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Transcript of 3.0 Consumer Panel
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8/13/2019 3.0 Consumer Panel
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Copyright 2003 ACNielsen
a VNU business
Consumer Panel
Session 3
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Copyright 2003 ACNielsen
a VNU business
IMRB Consumer Panel
Definitions ..
Universe Homes- Total No. of estimated households\Population in a particular zone\state\centre
Penetration
- Number of households which have purchased the respective segment\brand
at least once in the give time period
Average Consumption
- Gives the per HH purchase in that period (i.e. ltrs purchased per Household)
- Avg Cons(of category \segment\brand)= Total Volumes / Total Buying HHs
Frequency of purchase
- The average no of months in which the respective brand/segment has been
purchased
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
List of Analysis Penetration & Volume Trends
- Monthly, Quarterly, Yearly
Brand Health Report (BHP)
- Holistic brand health report over any 2 time periods across Zones\ TCLs\SECs by:
Penetration, Volumes/ Volume Share, Av. Consumption, Frequency of Purchase (FOP)
Gain & Loss Analysis
- Explains brands gains & losses by 4 parameters
Entry Erosion
- Gives an understanding of the consumer traffic by category\segment\ brands
- Have retainers increased\decreased their consumption? What is the retention index?
- Are new triers more than the lapsers?
Whether new triers have more consumption level than the lapsers or vice versa
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
List of Analysis Purchase Basket
- Of Buyers, Retainers, New Triers, Lapsers of a Segment\Brand
- Helps in understanding:
Which other brands do they buy??
How has the purchase basket of the buyer changed over two different time periods??
Where have they come from??
Which brands have they lapsed out to??
Multiusership Analysis
- Gives holistic picture of Solus / Dual / Multi usage between various Segments / Brands
Profiling
- Helps in knowing the demographic differences between various segments\brands\packs
Cross Category Analysis
- Various kinds of analyses possible across various FMCG categories
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
List of Analysis
Solus/Core/Non-core
Measure of customer loyalty by the shares of their purchase baskets
- Solus Users (Key Brand Buyers): Those HHs where 100% of the category requirement is met by
that specific brand itself
- Core Users (Main Brand Buyers):Those HHs where majority (more than 50% & less than 99%) of
the category requirement is met by that particular brand
- Non Core Users (Fringe Buyers):Those HHs where less than 50% of the category requirement is
met by that particular brand
Light Medium and Heavy
It classifies the buyers based on the level of their contribution to the Category Volumes.
- Heavy Buyers:Those 20% of HHs which contribute more than 50% of the total category volumes
- Medium Buyers:Those 30% of HHs which contribute more than 30% of the total category volumes
- Light Buyers:Those 50% of HHs which contribute more than 20% of the total category volumes
Tag-Ons
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Brand Health Parameter- For a Segment\Brand (AcrossSECs, TCLs, Zones)
P1 P2 Index P1 P2 Index P1 P2 P1 P2
TCl All 53 52 99 3091617 3017248 98 98 97 4.2 4.3
% %
40 lakhs + 79 80 101 60 61 98 139 136 5.1 5.1
10 to 40 lakhs 54 53 97 15 15 96 94 93 4.2 4.35 to 10 lakhs 59 57 97 7 7 95 80 79 3.8 3.9
1 to 5 lakhs 46 45 98 10 10 97 63 62 3.8 4.0
Upto 1 lakh 31 29 96 7 7 97 41 42 2.6 2.9
P1 P2 Index P1 P2 Index P1 P2 P1 P2
SEC All 53 52 99 3091617 3017248 98 98 97 4.2 4.3
% %
SEC A 56 55 98 18 18 97 152 152 4.4 4.5
SEC B 52 50 96 21 21 97 116 117 4.3 4.4
SEC C 56 55 98 24 25 98 99 100 4.3 4.4
SEC D/E 51 52 100 36 36 98 77 75 4.1 4.2
P1 P2 Index P1 P2 Index P1 P2 P1 P2
All India 53 52 99 3091617 3017248 98 98 97 4.2 4.3
% %
North 32 28 86 19 18 91 130 138 3.5 3.7
East 51 53 103 9 9 98 59 56 3.8 3.8West 57 56 99 33 34 99 97 97 4.2 4.4
South 67 68 101 39 39 99 101 100 4.6 4.7
Penetration Volumes Avg Purchase FOP
Avg Purchase FOPPenetration Volumes
Avg Purchase FOPPenetration Volumes
Branded Milk
Brand performanceacross variousTown Classes
Brand performanceacross various SECs
Brand performanceacross various
Markets
Helps in determining the BrandPerformance on the basis of its
Penetration, Volume share, consumption
level & frequency of purchase
P1: Apr 04-Sep 04P2: Oct 04-Mar 05
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Penetration By FOP Matrix
(Penetration, Volume Share, Avg Cons, FOP)
(84, 31, 21, 4.8)
(63, 16, 8, 3.9)
(68, 14, 16, 3.3)
(49, 11, 8, 2.3)
(38, , 9, 3.1)(38, 5, 4, 2.8)
Weak Markets for
XXX brand vis--vis
Competition
Penetration
FOP
10 20 30 40 50 60 70 80
4.8
AI Urban
North Zone
East Zone
West Zone
South Zone
Delhi
Pun/Har/Chn
Rajasthan
Uttar Pradesh
West Bengal
Bihar GuwahatiOrissa
Maharashtra
Gujarat
Madhya Pradesh
Tamil Nadu
Karnataka
Kerala
Andhra Pradesh
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Extent of Dual Usage
Solus Branded
20.5%
(20.7)
Solus Unbded
22%
(22)
P 1 HHs: 57107.3 (000); Volumes: 2682801 Tonnes
HHs: 57047 (000) Volumes: 2706667 TonnesP 2
22.9%
(22.6)
Solus Branded
21.4%
21.3
Solus Unbded
Dual Buyers
57.6 %
57.3 (26.8+30.5)
55.7%
56.2 25.7+30.5
Dual Buyers
Solus Branded:12% & 10% growth
in terms of penetration & volumes
respectively
Solus Unbranded:3% drop in
terms of both penetration as well as
volumesDual Homes:Declining but
Unbranded oil gaining volumes in
these homes
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Gain & Loss- Four ways of Gaining/LosingBrand +\- Category +\-
Consumption +\-Repertoire +\-
A=10
B=20
Total=30
A=15
B=15
Total=30
A=
Total=
A=10
Total=10
A=10
B=20
Total=30
A=15
B=30Total=45
A=10
B=20
Total=30
A=10
B=20
C=10
Total=40
A gains 5 Tons from B
C added to the basket
without changing the
consumption of other brands
10 tons increase in
consumption of brand B
Buyers entering thecategory by brand A
P1
P2
P1
P2
P1
P2
P1
P2
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
New Triers
1981Avg Cons.
0.045
58%
Retained
Buyers
Buyers in P1 2578 Buyers in P2
4463 Avg Cons. 4558
Avg Cons. P1 : 0.132 Avg Cons.
0.111 P2 : 0.118 0.087
42%
Lapsed Buyers
1885
Avg Cons.
0.083
Entry Erosion- A look at the New Triers, Retainers &Lapsers
Non Buyers of the brand inPeriod One & Buyers of the
brandin Period Two
Buyers of the brandinPeriod One & Non Buyersof the brandin Period Two
Buyers of the brandinPeriod One as well as
Period Two
Percentage ofP1 buyersretained
Percentage ofP1 buyerslapsed out
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
LMH Usership
57.2 56.4 58.3 65.4 62.6 58.1
67.8 63.9
27.5 27.2 25.322.8
25.3
2323
15.3 16.4 16.5 16.6 9.2 13.1
24.9
12.511.8
0%
25%
50%
75%
100%
LEMON MANGO ORANGE COLA
Light Medium Heavy
22.4 18.731.2 30.2 32.9 25.4 24.1
18.6
30.428.6
29.424.9 29.4 34.5
26.2
47.152.7
39.445.2 41.4
55.2
32.5
34.544.9
0%
25%
50%
75%
100%
LEMON MANGO ORANGE COLA
HHs
Vols (in Tons)
9286 2597 4050 7173
31040 3816 190337040
8485
42784
6963
24507 119840 115008
19656 16384
Helps in classifying the buyersin terms of LMH buyers
Can profile these buyers, seewhich markets they come from,how does their purchase basket
lookand many more!!
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Solus Usership
65.458.9
78.971
61.2 62.7
19.5 26.5
17.619.4
7.1
9.115.9
25.6
27
17 21.7 14
21.5
54.946.4
16.2
22.619.9
0%
25%
50%
75%
100%
LEMON MANGO ORANGE COLA
Fringe Core Solus
5140.8
81.1
64.9
49.5 53.8
9.2 14.3
35.7
39.3
12.2
17.429
37.1
40.7
13.319.9
6.717.2
53.745
31.2
19.317.7
0%
25%
50%
75%
100%
LEMON MANGO ORANGE COLA
HHs
Vols (in Tons)
9286 2597 4050 7173
31040 3816 190337040
8485
42784
6963
24507 119840 115008
19656 16384
Helps in classifying the buyersin terms of Solus\Core\Non
Core buyers
Can profile these buyers, seewhich markets they come
from, how does their purchasebasket lookand many more!!
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Tracking New Brand Launch
0
90
180
270
360
450
Feb-05 Mar-05 Apr-05 May-05
Cum New Trials Cum Repeats
New Trial rate at 0.6% whereas the repeat rate for XXX brand at 13%
Cum NT rate: 0.6%
Cum RPT rate: 13%
HHs(
in
000s)
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Profile- Who are my XXX Brand Buyers???Universe Noodles Mother Brand New Variant
TG Base (000s) 60,326 18,526 15,365 385
% % % %
SEC
A 11 19 20 44
B 19 25 26 23C 23 24 24 21
D\E 48 33 32 12
Town Class Level
Metros 29 42 44 83
10-40 L 16 17 16 8
5-10 L 8 10 10 3
1-5 L 19 15 15 6
Upto 1 L 30 16 16 0
Age of Housewife
Upto 34 yrs 32 32 32 32
35-44 yrs 30 31 31 30More than 45 37 37 37 39
Household Size
Upto 2 5 4 4 6
3 to 4 39 43 43 54
5 to 8 50 47 47 38
More than 8 6 6 6 3
Food Eating Habits
Pure vegetarian 31 28 31 40
Vegetarian but serve egg 5 5 5 7
Non-vegeterian 64 67 64 53
cabke & Satellite
Non C&S 28 24 22 13
C&S 59 70 73 87
Presence of Children b\w
Chl.01-02 yrs 11 11 11 7
Chl.03-06 yrs 24 23 24 21
Chl.07-14 yrs 48 48 48 49
Chl.01-14 yrs 62 63 64 63
HHs with Infants 3 2 2 2
Source : IMRB
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Copyright 2003 ACNielsen
a VNU business
Subscription and repertoire markets
Sharp and Wright (2000)
Repertoire Marketsbuyers are not 100% loyal to the brand
they hold personal repertoires of favourite
brands
A brands average buyer buys it less than 50% ofthe time
Subscription Marketshigh levels of brand loyalty
specific brand forms high share of categorypurchases
buyers hold very small repertoires
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Copyright 2003 ACNielsen
a VNU business
Market share decomposition of a
newly launched brand
Reasons for poor market sharehigh trial but poor repeat purchase rate
a low trial rate and a low repeat purchase ratea low trial rate but reasonably high repeat
purchase rate
The decomposition of market share intotrial and repeat purchases is crucial to
answer success and failure questions
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Copyright 2003 ACNielsen
a VNU business
Clarke (1984), Rangan and Bell (1994)
St=Tt+ FRt+ Art
St = Cumulative Sales at time t
Tt= Cumulative Triers at time t
At = Cumulative number who have made at
least one repeat at time t
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Copyright 2003 ACNielsen
a VNU business
Parfitt and Collins Model
ms = t * r * bms = ultimate brand share
t = ultimate trial rate of brand
r = ultimate repeat purchase rate of brandb = buying rate index of repeat purchase of
brand (where category buying rate = 1.0)
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Copyright 2003 ACNielsen
a VNU business
Brand Loyalty
rL 1
LIndex of brand loyalty
rthe size of the evoked
brand set
A A T A R M d l f I ti
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Copyright 2003 ACNielsen
a VNU business
An A-T-A-R Model of Innovation
Diffusion
Profits = Units Sold x Profit Per Unit
Units Sold = Number of buying units
x % aware of productx % who would try product if they can get it
x % to whom product is available
x % of triers who become repeat purchasers
x Number of units repeaters buy in a year
Profit Per Unit = Revenue per unit - cost per unit
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Copyright 2003 ACNielsen
a VNU business
The A-T-A-R Model: Definitions
Buying Unit: Purchase point (person or department/buyingcenter).
Aware: Has heard about the new product with somecharacteristic that differentiates it.
Available: If the buyer wants to try the product, the effort to find it
will be successful (expressed as a percentage). Trial: Usually means a purchase or consumption of the product.
Repeat: The product is bought at least once more, or (fordurables) recommended to others.
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Copyright 2003 ACNielsen
VNU b i
A-T-A-R Model Application
10 million Number of owners of video cellphones
x 40% Percent awareness after one year
x 20% Percent of aware owners who will try product
x 70% Percent availability at electronics retailers
x 20% Percent of triers who will buy a second unit
x Rs 500 Price per unit minus trade margins and
discounts (Rs 5000) minus unit cost at the
intended volume (Rs 4500)
= Rs 56,000,000 Profits