COMPETITION IN ROMANIA - Advantage Austria via laptops and tablets to online panels and communities...
Transcript of COMPETITION IN ROMANIA - Advantage Austria via laptops and tablets to online panels and communities...
1© GfK 2014 | Competition in Romania
COMPETITION IN ROMANIAPractical Aspects related to assessing current situation and identify
opportunities for growth
GfK Romania I May 2014
2© GfK 2014 | Competition in Romania
EXPERIENCE
In the past four years GfK Romania has constantly
invested in developing new data collection methods, from
CAPI via laptops and tablets to online panels and
communities and Eye Tracking.
OVER 292,331 INTERVIEWS IN 2013
• GfK Romania was established in 1992 (Research
Team Romania).
• In 1996 became a member of GfK Group.
• Leader of market research industry in Romania since
2001
• 11 mil. Euro turnover in 2012
• 260 full-time staff in 2012, out of which 60% works in
Custom Research
About GfK Romania
AWARDS AND AFFILIATIONSHISTORY
• Member of ESOMAR, MSPA (Mystery Shopping
Providers Association) and partner of IAB
Romania
• GfK Romania Customised Research wins„ Best
Supplier“ within GfK CEE in 2011
• Silver Award for Excellence “PR for marketing”
category at PR Award 2011
• HR Best Practice Award 2008 – Category
“Retain”, GfK Global HR Conference
• Best Practice Award 2007
CATI (Computer Assisted Telephone
Interviews)102,917
CAPI (Computer Assisted Personal
Interviews)123,200
PAPI (Pen and Paper Interviews) 55,495
F2F CLT (Central Location Test) 10,719
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GfK Retail Panel GfK Household Panel
Technical Consumer GoodsFast Moving Consumer Goods
Assessment of Current Position & Track Evolution
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GfK Household Panel
Fast Moving Consumer Goods
Assessment of Current Position & Track Evolution
A panel is a selected, constant group of
consumers, who are surveyed repeatedly,
regularly and on the same subject.“
Main Purpose: Recording of movements and
shifts over time
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Consumer Panel Services set-up in CEE
Country Panel Size Since
GfK Austria 4.000 1960
GfK Bosnia Herz. 1.000 2004
GfK Bulgaria 2.500 1999
GfK Croatia 1.500 2000
GfK Hungaria 2.000 1993
GfK Kazakhstan 1.000 2005
GfK Polonia 5.000 1993
GfK Romania 3.000 1997
GfK Russia 10.000 1996
GfK Belgrade 1.000 2003
GfK Slovakia 1.500 1993
GfK Czechia 2.000 1993
GfK Ukraine 5.000 1999
GfK Italy 8.000 1994
GfK Turkey 10.000 2012
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How do we do it?
Representative Sample households
Shopping brought back home
any FMCG product anywhere in the
market
Scan the EAN code
Either from the product or a
codebook for non EAN goods
Quality Control &
Processing
Data available monthly
SCAN
ProjectionRe-weight using the
demographics of the sample
Tailored analysis and
consultancy helping our
clients to know their
shoppers
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Why do we do it?
To answer
some of the
key
questions
such as:
…but not just these, we also deal with more complex projects and
marketing questions in different areas.
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GfK Retail Panel
Technical Consumer Goods
Assessment of Current Position & Track Evolution
We collect live sales out data from our panel
of retailer partners.
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Main Audited Categories by Product Group
Consumer
Electronics & Photo
Telecom & IT
Major Domestic
Appliances
Small Domestic
Appliances
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*The GfK Retail Panel does not measure promotion activities in terms of financial input and advertising. This analysis requires internal information on marketing communication activities to
compare with the brand‘s performance according to the GfK Retail Panel.
Working with GfK Retail Panel Data
The market success of a brand depends on a successful marketing mix. The 4P -
Product, Price, Place and Promotion are key areas determining brand performance.
Product
Do you have the right products on the
market?
Price
Are your products positioned at the right
price point?
Place
Is your distribution on target in order to
reach your marketing goals?
Promotion*
Does your marketing communication
support your marketing strategy?*
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GfK Retail Panel Data
Category ControllingSales and Marketing
Who needs our data?
Purchase & Product
ManagementGeneral Management
Deliver
Insights
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Why mystery shopping?
Fast reaction to the programs implemented by the main competitors
Improve performance and achieve success by using the “best practices” from the market
Be aware of the opportunities and thus to differentiate versus competition
Set right standards by having a benchmark defined by the market
Reach new clients
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Range of Application and Usage of Mystery Shopping
Store Check Sales Service Efficiencies Compliance
Audit
Price check
POS
Staff Attitude
Staff Competences
Hygiene factors
Standards
compliance
Product
recommendation
Standards
implementation
Cross sales
Reactivity
Operations Flow
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Two core unique measures are common across brand
measurements: customer-centric new metrics
A more
sensitive
monitoring of
your brand
performance
Better measure Experiences
which touchpoints are
experienced and what is their
vividness and lasting impression
on the brand (at the same time)
ConX™
Better understand consumers
brand relationships
measures the type and quality
of the relationship you have with
consumers, not just its strength
CBR™
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Steps To Determine Consumer Experience Points future
strategy
How many saw brand on each touchpoint?
Which touchpointsare memorable and leave a uniquely positive impression?
Which touchpointsimpact consideration / preference, future purchase?
XP
contact
1 XP
performance
2 XP
effectiveness
3
Managing customer experience with holistic touchpoints / experience points,
to enhance brand success
Which dimensions are activated?
XP
Audit
4
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GfK‘s Customer Brand Relationship (CBR) Approach How to measure customer-brand relationships?
27 brand relationships developed and globally validated with Boston University and
GfK “Verein”
Complete
stranger
Annoying
acquaintance
Marriage
on-the-rocks Fling Colleagues
Marriage
partnersOld friends
Fleeting
acquaintance Stalker / Prey Enemy Secret affair
Teacher /
Student Teammates Best friends
Close siblings
Online friends Villain / Victim Ex friends
Next-door
neighbors Guru / Disciple Former friends
Star / Groupie
One night stand Hate-love
relationshipDealer / Addict Buddy
Casual
acquaintance
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How to measure relationships?
Marriagepartners
Old friends
Close siblings
TeammatesColleagues
EnemyAnnoying
acquaintance
Ex-friends
One-night-stand
Fling
Online friend
Complete strangers
Guru/disciple
Marriage on-the-rocks
Villain /
Victim
Buddy
significant,intensity
insignificant,superficial
conflicted,unfair
harmonious, excitement
Fleeting acquaintance
Star Former friend
Next-door neighbors
Love-hate relationship
Stalker /
Prey Dealer /
Addict
Casual acquaintance
Teacher /
student
Best friendsSecret affair
exclusiveness,bounded
flexibility
honesty, passion
dishonest, cold
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Soured/ Break-Up
Casual Acquaintance
Old-Time Friendship
Adventure Hero
Stranger
Close Admired Partner
Build quality
Novel design
Premium design
Social currency
Family fit
Driving performance
Service cost
Reliability
Dealer service
Styling
Build quality
Innovation
Financing
Styling
Recalls (press)
Price
Speed
Path to brand success
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THANK YOU!
www.gfk.com/ro
Gabriela Luca I [email protected] I Market Strategy Advisor I Consumer Goods & Retail
Simona Dan I [email protected] I Market Strategy Advisor I Customer Experiences