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What insights can nielson provide on fresh produce
- 1. What insights can Nielsen provide on F h P d Fresh Produce? ? Infocado Summit 2010 By Yahya Kanj What insights can Nielsen provide on Fresh Produce?
- 2. Who is Nielsen and what do we do? • The Nielsen Company (formerly ACNielsen) is one of the worlds largest market research organisations • Owned by 6 p y private equity p q y partners, H/O based in New York, CEO , , David Calhoun • Offices in 114 countries with 35,000 employees worldwide • Our core values are Simple Open & Integrated Simple, • Put simply, our company measures 2 things: py p y g 1. What people Watch 2. What people Buy 2 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 3. A comprehensive understanding of Shoppers Shopper •Understanding purchase behaviour Segmentation Innovation: & Targeting • New varieties -Demographics • New pack -Behaviour size -Attitudes & motivations ROI: Comms: • Promotion • Effectiveness • Assortment • Pre test Pre-test • Channel campaigns Strategy • Targeting 3 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 4. Nielsen’s Fresh Expertise • We have been tracking fresh for over 10 years • We capture a lot of information from shoppers everyday – 650,000+ Fresh purchase transactions a year – What’s selling in Fresh and Non Fresh? What s Non-Fresh? – Where it’s selling? – Who’s buying? – Why they’re buying? • Australia & New Zealand Fresh tracking (and Global) • We are working very closely with Growers, Wholesalers, Packers, g y y , , , Distributors, Government, Retailers & Peak Industry Bodies • Retailer currency for measuring sales & shopper trends • Actively involved in Fresh Events 4 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 5. Integrating various data sources “What” “How” “Why” Homescan Consumer Retail Scan Shopper Research Sales Data Data Data 5 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 6. Retail Scan Data • Web based access W bb d • Updated weekly • Coles State & Store level • All products & items included • Suite of issue based reports & analysis • 104 weeks historical data trends • Promotional week & calendar week • Sales, Price, Distribution & Wastage 6 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 7. Homescan • 10,000 Household Shopper Panel pp Shopper • Continuous tracking over-time g Data • Scanning every grocery purchase How can I increase my sales? Shopper Purchase Spend per Penetration Frequency Occasion 7 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 8. ers Shoppe The Shopper & Retailer Dynamic All Households Shoppers at Non Shoppers at Coles C l Coles C l uct Buyerrs Produ Bought Never Bought the category the category Buy Do Not Buy At Coles At Coles the Category the Category asions Occa Occasions / Qty Occasions / Qty Occasions / Qty Occasions / Qty Bought at Coles Outside Coles Outside Coles Outside Coles 8 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 9. How will this influence your strategies? High Reach, High Reach, Low Avg Purchase High Avg Purchase •Drive consumption/commitment •Strong product position •e.g 5 a day, multi-buys g y, y •Effective at driving shoppers to g pp •Quality may be an issue store and share of wallet enetration % •Drive alternative usages •Leverage to drive other products Low reach, Low Reach, Low Avg Purchase High Avg Purchase Pe •Vulnerable or may b new V l bl be •Focus on building t i l F b ildi trial products •e.g. Promote health/functional •Need to decide to re-invest or benefits, increasing awareness, stop offering sampling/ tastings Average Weight of Purchase (packs) 9 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 10. What are barriers/drivers to purchase? Price, Quality, Range, Usage, Convenience etc… y, g , g , Consumer Do Shoppers always do what they say? Research What is the relationship between what they Data claim and what they do? • Quantitative & Qualitative methods • Trigger Surveys to Homescan Panel • Virtual Stores & In-Store observations In Store • Advertising effectiveness measurement 10 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 11. Spectra Targeting Other • Where should we advertise? And How? TV, Radio, Magazine Solutions • Which stores should we be sampling in? • Which local areas / schools should we be Available targeting our campaigns? Top T WW stores to target heavy h Mushroom buyers WOOLWORTHS CHERRYBROOK VILLAGE 60.5% 172 WOOLWORTHS METRO WEST PENNANT HILLS 59.6% 169 WOOLWORTHS KELLYVILLE 58.6% 166 WOOLWORTHS DURAL 58.0% 165 WOOLWORTHS ST IVES 57.7% 164 WOOLWORTHS GORDON 56.8% 161 WOOLWORTHS NORWEST 55.9% 159 WOOLWORTHS ALBANY CREEK 55.8% 158 WOOLWORTHS GELNROSE BELROSE 55.7% 158 WOOLWORTHS WARNER 55.3% 157 WOOLWORTHS ERINDALE WANNIASSA 54.9% 156 WOOLWORTHS GLENWOOD 54.2% 154 WOOLWORTHS MENAI 54.0% 153 WOOLWORTHS THE PINES DONCASTER EAST 53.9% 153 WOOLWORTHS CECIL HILLS 53.6% 152 WOOLWORTHS ST HELENA 7000006087 53.3% 53 3% 151 WOOLWORTHS AVALON 53.0% 150 WOOLWORTHS KENMORE 52.6% 149 WOOLWORTHS ELTHAM 52.2% 148 WOOLWORTHS THORNLEIGH 52.0% 147 11 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 12. Advanced Modelling Techniques Other • How can I optimize my sales & marketing investment? • What is the optimal price? Solutions • How deep should we promote to optimise sales Available • uplifts? What is the consumer decision process for my product? TV Optimization Example Cumulative Incremental Revenue ($MM) from TV Advertising Optimize O ti i Optimize Dayparts Optimize :15s/:30s Flighting $12.3 Optimize $11.5 Copy $10.1 Current Incr Rev $8.9 $8 9 $7.0 Brand A's TV Generated Revenue 12 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 13. In summary…. • Plenty of information available • If you’re unsure, just ask • Tell us your business issue and we will try to help issue, Coming up….How this information can be used to make a difference to your business! • Michael Locke (Australia) ( ) michael.locke@nielsen.com • Nicola Fox (New Zealand) ( ) nicola.fox@nielsen.com 13 What insights can Nielsen provide on Fresh Produce? Copyright © 2010 The Nielsen Company. Confidential and proprietary.