发现可利用的品类价格差距

1、ALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor International2Euromonitors Via Pricing utilises over 30 million online standardised SKUs across 40 countries and 1,500 retailers to unlock key strategic and tactical insights for your organisationVia Pricing online retail toolABOUT VIATrend monitor

2、ingIdentify and track the introduction and growth of noteworthy product innovations, eg natural, therapeutic across products, brands and retailersTrack competitors/niche and smaller playersAssess established competitors and new or smaller players, understand their portfolio mix, positioning,online r

3、etail presence, who is successful/ unsuccessfulPrice and promotion strategyMap out how prices are changing in your categories and adjacencies, and gain full visibility of when retailers are applying promotions to your brandsPlan for product launchesUnderstand right product/attributes, right price po

4、ints and right retailers to target based on assortmentOnline distribution strategyUnderstand what is being sold by specific retailers and how this compares to the retail penetration of your competitorsRetailer negotiationsSupport discussions with retailers by proactively showing where gaps in their

5、portfolios exist and opportunities to be first to marketALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor International3ScopeUNCOVERING PRICE GAPS: UK CHAMPAGNEAs companies and retailers compete in an increasingly dynamic e-commerce market, the need to understand price, attribute and assortment tr

6、ends has never been higher. In this report, key questions in the following business areas are addressed*:Price and promotion strategyWhat price gaps exist across the entire price spectrum?What is the price distribution of available products?What share of available SKUs account for each price tier?Tr

7、ack competitors/niche and smaller playersWhat is the depth of competitors available assortments in the category?How are competitors pricing available SKUs?What private label brands are available and how are they priced?Note: *The report is intended to provide an indication of business questions that

8、 can be addressed by utilising a tool such as Via Pricing.INTRODUCTIONUSE CASEPRICE GAPS ANALYSIS ADDITIONAL AREAS TO EXPLORE ABOUT VIA PRICINGApply web extracted data to identify potential price gaps toexploitThe report illustrates how large volumes of well-organised and structured SKU web-extracte

9、d data can be used to identify price gaps that can potentially capture greater margins and maximise profitability.The report utilises the UK champagne market as an illustrative and elementary example - the approach is applicable to any industry/category or geography - to show how invaluable extracti

10、ng, harvesting, organising millions of data points from online retailers can enable suppliers to find potential opportunities from existing and uncovered price gaps.In the case study, over 900 champagne SKUs available through online retailers in the UK were evaluated to determine significant price g

11、aps.Focus for this case study is on the price tier for champagne below USD30 for 750ml bottles. Similar analysis can be applied to any price tier for any given category.INTRODUCTIONUNCOVERING PRICE GAPS: UK CHAMPAGNEINTRODUCTION USE CASE PRICE GAPSADDITIONAL AREAS TO EXPLORE ABOUT VIA PRICINGUSE CAS

12、EIDENTIFY EXISTING PRICE GAPS WITHIN A CATEGORYINDUSTRYALCOHOLIC DRINKSVIA TRACKS 11 INDUSTRIES TO WHICH THIS USE CASE CAN BE APPLIEDCATEGORYCHAMPAGNEVIA TRACKS 526 CATEGORIES TO WHICH THIS USE CASE CAN BE APPLIEDGEOGRAPHYUKVIA TRACKS 40 COUNTRIES TO WHICH THIS USE CASE CAN BE APPLIEDINTRODUCTIONUSE

13、 CASEPRICE GAPS ANALYSIS ADDITIONAL AREAS TO EXPLORE ABOUT VIA PRICINGALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor International10SKUs906(750ml bottles)SUPPLIERS51BRANDS66ONLINE RETAILERS181140901401902402070120170220270Available SKUs - USD median priceNumber of available SKUsUK Top 10 Champa

14、gne (750ml bottle) Suppliers, 2020SKU countMedian priceALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor InternationalLVMH has the broadest 750ml portfolio by far - 270 SKUs - and the highest median prices across the top 10 suppliers.CLR is the next placed based on available SKUs, only 70, and ske

15、wing high on median prices due to a focus on the highest price tiers.Laurent-Perrier, Lanson and Vranken-Pommery have smaller portfolios and tend to focus on the lower price tiers with more SKUs below USD100.The remaining players tend to focus more heavily on the mid- to-high price tiers, with fewer

16、 SKUs below USD100.Top 10 online champagne suppliersUNCOVERING PRICE GAPS: UK CHAMPAGNE Euromonitor InternationalALL ANALYSIS STAYS WITHIN THE GREEN BOX12The most competitive price tieris for SKUs priced between USD50 and USD100, accounting for almost half or 434 SKUs available through online retail

17、ers in 2020.The lower price tiers belowUSD50 accounted for 15% of all available SKUs.The highest priced tiers aboveUSD500 only accounted for 6%or 50 SKUs.The remaining 30% of SKUswere priced between USD100 and USD500.25, 3%111, 12%434, 48%147, 16%139, 15%42,5%8, 1%UK Share of All Champagne SKUs (750

18、ml) Available Online by Price Tier, 2020USD100-USD200USD30-USD50USD200-USD500 USD500-1000USD50-USD100USD1000Half of all 750ml SKUs priced between USD50 and USD100UNCOVERING PRICE GAPS: UK CHAMPAGNE13Price differential, in this context, is equal to the percentage difference in price per SKU p1, p2, p

19、3pn, where p2 is equal in price or higher than p1, and p3 is equal in price or higher than p2 and so on.By being able to view the median price differentials for all available SKUs, over a given time period, in this case 2020, it is possible to quickly identify price tiers where large gaps exist.The

20、areas highlighted by the green ovals above are areas where price differentials are significantly above the average for the entire category.Conversely, the area encapsulated by the purple oval shows a large part of the champagne market where pricedifferential are very low and where the largest propor

21、tion of SKUs are positioned.The average price differential across all 906 SKUs available online in 2020 was 0.75%.Price differentials above 4-5% would present potential competitive price gaps to exploit with additional SKUs. ALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor InternationalIdentifyin

22、g price gaps within a categoryUNCOVERING PRICE GAPS: UK CHAMPAGNE20%18%16%14%12%10%8%6%4%2%0%Price differentce between SKUsUK Champagne SKU (750ml) Price Differentials, 2020Average price differential forthe category is 0.75%1420%18%16%14%12%10%8%6%4%2%0%Price difference between SKUsUSD304% price gap

23、 betweenUK Champagne SKU (750ml) Price Differences, 2020USD50USD200The above chart shows the price differential between all 906 SKUs available through online retailers during 2020.Given an average price differential of 0.75%, gaps 4% are potential areas to explore for a supplier looking to add addit

24、ional SKUs to its portfolio and avoid direct price competition.The largest price gaps in the UK champagne market exist for bottles priced below USD30 or above USD200.The optimal price gap for any given supplier will be dependent on several strategic and tactical variables such as target unit margins

25、, degree of penetration within a given price tier, expected sales within a chosen price tier, online retailer partners and others.ALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor InternationalLargest price gaps present at lowest and highest price tiersUNCOVERING PRICE GAPS: UK CHAMPAGNE1517%7%7%1

26、2%4%8%18%16%14%12%10%8%6%4%2%0%SKU price gapUK Online Available Champagne Bottles (750ml) USD30 Price Gaps, 2020$30 tier25 SKUS2.7% of all SKUsSKU nameThe largest price differential in the 4% identified in USD30 price tierUNCOVERING PRICE GAPS: UK CHAMPAGNEALL ANALYSIS STAYS WITHIN THE GREEN BOX Eur

27、omonitor International16In addition to reviewing price differentials, additional observations and potential areas to exploit can be gleaned from further analysing SKUs within a category price tier.No USD22-23 or USD28 SKUs were available in 2020.Between USD16.36 and USD24.64, there was a very limite

28、d selection of SKUs available.At the USD26-27 tier, several SKUs are clustered at USD26.01 with a USD0.83 gap to the next highest price point.USD30 SKUS additional gaps identifiedUNCOVERING PRICE GAPS: UK CHAMPAGNESelected UK champagne SKUs (750ml) priced at less than USD3018Final conclusions: Use c

29、ase: Price gap identification in UK champagneFINAL CONCLUSIONSSix price gaps with differentials between 4% and17% identified in the sub-USD30 tierA review of 25 SKUs retailed online in under-USD30 price tier uncovered six areas with price differentials greater than 4%, and with two above 10%.By revi

30、ewing the price distribution of SKUs within a given category and using the percentage difference in prices between adjacent SKUs (SKUs priced the same or above a given SKU), it is possible to easily identify.LVMH Mot Hennessy Louis Vuitton SA dominates in terms of available SKUsLVMH has the broadest 750ml portfolio by far, with 261 SKUS available through online retailers in 2020.The next largest competitor, in terms of portfolio size, was Champagne Louis Roederer (CLR) SA, with a to