Assumptions Vs Reality
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The document discusses market insights regarding a cheese brand's focus on children and families in the Czech Republic and the implications of product delisting within retail settings. It highlights the importance of brand penetration for sustainable growth and analyzes buyer demographics, particularly families with school-aged children. Additionally, the study assesses the impact of delisting on both the brand and retailers, concluding that delisting could lead to significant losses for both parties involved.
Assumptions Vs Reality
- 1. 1© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK
- 2. 2© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK
- 3. 3© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Who is our buyer or who do we like our buyer to be?
- 4. 4© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Czech Republic: Cheese Brand » Internationally well established and known brand » Increased focus on and re-launch of the brand in the Czech & Slovak Republic » Main Target: children and kids » Objective: Proof of target group | who is the shopper?
- 5. 5© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Brand attracts besides families with youngest kids and schoolchildren also young adults…
- 6. 6© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK … who are over-proportionally important for the brand.
- 7. 7© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK More intensive communication and activities helped to strengthen the positioning within the group of families with kids. MAT -1 MAT
- 8. 8© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Considering the category, brand has still room for growth within the core target group Penetration Signature | Household Life Cycle 0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0 16,0 18,0 20,0 Young Singles/Couples Older Singles/Couples Families with Kids up to 5 Years Families with Kids 6- 14 Years Families with Teens & Young Adults Families 3+ Adults Penetration GT Target Penetration
- 9. 9© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Slovakia: Milk Drinks » Growing brand of competitor attracted the attention of one of the big dairy producers » Brand managed to gain new buyers which was the main driver of the growth. » Who is buying the brand and is there a potential for us within this segment with our brands?
- 10. 10© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK As a surprise, the brand has over-proportionally and intensive buyers within families with schoolkids Mueller Milch: Volume % 10,6 13,4 16,0 35,9 21,2 16,9 13,5 11,5 13,5 7,3 12,3 16,5 5,6 9,8 9,0 8,0 10,5 7,3 19,2 21,2 20,7 All Buyers % Brand Buyers % Brand Volume % Adult Families Families with Teenagers Families with schoolkids (10-14yo) Families with schoolkids (6-9yo) Families with small kids Older Singles/Couples Younger Singles/Couples
- 11. 11© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK How important are brands for the category in the retailer and what impact may cause a wrong decision about de-/listing?
- 12. 12© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Six share growth tiers are based on absolute change per year for 8081 top 10 category brands in 79 categories in 16 countries: For example the “Top 15%” tier contains the 15% of brands with the highest absolute market share gain between 2010 and 2013. 1,5 0,3 0,1 -0,1 -0,4 -1,7 1,8 0,5 0,1 -0,3 -0,9 -2,1 -2,5 -2 -1,5 -1 -0,5 0 0,5 1 1,5 2 Top 15% Next 15% Other winners Other Losers Next 15% Worst 15% Share winners Share losers Change / year 2013 vs 2010 n=9918 brands from 16 countries Penetration impacts brand’s positive development the most Penetration refers to the percentage of category buying households buying this brand. Frequency refers to the number of purchases for a specific brand per household per year. Source: BG20 Update - February 2015 Yearly volume share change Yearly penetration change Yearly frequency change
- 13. 13© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Penetration is key for sustainable growth. Assortment optimization according to penetration importance SKU 1 SKU 2 SKU 3 SKU 4 SKU 5 SKU 6 SKU 7 SKU 8 SKU 9 SKU 10 SKU 11 SKU 12 SKU 13 SKU 14 SKU 15 SKU 16 SKU 17 SKU 18 SKU 19 SKU 20 Chocolate Tablets: 2012
- 14. 14© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Which retailer is targeting the most of the chocolate tablets buyers? Retailer 1 Retailer 2 Retailer 3 Retailer 4 Retailer 5 Retailer 6 Retailer 7 Retailer 8 Retailer 9 Retailer 10 Chocolate Tablets: 2012
- 15. 15© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Case Study Czech Republic: Listing/Delisting Impact Analysis What impact will have a delisting of the brand in the retailer?
- 16. 16© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK By delisting of the brand, retailer suffers steeper decline than the brand itself. -19,0 -17,5 -30 -25 -20 -15 -10 -5 0 5 Volume Value Brand -21,2 -25,9 -30 -25 -20 -15 -10 -5 0 5 Volume Value Retailer in Choco Tabs Perspective of the manufacturer Retailer’s perspective Change in % in one years period
- 17. 17© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Delisting impact on other player and total market Manufacturer partially compensates the losses thanks to its other brands. However competitor brands G and C are gaining on its behalf. -0,1 -1,1 -19,0 6,0 8,5 5,1 12,8 6,3 8,3 5,4 11,6 5,2 4,4 4,6 4,2 6,4 -0,5 -1,3 -17,5 5,7 8,0 5,2 9,7 6,1 6,5 5,4 11,0 5,5 4,3 4,7 3,6 6,4 -25,0 -20,0 -15,0 -10,0 -5,0 0,0 5,0 10,0 15,0 20,0 25,0 Volume % Value % Change in % in one years period
- 18. 18© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Delisting impact on other retailers in the market retailer’s main competitor will grow the most is brand delisted from the retailer -0,1 -21,2 9,3 11,5 9,9 11,5 9,5 8,0 10,9 16,2 5,7 6,3 -0,5 -25,9 9,7 11,4 9,8 11,8 9,5 8,2 11,4 16,3 6,0 6,5 -30,0 -20,0 -10,0 0,0 10,0 20,0 30,0 Volume % Value % Change in % in one years period
- 19. 19© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Who will suffer the most out of the suppliers and when will the retailer lose the least? Several market scenarios Annual Change in Value % Delisting in the retailer of the brand… Value change % of BRAND on TOTAL MARKET Value Change % of CATEGORY in RETAILER Analyzed Brand -17,5 -25,9 Other Brand of the manufacturer -22,0 -7,4 Competitor 1 -21,4 -24,5 Competitor 2 -31,4 -7,8 Competitor 3 -21,7 -2,2 Analyzed Brand and Competitor 1 are not recommended to be delisted in the retailer, as the retailer loses the most within the category.
- 20. 20© GfK 30. května 2017 | Insight seminářů SIMAR - Proč to (ne)vyšlo | Ladislav Csengeri, GfK Ladislav Csengeri | Consumer Panel Services CZSK | Ladislav.Csengeri@gfk.com