels of distribution and supermarket chains they also do their purchases know the buyers loyalty level of a chain a, searching for possible categories or product portfolios mixed busin

4、ess opportunities quantify the “lost business” of chain a: who the real competitor is at the consumer moment of deciding to purchase? how much could be gained in sales, when a concrete marketing strategy is developed to recover the lost expense ?benefits of the tools presented品类管理与消费者关系研究6phases of

5、category management品类管理与消费者关系研究710 million100 million40 millioncategory volume of the chain: chains market sharecategory volume in all channels of distributioncategory volume made by the chainscustomers 10 milliononly a small proportion of the chains consumers, buy the category at the same chainasse

6、ssment of the chains sales volume1. know the business volume, the chainss market share, and the customers of the especific chain品类管理与消费者关系研究87525loyaltylost expensesthe loyalty is 25% then total potential is 30 million.loyalty of the chains sales volume2. measure chain loyalty in determined category

7、 and the expense competitors loss品类管理与消费者关系研究9which chains and channels of distribution are the “receivers” of consumers chain x lost expenses ?51015202030chain achain bchain cchain dchain e othersassessment of the lost expenses of chain x (%)3. expense analysis7525loyaltylost expenses品类管理与消费者关系研究10

8、where does the chain x stand at the moment? what should we focus on to attract more customers or keep the loyal current one? high potentiallow potentialmany category buyers, who buy elsewhere.few category buyers, who buy elsewhere.many category buyers, buying at chain xfew category buyers, who howev

9、er buy at chain x.opportunitiesstrengthsweaknessprofit/ gainslow loyaltyhigh loyalty4. know the chain and competitors positioningmarket potencial evaluation品类管理与消费者关系研究115. measure the main factors which generate lossesit establishes whether theses losses are the results of sensitivity to prices, pr

10、omotions and advertising activities, etc.this analysis is based on time periods that have shown significant changes in the chain market share, when evaluating ones chain actions and competitors.品类管理与消费者关系研究126. know different customer gruops in the chain (targets)as the market is increasingly compet

11、itive it is clearly important to identify the customer groups which are contributing negatively for the chains results and focus ones aim on these specific consumers, attracting and making them loyal.7. make the correct decisions to keep and improve the chain market share, and work more closely with

12、 manufacturers to enhance better sales and profit results.品类管理与消费者关系研究13the latin american consumer:comparing the argentinean, brazilian and chilean analysis through the consumer panel information, the category management methodology is analized for:hair care category (shampoo and hair conditioners)

13、 in argentina, brazil and chile in a specific chain, mentioned: chain aduring the period between july 2003 and june 2004 sample: 11,100 households品类管理与消费者关系研究14relative importance of personal care between 9% - 10% of the fmcg totalhair care represent between 2% - 3% of the total, being of great rela

14、tive importance in chiledifferent market share of shampoo in hair care per country: brazil 46%; argentina 35% and chile 29%argentinabrazilchiletotal fmcg100,0100,0100,0foods and householdcleaners90,591,390,3personal care9,58,79,7 hair care2,62,43,1 shampoo1,71,32,2 hair conditioners0,91,10,9 others

15、pers. care6,96,36,61. general diagnosisshare of market: fmcg, personal care and hair care (%value)品类管理与消费者关系研究15argentina shows a smaller market share for supermarkets brazil and in chile more than 60% of purchases are done by this channel 386265432513321010652107argentinabrazilchile others door to

16、door drugstores traditional trade supermarkets1. general diagnosisshare of market distribuition channels fmcg(% value)品类管理与消费者关系研究16great participation of pharmacies/ drugstores, direct sales and door to door channel in all countries 416362291261671458106148argentinabrazilchile others door to door d

17、rugstores traditional trade supermarkets1. general diagnosisshare of market distribuition channels personal care(% value)品类管理与消费者关系研究17a third part of purchases in these categories occurs out of the supermarket channel in argentina the importance of traditional channel is considerably high 395963291

18、1519121468731512argentinabrazilchile others door to door drugstores traditional trade supermarketsshare of market distribuition channels hair care(% value)1. general diagnosis品类管理与消费者关系研究18consumers buy hair care in chain a:42% in argentina27% in brazil51% in chile24141026197211011buyer chain a and

19、boughthair carebuyer chain a and boughthair care but not in chainabought hair care in chainaargentinabrasilchile2. importance of buyers at chain a and hair care (%)品类管理与消费者关系研究19argentina71%24%5%expenses in hair care nonbuyers chain aexpenses in hair care buyerschain a out chain aexpenses in hair ca

20、re buyerschain a in chain a3. lost expenses and loyalty buyers of chain abrazil71%26%3%chile74%19%7%loyalty in hair care buyers of chain a:17% in argentina10% in brasil27% in chile品类管理与消费者关系研究20traditional channel and pharmacies/ drugstores represent almost 50% of lost expense in hair care. the most

21、 important supermarket competitor is chain b, with only 8% of total expense 7%19%5%6%8%24%25%83%17%buyers chain a: expense in haircareshare of lost expenseloyaltylost expensestraditional tradedrugstoreschain bdoor to doorchain cchain dchain eother supermarketsother channels4. lost expenses in hair c

22、are buyers of chain aargentina品类管理与消费者关系研究2131% of the lost expenses is out of supermarkets; pharmacies/ drugstores, department stores and door-to-door channels 4. lost expenses in hair care buyers of chain abrasil8%4%48%7%8%17%90%10%6%buyers chain a: expense inhair careshare of lost expenseloyaltyl

23、ost expensesdrugstoresdepartment storesdoor to doorchain bchain cother supermarketstraditional tradeother channels品类管理与消费者关系研究22competition is among different supermarkets chains. 34% of lost expense come from chain b 4. lost expenses in hair care buyers of chain achile24%4%12%4%17%34%73%27%buyers c

24、hain a: expense inhair careshare of lost expenseloyaltylost expenseschain bdrugstoreschain cchain dother supermarketstraditional tradedoor to doorother channels品类管理与消费者关系研究23the chain a is placed with a few buyers of hair care, but the supply happens inside the chain. good relative loyalty 5. chain

25、and channels positioning of hair cares market potential and loyalty evaluation argentina-1,0-0,50,00,51,01,5-1,0-0,50,00,51,01,52,02,53,0x = relative loyaltyy = relative potentialchain achain bchain cchain dchain etraditional trade drugstoresdoor to doorstrengthsprofit/gainsopportunitiesweakness品类管理

26、与消费者关系研究24low loyalty and low potential, hair care purchase is done out of chain a 5. chain and channels positioning of hair cares market potential and loyalty evaluationbrasil-1,0-0,50,00,51,01,5-1,0-0,50,00,51,01,52,02,53,0x = relative loyaltyy = relative potentialchain achain bchain cother superm

27、arketstraditional tradedoor to doordrugstoresdepartment storesstrengthsprofit/gainsopportunitiesweakness品类管理与消费者关系研究25similar position of argentina, but much closer in potential with their main competitors chain b and other supermarkets5. chain and channels positioning of hair cares market potential

28、 and loyalty evaluationchilestrengthsprofit/gainsopportunitiesweakness-1,0-0,50,00,51,01,5-1,0-0,50,00,51,01,52,02,53,0x = relative loyaltyy = relative potentialchain achain bchain cchain dother supermarketstraditional trade drugstoresdoor to door品类管理与消费者关系研究26 6. lost expenses distribution of chain

29、 a among hair cares buyers and non buyers argentina55%45%lost expense buyers bought haircare in chain alost expense buyers chain a notbought hair care in chain abrazil76%24%brazil opportunity in buyer of chain a and non buyer hair care which concentrate 76% of lost expense is 19,1% of households chi

30、le52%48%品类管理与消费者关系研究277. social economic, demographic pro life style of chain a buyers argentina greater concentration of middle class peoplehousewifes who bought hair care in the chain are younger than those who didnt buymost households didnt buy hair care in the chain without children020406080100h

31、igh levelmedium levellow higherlow downuntill 49 years oldmore 49 years oldwith childrenwithout childrenindifferentshunters of qualityhunters of pricebalancedshunters of brandnot interested in brandsbuyer chain a but not bougth hair care in this supermarketbuyer chain a and bougth hair care in this supermarket品类管理与消费者关系研究287. social economic, demographic pro life style of chain a buyers brazilbuyer not bought hair care in chain a:higher low levelhouseholds without children020406080100high levelmedium levellow leveluntill 49 years oldmore 49 years oldwith childrenwithout childrenin