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How Brands Grow Seminar - The Impact of Marketing on Brand KPIs

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By GfK and MEDIALAAN

Publicado en: Marketing
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How Brands Grow Seminar - The Impact of Marketing on Brand KPIs

  1. 1. POWERED BY THE IMPACT OF MARKETING ON BRAND KPI’S A DEEP DIVE ON HOW MEDIA AND PROMO WORKS
  2. 2. SETTING THE SCENE THE WORLD IS CHANGING MEDIA € ⬇︎ WHILE PROMO € ⬆ BRAND LOYALTY ??? BRANDS ARE UNDER PRESSURE 1 2 3 4
  3. 3. HOW TO BREAK THIS TREND? WHAT IS THE RECIPE FOR GROWTH? WHAT IS THE IMPACT OF DIFFERENT MARKETING TOOLS?
  4. 4. PENETRATION IS KING
  5. 5. WHAT ARE THE KEY DRIVERS / BRAND HEALTH KPI’S OF A BRAND? X X MARKET SHARE VALUE / VOLUME VALUE / VOLUME PER BUYER TRIPS BASKTET VALUE / VOLUME
  6. 6. BG20 — MANY QUESTIONS, FIRST ANSWERS PANEL DATA & SURVEY DATA FROM 14 COUNTRIES PANEL DATA FROM A FURTHER 10 COUNTRIES INFORMATION FOR MORE THAN 10K BRANDS WITH 3-8 YEARS OF BACKDATA POWERED BY &
  7. 7. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE
  8. 8. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE HERE’S HOW TO PLAY 1. MULTIPLE CHOICE QUESTIONS ABOUT SOME OF OUR BG20 LEARNINGS 2. FOUR OPTIONS, ONLY ONE IS CORRECT 3. SPEND ONE MINUTE DISCUSSING THE QUESTION WITH YOUR NEIGHBOURS 4. ANSWER INDIVIDUALLY YOU’RE NOT OUT IF YOU GET IT WRONG. WINNER DOES NOT GET A MILLIONS EUROS (SORRY!)
  9. 9. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q1 IF A BRAND DOUBLES ITS MARKET SHARE, WHAT IS MOST LIKELY TO HAPPEN WITH ITS PURCHASE FREQUENCY? STAYS THE SAME DOUBLES SLIGHTLY LESS OFTEN SLIGHTLY MORE OFTEN
  10. 10. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q1 IF A BRAND DOUBLES ITS MARKET SHARE, WHAT IS MOST LIKELY TO HAPPEN WITH ITS PURCHASE FREQUENCY? STAYS THE SAME DOUBLES SLIGHTLY LESS OFTEN SLIGHTLY MORE OFTEN
  11. 11. LARGE BRANDS: MORE BUYERS, ONLY SLIGHTLY HIGHER FREQUENCY 100 122 135 146 137 156 100 332 479 608 712 925 <10 <20 <30 <40 <50 >50 Frequency Buyers Share Frequency does not (and cannot!) differ as much as penetration
  12. 12. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q2 WHAT PERCENTAGE OF ANNUAL SALES OF AN AVERAGE BRAND COMES FROM 1 AND 2 TIME BUYERS? 33% 50% 25% 66%
  13. 13. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q2 WHAT PERCENTAGE OF ANNUAL SALES OF AN AVERAGE BRAND COMES FROM 1 AND 2 TIME BUYERS? 33% 50% 25% 66%
  14. 14. 50% OF SALES COME FROM 1 AND 2 TIME BUYERS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21+ % of sales Cumulative Large Small
  15. 15. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q3 WHEN A BRAND GROWS, IN WHICH SOCIODEMOGRAPHIC GROUP DOES IT GROW IN NUMBER OF BUYERS? MOST AMONGST STRONGHOLDS SIMILAR EVERYWHERE MOST AMONGST WEAK SPOTS NO CONSISTENT PATTERN
  16. 16. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q3 WHEN A BRAND GROWS, IN WHICH SOCIODEMOGRAPHIC GROUP DOES IT GROW IN NUMBER OF BUYERS? MOST AMONGST STRONGHOLDS SIMILAR EVERYWHERE MOST AMONGST WEAK SPOTS NO CONSISTENT PATTERN
  17. 17. WHEN A BRAND GROWS OR DECLINES IN TERMS OF PENETRATION, THIS IS NOTICED WITHIN EACH OF THE DIFFERENT TYPE OF HOUSEHOLDS 21.3% 21.3% 26.9% 19.9% All HH HH with kids Pensioners Others -21.4% -16.8% -17.3% -28.2% All HH HH with kids Pensioners Others
  18. 18. WHAT IS THE IMPACT OF MARKETING TOOLS ON MY BRAND HEALTH?
  19. 19. THE RESEARCH MODEL APPROACH  DYNAMIC MODELING  BASED ON GFK PANEL DATA  OF 300 BIG FMCG BRANDS  OVER SEVERAL YEARS (2008-2015) SEARCHING FOR IMPACT OF CHANGES IN…  MEDIA SPENDINGS  SHARE OF VOICE  NUMBER OF PROMOS  SHARE OF PROMO  CATEGORY VALUE  PRICE PAID ON DIFFERENT BRAND HEALTH KPI’S EVOLUTION OF…  MARKET SHARE  PENETRATION  LOYALTY
  20. 20. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q4 WHICH OF THE FOLLOWING MARKETING INVESTMENT CHANGES HAS THE BIGGEST IMPACT ON A BRAND’S PENETRATION RATE? INCREASE ABSOLUTE MEDIA SPEND INCREASE NUMBER OF PROMO’S INCREASE SHARE OF VOICE INCREASE SHARE OF PROMO
  21. 21. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q4 WHICH OF THE FOLLOWING MARKETING INVESTMENT CHANGES HAS THE BIGGEST IMPACT ON A BRAND’S PENETRATION RATE? INCREASE ABSOLUTE MEDIA SPEND INCREASE NUMBER OF PROMO’S INCREASE SHARE OF VOICE INCREASE SHARE OF PROMO
  22. 22. FOR PENETRATION, ABSOLUTE MEDIA SPEND HAS THE BIGGEST IMPACT
  23. 23. FOR CHALLENGER BRANDS (MARKT SHARE <10%) PENETRATION IMPACT IS EVEN BETTER
  24. 24. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q5 WHICH OF THE FOLLOWING MARKETING INVESTMENT CHANGES HAS THE BIGGEST IMPACT ON A BRAND’S LOYALTY? INCREASE ABSOLUTE MEDIA SPEND INCREASE NUMBER OF PROMO’S INCREASE SHARE OF VOICE INCREASE SHARE OF PROMO
  25. 25. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q5 WHICH OF THE FOLLOWING MARKETING INVESTMENT CHANGES HAS THE BIGGEST IMPACT ON A BRAND’S LOYALTY? INCREASE ABSOLUTE MEDIA SPEND INCREASE NUMBER OF PROMO’S INCREASE SHARE OF VOICE INCREASE SHARE OF PROMO
  26. 26. IMPACT ON LOYALTY IS LIMITED. SHARE OF VOICE HAS THE BIGGEST IMPACT FOLLOWED BY SHARE OF PROMO  BEING COMPETITIVE IS KEY
  27. 27. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q6 WHICH OF THE FOLLOWING MARKETING INVESTMENT CHANGES HAS THE BIGGEST IMPACT ON A BRAND’S MARKET SHARE? INCREASE ABSOLUTE MEDIA SPEND INCREASE NUMBER OF PROMO’S INCREASE SHARE OF VOICE INCREASE SHARE OF PROMO
  28. 28. WHO WANTS TO BE A BRAND GROWTH MILLIONAIRE 1 3 2 4 Q6 WHICH OF THE FOLLOWING MARKETING INVESTMENT CHANGES HAS THE BIGGEST IMPACT ON A BRAND’S MARKET SHARE? INCREASE ABSOLUTE MEDIA SPEND INCREASE NUMBER OF PROMO’S INCREASE SHARE OF VOICE INCREASE SHARE OF PROMO
  29. 29. BE COMPETITIVE ON PROMO AND LEAD ON MEDIA IN ORDER TO GAIN SHARE
  30. 30. THE POWER OF INTERACTION 1+1=3 INTERACTION EFFECT +40% +55%
  31. 31. IN ADDITION 0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8% 0.9% 1.0% 0% 2% 4% 6% 8% 10%12%14%16%18% Media spend (as % of category value) Increasing media spendings results into slower PL OM growth! This is however not the case for Hard Discount market share growth Promotions are not able to stop PL market share growth! S S SNS
  32. 32. CONCLUSION
  33. 33. KEY CONCLUSIONS? THE WORLD IS CHANGING & CONSUMERS ARE TOO MEDIA IS IMPACTING PENETRATION MORE THAN PROMOTIONS BUT THE POWER LIES IN THE INTERACTION OF BOTH MEDIA & (share of) PROMO PENETRATION IS THE STRONGEST LEVER TO BOOST SALES

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