final mcp - project veggies

PROJECT VEGGIESTEAM ABOUTZEGIA MAR IATRAK I MAR IA Z INOVIATS IFOPOULOS CHRISTOSZERVA KATERINA

Company Brief &

Deliverables

Marketing Research &

Market Identification

Targeting Branding Positioning

Agenda

Olive Tree Consulting Inc.



TargetingCompany

Brief & Deliverables

Branding Positioning


Who is Margarita Dima?


Margarita Dima is planning to found a new company that produces fresh vegetables of high nutritional value.

The vegetables will be cultivated in a nethouse which is a greenhouse that will prevent insects from coming into the crop and destroy it.

Therefore the vegetables won’t contain any kind of chemicals and pesticides

The nethouse is considered to be an innovative investment to the agricultural field as it facilitates a production of high quality and quantity.

This method is a Israeli patent not yet exploited in Europe.

Brief and Deliverables


Client’s expectations 1. Market Analysis 2. Branding3. Positioning 4. Packaging

Deliverables

1. Market Analysis2. Market Research3. How the market is divided?4. Target audience 5. Branding 6. Positioning

TargetingCompany







Market Research

Market analysis

Bio Market

Market Research

ConventionalMarket

The upcoming product of Margarita Dima is an incremental innovative product for the Greek market where we focus.

The direct and indirect competition of the upcoming vegetables are Bio and Conventional

Our Marketing research aims at understanding the mentality and behavior

of the Greek customers regarding food and vegetables

Derive insights for marketing data decision making

Our Market Analysis aims at understanding the environment of the two channels

Methodology


1. We ran a quantitative research of 3 questionnaires via Qualtrics

2. We explored the data with Marketing Engineering Excel

3. We ran qualitative research (focus group) for the branding

4. The insights led us to define our marketing strategy

1st

Dietary Habits

3rd Find The Optimum

Product

2nd

Bio Vs Conventional

Vegetables

Quantitative surveys

Investigating the Greek audience


We had a big sample (537)

Equal sample of men and women

All questionnaires were based on several peer reviewed academic journals.

Random SampleIn 3 questionnaires

Online Forums

Product and Market Analysis


Bio products made their presence in the 90’s

The majority of the vegetables are unbranded

Low Penetration of bio products

Price sensitive consumers

Greek agricultures’ orientation to foreign

markets

Uneducated consumers about bio vegetables

Abundance of imported vegetables


Super markets

Flea Markets

Mini Markets

Direct Sales From Field

Bio stores

E-shops

Delicatessens

Cooperatives/Joint Business

Distribution channels


SO

WT

Innovative cultivation method: Nethouse

Virgin vegetables

All year round standard production and quality

CSR policy

Product of unique quality and high nutritional value

Certification of Benaki Phytopathological Institute


Absence of legislative terms concerning super-bio products

Abundance of bio products in the market (high competition)

Uneducated audience concerning product’s qualitative characteristics

Low production leads to no entrance the supermarkets chain

Food scandals and the corrupted market lead to great demand for virgin healthy foods

Uneducated consumers

74% Do not recognize the EU – bio certification logo

Positive correlation of vegetables with the Mediterranean diet

Great tendency for healthy lifestyle

Consumer price sensitivity low profit margins

People’s low awareness and misinformation about bio products and nutritional value

Corrupted market

Not consistent and regular bio-vegetables control

Rise of bio PL vegetables


TargetingCompany






1. The marketing research help up cluster the market in groups

2. Identify from these groups which is our target audience

3. Establish the marketing strategy

Marketing Research Results


How the market is divided?



Our Target audience

TargetingCompany






Vision and Values


Values

Honesty and consistency Innovation Premium quality Sustainability Nature’s respect & love

Vision

Inspire and motivate people for a healthy living and societal well-being

Mission


• Offer products of high quality and nutritional value free from chemicals

• Introduce virgin and natural vegetables to people’s dietary habits

• Educate consumers about the vital importance of high nutritional value in vegetables

• Instill trust in consumers for product quality and safety

• Deliver brand’s core values to customers

• Deliver CSR policy through its products and practicies

• Be an exemplary company of sustainability and environmentally conscioussness

tagcloud


Brand Name

Easy Recall

Linked with Greek

History

Village AmbiencePurity

Tells a Story

Family Ties


Interpreting Brand Logo

Inspiring the connotations of the brand name

The crop in full blossom depicting the growth

The curve line implicits protection, stability of the net house

Minimalist approach and clarity illustrates purity

Black color synonym to premioumness

A unique font for differentiation

TargetingCompany






Brand’s statement



Insights:

• The majority of our sample prefers an eco-friendly packaging

• 60.8% buy the product based on its look and feel sense

• 73.6% buy the product based on its smell sense (The olfatory sense is the strongest of all with linked to consumer’s memory)

• 44% believe that packaging plays a significant role for their purchasing decision

Product - Packaging

Bulk packaging

Strengthen the “product experience” that consumers want

Create engagement (The proustian effect)


Alternative Packaging

• Two proposals of permanent bags for every day use communicating the brand

• Eco-friendly material • Available next to stand • Symbolic price • The purchase of the bag would be linked with CSR practice of the

company


Insights:

• 36% select delicatessens and bio stores

• 85% prefer neighborhood stores for their purchases

• The majority of the consumers select the same stores for their vegetables and fruits purchases

Selective distribution Supply the products in delicatessens and bio stores

Distribution coverage to all big metropolitan areas of Greece

Cover as many neighborhoods as possible so as to facilitate customers purchases Intensify the premium positioning of the products

Distribution Strategy


80% of people shopping at delicatessens and bio stores have family annual income of more than 12k €

100% of them value the most the quality of the product (Quality driven)

35% of them are not price sensitive and they buy products based on the

perceived and received value

Value Based Pricing Strategy• Relate price to value perceived by the

customer

Pricing

Insights

Points that consumer Value on the “το κηπάρι”Standard superior Quality all year round compared to bio

Virgin Vegetables

Corporate Social Responsibility – Sustainability

Cultivation method

Quality control on a weekly basis

Although we have demand migration to the lower end (Mid – Market) as a result of recessionary pressures, “το κηπάρι” should maintain a high price (price premium) due to its scarcity and its premium brand nature.

There is no competitor offering same value to the consumers. (Short – term competitive advantage)

Pricing Value Map


Perceived value : 5,59€ /kilo

Product Price

Consumers incentive to purchase

0€

Cost of Goods Sold

Company’s incentive to sell

The “το κηπάρι” offers superior customer value and should have a high relative price to the perceived quality explained by its features but also from is premium nature

Give an incentive to consumers to purchase the product

Ensure a satisfactory profit margin

The “το κηπάρι” is going to be launched after a period of time and due to the economic recession we propose that the pricing strategy should be re-evaluated before

the product launch.

PricingThe customer perceived value is 5,59€ / kilo

Promotion strategy


Pillars of our promotional strategyBuilding AwarenessCreating InterestProviding InformationStimulate DemandDifferentiate productReinforce the Brand

Channel for conversation with the targeted consumer base.

Our promotional strategy aims to Attract the customer’s attention Foster enough interest Motivate purchase

In store promo stand In store promo hanger Website / Social Media Advertising

In order to achieve a cost effective promotion we propose

Point of Sales Material



The stand would Provide a distinctive position of the brand inside the store

Offer additional information about

the product

Differentiate the product

Strengthen the brand presence

Enhance the premiumness of the

product

Promotion

Promotion


The promo hanger:Provide a distinctive position of the brand inside the store

Offer additional information about the product

Differentiate the product

Intensify the brand presence

Enhance the premiumness of the product

Promotion Strategy


Official WebsiteProvide additional information about the product

Dietary advices

Articles about health and nutrition

Places where the consumers can find the products

Corporate Social Responsibility activities of the company

Frequently Asked Questions (FAQ)

Ask for users’ e-mail addresses for future Newsletter usage

www.tokipari.gr

The official website will help enhance the brand equity, stimulate demand and differentiate the product

Promotion Strategy


Social MediaStrong presence in social media in order to achieve a two ways communication with the consumers

FacebookTwitter

50% of Greek consumers spend a huge amount of time on social mediaThey use social media in order to communicate each other but also to communicate with their beloved brands

NewsletterTarget consumers effectively with the right message while it has no additional cost

Promotion Strategy


The majority of the consumers do a research online before they buy a product

Google AdWords AdvertisingUse AdWords to target consumers that search for certain keywords related with the brand, nutrition, dietary information, virgin/bio vegetables.

Overall Conclusion

The promotional strategy should remain consistent across time.

In order to achieve maximum effectiveness we propose that all promo activities should start together and communicate the message effectively across media


• Consistency in in-store merchandising

• Use of earth colors in the promotional deco materials in order to align with product personality

• Brand presence in all “above and below the line” communications to boost the premium positioning • Logo of the brand has to be always posed in upper left side in all printed and digital initiatives

Brand Guidelines


Strategic Outcome of SWOT

Strategic Outcome

Strengths – Opportunities

Educate consumers using multiple channels, about• The certification of value Benaki

Phytopathological Institute• Superiority of her products• Sustainability practices• Cultivation Method

Link the product with the healthy lifestyle

Offer superior customer value Educate consumers Communicate the weekly quality

control

Strengths - Threats

Build Customer Relationship Communicate the superiority of

the product

Reduce the threat of competitive prices of PL products with:• customer retention strategies • communicating the product

value

Weaknesses - Opportunities

Weaknesses - Threats

Pricing


80% of people shopping at delicatessens and bio stores have family annual income of more than 12k €

100% of them value the most the quality of the product (Quality driven)

35% of them are not price sensitive and they buy products based on the perceived and received value

Customers Key Issues

Value Based Pricing StrategyRelate price to value perceived by the customer

Price is an indicator for quality Concerned about the quality of bio vegetables Uneducated about bio vegetables Unsatisfied with their dietary habits

Customers Value Drivers

High Quality Chemical free, virgin vegetables Greek product Look and feel of the product Corporate sustainability Nutritional value of the product

Pricing


Value Based Pricing Strategy

The value Proposition Points of parityGreek ProductsHigh QualityCertificationCorporate sustainability

Customers’ desires

Competitors Features

Το κηπάρι features

Points of DifferenceStandard superior Quality all year round compared to bioVirgin VegetablesCorporate Social Responsibility – SustainabilityCultivation methodQuality control on a weekly basis

Points of IrrelevancePremium PriceCertification from Benaki Phytopatological Institute

High quality nutritional valueAvailability of the product -Deep-down distributionAverage PriceBio Certification

Pricing


On the value Map Το κηπάρι is positioned on the top end tier in the market.

Although we have demand migration to the lower end (Mid – Market) as a result of recessionary pressures, “το κηπάρι” should maintain a high price (price premium) due to its scarcity and its premium nature.

There is no competition. (Short – term competitive advantage)

• Inspire CSR consciousness and sensitivity• Gives motives for a healthy living• Feeling of superiority • Feeling of security as the product is suitable

even for babes• 2 way communication through the

company's website• Educational guidance and advice on the

healthy nutrition from company’s website

• Bulk / Unpacked• Quality in every

item•

• Bulk/Unpacked • Safe to consume even by babies • Risk Reduction • High nutritional

Pricing


Perceived value : 5,59€ /kilo

Product Price

Consumers incentive to purchase

0€

Cost of Goods Sold

Company’s incentive to sell

The “το κηπάρι” offers superior customer value and should have a high relative price to the perceived quality explained also from is premium nature

Priced lower than the perceived value Give an incentive to consumers to purchase the product

Priced over the Cost of Production Ensure a satisfactory profit margin

Analyzing the consumer preferences and how they value the features of the “το κηπάρι»The customer perceived value is 5,59€ / kilo

The “το κηπάρι” is going to be launched after a period of time and due to the economic recession we propose that the pricing strategy should be re-evaluated before the product launch.


MARKET AUDIENCE POSITIONINGTARGET AUDIENCE

The Research

Our work frame • The upcoming product of Margarita Dima is an incremental innovative

product for the greek market.• We take into consideration the potential and dynamic of this product so as to

orient it in greek and international market• The food market is divided in conventional and bio products.• The upcoming product thanks to its chemical substances cannot belong in

reality in none of these categories. It is a product superior to bio. However, there is no legal term created for this product category.

• Our market research and market analysis focuses on both the conventional and bio products in terms of questionnaires and information provided

• Direct competition Bio vegetables • Indirect competition Conventional vegetables

Marketing Strategy: STP Model • Market Research• Market Analysis• Segmentation • Targeting Marketi

ng Strategy

Marketing Strategy: STP Model • Market Research

Marketing

Strategy

Market ResearchProcess and Methodology

• We are market-research oriented therefore the fundamental step of our research was to launch three questionnaires.

• Goal: to have a deep understanding of consumers preferences and perceptions regarding vegetables and nutrition.– The 1st questionnaire aims at discovering the dietary habits of

consumers.– The 2nd questionnaire aims at discovering perceptions of

consumers regarding biological and conventional vegetables.– The 3rd questionnaire aims at discovering the trade-offs that a

consumer makes before purchasing vegetables.

• All questionnaires were based on several peer reviewed academic journals.

• All questionnaires were pretested.

Market ResearchProcess and Methodology

• We are market-research oriented therefore the fundamental step of our research was to launch three

• Screening questions were also added in order to exactly identify the quality of our sample: – which of our responders were healthy lifestyle seekers and which of them are

aware of what is a biological vegetable and what is the importance of consuming high quality ingredients.

• Our sample was random.• Total number of respondents who participated in the questionnaires: 537 • Even though the samples are different in the 3 questionnaires the

conclusions are convergent: in all questionnaires we observed a specific cluster and consequently a segment that has a specific perception towards dietary habits- bio vs conventional and buying preferences that justify bio preferences. Therefore the sample is not biased

1st questionnaire: Dietary habits

• Aim: gain insights of the daily dietary habits of consumers and which factors play crucial role in their purchasing behavior.

• Process1. We created the questionnaire, using Qualtrics from scratch based on the

following peer reviewed papers:2. Chryssohoidis, George M., and Athanassios Krystallis. 'Organic Consumers’

Personal Values Research: Testing And Validating The List Of Values (LOV) Scale And Implementing A Value-Based Segmentation Task'. Food Quality and Preference 16.7 (2005). pp 585-599.

3. Chryssohoidis, George M., and Athanassios Krystallis. 'Organic Consumers’ Personal Values Research: Testing And Validating The List Of Values (LOV) Scale And Implementing A Value-Based Segmentation Task'. Food Quality and Preference 16.7 (2005). pp 585-599.

4. We further enriched the questionnaire by adding a series of questions that would allows to understand in depth the dietary habits

1st questionnaire: Dietary habits• The questionnaire was articulated on four distinctive topics of questions:

1. Dietary patterns.2. Market criteria.3. Environmental consciousness.4. Buying patterns and trends.

• Several demographic questions were included so as to investigate the profile of the respondents.

• Screening question: if all respondents are above 18.

• Demographics were used as discriminant variables, that are vital for the segmentation- targeting and positioning strategy

1st questionnaire: Dietary habits

• Pretest: we shared the questionnaire to 10 people from our peer environment and received valuable feedback.

• Feedback: – to include time needed to complete the questionnaire.– change the expressions in some statements.

• After alterating the questionnaire we distributed it to a number of forums such as:– Bodybuilding.gr– Cosmopolitan.gr– Tromaktiko.gr– Insomnia.gr

• The goal was to have a large pool of respondents.

1st questionnaire• Results• Number of respondents who participated in the questionnaire:280• Number of respondents who successfully completed the

questionnaire:148• Half of our respondents were aged 26-45 years old whereas 45% were

aged 18-25.• Our sample was well balanced between men and women. To be more

specific 55% and 45% were men and women respectively.• The overwhelming majority in 81% was single while only 19% was

married.• Concerning the employment status 42% are employed while 39% of the

rest were unemployed or students.• Educational background:38% are bachelor graduated and 25% are

master.• Place of living: 97% live in Athens and only 11% were from Macedonia.

1st Questionnaire – Dietary Habits

2nd questionnaire: Bio vs Conventional• Aim: to identify how consumers perceive conventional

and biological vegetables and which one they prefer .• Process• Our guide in the creation of the questionnaire was the

following peer reviewed paper:– Chen, J. (2012). A Study Investigating the determinants of

consumer buyer behaviour relating to the purchase of organic food products in urban China.

– Gil, J. 'Market Segmentation And Willingness To Pay For Organic Products In Spain'. The International Food and Agribusiness Management Review 3.2 (2000): pp.207-226.

2nd questionnaire: Bio vs Conventional

• The questionnaire composed of the following topics:1.Criteria taken into consideration before purchasing bio vegetables2.Perception of bio and conventional vegetables3.Preference between bio and conventional vegetables.

• However, we further enriched it by adding relevant questions.• Demographics questions were also included.• Screening question: if all respondents are above 18, if they are

aware of the EU logo regarding the certification of bio and if they purchase bio vegetables.

2nd Questionnaire: Bio vs Conventional• Pretest: same sample with the first questionnaire• Feedback: expression changes in order to make the questionnaire

more illustrative and understandable to our paricipants.• After alterating the questionnaire we distributed it to the same

forums as the previous one:– Bodybuilding.gr– Cosmopolitan.gr– Tromaktiko.gr– Insomnia.gr


• Results:• Number of respondents who participated in the

questionnaire:143• Number of respondents who completed the questionnaire:87• Gender: 60% men, 40% women• Age: 57% between 26-45 years old and 30% in 18-45 years old• Marital status: 75% were single whereas 25 was married.• Educational level: 65% were employed and 32% unemployed• Place of living:80 % live in Athens and the rest of our sample is

spread in different places of Greece.

3rd questionnaire:Conjoint analysis• The third and final questionnaire of our survey was conducted with

Coinjoint analysis;an important statistical tool that used in market research to determine how people value different attributes of a product.

• The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making.

• Aim: – to discover the trade-offs that a consumer makes before purchasing vegetables.– to reveal the optimal vegetable for the consumer.

• ????oose food products. J. Consumer Behav., 11(4), pp.316-328.

https://en.wikipedia.org/wiki/Market_research

3rd questionnaire:Conjoint analysis• Process:• The questionnaire was built upon the following academic

papers:– Gregory A., B. (2015). Consumer Preferences for Food Safety

Attributes in Fresh Apples: Market Segments, Consumer Characteristics and Marketing Opportunities. Journal of Agricultural and Resource Economics Association, 24(1), pp.80-97.

– Mai, R. and Hoffmann, S. (2012). Taste lovers versus nutrition fact seekers: How health consciousness and self-efficacy determine the way consumers choose food products. J. Consumer Behav., 11(4), pp.316-328.

3rd questionnaire: Conjoint analysis• Creation of the

questionnaire:• 1st step: Create study

design template.• As mentioned previously

the selection of the attributes was build upon two academic papers.

• We defined our vegetables as Hyperbio in order to see the perception towards a product with major differences from bio.

The attributes and the levels were:1.Brand2.Price3.Packaging4. Type of vegetable5. Certification6. Place of origin7. Cultivation method

Conjoint Analysis Attributes and levels

Conjoint Analysis: the 18 bundles

3rd questionnaire: Conjoint analysis• 2nd step: create data collection template• The software automatically generated 24 bundles.• We opted to limit the number of the bundles so as not to be time consuming and

ended up with 18 bundles. • One of the attributes that were abstracted was price, however, in order to examine

consumers willingness to pay for such a niche product like ours we added 3 new questions prior to demographic questions.

• In these questions we described 3 different tomatoes, including our product and asked them which was the maximum price they were willing to pay for a kg.

• We created the questionnaire with Qualtrics based on the 18 bundles.• Screening question: if respondents were above 18 and who is responsible for the

household purchases.

3rd questionnaire: Conjoint analysis• Pretest: same sample with the first questionnaire• Feedback: – simple and understandable.

• The questionnaires were distributed it to the same forums as the previous

• We used the snowball technique, as we also distribute it to our peer environment.

3rd questionnaire: Conjoint analysisResults:• Number of respondents who participated in the survey: 114• Number of respondents who successfully completed the

questionnaire: 70• Place of living: 58% Athens- 12% Thessaloniki• Gender: 63% Women- 37% Men• Educational background: 50% Bachelor degree – 42% MSc degree• Age: 75% between 26 and 45- 18% between 18 and 25• Marital Status: 80% single- 20% married

3rd questionnaire

Marketing Strategy: STP Model • Market Analysis

Marketing

Strategy

Market Analysis • Industry Description and outlook • Target Market • Competitive Analysis – SWOT– Market – The importance of target market competitors – Barriers to entry – Window of opportunity

• Distribution Channels

Industry Description and outlook

• The market of Bio products made its presence in Europe in 1980’s and in Greece in 1990’s.

• The consumers of bio products are environmentally friendly and have adopted a alternative and healthy lifestyle

• Nowadays we have observed an abundance of Bio products and not known brands in the Greek market

• According to a research delivered in March 2015 by IBHS, they found out that:– Low penetration of Bio products due to economic recession – Consumers have became price sensitive – The high priced bio products influence negatively consumers’ purchasing habits– Agricuturers’ shift from the greek market to international market for exporations– Many bio products have been deleted – In general the market of Bio is striving to survive– The international competitors as have entered the greek market lead to more fierce competition – Poor information of consumers about the bio products made them more reluctant in purchase

Distribution ChannelsConventional • The main channels

are – Super market – Flea market – Mini markets– Online stores– Cooperatives / Joint

Business

Bio • The main channels are – Super market bio

section – Bio flea market – Delicatessen– Bio stores – Online stores Veggie

in a box– Direct sale from the

field

SWOT Analysis Strenghts

1. The upcoming product is superior to Bio products: thanks to its unique and innovative cultivation method, the tomato is free from all chemical stabstances and enriched with high nutritional value

2. Cultivation Method: incremental innovation and uniqueness in the greek market

3. All year round standard quality and standard production line

4. The competitive products are unbranded

5. Its greek origin: it is an asset as it is a positive correlation in consumers’ minds

6. The upcoming product is positively correlated with the mediteranean diet

7. The production of nethouse is CSR driven

SWOT Analysis Strenghts

8. It very safe to consumers as they won’t contain chemical ingredients.

9. Vegetables of high nutritional value can long be preserved in the refrigerator(3 weeks)

10. Healthy food free from chemical substances contributes to preventive medicine

11. The production of the upcoming product will certaintly fostering local economy

12. The nethouse as a way of cultivation is the unique selling proposition that our client offers and this is reflected in the products.This method is a Israeli patent not yet exploited in Europe. The nethouse is considered to be an innovative investment to the agricultural field as it facilitates a production of high quality and high quantity

13. Thanks to product superiority is also adequate for babie. Baby foods are some food items that are healthy to be consumed even by babies thanks to their chemical substance which is low in inappropriate substances for the human being. Globally there are no fresh vegetables that are appropriate for little babies and pregnant mothers.

• The product has not bio certification when it will be first lauched in the greek market.

• The bio certification will come after 2 years of constant controls after its first launch• There is no legislatory regulation that has created a term that defines a product

whose quality is superior to bio, for instance hyperbio. • As the product quality is superior to bio, it cannot have a unique name.• There is no possibility of implementing economies of scales for gaining competitive

advantage in terms of price and production • There is an abundance of bio products in the market that it makes so difficult for the

product to become known and differentiate from the ordinary bio• The audience is uneducated and therefore they have difficulty in distinguishing the

products and their qualitative characteristics• The production is relatively low so it cannot enter in the channel distribution of

supermarkets chains

WeaknessesSWOT Analysis

• The numerous scandals of meat, vegetables and fruits have made all consumers feel great insecurity

– The renamed products

– The unknown country origin

– The genetically modified products

• The corrupted market of foods has led consumers to become

– More aware of products substances

– More oriented towards vegetables

– Show preference to bio products

• A major opportunity for high-quality vegetables to

– To educate the consumets

– To gain market share

– To revert the mentality and create more trust in the consumers

SWOT AnalysisOpportunities

SWOT AnalysisOpportunities

• A unique chance to position as high- quality product and address to specific target groups such as athletes, people in hospitals, pregmant mothers, babies etc.

• Great demand for really virgin vegetables

• Great opportunity for exportation abroad as there is an increasing demand from foreign markets

• In foreign markets consumers are well educated and willing to pay for high quality products the foreign expansion will be a strategic movement

• The synergy of the State and Private sector for creating innovative solutions in the sector of agriculture

SWOT Analysis Threats

• Cretan products have been well positioned. Consequently, the perception of cretan vegetables in consumers’ minds is very positive

• Strong penetration of foreign products into the greek market with low prices in comparison to convetional and bio products

• The economic recession has negative impact on the price policy of bio products and lowers profit margin

• The State does not lauch educational strategies about bio product’s information

• The lack of constant control and certifications of bio products

• The problematic use of subventions to agriculturers leads pour performance

• The corrupted market : as many products from Turkey are renamed greek or even bio lead to great insecurity and health problems

• The private labels , as consumers become more and more price sensitive, are in rise by launching convetional and bio products of good quality in highly competitive price, present in mass distribution channels

Segmentation • As presented in the section Marketing Research,

we built up 3 questionnaires • We extracted the data from the qualtrics and we

inserted each data table in the Marketing Engineering Excel

• We present you in detail the results of each questionnaire

Marketing Strategy: STP Model • Segmentation

Marketing

Strategy

Segmentation: Dependent and Independent Variables Basis Variables • We present an in depth

analysis the basis variables of each questionnaire in radar format

• 1st Questionnaire: Radar format

• 2nd Questionnaire: perception of bio products & basis in radar format

• Conjoint Analysis

Discriminant Variables

• We present a resume of all 3 questionnaires to a final pie format of all demographics

1ST Questionnaire: Basis Analysis in radar format - Dietary Habits 1. Dietary Habits2. Criteria for purchasing food3. Environmentally conscious4. Purchasing patterns and and trends in food

buying process

1ST Questionnaire: Basis Analysis in radar format - Dietary Habits 1st Radar

Τρώω μικρά γεύματα ανα τακτά χρονικά διαστήματα κατα τη διάρκεια της ημέραςΔίνω προσοχή στα συστατικά του φαγητού τα οποία επιλέγω

Η καθημερινή μου διατροφή περιλαμβάνει φρούτα

Η καθημερινή μου διατροφή περιλαμβάνει λαχανικά

Η καθημερινή μου διατροφή περιλαμβάνει κρέας (κόκκινο και λευκό κρέας)

Η καθημερινή μου διατροφή περιλαμβάνει ζυμαρικά

Η καθημερινή μου διατροφή περιλαμβάνει όσπρια

Η καθημερινή μου διατροφή περιλαμβάνει γαλακτοκομικάΗ καθημερινή μου διατροφή περιλαμβάνει ψάρι

Ακολουθω εναν ισορροπημένο και υγιεινό τρόπο διατροφής

Η καθημερινή μου διατροφή περιλαμβάνει βιολογικά προιόντα

Είμαι ευχαριστήμενος/η με τις διατροφικές μου συνήθειες

Ακολουθώ ένα σταθερό πρόγραμμα διατροφής

Θεωρώ σημαντικό το να συμβουλεύομαι κάποιον ειδικό για τη διατροφή μου (γιατρό, διατροφολόγο)

Πόσο συχνά μαγειρεύεις?

0

5

10

Διατροφικές συνήθειες

1ST Questionnaire: Basis Analysis in radar format - Dietary Habits 1st Radar

Πόσο συχνά τρως σπιτικό μαγειρεμένο φαγητό?Πόσο συχνά τρως έξω?

Πόσο συχνά παραγγέλνεις απέξω? (fast food)

Τρωω πρωινό

Τρώω μεσημεριανό

Τρώω βραδινό

Συνδυάζω το φαγήτο μου με λαχανικάΤο κυρίως γεύμα μου είναι λαχανικάΣυμβουλεύομαι κάποιον ειδικό για τη διατροφή μου (γιατρό, διατροφολόγο)

Καταναλώνω προιόντα εποχής

Καταναλώνω προιόντα θερμοκηπίου

Καταναλώνω τυποποιημένα προιόντα/ κονσέρβες

Καταναλώνω κατεψυγμένα προιόντα

Καταναλώνω συμπληρωματα διατροφής(βιταμίνες,πρωτεϊνες)

Καταναλώνω αλκοόλ μαζι με το φαγητό

0

5

10

Διατροφικές Συνήθειες

1ST Questionnaire: Basis Analysis in radar format – Ctriteria for purchasing food 2nd Radar

Η θρεπτική αξία ενος φαγητού είναι σημαντικός παράγοντας για την αγορά του

Θεωρώ οτι η περιβαλλοντολογική ευαισθητοποιήση στην παραγωγή του φαγητού είναι σημαντικός παράγοντας για την αγορά του

Θεωρώ οτι η εμφάνηση του φαγητού είναι σημαντική για την αγορά του

Θεωρώ οτι η μυρωδιά του φαγητού είναι σημαντική για την αγορά του

Θεωρώ οτι η γευση του φαγητού είναι σημαντική για την αγορά του

Θεωρώ οτι η πιστοποίηση προιόντων : "Άνευ χημικών¨, είναι σημαντικός παράγοντας για την αγορά τουςΘεωρώ οτι η διαθεσιμότητα και η ποικιλλία των προιόντων είναι σημαντικοί παράγοντες για τη αγορά τους

Θεωρώ οτι η επωνυμία του προιόντος αποτελεί σημαντικό παράγοντα για την αγορά του

Θεωρώ οτι η συσκευασία του προιόντος αποτελεί σημαντικό παράγοντα για την αγορά του

Θεωρώ οτι οι προσφορές ή εκπτώσεις αποτελούν σημαντικό παράγοντα για την αγορά του προιόντος

Κριτήρια Θεωρώ οτι οι ορθές πρακτικές παραγωγής και εμπορίας προιόντων/Δίκαιο εμπόριο/ Fairtrade αποτελούν σημαντικο παράγοντα για την αγορά τους.

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Κριτήρια αγοράς φαγητού

1ST Questionnaire: Basis Analysis in radar format – Environmentally Conscious 3rd Radar

Γνωρίζω αρκετά για το φαινόμενο της όξινης βροχής

Γνωρίζω αρκετά για το φαινόμενο του θερμοκηπίου

Γνωρίζω αρκετά για τη μόλυνση του νερού απο γεωργικά χημικάΓνωρίζω αρκετά για τα προβληματα των πυρινικών αποβλήτων

Γνωρίζω αρκετά για τη μόλυνση των θαλλάσιων υδάτων

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Περιβαλλοντολογική Ευαισθητοποιηση

1ST Questionnaire: Basis Analysis in radar format - Purchasing patterns and and trends in food buying process 4th Radar

Αγοράζω βιολογικά τρόφιμαΑγοράζω συμβατικά/μη βιολογικά τρόφιμα

Προτιμώ να ψωνίζω προιόντα απο καταστήματα που βρίσκονται κοντά στο σπίτι μου

Λαμβάνω υπ' όψιν μου διάφορα εναλλακτικά προιόντα πριν απο την αγορά τους

Επισκέπτομαι διαφορετικά καταστήματα πριν απο την τελική μου επιλογή

Κάνω αυθόρμητες αγορές προιόντων

Είμαι απαιτητικός/η στην επιλογή προιόντων που αγοράζωΛαμβάνω πολλούς παράγοντες υπ' όψιν μου πριν την αγορά των προιόντων

Είμαι πρόθυμος/η να αφιερώσω αρκετό χρόνο στην αγορά των προιόντων

Προτιμώ να συμβουλεύομαι πωλητές πριν την αγορά των προιόντων

Ενημερώνομαι σχετικά με τα προιόντα απο διάφορες πηγές (αρθρα , τύπος , internet κλπ)

Θεωρώ οτι η πληροφόρηση που λαμβάνω για θέματα διατροφής είναι επαρκής

Λαμβάνω υπ' όψιν μου τις γνωμες των άλλων για την επιλογή προιόντων

Επιρεάζομαι απο τις γνώμες των άλλων για την επιλογή προιόντων

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Αγοραστικές συμπεριφορές και τάσεις στην αγορά τροφίμων

Segmentation: Dependent and Independent Variables Basis Variables • We present an in depth analysis

the basis variables of each questionnaire in radar format

• 1st Questionnaire: Radar format

• 2nd Questionnaire: Bio vs Organic : Perception of bio products & basis in radar format

• Conjoint Analysis

Discriminant Variables

• We present a resume of all 3 questionnaires to a final pie format of all demographics

2nd Questionnaire: Bio vs Organic Bio awareness questions & Basis Analysis

A. Bio awareness questions analysis in format pieRecognition of bio labelling Consumption of bio productsSuperior to bio products What’s the connotation of

consumers about bio productsBio branded or not ?Bio definitionBio vegetables definition

B. Basis variables in radar format1. Factors influencing the

purchase bio vegetables2. View point about bio

vegetables

2nd Questionnaire: Bio awareness questions

2nd Questionnaire: Bio awareness questionsConsumption of bio Superior to bio products

2nd Questionnaire: Bio awareness questionsBio branded or not ?What’s the connotation of consumers

about bio products

2nd Questionnaire: Bio awareness questions

Bio vegetables definition

2nd Questionnaire: Bio awareness questionsBio definition

2nd Questionnaire: Bio vs Organic Bio awareness questions & Basis Analysis

A. Bio awareness questions analysis in format pieRecognition of bio labelling Consumption of bio productsSuperior to bio products What’s the connotation of

consumers about bio productsBio branded or not ?Bio definitionBio vegetables definition

B. Basis variables in radar format1. Factors influencing the

purchase bio vegetables2. View point about bio

vegetables

2nd Questionnaire: Bio vs Organic Basis Analysis Factors influencing the purchase bio vegetables

Η γεύση των βιολογικών λαχανικώνΗ μυρωδιά των βιολογικών λαχανικών

Η εμφάνιση των βιολογικών λαχανικών

Η ποιότητα των βιολογικών λαχανικών

Η τιμή των βιολογικών λαχανικών

Η διαθεσιμότητα των βιολογικών λαχανικών σε supermarkets

Η διαφήμιση των βιολογικών λαχανικών

Η αξία των βιολογικών λαχανικών σε σχέση με την τιμή τουςΤα περιβαλλοντολογικά πλεονεκτήματα των βιολογικών λαχανικών

Η γνώση σχετικά με τα βιολογικά λαχανικά

Η χώρα προέλευσης των βιολογικών λαχανικών

Το λογότυπο των βιολογικών λαχανικών

Οι κυβερνητικές πολιτικές σχετικά με την πώληση των βιολογικών λαχανικών

Η πιστοποιήση σχετικά με την ποιότητα των βιολογικών λαχανικών

Η συσκευασία των βιολογικών λαχανικών

Η πληροφόρηση σχετικά με την θρεπτική αξία των βιολογικών λαχανικών

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Παράγοντες που λαμβάνουν κατα την αγορά βιολογικών λαχανικών

2nd Questionnaire: Bio vs Organic Basis Analysis View point about bio vegetables

Τα βιολογικά λαχανικά έχουν ευχάριστη υφή

Τα βιολογικά λαχανικά έχουν ωραία εμφάνιση

Τά βιολογικά λαχανικά μυρίζουν ωραία

Τα βιολογικά λαχανικά έχουν ωραία γεύση

Το να καταναλώνεις βιολογικά λαχανικά θεωρείται μόδα

Τα βιολογικά λαχανικά έχουν υψηλή θρεπτική αξία

Γενικά, όσο υψηλότερη είναι η τιμή του λαχανικού, τόσο υψηλότερη η ποιότητα του

Η τιμή των βιολογικών λαχανικών είναι πολύ υψηλη

Τα βιολογικά λαχανικά έχουν καλή αξία σε σχέση με την προσλαμβάνουσα ποιότητα

Όταν αγοράζω βιολογικά λαχανικά πάντα κοιτάω τη σήμανση

Δεν εμπιστεύομαι τις πιστοποιήσεις των βιολογικών λαχανικών

Εμπιστεύομαι τις λαϊκές αγορές που πωλούν πιστοποιημένο βιολογικό λαχανικό

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Άποψη για τα βιολογικά λαχανικά

2nd Questionnaire: Bio vs Organic Basis Analysis View point about bio vegetablesPart b

Το βιολογικό λαχανικό δεν έχει επιβλαβείς επιδράσεις

Ανησυχώ σχετικά με το εαν υπάρχουν επιβλαβή χημικά στα βιολογικά λαχανικά

Τα βιολογικά λαχανικά δεν περιέχουν εντομοκτόνα

Ποια είναι η άποψη σας για τα βιολογικά λαχανικά?-Τα βιολογικά λαχανικά είναι φιλικά προς το περιβάλλον

Όταν υπάρχει σήμανση στα βιολογικά λαχανικά σημαίνει ότι έιναι προϊόντα υψηλής ποιότητας

Τα βιολογικά λαχανικά είναι καλύτερα από τα συμβατικά/μη βιολογικά

Ανάμεσα σε βιολογικά και συμβατικά λαχανικά με την ίδια τιμή, θα αγόραζα τα βιολογικά

Ανάμεσα σε βιολογικά και συμβατικά λαχανικά με την ίδια τιμή,θα προτιμούσα τα βιολογικά ανεξαρτήτου τιμής

Αναζητώ μόνο βιολογικά λαχανικά όταν αγοράζω

Πιστεύω ότι υπάρχουν ουσιαστικές διαφορές ανάμεσα στα βιολογικά και συμβατικά λαχανικά

Πιστεύω ότι μπορώ να αναγνωρλισω τη διαφορά ανάνεσα στα βιολογικά και στα συμβατικά

Θα πρότεινα την κατανάλωση βιολογικών λαχανικών σε συγγενείς και φίλους

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Άποψη για τα βιολογικά λαχανικά

Sum up: Discriminant Variables/ Demographics Final combination of all 3 questionnaires

The demographic questionnaires asked a series of questions regarding

• Age

• Gender

• Information sources

• Gym habits

• Selection of stores

• Who is buyer?

• Dietary choices

• Weight

• Distribution

• Living alone

• Distribution channels

• Professional status

• Educational Background

• Having kids

• Family Income

Discriminant Variables/ Demographics : Final combination of all questionnaires

Age Gender Marital status


Weight Having Kids?


Working out? Dietery Choices

Discriminant Variables/ Demographics : Final combination of all questionnaires What is the main

source of info of the customer?

Professional Background


Which stores are most preferable to shop?

Who is usually makes the shoopping?


Are you living alone?

Where do you live in Greece?


Educational Background

Family Income

Marketing Strategy: STP Model Segmentation cluster analysis

Marketing

Strategy

Segmentation Mapping and Cluster naming Justification

• 1ST Questionnaire Cluster 1• We decided to name it Healthy – conscious life stylers because os the strong statistically significant variables

1ST QUESTIONNAIRE CLUSTER 1BASIS STRONG POINTS SMALL MEALS ATTENTION IN INGREDIENTSEAT MANY FRUITSEAT MANY VEGETABLESMANY LEGUMES FOLLOW A BALANCED DIETEAT BIO BETER TO OTHERSHAPPY WITH HIS DIETARY HABITSFOLLOW A STABLE DIETIMPORTANT TO HAVE AVICE FROM DNOT EAT FASTFOODEAT BREAKFASTMEAL WITH VEGETABLESMAIN MEAL IS VEGETABLESMIGHT GO TO DIETOLOGISTCONSUME SEASONAL PRODUCTSEAT SUPPLMENTARY FOODS

IMPORTANT NUTITIONAL VALUEIMPORTANT CSRNOT CHEMICALS IMPORTANT GOOD TASTE

ENVIROMENTAL SENSITIVE BUY BIO PRODUCTSSEARCH BEFORE SELECTING VISIT SHOPS BEFORE BUYNG PROCESSDEMANDING IN PURCHASING PRODUCTSTAKES INTO CONSIDERATION MANY FACTORSHIGH INVOLED IN SELECTING A PRODUCTHIGHLY INFORMED ABOUT THE PRODUCTS - FEEDBACK WELL RECEIVED REGARDING PODUCTSINFLUNCED BY OTHERS OPINIONS

Segmentation Mapping and Cluster naming Justification

• 2nd Questionnaire Cluster 1

• We decided to name it • Healthy – Bio supporters

2nd QUESTIONNAIRE CLUSTER 1BASIS STRONG POINTS EAT BIO PRODUCTSNOT FREQUENTLY BUYING BIO PRODUCTS

VERY MUCH INTERESTED IN TASTE & SMELLVERY MUCH INTERESTED IN SMELLVERY MUCH INTERESTED IN QUALITY

VERY MUCH AWARE OF THE BIO PRODUCTS

VERY MUCH AWARE OF BIO'S NUTRITIONAL VALUE

THEY BELIEVE IN PRODUCTS THAT ARE SEPERIOR TO BIO PRODUCTS

THEIR OPINION ABOUT BIO PROCUTS IS GOOD ABOUT BIO PRODUCTS : SMELL - LOOK -FEEL - TASTE

THEY BELIEVE THAT BIO PROUCTS HAVE HIGH NUTRITIONAL VALUE

THEY BELIEVE THAT ARE VALUE FOR MONEY

THEY LOOK FOR CERITICATION

THEY TRUST THE FLEA MARKETS

THEY BELIEVE THAT BIO PROUCTS HAVE NOT DETRIMENAL EFFECTS ON HEALTH

THEY BELIEVE THAT BIO PROUCTS DO NO HARM ENVIRONMENT THEY HAVE THE PERCEPTION THAT THE BIO PRODUCTS ARE EQUIVALENT TO HIGH QUALITY

THEY TAKE INTO SERIOUS CONSIDERATION THE COUNTY'S PRODUCT ORIGIN THEY THAT BIO PRODUCTS ARE SUPERIOR TO CONVENTIONAL PRODUCTSIN CASE BOTH CONVENTIONAL AND BIO HAV THE SAME PRICE, THEY OPT FOR BIO PRODUCTS THEY USUALLY BUY BIO VEGETABLES THEY BELIEVE IN ESSENTIAL DIFFERENCES BETWEEN CONVENTIONAL & BIO PRODUCTSTHET WOULD SUGGEST BIO PRODUCTS TO FAMILY & FRIENDSTHEY USUALLY BUY BIO VEGETABLES OF UNKNOWN PRODUCER

points of parityprice is a main facto in buying processprioducts availabilitycountry's origin product is important in buying processthey believe that price is relative to pricethey believe that bio price is highthey worry if chemical substances are in BIO products Demographics mixed genderage 26-45mixed marital statusEducational background: BachelorIncome: >12,000Εnot eating prferences normal weight rarely smokingrarely sports habbits

3rd Questionnaire: Conjoint AnalysisDendogram

3rd Questionnaire: Conjoint Analysis

Statistically Significant variables per cluster

Cluster sizes

Segmentation Mapping and Cluster namingPictogramm

Marketing Strategy: STP Model Targeting

Marketing

Strategy

Conjoint Analysis: Cluster 1 Net house- hyperbio lovers

We gave this name as the were most significant variable is the net house

Conjoint Analysis: Cluster 3 Greek lovers

The highest statistically significant variable is Greece 25.4

THE MARKETING DASHBOARD

Marketing MetricsDashboard

Team ABoutzegia Maria

Tsifopoulos Christos Traki Maria- Zinovia

Zerva AikateriniMSc Marketing June 2015

Instructor Dr. Christos KoritosPersonal Selling

Agenda

I. Why using a dashboard ?II. Company OverviewIII. Margarita Dima and Marketing

MetricsIV. Part 1 Foundation

The audience The value add of the dashboard The type of dashborad

V. Part 2 Structure The form Building up the dashboard structure

Design principles & FunctionalityVI. Part 3

Information Design

I. Dashboard Metrics

Dashboard’s purpose and uses Dashboard brings the firm’s keys marketing metrics into a

single display. Tracks marketing effectiveness and guide decision

making. Responds to the increasing complexity and diversity of

the market data. Reflects both short and long term interests to be viewed

in common throughout the organization. Enforces consistency in measures and measurement

procedures across department and business units.

Dashboard’s purpose and uses

Helps monitoring performance in both evaluating and developmental way–who performed well and what we have learned.

Used as a planner for goals and strategies used within a company. A dashboard is used to communicate to important stakeholders, not only

the performance but also what a company values as a performance. A successful dashboard has a good fit between demand and supply and generate

a positive predisposition among its users. Key elements for a success implementation:

-Attitude

-Trust

-Expectation management

-Adoption and use

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Information design

Clear presentation of our data provides efficiency in communicating information to our audience.

-Interface design: organizing the page with most important content hierarchically with an appropriate color or typography so as to present our data in more visualized and graphic way.-Information display: which are the right type of charts and which style we can choose so as to be more effective and attractive.

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Company Overview

Who is Margarita Dima? A biologist and agriculturist that is planning to found a company that would

produces fresh vegetables (especially tomato) of high nutritional value. The uniqueness of Margarita’s proposal is the cultivation method that will be

used : the net house, a israeli patent. The added value of the product is that the vegetables won’t contain any

chemicals and will bring the special certification of baby foods.This method is a Israeli patent not yet exploited in Europe.

Key Objective: the core aim is to monitor the health performance of the company with a view to making a rational decision making based on hard evidence

Foundation for creating a dashboard

Who is the audience of the dashboard? The dashboard is a fundamental tool that that is useful not only for Margarita Dima but also for pillars of the company: marketing team, sales team, logistics and account dpt. The value of Marketing Metrics for Margarita Dima is the cornerstone for

solid and rational data decision making For Margarita Dima the dashborad is a key tool for monitoring company’s health

performance, understanding the market, evaluating the competition and making strategic movements.

The nature of dashboard proposed and analysed in the following slides is marketing oriented and driven.

The metric should actionable, common interpretation, accesible, credible data, transparent, simple calculation.

Part Structure

The form of the dashboard should be Timeliness it is fundamental to be easily and quickly insittutionalized Aesthetic Value it is vital to be well presented, simplistic, user –

friendly and purely utilitarian Mobile version as to be accesible from tablet and phone Data detail it should provide the ability to drill down the data provided Interactivity ease interaction with the dashboard and its Collaboration the ease linking of the metrics so as to interpret

not just a metric but also to provide with a holistic view of the company’s performance

Building up the dashboard structure The design principles should be clarity and simplicity based on key

pillars for each metric1. Data source tracking records from sales etc2. Construction – data needed for implementing the metric 3. Purpose of the metric 4. Reasoning what’s the reason for selecting this metric 5. Timeframe when institutionalizing and monitoring6. Insights overall interpretation for having a helicopter view7. Graphical representation8. Functionality

1. filters used for further analysis 2. easy export and print of data 3. Drill down breaking down the infor

Margarita Dima and Marketing Metrics First of all, Margarita Dima currently has a limited budget for buying information

from Nielsen and IRI. Taking this into consideration, the proposed dashboard is a number of metrics

that can be used from day one based on data that can be easily found either via Internet or company’s track records

The distribution channel will be super markets and delicatessen

Metrics Group of metrics: Share of hearts, minds and marketsMetric Data Source Construction

(data needed)Purpose/Reasoning Timeframe Further exploration

of dataUnit Market Share(%)

Gather Personal data (sales to distributors or direct to retailers) and data from ICAP sector studies (if available)

• Unit Sales (#)• Total Market

Unit Sales

Measure of competitiveness• To track signs of change in

the competitive landscape

Institutionalized and monitored:• Monthly• Quarterly• Annually

Margarita can gain more insights by• Analyzing the data

on channel level and salesperson level

Revenue Market Share (%)

Gather Personal data and data from ICAP sector studies (if available)

• Sales Revenue• Total Market

Revenue

Measure of competitiveness• To track signs of change in

the competitive landscape



on channel level and salesperson level

Brand Development Index (I)

Keep track of her sales and gather data from all available channels.Use demographic data (Hellenic statistical authority – population census)

• Brand sales to group(#)

• Households in the group (#)

• Total Brand sales (#)

• Total household (#)

Regional or segment differences in brand purchases and Consumption• Measure brand

performance in a specific group of customers compared to its average performance among all customers



on a macro or micro level

Category Development

Keep track of her sales and gather data for all available channels but also used ICAP sector studies.Use demographic data (Hellenic statistical authority – population census)

• Category sales to group(#)

• Households in group(#)

• Total Category sales (#)

• Total household(#)

Regional or segment differences in category purchases and Consumption• Measure sales

performance of a category in a specific group of customers compared to its average performance among all customers



on a macro or micro level

Metrics Group of metrics: Share of hearts, minds and marketsMetric Data Source Construction (data

needed)Purpose/Reasoning Timeframe Further

exploration of data

Sole Usage(%)

Data can be acquired through quantitate research using surveys, distributed via online channels (FB fan page) or at the points of purchase

• Customers who buy only the brand in question

• Total Brand Customers

Measure Brand Loyalty Institutionalized and monitored:• Annually

Margarita can gain more insights by• Segmenting the

customers based on geodemographic segmentation

Heavy Usage Index (I)

Data can be acquired through quantitate research using surveys, distributed via online channels (FB fan page) or at the points of purchase.Also she can gather data from ICAP sector studies

• Average total purchases in category by brand customers (#,€)

• Average total purchases in category by all customers in that category (#,€)

Measures relativeusage of acategory bycustomers for aspecific brand.

Institutionalized and monitored:• Annually



Awareness, Attitudes and Usage (AAU)

Data can be acquired through quantitative and qualitative research. (such as focus groups, in-depth interviews and online/offline surveys)

• Customer knowledge

• Perceptions• Beliefs• Intentions• Behaviors• Geodemographic

data

Set marketing and advertising objectives.Understand progress in stages of customer decision process.




Customer Satisfaction and Willingness to Recommend

Data can be acquired through a quantitative research

• Satisfaction• Willingness to

recommend

• Shows strength of loyalty, potential impact on others.

• Indicates likelihood of repurchase. Reports of dissatisfaction show aspects that require improvement to enhance loyalty.


Margarita can gain more insights by• Analyzing the

data on a macro or micro level

Metrics Group of metrics: Share of hearts, minds and marketsMetric Data Source Construction (data


exploration of data

Net Promoter Score (I)

Data can be acquired through a quantitative research

• Willingness to recommend the specific brand from a scale from 0 – 10 likert scale

Measure the degree to which current customers will recommend the product (s)




Metrics Group of metrics: Margins and ProfitsMetric Data Source Construction (data


exploration of data

Unit Margin ($)

Data can be acquired on daily basis based on her sales

• Selling price / unit• Cost / unit

Determine value ofincremental sales.Guide pricing andpromotion.

Institutionalized and monitored:• Weekly• Monthly• Quarterly• Annually


customers based on channel

Margin (%)

Data can be acquired on daily basis based on her sales

• Unit Margin (€)• Selling Price / Unit

(€)

Compare margins across different products/sizes/ forms of product. Determine value of incremental sales. Guide pricingand promotion decisions.



customers based on channel

Supplier Selling Price (€) – (# or %)

Data can be acquired by using her salesforce to track prices of the retailers on weekly basis.

• Customer selling price (€)

• Customer Margin (€)

Evaluate channel value added incontext of selling price. Calculate effect of price changes at one level of channel on prices and margins at other levels in the same channel(supply chain).



market by geographical area

Average Price per Unit (€)

Data can be acquired through track sales records

• Revenue (€)• Units Sold (#)

Understand howaverage prices areaffected by shifts inpricing and productmix.


Margarita can gain more insights by• Compared with

averages prices of the competition

Metrics Group of metrics: Margins and ProfitsMetric Data Source Construction (data


exploration of data

TTL Costs (€)

Accoount dpt & sales Keep track record

• Fixed Costs • Total Variable Cost

Understand howcosts are affectedby changes in salesvolume.


TTL Variable Cost (€)

Data can be acquired through track record from accounting and sales department

• Unit Volume • Variable cost per

unit (€)

Understand howcosts are affectedby changes in salesvolume.

Institutionalized and monitored:• Quarterly• Annually

Metrics Group of metrics: Margins and Profits

Metric Data Source Construction (data needed)

Purpose/Reasoning

Timeframe Further exploration of data

Total selling (Marketing) Costs (€)


• Total fixed selling costs (€)

• Total Variable selling costs (€)

Understand howmarketing spendingchanges with sales.


Total Variable Selling Costs (€)


• Revenue (€)• Variable selling cost

(%)

Understand howmarketing spendingchanges with sales.


Break Even

Volume (#)

Data requires is fixed costs, sales

• Fixed Costs • Contribution per Unit

Roughindicator ofproject attractivenessand ability toearn profit.


Major indicator for the overall performance of the company

Contribution per unit (€)

Keep track record of selling prices & varibale cost per unit

• Selling price per unit (€)

• Variable Cost per Unit (€)

Understand profitimpact of changesin volume.Calculate breakevenlevel of sales.


Metrics Group of metrics: Margins and Profits

Metric Data Source Construction (data needed)

Purpose/Reasoning


Break-Even Revenue (€)

Keep track record of selling prices & varibale cost per unit

• Break – Even volume (units) (#)

• Price per Unit (€)

Roughindicator ofproject attractivenessand ability toearn profit.


Target Volume (#)

Keep track record of fixed costs, define target profits

• Fixed costs• Target profits• Contrubution per unit

Ensure that unitsales objectiveswill enable firm toachieve financialhurdle rates forprofit, ROS, orROI.


Target Revenue

(€)

Keep track record of fixed costs, define target profits and target revenues

• Target Volume # • Selling price per unit

(€)

Ensure that unitsales objectiveswill enable firm toachieve financialhurdle rates forprofit, ROS, orROI. (applied to revenue objectives)


MetricsGroup of metrics: Product & Portfolio Management- Customer Profitability- Channel ManagementMetric Data Source Construction (data

needed)Purpose/Reasoning


Year -on – year Growth

Data can be acquired through track sales records

• Value ($,#,%) t- Value ($,#,%) t- 1 / Value Value ($,#,%) t-

To see percentage change from one year to the next


Margarita can gain more insights by• A helicopter view of

the company’s evolution

Customer profit

Past data of revenues, price and kilos

• Quantitative data through surveys

Measuring the profitability of customers at an individual level


The data can provide room for segmentation, targeting ans positioning

Share of shelfs

The salesforce can keep record of share of shelf per store that sells its products

• Facings for Brand• Ttl facings

Quantify the prominence of the brand


Markdown in $ & %

Data of its price catalogs • Markdown $ / Initial price of sku $

• Initial price of sku $ - Actual Sales Price $

Quantifies shop flour reductions in the price of skus .

It is regarded as indicator of errors in product assortment, pricing or promotion


Considerations on selected metrics Share of Minds and Hearts

Unit Market Share / Revenue Market ShareScope of market If the market share is calculated before or after discountsTime period covered

Brand Development Index / Category Development IndexCan be used either unit or revenue sales

Sole Usage Take into account that there are some customers that they do not have access to other options, like those who live in remote areas.

Heavy Usage IndexCan be used either unit or revenue sales

AAUAnswers given might be prompted or unprompted and be subjective based on daily abundance of stimuli (eg. Advertisements)

Customer Satisfaction and Willingness to RecommendNon linear impactResponse BiasSatisfaction is a function of expectations

Net Promoters ScoreResponse BiasSatisfaction is a function of expectations

Margin and Profits Unit Margin (€ , #)

Define what are the standard units in the industry. May not reflect contribution margin if some fixed costs are allocated

Supplier Selling PriceDistinguish margin on sales from markup on cost

Considerations on selected metrics Product and Portfolio Management – Customer Profitability – Channel Management

Year – on – year GrowthDistinguish unit and € growth rate

Customer ProfitCosts and Revenues should be assigned to individual customers

MarkdownToo few markdowns may reflect “under-ordering” otherwise if we have too high the opposite may be true

Appendix As we proposed on our previous slides, excel is the most appropriate tool to gather data

and analyze them. Its free (in a sense that every company has MS Office) It is easy to handle. The majority of the educated people know how to use Excel Easy to update data

Other tools (web/cloud based) that Margarita Dima can use can provide her a more structured and well prepared template that can give her immediately, anytime and anywhere insights about her company. All tools that we propose bellow they offer a freemium version but also some can use the professional version by only offering a small amount of money!

Is an advanced analytics platform for mobile & web.

Is a web analytics tool for FB, twitter, company’s website etc. that helps you gather meaningful insights about your customers.

Business Intelligence tool that can help you create interactive dashboards. More over it can incorporate data from different sources and different formats.

Is an all-in-one business dashboard app that helps you easily monitor all your business data from one place. It can help you monitor: Social media, analytics, marketing, sales, support, infrastructure etc.

final mcp - project veggies

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