gfk korea · digitalization of the business gfk gmbh becomes a public ... digital market...

1© GfK 2018 | GfK Korea Introduction

GfK KOREAINTRODUCTION


Presenter notes

• The Reference slide is at the back.

• You can select the slide you need to fit the situation. - “Choice SLIDE”


1


Responding to our clients needs, we are

transforming from a traditional market research company to...

a trusted provider of

prescriptive data analytics


GfK builds on a strong foundation

1934 1960s 1984 1990 2005 2017

Our commercial activities are taken

over by the GfK GmbH

We acquire NOP World and

become one of top five largest and

most successful market research

organizations in the world

Professor Wilhelm Vershofen

founds Nuremberg-based scientific

institute, “Gesellschaft für

Konsumforschung”

We begin a major push

to expand internationally

under the auspices of the

GfK nonprofit organization,

GfK Verein

KKR joins us as an investor.

Together we are driving the

digitalization of the business

GfK GmbH becomes a public

limited company


Our proprietary data and unique insights are currency worldwide

We have the

largest POS

retail panel in

Durables/Tech,

tracking data from

130K retailers in

>100 channels

Multiple data assets

for behavioral data

and consumer

insights

Strong global

eCommerce

coverage

Media measurement

assets/contracts in

30 countries


We are recognized for our global thought leadership and shaping the future

of the market research industry

We are a trusted brand shaping the future of market research

Finalist

MRS Awards 2017

“Best Innovation + International

Research”

UK

Winner

MRS Operations Awards 2016

“Best training and development”

UK

Winner

MOAwards 2016

“Best market research company“

Netherlands

Winner

PCR Awards 2016

“Best analyst“

UK

Winner

BVM Innovation Prize 2017

“GfK MarketBuilder Voice”

Germany

Corporate Member

of ESOMAR, the global

market research

association

Trustee Member of

the MSI and of several

academic associations

Winning excellence across countries

Finalist


“Best data collection (online)”

UK

Finalist


“Best data collection

(face-to-face)”

UK

Winner

Esomar award 2017

Virtual Reality approach

Shortlisted

BOBI Award 2017

“Best Business Impact”

UK

https://www.mrs.org.uk/Oppies

http://www.gfk.com/en-gb/insights/news/gfk-wint-moaward-marktonderzoekbureau-van-het-jaar-2016/

http://www.gfk.com/insights/news/gfk-wins-best-analyst-at-2016-pcr-awards-1/

https://bvm.org/preistraeger2017/



https://www.gfk.com/en-gr/insights/news/gfk-shortlisted-for-leading-award-with-janssen-project-submission/


세계 각 국의 고객사들에게 Retail Sales와 Custom research, Media Consumption을 포괄하여종합적인 insight를 제공하는 다국적 조사 기관

GfK Global

글로벌 425,000개의 소매 판매 지점, 90개국 1,450만개 제품 정보 보유

해외 104개국 에서 115개 법인 운영

전세계 13,069여명 Full-time staff이근무

1934년 독일에서 설립

Global Sales $ 1,677.2 Million - 2016년 기준

세계 1위 Technology 시장 정보 기업


Source : THE 2017 AMA GOLD GLOBAL TOP 25 REPORT,2016

GfK, Global Top 5th Largest Research Firm

Rank

2017

Rank

2016Organization Headquarter Parent Country No. of Fulltime staff

Global Research

Revenue

Percent Change

from 2015

1 1 Nielsen Holdings N.V. London U.K. 43,000 $6,309 2.2%

2 2 Kantar London U.K. 30,000 $3,847 3.7%

3 3 QuintilesIMSDanbury, CT;

Durham, NCU.S. 27,000 $3,301 13%

4 4 Ipsos SA Paris France 16,600 $1,962 -1%

5 5 GfK SE Nuremberg Germany 13,069 $1,677.2 -1.2%

6 6 IRI Chicago U.S. 5,032 $1,026.7 4.7%

7 8 Westat Rockville, MD U.S. 1,921 $511.5 -

8 11 Wood MacKenzie Edinburgh U.K. 1,300 $442.8 21.4%

9 9 INTAGE Holdings Inc. Tokyo Japan 2,431 $441.6 17.5%

10 7 dunnhumby London U.K. 3,124 $429 -2.5%


We have more than 13,000 experts in more than 100 countries

104개국 115Office

For multi-country research Provides the most extensive and powerful network service

AlbaniaAlgeriaArgentinaAustraliaAustriaAzerbaijan

BahrainBangladeshBelarusBelgiumBoliviaBosnia-HerzegovinaBotswanaBrazilBulgaria

CambodiaCanadaChileChinaColombia CroatiaCyprusCzech Republic

Denmark

EcuadorEgyptEstonia

FinlandFrance

GeorgiaGermanyGreeceGuatemala

Hong KongHungary

IndiaIndonesiaIranIraqIrelandIsraelItalyIvory Coast

JapanJordan

KazakhstanKenyaKoreaKuwaitKyrgyzstan

LatviaLebanonLibyaLithuania

Saudi-ArabiaSenegal SerbiaSingaporeSlovakiaSloveniaSouth AfricaSpainSudanSwedenSwitzerlandSyria

TajikistanTaiwanTanzaniaThailandTunisiaTurkeyTurkmenistan

UgandaUkraineUnited Arab Emirates United KingdomUruguayUSAUzbekistan

VenezuelaVietnam

Yemen

MacedoniaMalaysiaMexicoMontenegroMoroccoMozambique

NetherlandsNew ZealandNigeriaNorway

Oman

PakistanPanamaParaguayPeruPhilippinesPolandPortugal

Qatar

RomaniaRussia


We have experts on every major industry to answer

our clients’ key market questions

Research/technology

Automotive

Consumer

goods

Fashion

and lifestyle

Financial

services

Health

Media and

entertainment

Public services

Retail

Technology

Travel

and hospitality

Industries we serve

Energy

Industrial goods

Media measurement

Brand and customer experience

Consumer panels

Digital market intelligence

Distribution and supply chain management

Geomarketing

Market opportunities and innovation

Mystery shopping

Online pricing intelligence

Point of sales analytics

Point of sales tracking

Product catalogs

Promotion and causal retail

Shopper

Trends and forecasting

Social media intelligence

User experience


We work with market leading companies


That’s what our global clients say about working with GfK:

We work with market leading companies

The CBR model brings us more value in understanding our relationships with our customers. We get to know how the customers think of us and can make plans to get closer to them accordingly.Jacky QianMarket Survey Specialist, Asian Operations PSA Peugeot Citroën

This fundamental research is helping us to steer shoppers to the best coffee solution, as most of them are just taking the first steps in coffee culture.Daniel CarvalhoSenior Marketing Manager for CoffeePhilips Russia

GfK would now be my first option when considering similar research.Gemma Chapple eCommerce Product ManagerVodafone

GfK had the best solution for bringing data togetherin one place. The portal is designed so that userscan look more holistically at the guest experience across the different data sources. And with GfK‘s help, we are able to track performance on key indicators so that properties know what the numbers mean in relation to the overall guest experience. Having a holistic view of guest experiences and an ever-increasing dialog with our guests is the mentality that we need to have going forward as a company. This is not just about an aggregated score in some management reports. When we talk about our goals as a company, the guest experience tool is right in the middle of many of those conversations.Senior Manager, Guest Experience IntelligenceLeading hotel group

The GfK team were able to combine robust quantitative research with a new cookie tracking methodology. This allowed us to gauge exposure to Facebook advertising more realistically than we could with claimed recall. GfK’sstrong analytical approach enabled us to understand offline exposure as well. Andy Pang EMEA Automotive Measurement LeadFacebook


Passion, creativity and expertise for our clients across the globe

Global expertise

and knowledge

exchange plus

local know-how

International

qualitative experts

working with

clients

Industry

specialists who

understand your

customers and

the challenges

affecting your

sector

Innovative thinking,

insight and

opinion from our

experts

Global network Qualitative

specialists

Deep industry

knowledge

Thought leaders

Customized

solutions and

advanced

research tools

Best practice

solutions

Linking multiple

sources of data for

deeper insight and

more informed

decision-making

Big data &

smart analysis


GfK. Growth from Knowledge Trusted for quality – for more than 80

years

…enable our clients to

create winning strategies to

enrich consumers’

lives.

13,000+

passionate

experts

We are the

trusted source

of relevant

market and

consumer

information.

Thought

leader in the

industries

we serve

We deliver

globally vital

insights into

local markets –

in 100 countries.


We support smart decisions through

unique data, innovation, expertise and insights

Insights

Smart decisions

Winning strategies

Business opportunities

Our data assets

Other data assets

Your data assets Big data, digital, real-time analytics

Innovative technology platforms

Industry expertise

Proven market research expertise

Innovation & expertiseUnique data


"This experience was great, actually key for our strategy 2012-15. Without clear understanding about opportunities per segment, and key drivers and consumer needs we would not be able to define the future roadmap."

“The CBR model brings us more value in understanding our relationships with our customers. We get to know how the customers think of us and can make plans to get closer to them accordingly.“

Developing your

INNOVATION pipeline

and providing the

blueprint for how

to activate

Maximizing your

BRAND & CUSTOMER

RELATIONSHIPS for

increased growth and

customer lifetime value

Combining our expertise

so you are best

positioned to win in the

DIGITAL world

WINNING STRATEGIES

…to help you create winning strategies

“The GfK team were able to combine robust quantitative research with a new cookie-tracking methodology. This allowed us to gauge exposure to Facebook advertising more realistically than we could with claimed recall. GfK’s strong analytical approach enabled us to understand offline exposure as well.”


2


전체 가전시장의 정량적정보를 제공하는 국내 유일의 기업

GfK Korea

70여 개 전자/테크

제품 군 정보 보유

100여 개 기업에 Custom

Research Service를 제공

10만 개 이상의

제품 정보 보유

국내 1위 Technology

시장 정보 기업2000년

설립


Variety of product categories (Total 64 products)

GfK 조사 품목

Panel TV

DVD

Camcorder

Car

Navigation

Docking/

Speaker

PMP

Audio Home

System

Headphone

Portable TV

USB

Air Condition

Kimchi

Refrigerator

Refrigerator

Washing

Machine

Dishwasher

Gas Oven

Hobs

Food disposal

Machine

Microwave

ShaverDental care

Hair drier/StyleIron

Deep fryerFood Steamer

FoodPreparation

GarmentSteamer

KettleHot Beverage

MakerAir Treatment

Bidet ToasterVacuum

Steam CleanerSandwich

Grill

Digital Camera

Camera Lens

Memory Card

Smart-Mobile

Mobile Tariff

Headset

Phablet

Desktop

Mobile

Computer

Monitor

Communication

Device

Printer

Mouse

Keyboard

Storage

Electronic

Dictionary

Webcam

MFD

Console Game

Video GameContact Lenses

Sunglasses

Car Tyre

Engine Oil

Car Battery

Golf Club

Golf Ball

PHO TEL IT ENTSDACE MDA AUTO SPORTOPT


GfK 조사 채널 구조 및 참여 유통사

법인 가전 전문 매장 대형마트개인 가전 전문매장 종합 쇼핑몰TV 홈쇼핑 오픈마켓

오프라인 채널 온라인 채널

http://www.hnsmall.com/


GfK Korea provide not only market index but Custom Research Service to more than 100

domestic companies With various research solutions Become a marketing partner for each

company

Providing Custom Research Service to more than 100 companies in

Korea


Retail & Technology Client

http://www.google.co.kr/imgres?imgurl=http://ceoworld.biz/ceo/wp-content/uploads/2009/08/fujitsu-logo.jpg&imgrefurl=http://ceoworld.biz/ceo/tag/fujitsu-ltd&usg=__hrJp1gG55TkwHZbbnbYYKM_AewA=&h=627&w=1254&sz=46&hl=ko&start=1&sig2=zRALrbGXXWttwLrWZBADtA&itbs=1&tbnid=h1vuAehOAqOCtM:&tbnh=75&tbnw=150&prev=/images?q=fujitsu&hl=ko&newwindow=1&gbv=2&tbs=isch:1&ei=DfZhTM2MDNOKOPWToLAJ


GfK Korea Office

• 사무실주소 :

서울, 용산구한강대로 366 (동자동 56)

트윈시티남산빌딩오피스동 15층(04323)

• 대표전화 : +82 2 6222 3000

☞찾아오시는길 : 서울역 12번 출구에서 지하 아케이드로연결됩니다


3


Integrated Client Solution System of GfK

Profile who

▪ Who bought the product?

▪ Who did not?

Monitor what

▪ What was bought

▪ Where was is bought & for how much?

MARKET INSIGHTS

Make a recommendation

▪ Which price should I display?

▪ What should be on promotion where?

MARKETING

EFFECTIVENESS

CONSUMER INSIGHTS

ACT!

Understand why

▪ What was their purchase journey?

▪ Which Mktg. activity has the biggest ROI?

SALES

EFFECTIVENESS

AI engine

▪ Collect/integrate data

▪ Process data & connects the dots

▪ Deliver actionable insights


Five client key business questions

Client Solutions Groups… …answering our clients’ Key Business Questions (KBQs)

How to improve sales effectiveness through better and high-frequency

decisions on pricing, promotions, and assortment?

How to better understand and anticipate changing market and channel

dynamics and trends in competitive position?

How to improve segmentation and targeting across the consumer journey

through deeper insights on consumer needs, behavior and preferences?

How to improve marketing effectiveness and ROI through optimized

targeting and allocation of marketing spend?Marketing Effectiveness

Sales Effectiveness

Market Insights

Consumer Insights

Media MeasurementHow to optimize content and advertising strategy & planning through

integrated audience measurement across all media platforms?


Market Insights – Ensure, Enhance, Enable

Ensure

….a relevant market

measurement

Enhance

….client’s understanding of

where to take action

Enable

….our prescriptive

analytic solutions

Globalproduct standards

that ensure relevance of our data by providing

a consistent market

measurement

Strategic initiatives

that ensure relevance of our data by continuously

improving the way we measure markets

Product specs

- Code plan

- Channelhierarchy

- Data re-strictions

- One MDM

Product knowledge

- GfK Wiki

Getting more data

- Weekly

- Ecom-

merce

- Key account

- Scaling

countries/

panels

Optimizing pricing

- POS rate

card

Creating retailer

stickiness

- Catalogue

Descriptive solutions

that enhance relevance of our data by helping clients

focus their actions

Globalstrategic insights

that enhance relevance of our data by helping

clients focus their strategic actions

Market overviews

- Retail

Scout

- InLens

KBQ

focussed solutions

- Ping

- KPI

reporting

- Forecast-

ing

POSpartnerships

- Helping our

clients

enhance

data usage

POVmaterial

- Regional

support

- Media

exposure

Client exposure

- Conferen-

ces

- Meetings

Relevant POS data feeds

that enable our prescriptive analytic solutions so they can help clients take the

right actions

Data content

- Right data

Data

format

- Right format

Data restrictions

- Right

usage


Consumer Insight - Understanding Who & Why

Consumer TrendsHow are these areas likely to change

in the next 5-10 years?

Consumer SegmentationHow do these consumers group together for targeting?

Consumer LandscapeWhat does the purchasing consumer look like for your particular category?

Consumer JourneyHow do consumers get from the realization of a need to the point of purchase?


GfK Consumer Life (Roper)

GfK Future Buy

The definitive source for

leveraging consumer trends for

your strategic direction and

marketing planning.

• Global and local perspective

on what's changing, why and

how

• Tracking motivations and

priorities across six value-based

global consumer segments

• Predicting what's next in behavior

GfK FutureScape

Defines and sizes both today’s

and tomorrow’s opportunity

spaces and moves beyond typical

segmentation/ usage and

attitudes.

• Develop a blueprint of each

opportunity and define profiles

of priority consumers,

situations, needs, etc.

• Provide an activation plan for how

to grow your business

Consumer Insight - Understanding Who & Why

How do consumers get

from the realization ofa

need to the point of

purchase?

What does the

purchasing consumer

look like for your

particular category?

How do these consumers

group together for

targeting?

How are these areas

likely to change in the

next 5-10 years?

GfK FuturePath

Explores emerging market activity and

trends that are most likely to shape

your “category” and influence

consumer needs.

• Address how those changes

may impact your

category/brand.

• Serve as key input for

predicting where you should

focus your innovation

development efforts

GfK Purchase Journey and Path

to Purchase solutions

Provide 360° view of your target

market’s online (and offline) behavior

when it comes to purchases, bringing

together attitudinal and behavioral

data.

• Insights into choice of channel

and channel shifting across the

whole purchase process

• Touchpoint exposure and efficiency

Consumer Trends

SegmentationConsumer Landscape

Consumer Journey


to understand the needs for benefits from consumers point of view

to identify new market opportunities for your company

How can your markets, niches and target consumers be addressed?

How big is your market potential with given scenarios?

Will consumers accept your new product, concept, idea? What to improve?

What values does your brand stand for, how to communicate them?

How is your brand/product positioned compared to competitors?

What price ranges promise the most benefit for your product?

Wow effective are your advertising media?

To what extent does the retail support the sales?

How satisfied and loyal are your customers?

Consumer Insight – Full service research house

- Secondary data

- Desk Research

- Tailor made tools

- etc.

- Central Location Test

- Street Interviews

- Door to Door Interview

- Sensory Test

- Computer Assistant Personal Interviews (CAPI)

- Computer Assistant Telephone Interviews (CATI)

- Online Interviews

- Mystery Shopping

- Car Clinics

- Social Media Monitoring

- Focus Group Discussion

- In-depth Interviews

- Observation/Photo Diaries

- Ethnographic Research

QUANTITATIVE APPROACHES

QUALITATIVE APPROACHES

ALTERNATIVE APPROACHESKey Capability

Qualitative research

Ethnographic

Market segmentation

Potential analysis

Product test

Brand

Positioning

Pricing

Communication/advertisement

Mystery shopping

Satisfaction

Ability to use

traditional and

innovative

approaches


“

Sales Effectiveness & MMM

How to improve sales

effectiveness through

better decisions on

pricing, promotion,

assortment and media”


Sales Effectiveness covers Distribution, Store and Price and Promotion

Optimization. In MMM we add the layer of media analysis

How can I better targetmy sales efforts to the

right areas for my sales

force or my stores?

How can I accurately track

and optimize my

assortment, visibility and

in-store promoters?

How can I accurately track

and optimize my pricing

and promotions?

How can I measure and

optimize the effects of

media advertising on

sales?

Best

Distribution

Perfect

Store

Price &

Promotion

Marketing

Mix Modeling


MySuccess

MyMedia

MyBrand1

2

Helping to maximize the outcome of Marketing

Marketing Effectiveness


Marketing Effectiveness: our new portfolio

Predicting success

before launch

MyCreative

Advertising

impact

MyCampaign

Optimizing

spend while on air

MyMedia

Brand

Modularization

Brand positioning

MyBrand

Brand platform

(behavioural driven)

How canI maximise

impact of myad spend?

Howshould I

manage my brand?

Short- and long- term ROI


4


Leveraging the world’s largest sample of point-of-sales tracking data

Global coverage

(+90 countries)

and local market expertise

Point-of-sale data for technical

consumer goods

using the world’s largest

retail network

14.5 million products

in our database

Weekly, monthly,

quarterly reporting

Channels

(online & offline)

Constantly adding

new categories

(e.g. wearables)

Volume, value, features,

pricing, distribution…31

425,000 retail point of sales, 14.5 million products across 90 countries—only GfK offers both

data and insights for companies to understand not only what but also why consumers buy


GfK Point of Sales Tracking provides insights into what products are

selling…

Track market share, brand performance

and competition and analyze global

and local market trends

Optimize product assortment,

distribution and pricing strategy

Enhance sales planning & product

marketing through accurate forecasts

of future demand

when, where, and at what price...enabling retailers to align product

availability to expected market demand

Tracking data

When

Price

Where


QUALITY CHECK

14.5 million productsin our database

What sold where

at which price?

DATA COLLECTIONINSIGHTS DELIVERY

Regular reporting –

weekly, monthly, quarterly…

425,000retail point-of-sales

90+ countries

We help you track performance and optimize product strategy


By obtaining insights into what products are sold, we help you:

GfK Point of Sales Tracking allows you to create a

powerful retail strategy that drives competitive advantage

Understand what combination of product features are performing well

Understand how average prices and price classes are changing / which price ranges are performing well and why

Explore the changing dynamics of online and offline distribution channels / understand the channels that show distribution gaps for your brand / online and offline outlets, on a monthly and even weekly basis

Identify growth opportunities from a sales and marketing perspective


GfK Point of Sales Tracking

Insights into what products are selling, when, where and at what price.

Partnering with retailers and resellers, we track the sales of over 14.5million products across 90 countries.

You can understand:

• what combination of product features are performing well

• how average prices are changing

• explore the changing dynamics of online and offline distribution channels

• and identify growth opportunitiesfrom a sales and marketing perspective.

BenefitsWhat is it? How it works

어떤 제품이 언제, 어디서, 얼마에판매 되었는지에 대한 자료 조사

유통사와의 협업을 통해 Data를취합 후 자료 집계

집계된 객관적인 Data를 통해다양한 마케팅 지표 생산


- Market Size & Growth Rate

- Brand & SKU 단위 분석

- Segment Trend

- (가격, 사이즈, 지역)

- Numeric Distribution

- Weighted Distribution

- ASP, Sales Unit/ Value

월간 단위로시장의경쟁관계를분석하고 Insight를도출

Cross analysis = Sales Data * Product DB * Channel & Segmentation information

본 조사를통해서 다음과같은요소들의 Insight 도출 가능

GfK Point of Sales DATA의 활용

Sales

Product

- 객관적 Data에 기반한 지표관리

- 시장변화 적기 감지

- 취급/판매 확대 기회 요인 분석

- 제품 Launching 시기 파악

- 경쟁사 모니터링 및 벤치마킹

- 판촉효과 모니터링

- Segment별 판매전략 수립

- 중.장기 마케팅 전략 수립

- 내부 KPI 활용

- 영업조직 업무 지도

DATA

활용

GfK 제공DATA


GfK 서비스의 각 부문 별 활용 범위

4P 계획 수립

4P 모니터링

기회/위기 진단

대응책 수립

시장 트렌드 반영한

상품 기획

Bottom-up

전략 방향성 수립

마케팅 영업 상품기획/소싱

전략

포지셔닝 분석 (목표대비 현황)

가격 분석 (적정성, 경쟁가격)

마케팅 효율성 분석

마케팅 전략에 대한Recommendation

유통 트렌드 벤치마킹

영업 경쟁력 분석(점유율, 취급율)

영업의 효율성 진단

유통 전략에 대한Recommendation

기능적 트렌드 분석

가격대별 트렌드 분석

경쟁사 중점Seg. Benchmarking

시장 Mega Trend 진단

Revenue Potential 측정

세부 Unit별 경쟁포지셔닝 분석

시장/ 소비자 트렌드 분석

전반적인 경쟁 트렌드 분석


고객사의 혜택

Content

• Extended coverage of

regions

• Extended coverage of

product groups

• High market coverage

(average > 80%)

• Uniform methodology

• Extended coding of

features

• Data on article (SKU)

level

• Continuously high

quality

Reporting

• Monthly, weekly, daily

• Online data delivery /

connectivity /

accessibility

• International

standardized reports

& services

• Customized reports &

services

System

• Unique global

production and

reporting system

StarTrack

• StarTrack Portal for

efficient access to all

report types

• GSE (GfK StarTrack

Explorer) for

effective and

comprehensive data

analyses

People

• International

management team

• Profound experience

and expertise

• National and

international market

experts

• High motivation

GfK

• Strong & reliable

partner

• Neutral & independent

GfK connects data and science. Innovative research solutions provide answers for key business

questions around consumers, markets, brands and media – now and in the future. As a research

and analytics partner, GfK promises its clients all over the world “Growth from Knowledge”.

For more information, please visit www.gfk.com or follow GfK on Twitter: https://twitter.com/GfK.

http://www.gfk.com/

https://twitter.com/GfK


1 Member of the board of GfK SE

Our Executive Leadership Team

CEO of GfK Research

Responsible for all GfK

Research businesses

CEO1 (Chief Executive Officer)

Responsible for Group

Development and Regions

CFO1 (Chief Financial Officer)

Responsible for Finance,

Legal, M&A and Compliance

CHRO

(Chief HR Officer)

Responsible for Human

Resources Development

of people and culture

CTO

(Chief Technology Officer)

Responsible for alignment

of all technical functions,

lead digitization of solutions

& end-to-end processes

CMPO

(Chief Marketing and Product

Officer)

Responsible for Marketing and

Product Development

CSO (Chief Strategy Officer)

Lead strategy development

& transformation

Global Head

of Operations

Manage present Operations

area and transition into

future set-up

David

Krajicek

Peter

Feld

Christian

Bigatà

Joseph

Jutta

Suchanek

Benjamin

Jones

Matthias

Becker

Joshua

Hubbert

Frederic

Wasson

CCO (Chief Customer Officer)

Responsible for sales

and customers

Christian

Erlandson


Our Regional General Managers

North America

Responsible for the USA,

Canada and Mexico

South Europe

Responsible for France, Spain,

Portugal, Italy and Greece

Central Europe

Responsible for DACH, Poland,

Czech Republic and Slovakia

APAC

Responsible for Greater China,

North and South East Asia,

India, Australia and

New Zealand

Northern Europe

Responsible for UK, Ireland,

Belgium, the Netherlands,

Denmark, Sweden, Norway,

Finland and Baltics

Emerging markets

Responsible for Eastern

Europe, META and LATAM

Gregg

Lindner

Margret

Schuit

Michael

Müller

Cheong

Tai Leung

Christian

Erlandson

(interim)

Thomas

Bachl


GfK Korea Organization Structure

Automotive

Telecom

Technology

Others industry

MEFF & SEFF

Consumer Insight

Market Insight

GKAM Mkt.

Retail Service

Fieldwork

Data processing

MD Chang Park

Sales Client Solutions Operation


Consumer behavior is constantly evolving.

Today’s businesses are facing significant challenges

and opportunities

Mobile as a catalyst for

change : always on

Rise of digital with growing

number of touch points

Accelerating speed

of innovation

Increasingly complex

consumer experiences

Partnership with a research agency makes sense….to cut through complexity


…leverage the most relevant data to gain the best insights on what and why consumers buy to

optimize experiences along the journey.

To succeed, businesses need to…

Gain a “full picture” market view and granular consumer insights

to understand consumers’ demands and purchasing behavior, today and tomorrow.

Translate these insights into action by converting big data into smart data.

Apply proven market research approaches in innovative ways,

covering all sources of relevant data to obtain the most holistic view.


We strictly adhere to the

global ICC/ESOMAR in

terms of how we conduct

research and handle

sensitive data

https://www.esomar.org/u

ploads/public/knowledge-

and-standards/codes-and-

guidelines/ICCESOMAR_

Code_English_.pdf

Fully prepared for the

implications of GDPR.

This also provides an

opportunity to build on the

principles we already live

by, that´s why we will also

adapt these principles

at a global level

We have a dedicated

organization that maintains

and monitors compliance

and ensures all employees

understand the importance

of protecting the confidential

data GfK manages.

Trainings on data

protection are constantly

underway throughout our

offices around the world

and this is something that is

supported by the highest

management levels

We maintain a strong

information security

management program

to ensure a proven policy

and compliance structure,

a comprehensive security

awareness program and

a solid risk management

framework

Our Data Protection

organization reports directly to

the CEO and CFO and includes

three levels: a central team in

our Nuremberg headquarters,

a privacy representative in each

of our regions and data

protection or privacy officers

mandated by local laws in the

corresponding countries.

This is so our clients, partners,

and authorities always have

a strong point of access for

clarifying any issues

on data protection

Data protection and security

© GfK 24 August 2018 | Title of presentation

https://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ICCESOMAR_Code_English_.pdf


Grow your business in a highly competitive environment.

We understand the types of challenges you face

to bring new products to market and commercialize them

Sustainable business success

StrategiesIdentify macro trendsand develop strategic growth opportunities.

ExperiencesDesign new experiences along the customer journey to take to market; forecast potential.

ValueTrack current in-marketperformance and build

customer lifetime value.

RelationshipsGrow and value relationships.

Drive actions to build strongand durable relationships

with your customers.


Benefits

summary

Develop strategic opportunities

Your

challenges

What we do

and why

Adapt to the changing

global landscape and the

ever-evolving needs of your

consumers (e.g. increased use of

multi-sensory experiences).

Understand and capitalize on

areas of potential growth.

We identify macro trends and

develop strategic opportunities for

future growth by understanding

your customer needs and

behaviors.

We provide a roadmap for

predicting, managing and

strengthening the choices and

experiences of your consumers.

We help you qualify and quantify

future business growth

opportunities and develop your

offering to achieve higher ROI.

Our team of experts provide you

with an action plan to revitalize

your brand, product and service

offerings and identify trends for

promising innovation investments

that impact your business growth

and bottom line.


Benefits

summary

Create experiences and forecast market potential

Your

challenges

What we do

and why

Design experiences that add

value and improve engagement

with your target market.

Deliver a consistent experience

across all facets: product,

packaging, price, promotions,

advertising, placement, channels

and processes.

And be aware of the external

influencers that impact on these

factors.

We answer your challenges by

gathering end-user insights.

We create fine-tuned optimal “go

to market” plans and strategic

guidance to deliver engaging

customer experiences and carry

your business forward.

Our transparent approach to

forecasting the market potential of

your product/service within your

target market enables you to

maximize your business growth

potential.

Our expertise and knowledge

offers significant ROI, higher

conversion to purchase at retail

and notable improvements to the

bottom lines of the businesses we

serve, turning research into smart

decisions.


Optimize in-market experiences

Benefits

summary

Your

challenges

What we do

and why

Understand the fast-moving

changing marketing

eco-system as the number of

channels and touchpoints

increases dramatically.

Avoid to lag behind competition

and the developing external

marketplace

Use innovative approaches to

We provide cutting-edge analytics

for a comprehensive

understanding of the products and

experiences encountered by your

target market.

We optimize your offering to

match your changing consumer

demands and stay ahead of your

competitors.

We provide informed decisions

about optimizing your marketing

strategy to maximize returns with

impact on sales and profitability.

Our expertise and professional

guidance allows you to engage

with and influence your target

audience and increase number of

loyal consumers.


Benefits

summary

Grow relations

Your

challenges

What we do

and why

Create and grow relationships

with a wide array of stakeholders.

Recognize the multi-dimensional

relationships with your customers,

how they perceive your brand and

ensure long-term value.

We look at four core relationship

streams: brand, customer,

corporate, and shopper and retail.

We identify the effectiveness of

experiences delivered and let you

know which add greatest benefits,

providing an action plan for long-

term value.

We provide insights into

long-term, durable relationships

between your company and

brands, customers and other

stakeholders-

We help your business form a

clear connection between these

relationships and grow to improve

your bottom line.


Sustain business success

Benefits

summary

Your

challenges

What we do

and why

Plan ahead for constantly evolving

consumer needs and competitive

landscapes.

Fully understand the factors that

are driving your current

performance, as well as the

developing consumer landscape.

We find out what your target

groups are buying and why.

We provide unique insights into

the effectiveness of the impact of

marketing activity locally,

regionally or even on a global

scale.

We identify macro trends and

develop strategic growth

opportunities.

We help you to gain a

comprehensive understanding of

buyer behaviors in your

marketplace, using our innovative

and proven market research

approaches.

We help you build winning

strategies that are focused on the

most powerful market and

consumer trends so that you can

channel your future in the right

direction for best returns and to

grow your business.

gfk korea · digitalization of the business gfk gmbh becomes a public ... digital market...

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