raluca raschip consumer tracking director, gfk romania · 2012-01-10 · gfk consumer tracking...

GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008

Consumatorul – multime sau intersectie?

Raluca RaschipConsumer Tracking Director, GfK Romania


Agenda

1 Reuniunea globala

2 Reuniunea regionala2 Reuniunea regionala

3 Cateva intersectii locale


Agenda

1 Reuniunea globala


35

AsiaAsiaLatam

25

15

W EuropeUSA

E EuropeE Europe15

5USA

2004 2005 2006-5

33 countries: 12 WE, 8 EE, 4 LA, 8 AP, US


W Europe27,922,3

2001 2006USA

15,815,2

Gl b lGl b l

E EuropeE Europe14,74,9

2001 2006GlobalGlobal

122001 2006

2001 2006Latam2,61,5

RussiaRussia0,50,0

2001 2006

0,40,0

2001 2006

2001 2006

AsiaAsia

2001 2006

34 countries: 13 WE, 8 EE, 5 LA, 7 AP, US


Alcohol/TobaccoClothing/Footwear

114 2

11

Belgium USA Luxembourg

5 6 8

France EU Italy

Restaurants Culture/Recreation

14 197 9 13

5

Denmark Ireland Spain

7 9

Italy EU UK

Source: Eurostat


2 9 2 9 3 1 4,3 4,42,1 2,9 2,9 3,1 4,3 4,4

German

y

SpainRomania

PolandMala

ysiaMex

ico

Ge Ro P Ma M

Source: Eurostat


Agenda

2 Reuniunea regionala2 Reuniunea regionala


Tendinta generala de concentrare a comertului: Hiper si Supermarketuri in Romania si Slovacia

9SLOVAKIAHUNGARYCZECH REP. POLAND RUSSIAAUSTRIAROMANIA

Hiper si Supermarketuri in Romania si Slovacia, Hipermarketuri si Discounteri in Cehia, Ungaria

27 9

4

15 17 25 12

4915

23 2318

34

14

27

8

24

1220

3

6233

5

217

10

17

15

4538

31

16

17

14 24

17Hypermarkets

Supermarkets

Discounts37

1745

35 54

481522

24 14

45Discounts

Small traditionalstores

Bazars

2216 12 12 12 12

32 29

12

4

1

2

1

6

2

3123

35

27 34

3720

27

1

Others

16 12 125 6

127 5 4

12 71 11

2000 2007 2000 2007 2000 2007 2000 2007 2000 2007 2000 2007 2000 2007

Importance of store formatsMonitored FMCG categories, value basedChosen CEE countries: 2007 vs. 2000

Source: GfK Group, Consumer Tracking

F 5 CEE t iFocus on 5 CEE countries

Household Panel data

4 b b d h i d i4 buyers groups based on their age and income

Sh b h i i d h lShopper behaviour in trade channels


In toate tarile, Hipermarketul este mai preferat de catre grupul Young/Rich, in timp ce doar in Romania si celelalte doua formate moderne sunt mai mult preferate

11Romania Czech Rep. Hungary Poland Slovakia

Total YR Total YR Total YR Total YR Total YR

ce doar in Romania si celelalte doua formate moderne sunt mai mult preferate.

15

1520

3441

2734

20 25 24 26

Total YR Total YR Total YR Total YR Total YR

5

617

15

18

16

14

13

1717

24 23

4536 22

18

2423

1718

14 13

14

16 17

3

1 2 1

23 2027

23

3732

34 33

1

4

HypermarketsSupermarkets 16

6 7 7 6 7 7 4 51 2 11

2007 2007 2007 2007 2007 2007 2007 2007 2007 2007

SupermarketsDiscountsSmall traditional storesBazarsOthers

Trends in loyalty to store formats: Young/RichDefined shoppers groups, monitored FMCG categories, value basedSelected CEE countries: 2007 Source: GfK Group, Consumer Tracking


Old/Rich – in Romania si Ungaria, nu au nici o preferinta vs restul populatiei, in Cehia Discounterii sunt mai importanti in defavoarea Hipers, iar in Slovacia sunt mai

12

p p ,preferate chiar si fata de Young/Rich

Romania Czech Rep. Hungary Poland Slovakia

Total OR Total OR Total OR Total OR Total OR

15 15

15 15

34 31 27 2620 22 24 28

5 5

17 16

15 15

1616

14 1517 17

2425

45 45

35

22 25

24 25

16

1414

16 15

5

2 2 3

23 2127 25

37 35

34 28

1

4HypermarketsSupermarketsDiscounts 6 7 7 8 7 8 4 5

2007 2007 2007 2007 2007 2007 2007 2007 2007 2007

DiscountsSmall traditional storesBazarsOthers

Source: GfK Group, Consumer Tracking

Trends in loyalty to store formats: Old/RichDefined shoppers groups, monitored FMCG categories, value basedSelected CEE countries: 2007


Agenda

3 Cateva intersectii locale


MULTIMI SI INTERSECTII DE BAZA

14

RetailerP d t Univers = 10

cu informatii din Household Panel/Consumer Tracking

RetailerProducator Univers = 10

Penetrare Categorie = 5/10 = 50%

Penetrare Retailer = 7/10 = 70%

5/10 = 50%

Potentiali cumparatori= 3/5 = 60% Rata de succes = 1/3 = 33%

Potential Vanzari


PRODUCATORC l i l d j

RETAILERi k i i i i

15

Cereale pentru micul dejun Hipermarketuri si Discounteri


NEVOIA PRODUCATORULUI

16

Dinamica categoriei: „numarul de consumatori a crescut cu 27%“Potentiali consumatori pentru marca mea: „39% din familiile din Romania cumpara

cereale pentru mic dejun“Cine sunt ei?“ – 63% din familiile cu varsta capului intre 30-39 ani cumpara cereale

30 8

„Cine sunt ei? 63% din familiile cu varsta capului intre 30 39 ani cumpara cereale

Jan-Dec0655 5

41,4

39,030,8

up to 29 years

TOTALTOTAL

Up to 29 years55 5

39

43 0

63,244,9

55,5

30 - 39 years+41%

30-39 years

40 49

55,5

63,244,9

36,528,5

46,643,0

50 - 59 years

40 - 49 years40-49 years

50-59 years

Jan-Dec7

24,017,6

,

over 60 incl. years

0 20 40 60 80

Over 60 years

Penetration Within Demog Anywhere

0 20 40 60 80

Rata de penetrare in grupuri demografice 20062007


NEVOIA RETAILERULUI

17

Numar de clienti: numarul meu de clienti (FMCG) a crescut la 57% ( 4,2 mil familii) H

Numar de clienti de Cereale: „dintre toti clientii mei, 27% au cumparat Cereale (H)

„Ce se intampla cu restul? Nu cumpara categoria deloc, sau o cumpara din alta parte?“

57,2HypermarketsHYPERMARKETS 57,2

43,1Discounters

0 10 20 30 40 50 60

DISCOUNTERS 43,1

Pen in Store

26,8HypermarketsHYPERMARKETS

Rata de penetrare FMCG

26,8

13,0DiscountersDISCOUNTERS 13,0

Rel Pen in Store

0 5 10 15 20 25 30

Penetrare (relativa) Cereale


NEVOIA RETAILERULUI

18

„Care sunt diferentele pe varste intre clientii de Hipermarket si cei de Discounter?“

Hypermarkets30 39

up to 29 years

HYPERMARKETS

Up to 29 years

30 39 years

40 - 49 years


40-49 years

Discountersover 60 incl years

50 - 59 years

DISCOUNTERS

50-59 years

Over 60 years

Relative Buyer Profile in Store

over 60 incl. years

-5-10-15-20 0 5 10 15 20 25

Over 60 years

Profilul cumparatorului ( relativ)o u cu pa ato u u ( e at )


NEVOIA RETAILERULUI & PRODUCATORULUI

19

„Cat de importante sunt Cerealele pentru clientii de Hipermarket?“

Hypermarkets

elat

iva

HYPERMARKETS

Discounters litat

e re

DISCOUNTERSDiscounters

Loia

lDISCOUNTERS

Boutiques

-5-10-15 0 5 10 15 20 25

BOUTIQUES

Relative Propensity+Potential relativ-



20

Succesul de a atrage consumatorii de Cereale la raft

Discounter: „doar 3 din 10 clienti potentiali cumpara categoria de la mine, restul de 7doar din alta partedoar din alta parte.

52,9HypermarketsHYPERMARKETS 52,9

26,2DiscountersDISCOUNTERS 26,226,2Discounters

0 10 20 30 40 50 60

DISCOUNTERS 26,2

Closure

0 10 20 30 40 50 60

Rata de succes



21

Cum se cumpara Cerealele din Hipermarket fata de Discounter?

Mai des si la o valoare mai mare la un act de cumparere.

5

HYPERMARKETS

Hypermarkets

r in

Sto

re

3

4

ta d

e ra

reO

cc p

er B

uye

1

2

3

DISCOUNTERS

Frec

ven

cum

pa

Discounters

O

Spend per Occ in Store

0

1

0 2 4 6 8

Ch lt i li t d

F

Spend per Occ in StoreCheltuieli pe act de cumparare



22

„Cat de loiali magazinului sunt clientii in general?“„Dar cand cumpara Cereale?“

Hipermarket: La mine cheltuiesc 28% din banii pe care ii dau ei pe CerealeHipermarket: „La mine cheltuiesc 28% din banii pe care ii dau ei pe Cereale.Mai mult decat in general (FMCG) ma ajuta sa imi construiesc loialitatea.“

28,2HypermarketsHYPERMARKETS

7%

28%

Loyalty

7,1Discounters

0 5 10 15 20 25 30DISCOUNTERS

7%

Loialitate

HypermarketsHYPERMARKETS

Loialitate

+DiscountersDISCOUNTERS

HYPERMARKETS +-

Relative Loyalty

-10-20-30-40 0 10 20 30

Loialitate relativa


PERSPECTIVA RETAILERULUI:

23

„Cum variaza nivelul de loialitate fata de magazin in functie de varsta cumparatorilor?“

Hypermarkets30 - 39 years

up to 29 years

30-39 years

Up to 29 years

40 - 49 years

30 39 years30 39 years

40-49 years


Discountersover 60 incl. years

-10-20-30 0 10 20 30 40 HYPERMARKETS

Over 60 years

Relative Loyalty

-10-20-30 0 10 20 30 40

Loialitate relativaHYPERMARKETS

DISCOUNTERS



24

„Cat de importanta este loialitatea cumparatorilor pentru vanzarile Discounterului?“

Discounter: „daca reusesc sa cresc loialitatea clientilor mei atunci cand cumparaCereale (pana la nivelul Hipermaketului) cota mea de piata va creste de la 4% la 17%!Cereale (pana la nivelul Hipermaketului), cota mea de piata va creste de la 4% la 17%!

Cereale pt mic dejun

17%

Cereale pt. mic dejun

17%

4%


PERSPECTIVA RETAILERULUI & PRODUCATORULUI

25

„Cum se comporta clientii mei in magazin si cum in afara magazinului?“

25

30 HYPERMARKETS

or

Hypermarkets

tore 20

25

mpa

rato

inA

WP

in S

10

15 DISCOUNTERS

i pe

cum

n m

agaz

Discounters

A

5

10

helt

uiel i n

AWP Outside

00 10 20 30 40 50 60

Cheltuieli pe cumparator

C

AWP OutsideCheltuieli pe cumparatorin afara magazinului


MULTIMI SI INTERSECTII DE BAZA

26

RetailerP d t Univers = 100

Cereale in Discounteri

RetailerProducator Univers = 100

Penetrare Cereale = 39/100 = 39%

Penetrare Discounter = 43/100 = 43%

4039/100 = 39%

40

40

21

5

21

Potentiali cumparatori= 21/39 = 55% Rata de succes = 5/21 = 26%

Potential Vanzari = 60% Loialitate = 7%

= 10 gospodarii


27


Mediile pot fi periculoaseMediile pot fi periculoase…

Daca ai capul in cuptor si i i l i l tpicioarele in congelator,

atunci esti OK

….in medie


Cli t d iGrowth from Knowledge O lInnovationGl b l tiL l k l dGrowthClient drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowthCli t d iO lI tiGl b l tiL l k l dGrowthCli t d iO lI tiGl b l tiL l k l dGrowthClient-drivenGrowth from Knowledge Our peopleInnovationGlobal expertiseLocal knowledgeGrowthClient-drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowthClient-drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowthClient-drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowth

Raluca Raschip

Thank you for your attention

Raluca RaschipConsumer Tracking DirectorGfK Romania

raluca raschip consumer tracking director, gfk romania · 2012-01-10 · gfk consumer tracking...

Documents