Kantar worldpanel - who do you compete with?

© Kantar Worldpanel© Kantar Worldpanel

How a market structure can help

WHO DO YOU COMPETE WITH?

© Kantar Worldpanel© Kantar Worldpanel

Defining your competition with actual purchasing behaviour

Can you make the right decisions if you don’t know who you really compete with?

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An average category contains over 130 skus per store

Do you compete with every one? Or just a few key ones?

?

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knowing who you really compete with is harder than ever

New product launches observed in RST over 52 weeks to 04 Sept 11, excluding direct replacements for existing brands

EVERY 4 WEEKS 750 ‘NEW’ PRODUCTS

And the landscape changes constantly...

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Our belief....you need to understand real shoppers,

in real life stores, making choices over time

Standard Premium

Carte D’Or shoppers are more likely to buy Premium –

this is the true competitive set ?

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To ultimately create real life shopper-based competitive sectors!

Volume +5%

Price per Kg -10%

INSTANT HOT DRINKS

Hot Chocolate, Malted Drinks and Cocoa Speciality Instant Coffee

Hot Chocolate Sachets

Cappuccino flavourOther

flavoursHot Chocolate and Cocoa Malted Drinks

Who competes in Instant Hot Drinks?

to help you.......

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IDENTIFYNPD

OPPORTUNITIES

PRICE & PROMOTE

APPROPRIATELY

CREATE EASY TO SHOP

CATEGORIES

Make better decisions, internally and with your customers

CREATE SHOPPER-BASED

LISTING ARGUMENTS

RATIONALISE YOUR

PORTFOLIO

IMPROVE YOUR COMMS

STRATEGY

For example...

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Carte D’Or should be worried by Haagen Dazs (and others) promoting below their full (and now higher) RSP price...

£

BETTERPRICE AND

PROMOTION

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46%Block Cheesevolume on deal

The right level for Pilgrims’ Choice?

BETTERPRICE AND

PROMOTION

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Four main Cheese sectors: It’s not one size fits all!Double Gloucester has a different competitive set!

Volume +5%

Price per Kg -10%

Block Cheese

Other Block Cheese Branded Block Cheddar

Sm

all B

rand

ed

Blo

ck

Large Branded Block

Hard Continental

Territorials and PL Cheddar

733323

% VOLUMEON DEAL

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BETTERPRICE AND

PROMOTION

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Cheese Spreads & Slices

Fuller Fat Healthier

Spread Portions

Bra

nded

Slic

es

PL Slices Full Fat TubsLi

ght S

prea

dsHealthy Portions

Cottage Cheese

Fla

vour

ed

Low Fat is a key area of competition in Cheese Spreads – opportunity for Seriously Strong, which only plays in Full Fat

Colours indicate sector performance

IDENTIFYNPD

OPPORTUNITIES

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To maximise shoppers and sales, which SKUs should be removed to make space for NPD within Light Spreads?

Existing Range

Light Spreads SKUs

+£1.5m

-£1.4m

Optimised Range(retaining as many

shoppers as possible)

Full Fat Sector

Incremental sales of NPD (shopper behaviour modelled based on test market predictions)

Predict shopper behaviour once SKUs removed

SHOPPER-BASED LISTING

ARGUMENTS

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Key benefits

– Clarity on who you compete with based on actual shopper behaviour across the market

– Comprehensive profiling of key value levers you can influence

– Retailer-specific, quantified ranging opportunities

– Grounded in robust analytical techniques

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© Kantar Worldpanel© Kantar Worldpanel

How a market structure can help

WHO DO YOU COMPETE WITH?

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

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