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Coca-Cola HBC Romania SRL
Cristina Colacel,
Martie 2010
IntelegereaIntelegerea cumparatoruluicumparatorului sisi a a
magazinuluimagazinului
ModuriModuri de de adaptareadaptare sisi sustineresustinere a a
vanzarilorvanzarilor
Today there are 3 key issues:
no activation…
too much activation…
and activation
that doesn’t
speak to the
shopper
Shopper Marketing is Really Quite Simple….
“The “shop” and “buy” decisions go beyond the realm of the
electric field analogy. With this random utility framework, we
can write down the likelihood regarding the shopper’s visit
decision and theoretically predict the stochastic nature of
shopper movements.”
21 24 2934
69 6763
59
7 6 53 3 4 4
4
2005 2006 2007 2008
Other storetypes
Kiosks
Food Stores
Hyper/Supermarkes
Romania - Value Shares by Channel (%)
+20%in value
• Total FMCG retail market* increased by 27% in 2008, mainly driven by increased
volumes (+16%)
•Traditional trade decreased in value share, but recorded a significant increase in absolute
value.
+21%in value
Nielsen: Shopper trends 2009
38
28
105
13
3 1
53
1916
5 61 0
0
10
20
30
40
50
60
70
80
90
100
Hypermarkets Supermarkets Discount Stores Cash & Carry Traditional
Grocery
Open Market Kiosk
2008 2009
MODERN TRADE
63% - 200577% - 200681% - 2008
93% - 2009
MODERN TRADE
63% - 200577% - 200681% - 2008
93% - 2009
TRADITIONAL TRADE37% - 2005
23% - 200619% - 2008
7% - 2009
TRADITIONAL TRADE37% - 2005
23% - 200619% - 2008
7% - 2009
Data in %
Shopper cut their budget from traditional trade
Nielsen: Shopper trends 2009
4
6
23
2
16
1312
7
5
3
56
23 3
19
1211
65
34
6
2
43
18
109
5 5
2
Hypermarkets Supermarkets Cash & Carry Discount
Stores
Petrol Stations Bakeries Kiosk Traditional
Grocery
Open Market Vegetable
Vendor
Butcher
2006 2008 2009
•Traditional Trade being less visited
Nielsen: Shopper trends 2009
RTD Buyers visit Grocery and Kiosk outlets most frequently
Average no. of visits a week
RTD
Grocery 3.83
Kiosk 3.39
CSD and Beer make up the largest percentage of NARTD purchase in Traditional Trade
The grocery channel shows the highest percentage of planned shopping.
Stores% Planned
Shopping Trip
% who planned RTD
purchase (of those who
planned shopping trip)
Grocery 59% 59%
Kiosk 41% 58%
And the reason for RTD purchase is highest for regular usual daily shopping - 48% while in Kiosk
urgent item is dominant - 35%
Activations Awareness - Groceries & Kiosks
POS Material Warm Space Chilling Equipment
67%
11%
5%
38%
56%
5%
29%
11%
Grocery(n=352)
Kiosk(n=170)
Grocery(n=151)
Grocery(n=709)
Kiosk(n=481)
* Warm display includes classic display, plastic racks display, metal racks display, stacker display
The activation zone of the RTD, especially POSM materials and cold drink equipment has a high
awareness for the shopper
Economic environment influenced 2009
everybody's performance
� “Growth” was -7.2% in 2009 ……………..
� …and we got the chance that Romania failed into
recession
� Consumer spending, which grew 11.6% in 2008,
decelerated at 8.2% in 2009
� And, the unemployment rate grew up to 8.9%
� As elsewhere, there was some consolation from a lower
inflation rate, which dropped from 7.9% to 5.6% and
Source: The Economist
18.9% 15.6%
14.7%14.7%
4.2%5.3%
9.0%8.9%
8.0% 9.7%
23.1% 21.6%
11.5% 13.0%
2008 2009
Processed meat and frozen vegetables
Pastry/flour
Beer
Dairy
Coffee
Bread
Snacks
AFB
Alcoholic drinks
14.5%11.9%
5.7%5.7%
2.0%2.3%
3.5%3.3%
5.1%5.0%
17.4%16.0%
28.2%32.5%
2008 2009
Transaction Value
Romania – FMCG trend in Traditional Trade
Total FMCG
(n=700)
Total Food
(n=289)
Total
Non-Food
(n=225)
Total
Beverages
(n=186)
54
23
22
16
7
2
60
19
21
18
5
1
52
28
20
16
7
2
51
19
25
15
9
3
Buy more Private Labels than used
to
Buy multipacks more often than
usually
Buy category less frequently
Look for price promotions more
than used to
Buy less expensive brands
Buy less of the same brand
Crisis’ Impact on Purchase Behaviour
Traditional Trade in figures for CocaTraditional Trade in figures for Coca--Cola Hellenic Cola Hellenic
(Revenue(Revenue’’09)09)
Main Channels - share in total Off Premise
(Traditional Trade)
66%
14%
2%
17%
1%
Kiosk
Groceries
Petroleum
SMK/ette
Other OFF Premise
How we activated the shopper in this environment?How we activated the shopper in this environment?
Value Activities
Consumer Promotion
Tailored Shopper activation
How we activated the shopper in this environment?How we activated the shopper in this environment?
� Targeted shopper message
� Price must be clear communicated
� at the point of sale
� on package
� impulse zone – placements
� Emphasize the impulse zone through innovative placements
Value Activities
+23% Vs Trend
How we activated the shopper in this environment?How we activated the shopper in this environment?
� Targeted consumer & shopper message
� Prizes & mechanic more visible
� on POSM
� on participants package
� Placements to activate the impulse zone
Consumer Promotion
+9% Vs Trend
How we activated the shopper in this environment?How we activated the shopper in this environment?
� Targeted shopper message
� Tailored channel activation
� dedicated mechanic
� attractive reward for transaction size
� Placements to activate the impulse zone
Tailored Shopper Activation
+11% Vs Trend
How we activated the store?How we activated the store?
Thank You!