营销策略品类管理与消费者关系研究

CategoryManagementUnderstandingtheconsumeraskeytosuccess

DionisioSeissusGarcíaAnaCláudiaFiorattiESOMAR,México–October2004ConsumerPanelMethodologyContinuousResearchthathasthemainobjectivetounderstandthesamegroupofhouseholds,thespontaneouspurchasebehaviorofconsumers.DiaryPurchasesofmorethan70massconsumptioncategories(Food,HouseholdCleaning,PersonalCareandNonAlcoholicBeverages)LatinAmericanCoverageCoverage:14CountriesSample:25,000HouseHoldsCategoryManagementAnalysis Opportunitiesformanufacturesandretailerspermitingto

:IdentifythecustomersofaChainA,evaluatinginwhichotherchannelsofdistributionandsupermarketchainstheyalsodotheirpurchases

KnowthebuyersloyaltylevelofaChainA,searchingforpossiblecategoriesorproductportfoliosmixedbusinessopportunities

Quantifythe“lostbusiness”ofChainA:Whotherealcompetitorisattheconsumermomentofdecidingtopurchase?

Howmuchcouldbegainedinsales,whenaconcretemarketingstrategyisdevelopedtorecoverthelostexpense?BenefitsofthetoolspresentedPhasesofCategoryManagement10million100million40millionCategoryVolumeoftheChain:Chain’smarketshareCategoryVolumeinallchannelsofdistributionCategoryVolumemadebythechains’customers10millionOnlyasmallproportionoftheChain’sconsumers,buythecategoryatthesamechainAssessmentoftheChain’sSalesVolume1.Knowthebusinessvolume,thechains’smarketshare,andthecustomersoftheespecificchainTheloyaltyis25%thentotalpotentialis30million.LoyaltyoftheChain’sSalesVolume2.Measurechainloyaltyindeterminedcategoryandtheexpensecompetitor’slossWhichchainsandchannelsofdistributionarethe“receivers”ofConsumersChainXlostexpenses?51015202030ChainAChainBChainCChainDChainEOthersAssessmentofthelostexpensesofChainX(%)3.Expenseanalysis7525LoyaltyLostExpensesWheredoestheChainXstandatthemoment?Whatshouldwefocusontoattractmorecustomersorkeeptheloyalcurrentone?HIGHPOTENTIALLOWPOTENTIALManycategorybuyers,whobuyelsewhere.Fewcategorybuyers,whobuyelsewhere.Manycategorybuyers,buyingatChainXFewcategorybuyers,whohoweverbuyatChainX.OPPORTUNITIESSTRENGTHSWEAKNESSPROFIT/GAINSLOWLOYALTYHIGHLOYALTY4.Knowthechainandcompetitors´positioningMarketPotencialEvaluation5.MeasurethemainfactorswhichgeneratelossesItestablisheswhethertheseslossesaretheresultsofsensitivitytoprices,promotionsandadvertisingactivities,etc.Thisanalysisisbasedontimeperiodsthathaveshownsignificantchangesinthechainmarketshare,whenevaluatingone’schainactionsandcompetitors.6.Knowdifferentcustomergruopsinthechain(targets)Asthemarketisincreasinglycompetitiveitisclearlyimportanttoidentifythecustomergroupswhicharecontributingnegativelyforthechain’sresultsandfocusone’saimonthesespecificconsumers,attractingandmakingthemloyal.7.Makethecorrectdecisionstokeepandimprovethechainmarketshare,andworkmorecloselywithmanufacturerstoenhancebettersalesandprofitresults.TheLatinAmericanConsumer:ComparingtheArgentinean,BrazilianAndChileanAnalysis

ThroughtheConsumerPanelinformation,theCategoryManagementmethodologyisanalizedfor:HairCareCategory(ShampooandHairConditioners)InArgentina,BrazilandChileinaspecificChain,mentioned:ChainADuringtheperiodbetweenJuly2003andJune2004Sample:11,100householdsRelativeimportanceofPersonalCarebetween9%-10%oftheFMCGtotalHairCarerepresentbetween2%-3%ofthetotal,beingofgreatrelativeimportanceinChileDifferentmarketshareofShampooinHairCareperCountry:Brazil46%;Argentina35%andChile29%1.GeneralDiagnosisShareofMarket:FMCG,PersonalCareandHairCare(%Value)ArgentinashowsasmallermarketshareforSupermarketsBrazilandinChilemorethan60%ofpurchasesaredonebythischannel1.GeneralDiagnosisShareofMarket–DistribuitionChannelsFMCG(%Value)Greatparticipationofpharmacies/drugstores,directSalesanddoortodoorchannelinallcountries1.GeneralDiagnosisShareofMarket–DistribuitionChannelsPersonalCare(%Value)AthirdpartofpurchasesinthesecategoriesoccursoutofthesupermarketchannelInArgentinatheimportanceofTraditionalChannelisconsiderablyhighShareofMarket–DistribuitionChannelsHairCare(%Value)1.GeneralDiagnosisConsumersbuyHairCareinChainA:42%inArgentina27%inBrazil51%inChile2.ImportanceofBuyersatChainAandHairCare(%)3.LostExpensesandLoyaltyBuyersofChainALoyaltyinHairCarebuyersofChainA:17%inArgentina10%inBrasil27%inChileTraditionalChannelandPharmacies/Drugstoresrepresentalmost50%oflostexpenseinHairCare.ThemostimportantsupermarketcompetitorisChainB,withonly8%oftotalexpense4.LostExpensesinHairCareBuyersofChainAArgentina31%ofthelostexpensesisoutofSupermarkets;Pharmacies/Drugstores,Departmentstoresanddoor-to-doorchannels4.LostExpensesinHairCareBuyersofChainABrasilCompetitionisamongdifferentsupermarketschains.34%oflostexpensecomefromChainB4.LostExpensesinHairCareBuyersofChainAChileTheChainAisplacedwithafewbuyersofHairCare,butthesupplyhappensinsidethechain.Goodrelativeloyalty5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationArgentinaSTRENGTHSPROFIT/GAINSOPPORTUNITIESWEAKNESSLowloyaltyandlowpotential,HairCarepurchaseisdoneoutofChainA5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationBrasilSTRENGTHSPROFIT/GAINSOPPORTUNITIESWEAKNESSSimilarpositionofArgentina,butmuchcloserinpotentialwiththeirmaincompetitors–ChainBandOtherSupermarkets5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationChileSTRENGTHSPROFIT/GAINSOPPORTUNITIESWEAKNESS6.LostExpensesDistributionofChainAamongHairCare’sbuyersandnonbuyers

Brazil–opportunityinbuyerofChainAandnonbuyerHairCarewhichconcentrate76%oflostexpenseis19,1%ofhouseholds7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersArgentina

GreaterconcentrationofmiddleclasspeopleHousewifeswhoboughtHairCareinthechainareyoungerthanthosewhodidn’tbuyMosthouseholdsdidn’tbuyHairCareinthechainwithoutchildren7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersBrazilBuyernotboughtHairCareinChainA:HigherLowLevelHouseholdswithoutchildrenTwodifferentgroupsofbuyers:BuyersnotboughtHairCareinChainA:lowersocial-economiclever,olderhousewives,withchildren,housewivesseekingforbalancedbetweenqualityandpriceBuyersboughtHairCareinChainA:highersocial-economiclever,youngerhousewives,indifferentpurchasestyle7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersChileObjectiveContinuousComparativeResults(periodsandcountries)Microanalysis(onecategory)andMacroanalysis(groupofcategories)EasyAdvantagesofCategoryManagementfromConsumerPanel9、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜