品类管理与消费者关系研究（英文版）.PPT

CategoryManagement,UnderstandingtheconsumeraskeytosuccessDionisioSeissusGarcaAnaCludiaFioratti,ESOMAR,Mxico–October2004,,ConsumerPanel,Methodology,ContinuousResearchthathasthemainobjectivetounderstandthesamegroupofhouseholds,thespontaneouspurchasebehaviorofconsumers.DiaryPurchasesofmorethan70massconsumptioncategories(Food,HouseholdCleaning,PersonalCareandNonAlcoholicBeverages),,LatinAmericanCoverage,,,,,,,,,,,,,,,Coverage:14CountriesSample:25,000HouseHolds,CategoryManagementAnalysis,Opportunitiesformanufacturesandretailerspermitingto:IdentifythecustomersofaChainA,evaluatinginwhichotherchannelsofdistributionandsupermarketchainstheyalsodotheirpurchasesKnowthebuyersloyaltylevelofaChainA,searchingforpossiblecategoriesorproductportfoliosmixedbusinessopportunitiesQuantifythe“lostbusiness”ofChainA:Whotherealcompetitorisattheconsumermomentofdecidingtopurchase?Howmuchcouldbegainedinsales,whenaconcretemarketingstrategyisdevelopedtorecoverthelostexpense?,Benefitsofthetoolspresented,PhasesofCategoryManagement,,10million,,100million,,,40million,CategoryVolumeoftheChain:Chain’smarketshare,CategoryVolumeinallchannelsofdistribution,CategoryVolumemadebythechains’customers,,,,10million,OnlyasmallproportionoftheChain’sconsumers,buythecategoryatthesamechain,AssessmentoftheChain’sSalesVolume,,1.Knowthebusinessvolume,thechains’smarketshare,andthecustomersoftheespecificchain,,Theloyaltyis25%thentotalpotentialis30million.,LoyaltyoftheChain’sSalesVolume,,2.Measurechainloyaltyindeterminedcategoryandtheexpensecompetitor’sloss,,Whichchainsandchannelsofdistributionarethe“receivers”ofConsumersChainXlostexpenses?,AssessmentofthelostexpensesofChainX(%),3.Expenseanalysis,,WheredoestheChainXstandatthemoment?Whatshouldwefocusontoattractmorecustomersorkeeptheloyalcurrentone?,HIGHPOTENTIAL,LOWPOTENTIAL,,,Manycategorybuyers,whobuyelsewhere.,Fewcategorybuyers,whobuyelsewhere.,Manycategorybuyers,buyingatChainX,Fewcategorybuyers,whohoweverbuyatChainX.,OPPORTUNITIES,STRENGTHS,WEAKNESS,PROFIT/GAINS,LOWLOYALTY,HIGHLOYALTY,,4.Knowthechainandcompetitorspositioning,MarketPotencialEvaluation,,,5.Measurethemainfactorswhichgeneratelosses,Itestablisheswhethertheseslossesaretheresultsofsensitivitytoprices,promotionsandadvertisingactivities,etc.Thisanalysisisbasedontimeperiodsthathaveshownsignificantchangesinthechainmarketshare,whenevaluatingone’schainactionsandcompetitors.,,,6.Knowdifferentcustomergruopsinthechain(targets),Asthemarketisincreasinglycompetitiveitisclearlyimportanttoidentifythecustomergroupswhicharecontributingnegativelyforthechain’sresultsandfocusone’saimonthesespecificconsumers,attractingandmakingthemloyal.,7.Makethecorrectdecisionstokeepandimprovethechainmarketshare,andworkmorecloselywithmanufacturerstoenhancebettersalesandprofitresults.,,TheLatinAmericanConsumer:ComparingtheArgentinean,BrazilianAndChileanAnalysis,ThroughtheConsumerPanelinformation,theCategoryManagementmethodologyisanalizedfor:HairCareCategory(ShampooandHairConditioners)InArgentina,BrazilandChileinaspecificChain,mentioned:ChainADuringtheperiodbetweenJuly2003andJune2004Sample:11,100households,,RelativeimportanceofPersonalCarebetween9%-10%oftheFMCGtotalHairCarerepresentbetween2%-3%ofthetotal,beingofgreatrelativeimportanceinChileDifferentmarketshareofShampooinHairCareperCountry:Brazil46%;Argentina35%andChile29%,1.GeneralDiagnosis,ShareofMarket:FMCG,PersonalCareandHairCare(%Value),,ArgentinashowsasmallermarketshareforSupermarketsBrazilandinChilemorethan60%ofpurchasesaredonebythischannel,,,1.GeneralDiagnosis,ShareofMarket–DistribuitionChannelsFMCG(%Value),,Greatparticipationofpharmacies/drugstores,directSalesanddoortodoorchannelinallcountries,,,1.GeneralDiagnosis,,ShareofMarket–DistribuitionChannelsPersonalCare(%Value),,AthirdpartofpurchasesinthesecategoriesoccursoutofthesupermarketchannelInArgentinatheimportanceofTraditionalChannelisconsiderablyhigh,,,ShareofMarket–DistribuitionChannelsHairCare(%Value),1.GeneralDiagnosis,,ConsumersbuyHairCareinChainA:42%inArgentina27%inBrazil51%inChile,,,2.ImportanceofBuyersatChainAandHairCare(%),,,,3.LostExpensesandLoyaltyBuyersofChainA,LoyaltyinHairCarebuyersofChainA:17%inArgentina10%inBrasil27%inChile,,TraditionalChannelandPharmacies/Drugstoresrepresentalmost50%oflostexpenseinHairCare.ThemostimportantsupermarketcompetitorisChainB,withonly8%oftotalexpense,,,4.LostExpensesinHairCareBuyersofChainAArgentina,,31%ofthelostexpensesisoutofSupermarkets;Pharmacies/Drugstores,Departmentstoresanddoor-to-doorchannels,,4.LostExpensesinHairCareBuyersofChainABrasil,,,Competitionisamongdifferentsupermarketschains.34%oflostexpensecomefromChainB,,4.LostExpensesinHairCareBuyersofChainAChile,,TheChainAisplacedwithafewbuyersofHairCare,butthesupplyhappensinsidethechain.Goodrelativeloyalty,5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationArgentina,STRENGTHS,PROFIT/GAINS,OPPORTUNITIES,WEAKNESS,Lowloyaltyandlowpotential,HairCarepurchaseisdoneoutofChainA,5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationBrasil,STRENGTHS,PROFIT/GAINS,OPPORTUNITIES,WEAKNESS,SimilarpositionofArgentina,butmuchcloserinpotentialwiththeirmaincompetitors–ChainBandOtherSupermarkets,5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationChile,STRENGTHS,PROFIT/GAINS,OPPORTUNITIES,WEAKNESS,6.LostExpensesDistributionofChainAamongHairCare’sbuyersandnonbuyers,,,Brazil–opportunityinbuyerofChainAandnonbuyerHairCarewhichconcentrate76%oflostexpenseis19,1%ofhouseholds,,7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersArgentina,GreaterconcentrationofmiddleclasspeopleHousewifeswhoboughtHairCareinthechainareyoungerthanthosewhodidn’tbuyMosthouseholdsdidn’tbuyHairCareinthechainwithoutchildren,,7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersBrazil,BuyernotboughtHairCareinChainA:HigherLowLevelHouseholdswithoutchildren,,Twodifferentgroupsofbuyers:BuyersnotboughtHairCareinChainA:lowersocial-economiclever,olderhousewives,withchildren,housewivesseekingforbalancedbetweenqualityandpriceBuyersboughtHairCareinChainA:highersocial-economiclever,youngerhousewives,indifferentpurchasestyle,7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersChile,ObjectiveContinuousComparativeResults(periodsandcountries)Microanalysis(onecategory)andMacroanalysis(groupofcategories)Easy,AdvantagesofCategoryManagementfromConsumerPanel,