Si25 feb2010tomharper
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The document discusses strategies for brands to succeed in the current economic environment. It finds that private label growth will continue, with their share reaching 28% by 2012. It recommends that brands invest in price promotions and their unique selling proposition through communication and in-store presence. The document also suggests focusing on retaining existing customers rather than acquiring new ones. It notes that brands that saw success during the recession emphasized innovation, communication, and tactical victories. The key is understanding shopper behavior and leveraging insights into promotions and brand loyalty.
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Si25 feb2010tomharper
- 1. Winning Brands Tom Harper February 25, 2010 Confidential & Proprietary • Copyright © 2007 The Nielsen Company
- 2. Key Take Aways: • Growth of Private label will continue – 28% Share by 2012 – 15% SOT for Hard Discounters by 2012 • Invest resources in setting the best price and running the best promotions • Use your USP – Commuinction – In store presence – Quality • Invest in activities that encourage consumers to RETURN to your brand rather than in activities that work at recruiting new shoppers • What brands have done well during the recession? Winning Brands 25 February 2010 Page 2 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 3. What Shoppers Say From Nielsen’s annual Shopper Trends Survey Winning Brands 25 February 2010 Page 3 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 4. A sign of the times: Value conscious shoppers are now more inclined to shop around 2005 2006 2008 2009 1 store 32 28 6 8 2 stores 31 28 17 17 3 stores 22 19 26 27 4 stores 11 15 28 25 5 stores 3 9 15 15 6 stores 1 6 6 7 stores 2 2 Mean Score 2.25 2.53 3.55 3.48 Base: All Supermarket / Hypermarkets Shoppers (2005 n=492; 2006 n=500; 2007 n=500; 2008 n=1008) NB – Methodology change in 2008 Ref: Q29b Winning Brands 25 February 2010 Page 4 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 5. If they are visiting more stores, where are they going? The increase is seen across all channels Trade Sector Leverage 2005 v 2009 - Where Trade Sector Leverage 2005 v 2009 - Where are shoppers going? (Last 4 Weeks) are shoppers going? (Last 7 Days) 2005 2009 2005 2009 84 84 71 60 56 49 46 43 39 40 33 31 23 22 13 15 6 9 2 1 Large Convenience Personal Off License Online Large Convenience Personal Off License Online Discount Care Shopping Discount Care Shopping Stores Stores Winning Brands 25 February 2010 Page 5 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 6. How does this affect brand loyalty? Positively, as it allows your brand to be more available to the shopper. More power to the brand! Brand Loyalty Q. f you were buying (Product Category) from your usual store and its not available, would you...?" 6 12 10 7 11 8 7 14 29 23 49 48 48 48 72 61 61 62 30 31 36 40 19 14 8 10 10 7 3 4 7 5 2005 2009 2005 2009 2005 2009 2005 2009 Carbonated Soft Drinks Shampoo Cigarette Beer Wait Till it was available Buy an alternative brand Buy same brand at another store Look for the same brand but choose something diff eg. Pack size / flavour Winning Brands 25 February 2010 Page 6 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 7. Price and the perception Game! Lowest Priced Store Q45: Which of the Supermarkets/Hypermarkets would you say normally offers the lowest prices for food and grocery items? Superquinn 3% Aldi Superquinn Aldi 10% 1% 21% Lidl 25% None 3% Lidl 35% SuperValu TESCO 9% Tesco 26% 28% SuperValu Dunnes Stores Dunnes Stores 2% 24% 13% 2005 2009 Winning Brands 25 February 2010 Page 7 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 8. Flyers, Coupons, and Deals have grown importance on the list of store visit triggers HABIT EXPERIMENTING Base : All Modern Trade Household Shoppers (n=500) Ref: Q31 Winning Brands 25 February 2010 Page 8 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 9. Consumer barriers to shopping PL fading Private Label Statements: Shopper’s Attitude to PL 67 PL Quality just as good as leading brands 68 60 Better the store, better the PL 71 54 I usually compare the price and decide 80 PL might be cheaper, but, mfg brands are 43 2005 better value for money 39 2009 65 PL packs look just as good as mfg brands 73 If someone had a lot of PL in their shopping, I 50 would think they were smart 57 I feel better about buying mfg branded 41 products rather than PL 36 Base: All Supermarket / Hypermarket shoppers aware of Private Labels (n=500) Ref: Q97 Winning Brands 25 February 2010 Page 9 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 10. What Shoppers Do Winning Brands 25 February 2010 Page 10 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 11. Pros and Cons for Running Promotions PROs CONs • Share • Train Shoppers to Wait for sales • Volume & Cash Flows period • Happy Retailers • Converts brand buyers into • Invites trial / increased promo buyers awareness • Reduced Margins • Hard to “normalise” price • Starves business of profit for furture investment • Heavy logistical costs • Brand Loyals Stocking up • Competitive Retaliation Winning Brands 25 February 2010 Page 11 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 12. 0 5 10 15 20 25 30 35 40 45 50 TO T A L DEO D ORA FEMI N TS NIN E HY GI ENE S HAM SLI CE P OO D CO OKED ME A T FROZ COF F EN PO TA TO EE P ROD FABR U CTS IC C O NDIT I ONE RS DIAP TO T A ERS TO T A L TO O L TAK THP A E HO STE Tom Harper ME IC E CRE AM Winning Brands S OF T BACO & EN N ERG Y D RIN CRI SP KS S&S N ACK T O TA S % units sold on promotions L DET ERG E NT T OT A L BIS CUI T FROZ S E N PR MAT DEC 28/08 EP AR TE A ED M EAT, FRES POU L H DA T. . IRY P RODU C TS GRAN OL A B A RS T O TA 25 February 2010 T OT A L SPIR L B RE ITS AKFA ST CE % VOL (UNITS) SOLD ON DEAL RE A L FROZ EN VE S MAT DEC 27/09 TO TA GETA L PRE BLES P AC K Promotions have increased across the board ED SA U SAG ES TO TA L LAG TO T A ER L CAN TO TA N E D/ L SAU PACK C ES Page 12 ET/FR TO T A ESH S L AM OUP BI EN T PAS TA CH EE HAIR SE COLO U RA N TS T OT A L RIC LONG E ALC O HO L PET F OOD FATS Confidential & Proprietary Copyright © 2007 The Nielsen Company
- 13. PL share continues to grow across super categories… TOTAL SCANTRACK ROI (MULT/GRP/4CT) SALES VALUE MAT DEC 27/09 22% Household 23% 22% Wine 22% 19% Frozen 20% 15% Grocery 18% PL Share LY 10% PL Share TY Bakery 11% 6% Confect 7% 5% Health & Beauty 6% 3% Alcohol exc Wine 3% Winning Brands 25 February 2010 Page 13 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 14. Brands Gaining Share in the Recession Watch for the Themes Winning Brands 25 February 2010 Page 14 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 15. What did these brands have in common? Strong Tactical A Winning Innovation Advertising Wins Brand! Winning Brands 25 February 2010 Page 15 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 16. Habit: The 95% of Behaviour Marketers Ignore Winning Brands 25 February 2010 Page 16 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 17. “We believe in Local Brands” Petraea Heynike SVP Head of Strategic Business Unit Marketing & Sales, Nestle Winning Brands 25 February 2010 Page 17 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 18. The Future is Now! • Netnography • Sentiment Analysis – www.newssift.com • Consumer Generated Media – CGM Winning Brands 25 February 2010 Page 18 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 19. “There is increasing evidence in General Mills and other companies that tapping into social media and leveraging online research communities yields richer insights with lower costs and greater speed” - Jeff Hunter Director of Consumer Insights, General Mills Winning Brands 25 February 2010 Page 19 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 20. Winning Brands 25 February 2010 Page 20 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 21. Facebook Survey Platform Correlates Well With External Data Sources: Presidential Approval Do you approve or disapprove of the job that Barack Obama is doing as president? • V yst onga eementw h R smussen (r= 0 a G lup (r= 0 5) er r gr it a .92) nd al .8 • Highera eementw h bot t n bet een G lup a R smussen (r= 0 0 gr it h ha w al nd a .8 ) Winning Brands 25 February 2010 Page 21 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 22. Key Take Aways: • Growth of Private label will continue – 28% Share by 2012 – 15% SOT for Hard Discounters by 2012 • Invest resources in setting the best price and running the best promotions • Use your USP – Commuinction – In store presence – Quality • Invest in activities that encourage consumers to RETURN to your brand rather than in activities that work at recruiting new shoppers • What brands have done well during the recession? – Innovators, Communicators, and Tactical Excellence Winning Brands 25 February 2010 Page 22 Confidential & Proprietary Tom Harper Copyright © 2007 The Nielsen Company
- 23. Thank You. Confidential & Proprietary • Copyright © 2007 The Nielsen Company
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