Kantar worldpanel Brand Outlook 3 minute summary

BRAND OUTLOOKPROJECTING FUTURE GROWTH BASED ON CURRENT FOUNDATION PERFORMANCE

0

10

20

30

40

50

60

70

80

90

100

2011 2012 2013

BRAND OUTLOOK3

CENTRAL CONCEPT

Answering the question: “Am I going to grow next year?”

Promotions are important to growth but increasing them is not always sustainable…

Shifting the foundation of your brand improves your potential for growth by raising the platform for promotions to build upon – the central concept of Brand Outlook

Bra

nd

Fou

nd

atio

nP

rom

otio

na

l No

ise

Illustrative data only. © Kantar Worldpanel

Illustrative data only. © Kantar Worldpanel

5

Illustrative data only. © Kantar Worldpanel

6

Illustrative data only. © Kantar Worldpanel

7

BRAND OUTLOOK8

CONVEYING ANNUAL GROWTH PROJECTION

The Grading System

Brand Outlook displays this projected annual growth rate through a consistent cross category grading system; From the Top 5% of all Grocery performers at A* down to the bottom 20% which are graded E

A

A

B

C

D

E

TOP 5% 80-95% 60-80% 40-60% 20-40% BOTTOM 20%

*

Illustrative data only. © Kantar Worldpanel

9

Illustrative data only. © Kantar Worldpanel

10

Illustrative data only. © Kantar Worldpanel

11

Illustrative data only. © Kantar Worldpanel

12

0

500

1000

1500

2000

2500

3000

BRAND OUTLOOK

Illustrative data only. © Kantar Worldpanel

13

ACKNOWLEDGING PROMOTIONAL VARIABILITY

But promotions can vary

Brand Outlook applies average promotional uplifts to determine the growth grades, but as promotions can vary, obtaining this average outcome in the future is easier said than done…

June 12 – June 13 Average

Reg

ular

Sho

rt T

erm

Average ConsistentJune 12 – June 13

BRAND OUTLOOK

Illustrative data only. © Kantar Worldpanel

14

ACKNOWLEDGING PROMOTIONAL VARIABILITY

But promotions can vary

Reg

ular

Sho

rt T

erm

As in reality this average is taken from …consistent promotional performance last year…

0

500

1000

1500

2000

2500

3000

Average Consistent Variable

BRAND OUTLOOK

Illustrative data only. © Kantar Worldpanel

15

ACKNOWLEDGING PROMOTIONAL VARIABILITY

But promotions can vary

Reg

ular

Sho

rt T

erm

…variable promotional performance last year...

0

500

1000

1500

2000

2500

3000

Average Consistent Variable Inconsistent

BRAND OUTLOOK

Illustrative data only. © Kantar Worldpanel

16

ACKNOWLEDGING PROMOTIONAL VARIABILITY

But promotions can vary

Reg

ular

Sho

rt T

erm

… or inconsistent promotional performance last year.

These 3 levels of promotional variability are represented by the numbers 1, 2 and 3

1 2 3

0

500

1000

1500

2000

2500

3000

BRAND OUTLOOK17

COMPLETING THE BRAND OUTLOOK

Projecting Growth with Variability

Applying the same promotional outcome as last year, to the latest foundation behaviour gives us a grade, in this case A*…

Means Growth Projection matches the top 5% of Grocery Brand’s growth projections…

…and historical promotions suggest less scope for variance around this projection (as average promotional outcome is a fair assumption)

…and historical promotions suggest some scope for variance around this projection

…and historical promotions suggest more scope for variance around this projection (as average promotional outcome is less likely)

A * A1 * A2 * A3 *

© Kantar Worldpanel© Kantar Worldpanel

Projecting future growth based on current foundation performance

BRAND OUTLOOK

http://www.kantarworldpanel.com/en/Expertise

For further information please visit: