Transcript GfK Retail Panel

GfK Retail Panel
Content
1
Introduction


The Characteristics of a Retail Panel
Market Research along the Supply Chain
2
Retail Panel Setup
 Retail Panel Setup Overview
 Definition of Product Groups
 Definition of Channels
 Definition of corresponding Universes
 Sample Definition
 Data Syndication from Sample
 Data Check, Identification & Extrapolation to the Universe
 Communication of Results
3
Working with GfK Data
 Examples for a Marketing Mix Analysis – Product, Price, Place, Promotion
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1
Introduction
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The Characteristics of a Retail Panel:
• Defined Distribution Channels
• Defined Product Groups
• Representative and constant Samples
• Regular Data Collection
- by single articles (SKU level)
- counted data (EPOS or manual shop visits)
- hard facts: selling-out, price …
• Extrapolation by Distribution Channel (GfK Panel Market)
• Reporting and Presentations for Customers
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The GfK Retail Panel
Market Research along the Supply Chain
Supply Chain (simplified)
Tracking Methods
Import
Information
Production Data
Manufacturer
Industry / Government
Statistics
Export
Shipment Data
Import / Export
Wholesale
Import
Retail Data
Retail
Export
GfK Retail Panel
POS Data
Product Data
Buyer Data
Import
Consumer
Export
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GfK Household Panel
Purchase Data
Equipment
Data
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2
Retail Panel Setup
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Retail Panel Setup
How is a Retail Panel established?
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Audited Sector by GfK Retail Panel
Information
Entertainment
technology
Stationery
DIY/Light bulbs
SDA/MDA
COMING SOON…
Consumer
electronics
Photo
Watches
Optics
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Steel Jewels
Telecommunication
Home
textiles
Mobile Content
Clothing/Textiles
Gardening
Tourism
Luggage
Automotive
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3
Working with GfK Data
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Working with GfK Data
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Working with GfK Data
Examples for a Marketing Mix Analysis
The market success of a brand depends on a successful marketing mix. The 4 P –
namely Product, Price, Place, and Promotion are key areas determining the
performance of a brand. With GfK Retail Panel information you can analyze the
Marketing Mix and set the base for a successful marketing strategy.
• Product: Do you have the right products on the market?
Development of technical features – your market share in key segments – product lifecycle
• Price: Are your products positioned at the right price point?
Development of price classes – your market share in important price classes – price positioning
• Place: Is your distribution on target in order to reach your marketing goals?
Distribution KPIs: numerical/weighted distribution – distribution overlap – in-shop share / turnover
share
• Promotion: Does your marketing communication support your marketing strategy?*
e.g. weekly reporting enables promotion tracking on short-term basis
*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.
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Working with GfK Data
Examples for a Marketing Mix Analysis
In the following you will learn how GfK data can help you getting a deeper
understanding of the market. The case study will cover some aspects that are worth
to be looked at for a Marketing Mix Analysis.
GfK Retail and Technology
PTV/FLAT
Brand Share
Sales Value%
2MAT/2YTD/Last 13 Per.
J05- D05
J06- D06
15,4
Jan- Dec 05 Jan- Dec 06
27,2
27,2
11,7
7,3
16,7
9,4
9,9
9,9
10
6,7
1,8
11,7
7,3
10
2,7
1,9
1,7
Jan 06
3,6
2,2
2,6
2,1
1,5
1,5
22 24,5
27,4
16,7
7,1
Dec 05
15,4
27,4
9,4
Country X Panelmarket
LCD-DISPLAY
6,7
7,1
2,7
1,9
1,7
1,8
3,6
2,2
2,6
2,1
1,5
1,5
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
Others
159,2 413,9
19,2
15,6 17,3 16,1
8,3 11,1
6,5
7,8
9,6
7,7
9,3
5,7
3
1,4
1,3
3,9
6,4
3,6
2,3
1,7
4,6
2,6
2
2,9
3,4
Apr 06
May 06
Jun 06
Jul 06
Aug 06
Sep 06
Oct 06
Nov 06
Dec 06
21,1 20,2 23,6
25 24,2
28,4 27,7 29,4
28,7 31,7
32,8
9,7
6,4
Mar 06
2,5
13,4 10,8
7
8,6
6,6
7,1
4
4,3
2,4
2
1,6
1,7
1,5
2,3
1,8
3,5
16,8 18,8
19,3 18,6 16,8
15,6
11,5 11,8 12,6
11,9 10,6
10
9,3
9,1 10,7 8,8
6,3
5,9
8,2
4,3
4,9
4,2
3,4
5,5
2
2
2,5
3,3
2,8
12
14,8 15,4
13,1 11,6
10,6
2,3
2,7
3,9
6,8
7,5
3,3
2,4
2,6
2,3
2,3
3,9
2
4,4
3,2
4,1
1,6
11,1 11,4
6,7
2,9
3,8
2,4
2,9
6,8
6,3
2,7
2,1
2,3
2,6
2,5
1,6
1,6
1,3
13,5 12,8 12,9 13,8 13 14,2 13,1 11,3 14,9 14,3 10,8
10 11,7
14,4 12,5 14,4 12,5
159,2 413,9
20,8
Feb 06
Chart: Brand A gains
significant brand share in
the LCD market in
country x. It is mainly
taken from brand B. We
will
examine
the
performance of both
brands.
Sales Mio. EUR
39,3
25,3
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23,2
24,6
24,6
26,2
29,6
24,9
31,4
36,5
43,7
44,5
79,3
RG1142822
-06.1 Brand Share by LCD Total, Size (Running Report)
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3.1
Product
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Working with GfK Data
Examples for a Marketing Mix Analysis
Product: One of the key features of a LCD TV set is the inch size. The slide below
clearly highlights which inch sizes a brand should consider in order to be successful
on the market.
GfK Retail and Technology
10/2008
PTV/FLAT
Segment Share
Sales Value %
2MAT/2YTD/Last 13 Per.
J05-D05
J06-D06
1,7
4,8 1,6
3,6 6,1
Jan-Dec 05 Jan-Dec 06
1,7
4,8 1,6
3,6 6,1
1,6
9,4 6,8
4,8 3,8
4,8 3,8
13,5
13,5
4,9
Dec 05
Jan 06
Feb 06
Mar 06
Apr 06
May 06
Jun 06
Jul 06
Aug 06
Sep 06
2,3
1,7
2,4
2
1,8
2,2
1,3
2
2,1
1,5
2,2
2,4
1,5
1,6
1,8
up to 14 Inches
15-16 Inches
17-19 Inches
20 Inches
6,8 44,9 6,8 44,9
22-23 Inches
24-25 Inches
26 Inches
27-29 Inches
30 Inches
Nov 06
Dec 06
1,3
1,8
1,5
2,4
1,6
21 Inches
4,9
Oct 06
6 5,1 4,5
6,1 6,7 6,8 6,7 7,2 7,3 7,4 6,5
1,6
6,8 6,1
1,6
1,4
2,4
1,9
2
2
2,6
4,5
1,8
1,4
4,5 5,1
5,4
3,2
7,1 2,5 3,8 4,6 2,7
9,2 9,3 8,9 9 8,9 8,4 8,7
2,6
9,9
3
2,7
4,5 3,6
6,8 5,8 5,7
5,5
2,8
1,6
9,4 6,8
Country X Panelmarket
LCD-DISPLAY
49,9 52
47
46,9 46,6 49
46 45,3
46,9
47,6 46,3
41
31-32 Inches
40,8
13,4
14,7
33-39 Inches
40,8
13,4
14,6
40-42 Inches
43-49 Inches
10 11,1 11,5 12,1 13,1
9,6
50 Inches and more
5,9
4,5
17,9
1,7
159,2 413,9
5,9
4,5
7
17,9
8,6
10,2 9,4
14,2 15,1 15,3 14,9 15 12,6
1,7
159,2 413,9
1,6
Sales Mio. EUR
38,3
Chart: Certainly the
most promising inch size
classes
are
31-32
inches, 33-39 inches,
and
40-42
inches.
Particularly the latter two
are the ones that have
become more and more
important over the last
periods.
39,3
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25,3
23,2
24,6
24,6
1,4
26,2
14,7
15,9 17,6 17,2
1,5
29,6
15,6 17,1
1,4
24,9
31,4
36,5
1,8
43,7
21,8
3
44,5
26,1
2,9
79,3
RG1142822-05.1 Segment Share LCD Size (Running Report)
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3.2
Price
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Working with GfK Data
Examples for a Marketing Mix Analysis
Price: A straight forward analysis of the average price point of a brand in a specified
segment easily reveals the brands price position and changes over time.
How to read: The blue
line marks a brand with a
premium price position.
To
stick
with
our
example, Brand B has in
general a higher average
price point than A. This is
a first indicator that A is
more price-aggressive.
GfK Retail and Technology
PTV/FLAT
Price EUR
JAN06 - DEC06
Panelmarket Country X
32 LCD-TV
1.800
1.600
1.400
1.200
1.000
Average Price
A
B
C
D
E
800
600
400
200
0
JAN06
FEB06
MAR06
APR06
MAY06
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JUN06
JUL06
AUG06
SEP06
OCT06
NOV06
DEC06
RG-1-Report 1
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3.3
Place
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Working with GfK Data
Examples for a Marketing Mix Analysis
Distribution: One of the first steps in analysing the distribution is to identify
strengths and weaknesses on channel level. The question is if particular problems
can be traced back to particular channels.
GfK Retail and Technology
PTV-FLAT
Distribution Analysis
DEC06
Country X
Panelmarket
DEC05
El. Trad. Independents
DEC06
DEC05
DEC06
El. Trad. Buying Groups
DEC05
DEC06
TecSuperstores + El. Chains
DEC05
DEC06
7,4
4,4
19,6
20,3
3,6
29,1
4,8
10,8
15
12,3
15,4
6,1
9,8
9,9
17,2
A
B
C
D
E
Others
28,4
31,9
9,8
21
10,2
18,2
25,4
10,5
3,1
19,6
25,9
15,7
10,7
13,6
11,2
6,7
8,7
15,1
2,6
17,7
69
14,4
7,9
6,8
9,2
5,8
33,3
24,7
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31,4
28,8
21,1
26
How to read: In this
overview it becomes
clear that Brand A could
increase their market
share in all channels.
Regarding Brand B it
can be stated that only
within
Traditional
Independents they could
improve
their
performance. It seems a
problem which cannot be
traced back to just one
single channel.
RG1161110-Quartiles PMAT->MAT Value(3)
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3.4
Promotion / Weekly Data
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Working with GfK Data
Examples for a Marketing Mix Analysis
Weekly: The GfK Weekly Reports allow for even more detailed tracking of technical
consumer goods markets. They serve as trend monitors or early warning systems.
Promotions or special events are easy to track and analyse.
How to read: In the
example on the left you
can see the effect of
selective promotions of
particular brands on their
market share before,
during, and after the
promotions.
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Internet Sales
Retailers
Internet Sales
Brick&Mortar
Retailers
offline
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Click&Mortar
Retailers
Pure Players
online
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Thanks for your Time
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