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How can Understanding
Shopper BehaviourDrive
Coca-Cola Hellenic Group Category Development
BehaviourDrive the
Category?
What are
Shopper
Insights?
Coca-Cola Hellenic Group Category Development
Un
de
rstan
din
g
Insights?
why shoppers make the
decisions they do
and how to influence
those decisions
How can we best Understand
average Shopper Behaviour…
P I T A
Coca-Cola Hellenic Group Category Development
Total
Sales=Population IncidenceX
Transaction
FrequencyXAmount per
TransactionX
P I T A
But to Drive the Category we need to
understand the Shopper beyond the “Average”…
Coca-Cola Hellenic Group Category Development 4
AndreiMaria
Both go to the same store …
Coca-Cola Hellenic Group Category Development 8
… but see different things…
Both spend about the same amount on Coca-Cola…
Coca-Cola Hellenic Group Category Development 9
… but have very different needs…
pri
ce
pri
ceBoth create value for our Retail Customers and our Company…
Coca-Cola Hellenic Group Category Development 10
volume
Andrei
Maria
… but with different economics
volume
… giving very different PITA Metrics and Potential to
Drive the Category…
P I T A
Coca-Cola Hellenic Group Category Development
Population IncidenceXTransaction
FrequencyXAmount per
TransactionX
P I T A
FROM TO
So armed with these shopper insights we can move …
Coca-Cola Hellenic Group Category Development
“Spray & Pray”
Precision Marketing
ad
jace
ncie
s
me
ssag
ing
shopper paths
disp
lay
s
asso
rtme
nt
How do I tailor my
messages
to specific
shoppers?
Which
products are
best for
What should the
differences be in
assortment
by store size & format?
How can I drive shoppers to
the Category?
and answer key strategic issues…
Coca-Cola Hellenic Group Category Development 13
ad
jace
ncie
s
me
ssag
ing
disp
lay
s
asso
rtme
nt
Promotions
best for
adjacencies &
displays?
How can I maximise
my promotions?
ad
jace
ncie
s
me
ssag
ing
shopper paths
disp
lay
s
asso
rtme
nt
So What have we done?
How do I tailor my
messages
to specific
shoppers?
Which
products are
best for
What should the
differences be in
assortment
by store size & format?
How can I drive shoppers to
the Category?
Coca-Cola Hellenic Group Category Development 14
Promotions
ad
jace
ncie
s
me
ssag
ing
disp
lay
s
asso
rtme
nt
Strategic Plan Development to
Drive the Category
best for
adjacencies &
displays?
How can I maximise
my promotions?
1
Identify &
2
Mine the
3Build a
Shopper
3 Simple Steps:
Coca-Cola Hellenic Group Category Development
Identify &
Prioritise the
Opportunities
Mine the
Insightswhich Unlock
the Value
Shopper
CentricCategory
Plan
INC
RE
AS
ING
SP
EN
D
IN S
SD
CA
TE
GO
RY
We segmented Sparkling Soft Drinks Shoppers with Similar Behaviours …
Coca-Cola Hellenic Group Category Development
INCREASING LOYALTY
TO Coca-Cola SSD
INC
RE
AS
ING
SP
EN
D
IN S
SD
CA
TE
GO
RY
1
Prioritise the
Opportunities
Se
gm
en
t Brandy Andy
KEY SHOPPER FACTS:
• Loyal to both Tesco and
Coca-Cola Sparkling
Soft Drinks (SSD’s)
• Not Price Sensitive
Coca-Cola Hellenic Group Category Development 17
Se
gm
en
t –H
ea
vy
Loy
al
• Mainly ‘Full Shop’
• Focus on Convenient
products
• Stocks up with Large or
multi-pack SSD’s
1
% of
Category 25% 18% 11%
PITA
OpportunityA T T
2Mine the
insightswhich
unlock
the value
3Build a
Shopper
Centric
Category
Plan
Understand
shoppers
behaviour to
Prioritise
Heavy Loyals
RepertoireLight
Loyals
1
Prioritise the
Opportunities
Coca-Cola Hellenic Group Category Development 18
Opportunity
% of
CCH Value44% 22% 18%
% of
Shoppers11% 9% 30%
Prioritise the
Opportunity
3 Segments = 84% of
CCH Shopper Spend
12
Price Sensitive No Yes No
Shopping
Mission
Full Shops
Top Ups
Shops
Total Store
Top Ups in
Express
Key Categories Chips Scratch Alcohol
Basket
Differences
show us
how to
Heavy Loyals
RepertoireLight
Loyals
2Mine the
insightswhich
unlock
the value
3Build a
Shopper
Centric
Category
Plan
1
Prioritise the
Opportunities
Coca-Cola Hellenic Group Category Development 19
Key Categories Chips Scratch
Cooking
Alcohol
Pack
Preferences
Multipacks 2 Litre Small Packs
how to
Motivatethem
Match Motivations to Tactics through
Segmented Activation
Targeted
Messaging
Yes
Loyalty
Yes
Promotions
No
Assortment Expand
Upscale
Leverage
Upsize
Recruit with
Small and
3
Tailoring
Communication
and
Relevant
Heavy Loyals
RepertoireLight
Loyals
A T
2Mine the
insightswhich
unlock
the value
3Build a
Shopper
Centric
Category
Plan
1
Prioritise the
Opportunities
Coca-Cola Hellenic Group Category Development 20
Upscale
packs
Upsize
packs
Small and
Upscale packs
Displays &
AdjacenciesAdjacencies
for Top Up
missions
Displays
early in Path
Adjacencies
Relevant
Activation
will meet
Shopper
NeedsResulting in Long Term
Category Growth
21
SSD Shopper Centric Strategic Category Plan
T
Strategy Tactic Shopper Segment FROM -> TO
V 23,4 V V 2011 33,3 13,7 23,4 Tactic 1
Tactic 3
Tactic 2 V
VV
V
Coca-Cola Hellenic Group Category Development
T
A7,1 zł9,1 zł 8,0 zł 5,5zł
7,4 zł 9,2 zł 8,2 zł 6,4 zł
2010
2011 Tactic 5
Tactic 6
Tactic 7
V V
V
V V V
14,6 23,4 9,5 6,9 2010 Tactic 4 V
+5.7%
So What now?
IMPLEMENT
Merchandising & Ranging
2011 Q1
2010
PLAN
Strategic
Category
Plan
REVIEW
Measurement & Tracking
2011 Q2&3
Coca-Cola Hellenic Group Category Development
Promotions
& DisplaysClubcard
Media
Targeted execution to deliver growth
PlanTesco
Operational
Procedures
Shopper
Insight
Category &
Supplier
Strategy
SET GROWTH
TARGETS BASED
ON SHOPPER
METRICS
2011 Q4 -> 2012…
Metric A: From X TO Y
CATEGORY VALUE +€Xm
by SHOPPER A & B