1、CategoryManagement,UnderstandingtheconsumeraskeytosuccessDionisioSeissusGarcaAnaCludiaFioratti,ESOMAR,MxicoOctober2004,ConsumerPanel,Methodology,ContinuousResearchthathasthemainobjectivetounderstandthesamegroupofhouseholds,thespontaneouspurchasebehaviorofconsumers.DiaryPurchasesofmorethan70massconsu
2、mptioncategories(Food,HouseholdCleaning,PersonalCareandNonAlcoholicBeverages),LatinAmericanCoverage,Coverage:14CountriesSample:25,000HouseHolds,CategoryManagementAnalysis,Opportunitiesformanufacturesandretailerspermitingto:IdentifythecustomersofaChainA,evaluatinginwhichotherchannelsofdistributionand
3、supermarketchainstheyalsodotheirpurchasesKnowthebuyersloyaltylevelofaChainA,searchingforpossiblecategoriesorproductportfoliosmixedbusinessopportunitiesQuantifythe“lostbusiness”ofChainA:Whotherealcompetitorisattheconsumermomentofdecidingtopurchase?Howmuchcouldbegainedinsales,whenaconcretemarketingstr
4、ategyisdevelopedtorecoverthelostexpense?,Benefitsofthetoolspresented,PhasesofCategoryManagement,10million,100million,40million,CategoryVolumeoftheChain:Chainsmarketshare,CategoryVolumeinallchannelsofdistribution,CategoryVolumemadebythechainscustomers,10million,OnlyasmallproportionoftheChainsconsumer
5、s,buythecategoryatthesamechain,AssessmentoftheChainsSalesVolume,1.Knowthebusinessvolume,thechainssmarketshare,andthecustomersoftheespecificchain,Theloyaltyis25%thentotalpotentialis30million.,LoyaltyoftheChainsSalesVolume,2.Measurechainloyaltyindeterminedcategoryandtheexpensecompetitorsloss,Whichchai
6、nsandchannelsofdistributionarethe“receivers”ofConsumersChainXlostexpenses?,AssessmentofthelostexpensesofChainX(%),3.Expenseanalysis,WheredoestheChainXstandatthemoment?Whatshouldwefocusontoattractmorecustomersorkeeptheloyalcurrentone?,HIGHPOTENTIAL,LOWPOTENTIAL,Manycategorybuyers,whobuyelsewhere.,Few
7、categorybuyers,whobuyelsewhere.,Manycategorybuyers,buyingatChainX,Fewcategorybuyers,whohoweverbuyatChainX.,OPPORTUNITIES,STRENGTHS,WEAKNESS,PROFIT/GAINS,LOWLOYALTY,HIGHLOYALTY,4.Knowthechainandcompetitorspositioning,MarketPotencialEvaluation,5.Measurethemainfactorswhichgeneratelosses,Itestablisheswh
8、ethertheseslossesaretheresultsofsensitivitytoprices,promotionsandadvertisingactivities,etc.Thisanalysisisbasedontimeperiodsthathaveshownsignificantchangesinthechainmarketshare,whenevaluatingoneschainactionsandcompetitors.,6.Knowdifferentcustomergruopsinthechain(targets),Asthemarketisincreasinglycomp
9、etitiveitisclearlyimportanttoidentifythecustomergroupswhicharecontributingnegativelyforthechainsresultsandfocusonesaimonthesespecificconsumers,attractingandmakingthemloyal.,7.Makethecorrectdecisionstokeepandimprovethechainmarketshare,andworkmorecloselywithmanufacturerstoenhancebettersalesandprofitre
10、sults.,TheLatinAmericanConsumer:ComparingtheArgentinean,BrazilianAndChileanAnalysis,ThroughtheConsumerPanelinformation,theCategoryManagementmethodologyisanalizedfor:HairCareCategory(ShampooandHairConditioners)InArgentina,BrazilandChileinaspecificChain,mentioned:ChainADuringtheperiodbetweenJuly2003an
11、dJune2004Sample:11,100households,RelativeimportanceofPersonalCarebetween9%-10%oftheFMCGtotalHairCarerepresentbetween2%-3%ofthetotal,beingofgreatrelativeimportanceinChileDifferentmarketshareofShampooinHairCareperCountry:Brazil46%;Argentina35%andChile29%,1.GeneralDiagnosis,ShareofMarket:FMCG,PersonalC
12、areandHairCare(%Value),ArgentinashowsasmallermarketshareforSupermarketsBrazilandinChilemorethan60%ofpurchasesaredonebythischannel,1.GeneralDiagnosis,ShareofMarketDistribuitionChannelsFMCG(%Value),Greatparticipationofpharmacies/drugstores,directSalesanddoortodoorchannelinallcountries,1.GeneralDiagnos
13、is,ShareofMarketDistribuitionChannelsPersonalCare(%Value),AthirdpartofpurchasesinthesecategoriesoccursoutofthesupermarketchannelInArgentinatheimportanceofTraditionalChannelisconsiderablyhigh,ShareofMarketDistribuitionChannelsHairCare(%Value),1.GeneralDiagnosis,ConsumersbuyHairCareinChainA:42%inArgen
14、tina27%inBrazil51%inChile,2.ImportanceofBuyersatChainAandHairCare(%),3.LostExpensesandLoyaltyBuyersofChainA,LoyaltyinHairCarebuyersofChainA:17%inArgentina10%inBrasil27%inChile,TraditionalChannelandPharmacies/Drugstoresrepresentalmost50%oflostexpenseinHairCare.ThemostimportantsupermarketcompetitorisC
15、hainB,withonly8%oftotalexpense,4.LostExpensesinHairCareBuyersofChainAArgentina,31%ofthelostexpensesisoutofSupermarkets;Pharmacies/Drugstores,Departmentstoresanddoor-to-doorchannels,4.LostExpensesinHairCareBuyersofChainABrasil,Competitionisamongdifferentsupermarketschains.34%oflostexpensecomefromChai
16、nB,4.LostExpensesinHairCareBuyersofChainAChile,TheChainAisplacedwithafewbuyersofHairCare,butthesupplyhappensinsidethechain.Goodrelativeloyalty,5.ChainandChannelsPositioningofHairCaresMarketPotentialandLoyaltyEvaluationArgentina,STRENGTHS,PROFIT/GAINS,OPPORTUNITIES,WEAKNESS,Lowloyaltyandlowpotential,
17、HairCarepurchaseisdoneoutofChainA,5.ChainandChannelsPositioningofHairCaresMarketPotentialandLoyaltyEvaluationBrasil,STRENGTHS,PROFIT/GAINS,OPPORTUNITIES,WEAKNESS,SimilarpositionofArgentina,butmuchcloserinpotentialwiththeirmaincompetitorsChainBandOtherSupermarkets,5.ChainandChannelsPositioningofHairC
18、aresMarketPotentialandLoyaltyEvaluationChile,STRENGTHS,PROFIT/GAINS,OPPORTUNITIES,WEAKNESS,6.LostExpensesDistributionofChainAamongHairCaresbuyersandnonbuyers,BrazilopportunityinbuyerofChainAandnonbuyerHairCarewhichconcentrate76%oflostexpenseis19,1%ofhouseholds,7.SocialEconomic,demographicProfileandL
19、ifeStyleofChainAbuyersArgentina,GreaterconcentrationofmiddleclasspeopleHousewifeswhoboughtHairCareinthechainareyoungerthanthosewhodidntbuyMosthouseholdsdidntbuyHairCareinthechainwithoutchildren,7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersBrazil,BuyernotboughtHairCareinChainA:HigherL
20、owLevelHouseholdswithoutchildren,Twodifferentgroupsofbuyers:BuyersnotboughtHairCareinChainA:lowersocial-economiclever,olderhousewives,withchildren,housewivesseekingforbalancedbetweenqualityandpriceBuyersboughtHairCareinChainA:highersocial-economiclever,youngerhousewives,indifferentpurchasestyle,7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersChile,ObjectiveContinuousComparativeResults(periodsandcountries)Microanalysis(onecategory)andMacroanalysis(groupofcategories)Easy,AdvantagesofCategoryManagementfromConsumerPanel,