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Strategii de promovare la raft si impactul lor asupra consumatorilor
Daniel Enescu
ABORDARE
CONSUMATORII
Produse, preturi
PROMOTII
Producatori
Retail-eri
CONSUM Cumparaturi
CRIZARecesiune
Mediu economic
Mediu economicRecesiune
CRIZA
CONSUMATORII
Produse, preturi
PROMOTII
Producatori
Retail-eri
CONSUM Cumparaturi
CRIZARecesiune
Mediu economic
Mediu economicRecesiune
CRIZA
CRIZASegmentarea consumatorilor in functie de
atitudinea fata de criza
Segmentarea consumatorilor in 2009
Orientati catre trecut/ vad amenintari
Orientati catre viitor/ vad oportunitati
Activi
Pasivi
conservatorii
23.6%
oportunistii
27.8%
Nostalgicii
22.4%
In functie de atitudinea fata de criza
Sursa: Daedalus Millward Brown, baza 2000 respondenti, CATI august 2009
26.3%
Detasatii
Schimbari IN 2010 FATA DE 2009Activ
Pasiv
Detasatii
oportunistiiconservatorii
Nostalgicii
CRESTE ORIENTAREA CATRE TRECUT /
AMENINTARI 12.3%
DEVIN USOR MAI
ACTIVI2.5%%
Segmentarea consumatorilor In functie de atitudinea
fata de criza
Orientati catre trecut/ vad amenintari
Orientati catre viitor/ vad oportunitati
DIMENSIUNEA SEGMENTELOR IN 2010
Orientati catre trecut/ vad amenintari
Orientati catre viitor/ vad oportunitati
Activi
Pasivi
Detasatii
oportunistiiconservatorii
Nostalgicii
30.4% 23.4%
18.4%27.9%
23.6% 27.8%
26.3%22.4%
Sursa: Daedalus Millward Brown, baza 2000 respondenti, august 2010
Segmentarea consumatorilor In functie de atitudinea
fata de criza
Total
conservatorii
oportunistii
Nostalgicii
Detasatii
Frecventa de Mers la Cumparaturi Fata de Anul Trecut - Hipermarketuri/ Supermarketuri
2009 2010
Sursa: Daedalus Millward Brown, CATI august 2009, august 2010
Cos de Cumparaturi Fata de Anul Trecut - Hipermarketuri/ Supermarketuri
Sursa: Daedalus Millward Brown, CATI august 2009, august 2010
1 3 . 5 %
1 3 . 8 %
7 . 6 %
3 . 1 %
2 0 . 4 %
1 3 . 9 %
1 4 . 4 %
9 . 9 %
1 4 . 3 %
9 . 7 %
4 7 . 3 %
3 9 . 5 %
3 8 . 0 %
2 0 . 9 %
4 8 . 6 %
4 2 . 4 %
3 7 . 2 %
3 0 . 4 %
4 3 . 2 %
3 2 . 3 %
3 9 . 2 %
4 6 . 7 %
5 4 . 4 %
7 6 . 0 %
3 1 . 0 %
4 3 . 7 %
4 8 . 4 %
5 9 . 7 %
4 2 . 5 %
5 8 . 0 %
0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 %
D e t a s a t i ( 2 0 0 9 )
D e t a s a t i ( 2 0 1 0 )
N o s t a l g i c i ( 2 0 0 9 )
N o s t a l g i c i ( 2 0 1 0 )
O p o r t u n i s t i ( 2 0 0 9 )
O p o r t u n i s t i ( 2 0 1 0 )
C o n s e r v a t o r i ( 2 0 0 9 )
C o n s e r v a t o r i ( 2 0 1 0 )
2 0 0 9
2 0 1 0
M a i m u l t d e c a t a n u l a n t e r i o r L a f e l c a i n a n u l a n t e r i o r M a i p u t i n d e c a t i n a n u l a n t e r i o r
CONSUMUL si PROMOTIILE
CONSUMATORII
Produse, preturi
PROMOTII
Producatori
Retail-eri
CONSUM Cumparaturi
CRIZARecesiune
Mediu economic
Mediu economicRecesiune
CRIZA
CONSUMATORII
Produse, preturi
PROMOTII
Producatori
Retail-eri
CONSUM Cumparaturi
CRIZARecesiune
Mediu economic
Mediu economicRecesiune
CRIZA
CONSUMATORII
Produse alimentare
de baza
Bauturi
DulciuriProduse de
ingrijire personala
Cafea
Produse proaspete
Produse de ingrijirea locuintei
Produse de panificatie
INCIDENTA DE CONSUMEvolutie August 2008 – August 2010
y = -0.0093x + 416.37
0102030405060
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
CIOCOLATA - TABLETE
y = 0.0074x - 218.026065707580859095
100
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
ULEI
y = 0.0017x - 25.45202530354045505560
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
IAURT SIMPLU
y = 0.0052x - 153.22303540455055606570
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
APA PLATA
y = -0.0045x + 204.17
15
20
25
30
35
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
IAURT CU FRUCTEy = -0.0015x + 89.603
101520253035404550
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
NECTAR &100% JUICE
Se mentine si chiar creste usor la categoriile de baza
In scadere mai mult sau mai putin accentuata la produsele “Nice to Have”
Sursa: BrandExpress, Daedalus Millward Brown
CONSUMATORIIProduse
alimentare de baza
Bauturi
Dulciuri
Produse de ingrijire
Cafea
Produse proaspete
CONSUMPROMOTIICONSUMATORII
Produse alimentare de
baza
Bauturi
Produse de impuls
Produse de ingrijire
Produse dependente
Produse proaspete
PROMOWATCH®
PROMOTII LA RAFT
ULEI
CAFEACIOCOLATA
IAURT
STUDIU DE CAZ: DETERGENTI DE RUFE
33% off
2 + 1
17% off
15% off
24% off
5 + 1
20% off
1 kg zahar Coronita
8% off
6% off
3% off
10% off
Ulei – Floarea Soareluiy = 0.0074x - 218.02
6065707580859095
100
Aug-08 Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10
ULEI
Promotii la raft – investitia in PRPs
mai – aug2010
ian – apr2010
sept – dec2009
mai – aug2009
Total PRPs
Pret initial nespecificat
Pret initial specificat
Mai multe produse la acela si pret
Cadou
12+1 (dupa casa de marcat)
8% off
14 + 1
250g vegeta de legume
10% off
TOP PROMOTII in PRPs
5 + 1
Faina Dobrogea 1 kg
14 + 1
7% off
12% off
10% off
Sursa PROMOWATCH®
91.8%65.5% 80.4% 85.1%
1.9%24.6% 6.8% 11.4%
3.1%8.2% 8.1% -
0.6%1.7% 4.7% 3.5%
9,130 10,174 7,564 7,417
*Brosuri
Iaurt SimpluPromotii la raft – investitia in PRPs
mai – aug2010
ian – apr2010
sept – dec2009
mai – aug2009
Total PRPs
Mai multe produse la acela si pret
Pret initial nespecificat
Pret initial specificat
Second product discounted
Cadou
TOP PROMOTII in PRPs
y = 0.0017x - 25.45202530354045505560
Aug-08
Oct-08
Dec-08 Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09 Feb-10
Apr-10
Jun-10
Aug-10
IAURT SIMPLU
10 + 2
6 + 2
2 + 1
5 + 1
3 + 1
9 + 3
6 + 2
3 + 1
50% off at second item
11 + 1
10 + 2
2 + 1
3 + 1
6 + 2
5 + 1
50% off at second item
11 + 1
7 + 1
6 + 2
10 + 2
2 + 1
9 + 3
1 + 1
5 + 1
14.2% 18.0% 14.6% 7.1%
Sursa PROMOWATCH®
12,03414,539
12,23618,888
77.5% 73.9% 71.4% 72.3%
4.1% 5.4% 5.5% 8.0%
1.3% 2.6% 6.6% 9.1%
2.1% - 0.1% 1.8%
CafeaPromotii la raft – investitia in PRPs
mai – aug2010
ian – apr2010
sept – dec2009
mai – aug2009
Total RPs
Pret initial nespecificat
Pret initial specificat
Mai multe produse la acela si pret
Cadou
Second product discounted
TOP PROMOTII in PRPs
y = -0.002x + 138.58
010203040506070
Aug-08
Oct-08
Dec-08 Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09 Feb-10
Apr-10
Jun-10
Aug-10
CAFEA
50% off at second item
5+1
15% off
25% off
1+1
20% off
20% off
11+1
3+1
50% off at second item
2 cups
22+2
20% off
50% off at second item
11+1
22+2
20+4
17% off
50% off at second item
metallic box
2 mugs
2+1
11+1
5+1
40,11048,149
42,972 39,266
17.3%42.7% 30.4% 29.8%
38.9%20.4% 12.4% 26.4%
25.8%16.3% 21.4% 23.1%
8.0%10.4% 25.5% 16.3%
8.3%8.8% 7.3% 4.1%
Sursa PROMOWATCH®
4+1
9+1
2+1
120g la pret de 100g
1+1
18+2
4+1
9+1
50% off at second item
10% off
20% off
15% off
10% off
125g la pret de 100g
4+1
9+1
50% off at second item
2+1
9+1
4+1
18+2
5+1
50% off
50% off at second item
Ciocolata - TabletePromotii la raft – investitia in PRPs
mai – aug2010
ian – apr2010
sept – dec2009
mai – aug2009
Total PRPs
Pret initial nespecificat
Mai multe produse la acela si pret
Pret initial specificat
Mai multa cantitate la acelasi pret
Al doialea produs la pret redus
TOP PROMOTII in PRPs
y = -0.0093x + 416.37
0102030405060
Aug-08
Oct-08
Dec-08 Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09 Feb-10
Apr-10
Jun-10
Aug-10
CIOCOLATA - TABLETESursa PROMOWATCH®
25,808 30,01541,132 39,393
32.7%61.7% 48.9% 41.5%
10.6%21.7% 33.3% 24.1%
28.9%7.9% 13.4% 24.2%
15.9%7.1% 0.2% 1.0%
11.6%0.3% 2.4% 4.7%
Studiu de cazDETERGENTI de RUFE
Structura PRPs
Mai – August2010
Ianuarie – Aprilie2010
Septembrie – Decembrie2009
Total PRPs Septembrie 2009 – August 2010
72%
23%
2%3%
Cash&Carry HypermarketSupermarket Discounter
66%
26%
4% 4%
Cash&Carry HypermarketSupermarket Discounter
68%
26%
4% 2%
Cash&Carry HypermarketSupermarket Discounter
67,58872,021
77,449
Promotii la raft – investitia in PRPs
Sursa PROMOWATCH®
Detergent de rufePromotii la raft – investitia in PRPs
Mai – August2010
Ianuarie – Aprilie2010
Septembrie – Decembrie2009
Mai multe produse la acelasi pret
Mai mult detergent la acelasi pret
Pret initial nespecificat
Pret initial specificat
Cadou
Al doilea produs la pret redus
Discount Vizibil: evolutie sept 2009 – august 2010
Sursa PROMOWATCH®
47.2% 43.9% 47.8%
19.2% 24.1% 24.0%
14.2% 16.9% 10.5%
5.6% 6.8% 4.3%
11.7% 2.7% 9.7%
2.8% 5.0% 3.9%
18.9% 17.9% 17.4% 17.8%14.1%
16.6% 18.0%16.0% 16.7% 16.1%
19.8% 18.6%
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10
Ariel(2+1, 1+1, 50%off second, +1kg,
20%,9+1)(21-26)
Ariel(6+1, 50%off second, +5Kg, +Fairy,
+1kg,+3x400g)(27-30)
Ariel(6+1, 1+1, 2+1, +5kg, +Fairy,
+Lenor)(30-35)
Bonux(+3x400, )(21-23)
Bonux(+Ace, 4x400g, 9+1, +1kg)(24-29)
Bonux(+5kg, 1+1, +Ace, 6+1, 1x400g, 4x400g40%off second)(31-35)
Dero(2+1, +1kg, 8+1, +2kg, +900g, )(19-22)
Dero(8+2, 20+4, +3kg, 50%off second,
+1kg, +900g, clama pachet)(23-26)
Dero(8+1, 8+2, +3kg, )(27-32)
Dero(8+2, 8+1, 50%off second, +3kg, 5+1,
2kg, +cocolino)(33-37)
Persil(5kg la pret de 4kg, 50%off, SP-U,
5+1)(19-26)
Persil(3+1, 5kg la pret de 4kg, +1kg, +2kg,
50% off second, 25%)(27-31)
Persil(3+1, 5kg la pret de 4kg, +1kg,
+2kg,)(32-37)
Tide(SP-U)(19-22) Tide
(6+1, +4x400g, +1kg, +ACE)(23-29)
Tide (+4x400g, 6+1, 18+2, +1kg, )(30-37)
REX(SP-U)(19-26)
REX(+2kg, SP-U, +2kg)(27-30)
REX(+2kg, 3+1, SP-U, 6kg la pret de
5kg)(31-35)
OMO(9+1, 20+4, 8+1)(29-32)OMO(+2kg, 9+1)(33-36)
-3.00
-2.50
-2.00
-1.50
-1.00
-0.50
0.00
0.50
1.00
1.50
2.00
0% 5% 10% 15% 20% 25% 30% 35% 40%
Schimbari inP7D consumption (pp)
Share of PRPs (%)
Eficienta - P7D Consumption
Sursa PROMOWATCH®
Perioada Mai – August 2010
Sursa PROMOWATCH®
Eficienta - analiza 4 luni
18800 PRPs (iaurt simplu)
27800 PRPs(Carbonatate)
34900 PRPs (sampoane)
39400 PRPs (tablete)
77500 PRPs (detergenti)
39400 PRPs (cafea)
-3
-2.5
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
2.5
3
0% 5% 10% 15% 20% 25%-3
-2.5
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
2.5
3
0% 5% 10% 15% 20% 25%
-3.0
-2.5
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
3.0
0% 5% 10% 15% 20% 25%-3
-2.5
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
2.5
3
0% 5% 10% 15% 20% 25%
Schimbari in P7D Consumption (pp)
Share of PRPs (%)
CONCLUZII
CONCLUZII
ØPromotiile care aduc ceva nou/special pe piata au eficienta sporita fata de cele clasice
ØExista o legatura directa intre evolutia pietei si investitiile in promotii. Cu cat piata are o
tendinta mai accentuata de scadere, cu atat promotiile au o tendinta mai clara de crestere
ØAcolo unde au fost facute investitii masive in promotii, impactul acestora asupra
consumatorilor scade vizibil
ØConsumatorii din ce in ce mai educati si mai atenti “tind sa elimine” promotiile de tip pret
special cu pretul inainte de promotie nespecificat
ØDesi exista variatii de la piata la piata, am identificat o tendinta vizibila de mutare a
promotiilor de volum/loializare catre promotiile de activare/achizitie
Ø Pe masura ce criza se adanceste, tipologia consumatorilor migreaza catre segmentele cu
atitudine mai pesimista, influentand modul in care acestia percep activitatile de marketing.
INTREBARI?
Multumesc!
Daniel EnescuPresedinte Daedalus Group
0213179731office@visionwise.ro
www.visionwise.ro
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