BRAND OUTLOOK PROJECTING FUTURE GROWTH BASED ON CURRENT FOUNDATION PERFORMANCE
Kantar worldpanel Brand Outlook 3 minute summary
Feb 09, 2015
Brand Outlook is an approach from Kantar Worldpanel to project the sales of every grocery brand in to next year - applying a unique grading system.
For more information please visit: http://www.kantarworldpanel.com/en/Expertise
For more information please visit: http://www.kantarworldpanel.com/en/Expertise
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BRAND OUTLOOKPROJECTING FUTURE GROWTH BASED ON CURRENT FOUNDATION PERFORMANCE
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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
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Illustrative data only. © Kantar Worldpanel
Illustrative data only. © Kantar Worldpanel
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Illustrative data only. © Kantar Worldpanel
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Illustrative data only. © Kantar Worldpanel
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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
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B
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E
TOP 5% 80-95% 60-80% 40-60% 20-40% BOTTOM 20%
*
Illustrative data only. © Kantar Worldpanel
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Illustrative data only. © Kantar Worldpanel
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Illustrative data only. © Kantar Worldpanel
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Illustrative data only. © Kantar Worldpanel
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BRAND OUTLOOK
Illustrative data only. © Kantar Worldpanel
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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
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Average ConsistentJune 12 – June 13
BRAND OUTLOOK
Illustrative data only. © Kantar Worldpanel
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ACKNOWLEDGING PROMOTIONAL VARIABILITY
But promotions can vary
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As in reality this average is taken from …consistent promotional performance last year…
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Average Consistent Variable
BRAND OUTLOOK
Illustrative data only. © Kantar Worldpanel
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ACKNOWLEDGING PROMOTIONAL VARIABILITY
But promotions can vary
Reg
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Sho
rt T
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…variable promotional performance last year...
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Average Consistent Variable Inconsistent
BRAND OUTLOOK
Illustrative data only. © Kantar Worldpanel
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ACKNOWLEDGING PROMOTIONAL VARIABILITY
But promotions can vary
Reg
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Sho
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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
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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:
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