PROMOTIE- S T DRUK E S S. GfK 2012 Promodruk of promostress TMA Mei

PROMOTIES T DRUK E S S

© GfK 2012 | Promodruk of promostress TMA | Mei 2012

1

Even voorstellen… Stefan Heule Accoung Group Manager GfK Trade marketing Accountmanagement 2 jaar GfK 5 jaar Georgia-Pacific 8 jaar GfK Accountmanagement, Trade Marketing

Shopper insights, promoties, hard-discount, internationaal


2

1

International Landscape

2

National Landscape

3

Promotions : the facts

4

Promotions : the challenges

1

Context of promotions International Landscape


5

-35 Jan-97 Apr-97 Jul-97 Oct-97 Jan-98 Apr-98 Jul-98 Oct-98 Jan-99 Apr-99 Jul-99 Oct-99 Jan-00 Apr-00 Jul-00 Oct-00 Jan-01 Apr-01 Jul-01 Oct-01 Jan-02 Apr-02 Jul-02 Oct-02 Jan-03 Apr-03 Jul-03 Oct-03 Jan-04 Apr-04 Jul-04 Oct-04 Jan-05 Apr-05 Jul-05 Oct-05 Jan-06 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct 09 Jan 10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12

Lowest consumer confidence ever for Europe in late 2008, early 2009 – then some recovery – but again very low 5

0

-5

-10

-15

-20

-25

-30

Bank/ Financial crisis


Euro crisis

6

Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11

Unemployment Rate: Still High All Over Europe (10.4%) But Netherlands with 5% still the Lowest!

25

%

20

15

10

5

Source: Eurostat

Source: © GfK 2012Eurostat | Promodruk of promostress TMA | Mei 2012 7

Renewed inflation led to volume stability in 2011, modest growth is expected in 2012. 10 8 6

W. Europe Food inflation

4

2

Volume Yr ago % 0 Change

-2

Global

W. Europe

-4 -6 -8 Source Europanel based on monthly trends on hundreds of FMCG categories in 13 countries: France, Germany, Italy, NL, Spain, UK, Poland, Russia, Brazil, Mexico, China, Japan, USA


9

But value growth continues

14 12

W. Europe Food inflation

Global

10

8 Value 6 Yr ago % Change 4

2

0

W. Europe

-2 -4 Source Europanel based on monthly trends on hundreds of FMCG categories in 13 countries: France, Germany, Italy, NL, Spain, UK, Poland, Russia, Brazil, Mexico, China, Japan, USA


10

Growth in FMCG value continues in most markets Big differences between developed and developing countries

30 25

2008

2009

2010

2011

20 15

10 5

Value % change 0 -5

Source Europanel based on 4 weekly/monthly trends on hundreds of FMCG categories in each country.


11

Western Europe – Private Label value shares Inflation impetus  liking, uncertainty  more growth

33 32

PL share Food Inflation

15

13 11

31 9 30

7

29

5 3

28

Private Label Value Shares Western Europe

1 27

-1

26

-3 Q1 06Q2 06Q3 06Q4 06Q1 07Q2 07Q3 07Q4 07Q1 08Q2 08Q3 08Q4 08Q1 09Q2 09Q3 09Q4 09Q1 10Q2 10Q3 10Q4 10Q1 11Q2 11Q3 11Q4 11

Source Europanel consumer index – 10 countries


12

Brand vs PL price levels ; trends vary but changes are small

Brands % Price Premium vs PL

2007

92

2008

2009

2011

93 79

76 68 57

Germany

75

56

56

53

47

46

France

2010

Italy

NL

Spain

UK

Source Europanel based on monthly trends on hundreds of FMCG categories in each country. Prices are weighted by category value and indexed against PL price in January 2007. Excludes categories with n o PL


14

FMCG Shopping Frequency – W. Europe (11 countries) …. fewer opportunities to get to consumers to impulse buy but reduction in 2011 more modest 110

100

90

80

70

60

50

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Consumer confidence, inflation, PL development, shopping frequency all influence the promotional landscape. © GfK 2012 | Promodruk of promostress TMA | Mei 2012

15

Promotions still generally increasing in importance We are still telling more consumers that price is important! Storm from the west (UK) pushes promo-pressure !

40 35

2008

2009

2010

2011

33 33 30

30

28

25 20

23 17 18 18 17

15

15

17

24 25 25

18 19

16 17

17

19 19 18

14 12

10

5 0 France

Germany

Italy

NL

Spain

UK

Percent of Total FMCG Sales (volume in Italy) sold on promotion Sources: IRI, GfK, Kantar


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Power to the consumer : search for best price will continue.

Sinds 19 mei ook een app voor Android

© GfK 2012 | Promodruk of promostress TMA | Mei 2012 Bron: Apple.com; thenextweb.com

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Power to the consumer : search for best price will continue.

Slide 16


18

Trends in international landscape (that effect promotional buying behaviour)

Past few years hardly any volume growth that drives inflation Private label development (price level) & shopper frequency both influence buying behaviour Consumer confidence has decreased to a low level in both Europe and NL

Also digital consumers are price focussed.


19

1


2

Context of promotions: National Landscape / trends

Since July Dutch consumer confidence is under pressure.

Euro crisis © GfK 2012 | Promodruk of promostress TMA | Mei 2012

21

Februari 2011

Consumentenvertrouwen < -20 Zwaar negatief Consumentenvertrouwen tussen -20 en -10 Midden negatief Consumentenvertrouwen tussen -10 en 0 Licht negatief Consumentenvertrouwen > 0 Licht positief


22

Augustus 2011



23

Maart 2012



24

Younger People Less Pessimistic – Overall Consumer Trust Down

Total NL

18-29 years 30-39 years 40-49 years 50-64 years

65+ years

0 -12

-13

-20

-25 -31

-33

-22

-28 -35

-37

-42

-48

Aug '11

-36 -45

-52

-56

Sep '11 Okt '11

-56

source: GfK Panel Services - ConsumerScan © GfK 2012 | Promodruk of promostress TMA | Mei 2012

25

Total Food Market is recovering a bit due to stabilization of OOH and specialty stores. +1.7% Totale Consumptie 2011: € 56.5 miljard

+2.8%

+0,6% Out of Home

Supermarkten Food

2011: € 18.1miljard

2011: €27.6 miljard

+1.4% Overig assortiment Supermarkten 2010: €4.6 miljard

Source: FSIN and GfK © GfK 2012 | Promodruk of promostress TMA | Mei 2012

+0.1% Speciaalzaken/markt/ overige retail 2011: € 10.7 miljard

Also includes Internet sales

TOTALE SUPERMARKT Omzet 2011: € 32.2 miljard 26

However long term trend from Specialty stores is rather negative.

60

86%

% buying HH

50.9

50

Index penetration 2011 vs 2006

76% 43.9

67%

40.8

40

35.7 31.1

30 23.8

76% 76%

20.2

20

2006 2011

15.3

16.2

12.3

10

0

Bakker

Slager


Groentewinkel

Viswinkel

Kaasspeciaalzaak 27

Supermarket turnover increased by 2.6% in 2011 to 32.2 billion. This is almost completely driven by price increases.

Historie Supermarktomzetten (€)

* 31.7

+0.2%

+3.9%

+4.0%

+6.2%

+3.4%

+1.2%

+2.6%

+1.0%

+0.2%

* +5.4%

Historie bedrag per kassabon (€)

* € 21.91

+0.2%

+4.3%

+2.7%

+4.4%

+0.2% * +0.3%

* 2009 o.b.v. 53 weken © GfK 2012 | Promodruk of promostress TMA | Mei 2012

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Bron: GfK Supermarktkengetallen week 4 2012

GfK Forecast 2012. Also in 2012 limited growth is expected. Promopressure 17.0% 2011: 2010: 2009: 2008:

17.0% 16.5% 14.7% 11.6%

2011: 2010: 2009: 2008:

+2.0% +0.6% +2.6% +5.5%

2011: 2010: 2009: 2008:

Trade growth +2.5%

€ Value growth +2.0%

Volume

-0.1% +0.8% +1.6% +0.5%

2011: 2010: 2009: 2008:

+1.0%

-1.1% +1.2% -0.8% -0.6%


Volume per trip 0%

Source N=6000 GfK NL ConsumerScan, , (Attention: 2009 excl 53 wekeneffect +1,6%)

2011: 2010: 2009: 2008:

+2.6% +1.2% +3.4% +6.2%

# Households +0.5%

Price increases +1.0%

2011: 2010: 2009: 2008:

+0.6% +0.6% +0.8% +0.6%

2011: 2010: 2009: 2008:

+2.1% -0.2% +1.0% +5.0%

Shopping trips +1.0%

2011: 2010: 2009: 2008:

+1.0% - 0.4% +2.4% +1.1% 29

Over the last year many categories have shown growth in value, but only few have grown in volume. Base: Supermarkets 110.0

kaas

105.0 frisdranken

zoutjes/chips/st./extr./kroepoek vis/schaal- en schelpdieren

vlees melk en karnemelk

pinda's/nootjes/zoutjes/onderl.

gevogelte + wild

maaltijden en pizza's

chocolade

keukenrol/toiletpapier/tissues

vleeswaren

brood

suikerwerk

wijn + apperitieven rijst + deegwaren

100.0

totaal zuivel k&b incl verantw. tussend. yoghurt + zuiveldranken

bier koffiemelk-room & creamers

Value (abs.) index 2011 versus 2010

geel- en witvetten

95.0 94.0

95.0

96.0

97.0

98.0

99.0

100.0

101.0

102.0

103.0

Volume (abs.) index 2011 versus 2010

© GfK 2012 | Promodruk of promostress TMA | Mei 2012 30 Note: “Dierenvoeding” (index Volume: 92.1, index Value: 95.6) and “Koffie + thee” (index Volume: 97.0, index Value: 116.3) are not included in this grap

Jumbo has increased it‟s service and price perception in 2011 and surpassed AH again. Most retailers want to move on axis of price positioning.Development of Lidl is remarkable Relatief voordelig

Ontwikkeling Kerst/Zomerrapporten

„03

„03

„K11

„03 „K09

„K10 „K09

„03 „03

„K10 „K11

Relatief lage servicegraad

„K11

„K09

„K09 „K11 „K10 „K09 „K11 „K10

„K11 „K10 Relatief hoge servicegraad „K09

„K10

„K09

„06 „K10 „K09 „K11 „03 „K11

„K10 „03

„K09 „K11 © GfK 2012 | Promodruk of promostress TMA | Mei 2012

„K10

Relatief onvoordelig

„03

31

Trends in national landscape (that effect promotional buying behaviour)

Dutch FMCG market shows a moderate growth of 2.6%, also in 2012 a limited growth of 2.5% is expected. Just a limited categories show volumegrowth.

Lidl is growing towards service retailers. All target groups are affected by decreasing confidence, but the elderly people are the most negative (while these are thé promo buyers).


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1


2

National Landscape

3

The facts of promotions

Promotional pressure developed according to the 2010 trend, but increased somewhat in the second half of 2011. Steeds meer thema promoties 20 18

16 14 12 10

2009 2010

8

2011

6

P1

P2

P3

P4


P5

P6

P7

P8

P9

P10

P11

P12

P13

Promotiedruk (€), gemeten obv. uitingen in landelijke folder

34

Supermarket turnover grows, mainly due to a large increase in promo turnover, but non promo turnover grows as well!

Supermarket turnover - promo and non promo 2010

2011

Growth-index 2010-2011

Total turnover (x mln)

€ 31.414

€ 32.232

+2.6%

% Promo-turnover

16.4% =(€5.160)

17.0% =(€5.466)

+5.9%

% Non Promo-turnover

83.6% =(€26.254)

83.0% =(€26.766)

+2.0%


35

Strong increases in promo pressure for milk and buttermilk, fish, vegetables, potatoes, bread and coffee, strong decreases for salads and meat. % Promo-turnover (Supermarkets)

Totaal Supermarkten

2010

2011

Growth-index 2011 2010

16.4

17.0

103

44.5 33.2 26.5 31.0 22.6 21.5 19.6

43.2 34.0 28.4 31.8 22.9 21.8 19.3

97 102 107 103 101 102 99

26.4 26.4 21.9 15.4 13.5 12.2 11.3 11.4 12.6 14.1 1.0

25.5 25.2 26.8 16.1 12.9 13.7 10.0 12.4 11.6 15.3 1.6

97 95 123 105 95 112 88 109 92 108 162

KRUIDENIERSWAREN: wasmiddelen luiers koffie bier zoutjes/chips/st./extr./kroepoek frisdranken wijn VERS: gevogelte + wild vlees vis/schaal- en schelpdieren fruit kaas groenten salades aardappelen vleeswaren brood melk en karnemelk © GfK 2012 | Promodruk of promostress TMA | Mei 2012

36

Almost all retailers did increase their promotional pressure, except for Jumbo (changed in 2012) and Aldi.

Promo-aandeel food 2009 Promo-aandeel food 2010 Promo-aandeel food 2011

24.0

24.4

25.6

23.8 24.4

22.8

23.2

22.5

20.7

20.1

19.7 16.4

17.0

19.0 17.0

16.7

14.6

16.9

13.9 10.7

5.5 5.7

SM

AH

SdB

Aldi

5.2

7.4 6.9

6.3

Lidl

DC

Plus

6.0

Jumbo

C1000

Supermarkt



37

Promopressure in Drug increases faster than in Supermarkets. 36.1

32.8

30.5

29.4

26.7

16.3 17.0

35.2

19.2 20.7

SM


AH

Drogisterijen

Kruidvat

Etos


38

44% of Drogmetica sales in Drug is sold in promotion. Fresh creates the difference between Drug and Supermarkets.

55.0 50.0 45.0 40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0

Drogmetica

Kruidenierswaren

Vers

50.7

48.8

44.0 33.7 27.0

16.116.8

21.8

21.5 19.2 18.6

15.9

16.8 12.7

8.8

1.7

SM

AH

Lidl

Drug

3.2

Kruidvat

0.0

Etos

Mat Q1 2012



39

All shopper profiles contribute to the growth in promo turnover, singles are less addicted. Pensioners (A-brand lovers) buy relatively strong in promotion. % Promo-turnover (Supermarkets + Drug) 2010

2011

Growth-index 2011 2010

Total Netherlands

16.4%

17.0%

103

Young singles (< 40 years)

15.0%

15.8%

106

Double income, no kids

16.1%

16.8%

105

Households with kids, low income

16.3%

16.5%

101

Households with kids, high income

16.6%

17.0%

102

Wage earners (2P)

16.9%

17.2%

102

Singles (40 – 65 years)

15.4%

16.4%

107

Pensioners, low income

16.9%

17.4%

103

Pensioners, high income

17.1%

17.9%

105


40

Biggest consumers show highest promopressure . 160

18.00% 140

17.6%

140 120 120 100

17.2%

110 17.1% 100 16.80%

16.6%

16.7%

17.50%

104

99 16.6% 81

17.00% 16.50%

16.1% 70

80

16.00%

60

52 15.9%

40

Omzetbelang 15.50%

20

15.00%

0

14.50%


Promodruk %

41

Theory of “Sales Promotion Bump”

Sales Bump (uplift) Time © GfK 2012 | Promodruk of promostress TMA | Mei 2012

(Bron:Van Heerde en Neslin, 2008) 42

Growth effects (of the market) are both good for retailer and manufacturer. Timing effects only contribute to consumers.

Sales Promotion Bump (100%)

Growth Effects (33%)

Switch Effects (33%)

Timing Effects (33%)

(Bron:Van Heerde en Neslin, 2008) © GfK 2012 | Promodruk of promostress TMA | Mei 2012

43

Not all switch effects contribute the same !

Retailer perspective

Switch Effects Supplier perspective

CANNIBALIZATION

BRAND SWITCH


CATEGORY SWITCH

STORE SWITCH

(Bron:Van Heerde en Neslin, 2008)

44

Gezamenlijk doel en gelijke strijd ?


45

Significant contribution of promotions ?

 Good for the brand ?

 Good for the retailer ? (category growth / store traffic )

 Sponsoring buyers / create addicted shoppers ?


46

What‟s the contribution of promotions for brands?

Other brands

Other brands

PROMO

Brand in promo

Brand at R-price

Brand at R-price

Other brands

Other brands

Brand at R-price

Brand at R-price Brand in promo Other brands



Brand in promo Other brands

Fast Euro


Brand in promo

Defended market share

Brand in promo

Brand at R-price

Brand at R-price

PROMO

Other brands

Brand in promo

Other brands

PROMO

Brand in promo

Brand at R-price

PROMO

Brand at R-price

PROMO

Brand in promo

Brand erosion

Brand at R-price Brand in promo

Brand at R-price

Other brands

PROMO

Brand at R-price

PROMO

Loyalty bonus

Brand investment



Definitions: R-price=regular price © GfK 2012 | Promodruk of promostress TMA | Mei 2012

47

Promo*Evaluator effects

… win sustainable new buyers?

34.8

… waste money?

14.5

… defend market share?

18.1

Loyalty bonus for regular buyers


Fast Euro

… win short term buyers from the competition?

20.2

… harm the brand?

12.5


Brand investment

Brand erosion

48

In general promotions lead to more brand erosion than brand investment. Large part is short time win from competiton

Brand A

Brand B

Brand C

Brand D n= 2018

n=1709

n= 1150

n= 2634

22.8

21.0

17.9

Brand E n= 679

14.3 24.5 3.0 2.5

14.9 27.4

16.7

4.3 6.1

1.8

12.8

Brand Investment Loyalty Bonus

3.5

63.5 41.8

25.6

Purchase acts in %

48.0

28.3

Defended Market Share Fast Euro Brand Erosion

20.7

23.1


21.8

16.7

17.1

49

Do promotions lead to store traffic ? Store traffic Wasmiddel National Brand: 2 halen 1 betalen

Bier National Brand Krat: Voor- of Achterpagina

Frisdranken National Brand: Voorpagina

Vlees Rundergehakt: Korting 30%

0%

+ 5,2%

+ 2,6%

+ 5.7%

Themaweken Succesvolle themaweken: Hamsterweken, Toeterweken, Euroweken


+ 3.4%

50

Promotional behavior: level of addiction to promotions

Deal – to – Deal buyers (Buy >60% in promotion) Intermediate promo buyers (Buy > 15 – 60% in promotion) Rare-promo buyers (Buy <15% in promotion) Occasional buyers (< 3 occasions per year)


51

Overall A brand shoppers are quite addicted to promotions Promotion Behavior – Level of addiction to promotions

A-Brands 100%

10.9%

Deal – to – Deal buyers (Buy >60% in promotion)

29.6%

11.6%

36.3%

Intermediate promo buyers (Buy > 15 – 60% in promotion)

25% Rare-promo buyers (Buy <15% in promotion)

51.0% 36.2%

23.1%

11.1%

4.8%

3.9%

26.6%

26.0%

67.4%

68.8%

39.2%

54.7%

37.6%

55.6%

51.3%

3.4%

4.2%

1.2%

1.3%

Suikerwerk 2011

Kaas 2010

Kaas 2011

25.4% 37.6%

33.0%

0.4%

0.6%

11.0%

0% Wasmiddel 2010

5.2%

25.9%

75%

50%

4.7%

Wasmiddel 2011


Niet Niet Suikerwerk Alcoholische Alcoholische 2010 Dranken 2010 Dranken 2011

52

The role of promotions is less relevant for Private Label buyers. Promotion Behavior – Level of addiction to promotions

Private Label 100%

9.4% Deal – to – Deal buyers (Buy >60% in promotion)

75%

Intermediate promo buyers (Buy > 15 – 60% in promotion)

50%

10.5%

19.2%

19.3%

63.6%

61.5%

7.8%

8.7%

1.8% 13.2%

1.2% 12.2%

84.8%

86.2%

0.3%

0.4%

3.3%

3.9%

2.4%

2.3%

16.6%

16.8%

23.3%

22.3%

77.4%

76.4%

72.9%

74.3%

2.6%

2.9%

1.4%

1.2%

Suikerwerk 2011

Kaas 2010

Kaas 2011

25% Rare-promo buyers (Buy <15% in promotion)

0%

Wasmiddel 2010

Wasmiddel Niet Niet Suikerwerk 2011 Alcoholische Alcoholische 2010 Dranken 2010 Dranken 2011


53

Summary Promotions

Promopressure further increases to 17% (at almost all retailers) ! Prognose GfK: 20% in 2015

Promotional goalsettings differ (manufacturer and retailer) Brand versus category en store effecten

Limited # of promotions lead to Store Traffic

Promotional effects differ per targetgroup.

A-brand shoppers are more addicted to promotions


54

1


2

National Landscape

3

Promotions : the facts

4

Promotions : the challenges

Promotiedruk of promotiestress : de context bepaalt de waarde

Lange termijn vs korte termijn Marktaandeel vs. shopper vs. ROI Merkkracht Kopersbereik Rol op categorie niveau ?

Marketing, verkoop, productie of Finance Competitive field PL aandeel

Impuls of routine?


Budget overige mix Meer, meer, meer ? 56

Take-aways

Promoties hebben een lerend effect : shoppers stellen aankopen uit , afgestemd op nieuwe / volgende promoties


57

Door groei in promotiedruk verschuift het referentiekader van prijs / waarde voor de categorie, waardoor merken meer uitwisselbaar worden.

COMPETITIVE ADVANTAGE

Value

BRAND

SHORT TERM LONG TERM

COMPETITIVE DISADVANTAGE

Price © GfK 2012 | Promodruk of promostress TMA | Mei 2012

58

Door groei in promotiedruk verschuift het referentiekader van prijs / waarde voor de categorie, waardoor merken meer uitwisselbaar worden.

COMPETITIVE ADVANTAGE

Value value

BRAND

COMPETITIVE DISADVANTAGE

Price © GfK 2012 | Promodruk of promostress TMA | Mei 2012

59

Take-aways

Promoties hebben een lerend effect : shoppers stellen aankopen uit , afgestemd op nieuwe / volgende promoties Promoties hebben als doel switching gedrag te stimuleren/versterken. De merkentrouw neemt op langere termijn af (= brand erosion).


60

Promo*Evaluator Qualitative evaluation of the promotion effect via pre-/post- purchase acts

Other brands

Other brands

PROMO

Brand in promo

Brand at R-price

Brand at R-price

Other brands

Other brands

Brand at R-price





Fast Euro


Brand in promo


Brand in promo

Brand at R-price

Brand at R-price

PROMO

Other brands

Brand in promo

Other brands

PROMO

Brand in promo

Brand at R-price

PROMO

Brand at R-price

PROMO

Brand in promo

Brand erosion

Brand at R-price Brand in promo

Brand at R-price

Other brands

PROMO

Brand at R-price

PROMO

Loyalty bonus

Brand investment



Definitions: R-price=regular price © GfK 2012 | Promodruk of promostress TMA | Mei 2012

61

Over time negative development of Brand Investment, Brand Erosion grows.

2008 Brand

2009 Brand

2010 Brand

n= 803

n= 1165

n= 1150

21.9

21.3

21.0

17.3

16.3

14.9

7.3

11.0

12.8

Purchase acts in % Brand Investment Loyalty Bonus

32.2

29.3

28.3

Defended Market Share Fast Euro Brand Erosion

21.3


N = 6000

22.0

23.1

62

Take-aways

Promoties hebben een lerend effect : shoppers stellen aankopen uit , afgestemd op nieuwe / volgende promoties Promoties hebben als doel switching gedrag te stimuleren/versterken. De merkentrouw neemt op langere termijn af (= brand erosion). Prisoner‟s dilemma : teruggang in promotie betekent veelal verlies van volume (ook zonder promo zijn oude gewoonten niet zomaar hersteld).


63

Reduceren promoties leidt niet tot herstel non-promo volume

94.5

5.5

Terugkeer non promoted volume Volume naar aanpalende marktsegmenten Reductie van promoties: Leidt tot daling van marktsegmenten in open battlefields, maar slechts zeer beperkt tot groei van non-promoted verkopen. © GfK 2012 | Promodruk of promostress TMA | Mei 2012

Bron: 2011 Roland Berger & GfK : 150 cat‟s 64

Take-aways

Promoties hebben een lerend effect : shoppers stellen aankopen uit , afgestemd op nieuwe / volgende promoties Promoties hebben als doel switching gedrag te stimuleren/versterken. De merkentrouw neemt op langere termijn af (= brand erosion). Prisoner‟s dilemma : teruggang in promotie betekent veelal verlies van volume (maar ook zonder promoties zijn oude gewoonten niet zomaar hersteld).

Zorg dat (promotie) druk geen stress wordt : weet wat een promotie “doet” voor jouw merk, voor de retailer , voor de categorie.


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1.

Kijk zorgvuldig naar de promotiedoelstelling Volume/Marktaandeel


vs.

Winstgevendheid

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2.

Weet wat de echte effecten zijn van uw promoties

…en probeer de handelspartners daar in mee te nemen © GfK 2012 | Promodruk of promostress TMA | Mei 2012

67

3.

Ontwikkel een (fact based) categorieVISIE op promoties …

…en probeer de handelspartners daar in mee te nemen © GfK 2012 | Promodruk of promostress TMA | Mei 2012

68

4.

Voer ‘slimme’ wijzigingen door in de promotiekalender


69

Vragen over promotiedruk ? Geen stress. Stefan Heule Account Group Manager FMCG Tel: +31-(0)162-384 389 [email protected]

Stefan Heule Account Group Manager FMCG Tel: +31-(0)162-384 389 [email protected]


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PROMOTIE- S T DRUK E S S. GfK 2012 Promodruk of promostress TMA Mei

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