ECR demand Kantar_category_segmentation

GET YOUR SLICE OF A BIGGER PIE

STEP-CHANGING CATEGORY GROWTH THROUGH “INTEGRATED MARKETING” – AND WINNING BIG IN MARKET

© Kantar Retail 2010

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KEY CONCEPTS OF TODAY’S PRESENTATION


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–Share Steal or Category Growth? Real Growth building from Behaviour Change

–Benefits of an Integrated Marketing Approach Putting the Shopper at the Centre Thinking Win-Win – Manufacturer & Retailer

DEVELOPING OR NON FIXED-CONSUMPTION CATEGORIES... IS THERE MORE ROOM FOR GROWTH?

Laundry Additives : is there one in every washload?

Alcoholic drinks : are people drinking as much as they

might be?

Confectionery : are people reminded of all the occasions they can consume?

MOST MANUFACTURERS STILL HAVE A “SHARE STEAL” BUSINESS MODEL, EVEN IF THE CATEGORY ISN’T MATURE FIXED CONSUMPTION…

Category

Manuf. Share

Share Steal

Category

Manuf. Share

GROWING THE CATEGORY LEADS TO A BIGGER SIZE OF THE PRIZE, AND WHOEVER LEADS THE GROWTH WILL TAKE THE LION’S SHARE…

WHO IS GROWING THE CATEGORY SUCCESSFULLY TODAY?


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Coca-Cola Europe : key strategy is to drive consumption with meals, to replace water.

Danone UK : new products to expand yoghurt consumption

in breakfast occasion

P&G USA : bringing air-freshening to a wide range of places and occasions

THE ENEMIES OF CATEGORY GROWTH


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Innovation designed to outperform the competitor, not win new usage.

Communication focused on brand benefit only, and

talking to existing category consumers

Non-strategic promotions rewarding deal-hunters and not driving behaviour change

AND IF YOU DON’T BELIEVE ME ON THE PROMOTIONS...


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£-

£50,000

£100,000

£150,000

£200,000

£250,000

Loyal Repertiore Pantry Loader Deal Seeker

2 for £1.60 BOGOF BOGOF

Rewarding the Deal Buyers….

INTEGRATED MARKETING™

WHAT IS IT ABOUT:

FROM: a BRAND only view

TO: CATEGORY & BRAND view

WHAT’S THE BIG IDEA?


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Having an Integrated set of Consumer AND Shopper strategies supported by linked activation plans

SO WHAT SHOULD WE DO?


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– Link Consumption / Usage to Purchase opportunities

– Have an Integrated Sales and Marketing response to attacking these opportunities through all appropriate touch points

– Engage Customers in a shared Vision for the Category

WATCH THIS VIDEO AND THINK ABOUT HOW THE CHANGE IN APPROACH TO THE PURCHASING ENVIRONMENT IN CONFECTIONERY COULD STIMULATE NEW CONSUMPTION...

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Confectionery Video

A CLEAR SET OF DRIVERS SHAPE THE GROWTH AGENDA FOR A CATEGORY – WITH ACTIVATION AGAINST CONSUMER, SHOPPER AND RETAILER.


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© Glendinning Management Consultants

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STRATEGIC PLATFORMS ARE THE “CREATIVE SPRINGBOARDS” THAT LEAD TO EXECUTION – IN COMMUNICATIONS, NPD AND NEW FORMATS, AND IN-STORE ACTIVATION

Events

Connect

Cold

“Big Events @ Home”Giving consumers the knowledge, tools,

products and services to host the perfect fun, contemporary event at home.

“Connect & Unwind”Unlock more lower tempo everyday casual

occasions with the right Beer & Cider for the Occasion

“Cold”Build the everyday appeal of Beer & Cider by ensuring it is always sold and served at the

right temperature

“To create and satisfy more everyday consumption occasions at home by improving the in-home

experience”

Strategic Platforms for Activation:

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HOW “COLD” STRATEGIC PLATFORM MIGHT LOOK WHEN ACTIVATED IN A STORE ENVIRONMENT

5 QUESTIONS TO ASK YOURSELF...

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Does the category you’re working on have room for consumption growth?

Are you investing heavily to win share from your competitor, only to lose it back to them in the next promotional period?

Is it costing more and more to partner with Retailers, in promotional investment required to get support, and margin delivery?

Are you linking consumer needs to the purchasing occasion?

Are you CHANGING BEHAVIOUR?

TANGIBLE

Not theoretical

Not over engineered

Not a pure external view

Gets embedded

Clear metrics

TRANSFORMATION

Drive Practicaland Real Change

Change Results

Change Behaviour

Creates Future Demand


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WHO ARE KANTAR RETAIL...?

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© 2011.Kantar Retail. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved

Contact:Vadim Khetsuriani

T: +44 (0) 1932 833 600M:+44 (0) 7770 427 273

[email protected]

ContactJames Pollock

T: +44 (0) 1932 833 614M:+44 (0) 7917 235 006

[email protected]

ECR demand Kantar_category_segmentation

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