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GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Consumatorul – multime sau intersectie?
Raluca RaschipConsumer Tracking Director, GfK Romania
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Agenda
1 Reuniunea globala
2 Reuniunea regionala2 Reuniunea regionala
3 Cateva intersectii locale
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Agenda
1 Reuniunea globala
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
35
AsiaAsiaLatam
25
15
W EuropeUSA
E EuropeE Europe15
5USA
2004 2005 2006-5
33 countries: 12 WE, 8 EE, 4 LA, 8 AP, US
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
W Europe27,922,3
2001 2006USA
15,815,2
Gl b lGl b l
E EuropeE Europe14,74,9
2001 2006GlobalGlobal
122001 2006
2001 2006Latam2,61,5
RussiaRussia0,50,0
2001 2006
0,40,0
2001 2006
2001 2006
AsiaAsia
2001 2006
34 countries: 13 WE, 8 EE, 5 LA, 7 AP, US
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Alcohol/TobaccoClothing/Footwear
114 2
11
Belgium USA Luxembourg
5 6 8
France EU Italy
Restaurants Culture/Recreation
14 197 9 13
5
Denmark Ireland Spain
7 9
Italy EU UK
Source: Eurostat
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
2 9 2 9 3 1 4,3 4,42,1 2,9 2,9 3,1 4,3 4,4
German
y
SpainRomania
PolandMala
ysiaMex
ico
Ge Ro P Ma M
Source: Eurostat
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Agenda
2 Reuniunea regionala2 Reuniunea regionala
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Tendinta generala de concentrare a comertului: Hiper si Supermarketuri in Romania si Slovacia
9SLOVAKIAHUNGARYCZECH REP. POLAND RUSSIAAUSTRIAROMANIA
Hiper si Supermarketuri in Romania si Slovacia, Hipermarketuri si Discounteri in Cehia, Ungaria
27 9
4
15 17 25 12
4915
23 2318
34
14
27
8
24
1220
3
6233
5
217
10
17
15
4538
31
16
17
14 24
17Hypermarkets
Supermarkets
Discounts37
1745
35 54
481522
24 14
45Discounts
Small traditionalstores
Bazars
2216 12 12 12 12
32 29
12
4
1
2
1
6
2
3123
35
27 34
3720
27
1
Others
16 12 125 6
127 5 4
12 71 11
2000 2007 2000 2007 2000 2007 2000 2007 2000 2007 2000 2007 2000 2007
Importance of store formatsMonitored FMCG categories, value basedChosen CEE countries: 2007 vs. 2000
Source: GfK Group, Consumer Tracking
F 5 CEE t iFocus on 5 CEE countries
Household Panel data
4 b b d h i d i4 buyers groups based on their age and income
Sh b h i i d h lShopper behaviour in trade channels
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
In toate tarile, Hipermarketul este mai preferat de catre grupul Young/Rich, in timp ce doar in Romania si celelalte doua formate moderne sunt mai mult preferate
11Romania Czech Rep. Hungary Poland Slovakia
Total YR Total YR Total YR Total YR Total YR
ce doar in Romania si celelalte doua formate moderne sunt mai mult preferate.
15
1520
3441
2734
20 25 24 26
Total YR Total YR Total YR Total YR Total YR
5
617
15
18
16
14
13
1717
24 23
4536 22
18
2423
1718
14 13
14
16 17
3
1 2 1
23 2027
23
3732
34 33
1
4
HypermarketsSupermarkets 16
6 7 7 6 7 7 4 51 2 11
2007 2007 2007 2007 2007 2007 2007 2007 2007 2007
SupermarketsDiscountsSmall traditional storesBazarsOthers
Trends in loyalty to store formats: Young/RichDefined shoppers groups, monitored FMCG categories, value basedSelected CEE countries: 2007 Source: GfK Group, Consumer Tracking
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Old/Rich – in Romania si Ungaria, nu au nici o preferinta vs restul populatiei, in Cehia Discounterii sunt mai importanti in defavoarea Hipers, iar in Slovacia sunt mai
12
p p ,preferate chiar si fata de Young/Rich
Romania Czech Rep. Hungary Poland Slovakia
Total OR Total OR Total OR Total OR Total OR
15 15
15 15
34 31 27 2620 22 24 28
5 5
17 16
15 15
1616
14 1517 17
2425
45 45
35
22 25
24 25
16
1414
16 15
5
2 2 3
23 2127 25
37 35
34 28
1
4HypermarketsSupermarketsDiscounts 6 7 7 8 7 8 4 5
2007 2007 2007 2007 2007 2007 2007 2007 2007 2007
DiscountsSmall traditional storesBazarsOthers
Source: GfK Group, Consumer Tracking
Trends in loyalty to store formats: Old/RichDefined shoppers groups, monitored FMCG categories, value basedSelected CEE countries: 2007
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Agenda
3 Cateva intersectii locale
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
MULTIMI SI INTERSECTII DE BAZA
14
RetailerP d t Univers = 10
cu informatii din Household Panel/Consumer Tracking
RetailerProducator Univers = 10
Penetrare Categorie = 5/10 = 50%
Penetrare Retailer = 7/10 = 70%
5/10 = 50%
Potentiali cumparatori= 3/5 = 60% Rata de succes = 1/3 = 33%
Potential Vanzari
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
PRODUCATORC l i l d j
RETAILERi k i i i i
15
Cereale pentru micul dejun Hipermarketuri si Discounteri
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA PRODUCATORULUI
16
Dinamica categoriei: „numarul de consumatori a crescut cu 27%“Potentiali consumatori pentru marca mea: „39% din familiile din Romania cumpara
cereale pentru mic dejun“Cine sunt ei?“ – 63% din familiile cu varsta capului intre 30-39 ani cumpara cereale
30 8
„Cine sunt ei? 63% din familiile cu varsta capului intre 30 39 ani cumpara cereale
Jan-Dec0655 5
41,4
39,030,8
up to 29 years
TOTALTOTAL
Up to 29 years55 5
39
43 0
63,244,9
55,5
30 - 39 years+41%
30-39 years
40 49
55,5
63,244,9
36,528,5
46,643,0
50 - 59 years
40 - 49 years40-49 years
50-59 years
Jan-Dec7
24,017,6
,
over 60 incl. years
0 20 40 60 80
Over 60 years
Penetration Within Demog Anywhere
0 20 40 60 80
Rata de penetrare in grupuri demografice 20062007
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI
17
Numar de clienti: numarul meu de clienti (FMCG) a crescut la 57% ( 4,2 mil familii) H
Numar de clienti de Cereale: „dintre toti clientii mei, 27% au cumparat Cereale (H)
„Ce se intampla cu restul? Nu cumpara categoria deloc, sau o cumpara din alta parte?“
57,2HypermarketsHYPERMARKETS 57,2
43,1Discounters
0 10 20 30 40 50 60
DISCOUNTERS 43,1
Pen in Store
26,8HypermarketsHYPERMARKETS
Rata de penetrare FMCG
26,8
13,0DiscountersDISCOUNTERS 13,0
Rel Pen in Store
0 5 10 15 20 25 30
Penetrare (relativa) Cereale
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI
18
„Care sunt diferentele pe varste intre clientii de Hipermarket si cei de Discounter?“
Hypermarkets30 39
up to 29 years
HYPERMARKETS
Up to 29 years
30 39 years
40 - 49 years
30 - 39 years30-39 years
40-49 years
Discountersover 60 incl years
50 - 59 years
DISCOUNTERS
50-59 years
Over 60 years
Relative Buyer Profile in Store
over 60 incl. years
-5-10-15-20 0 5 10 15 20 25
Over 60 years
Profilul cumparatorului ( relativ)o u cu pa ato u u ( e at )
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI & PRODUCATORULUI
19
„Cat de importante sunt Cerealele pentru clientii de Hipermarket?“
Hypermarkets
elat
iva
HYPERMARKETS
Discounters litat
e re
DISCOUNTERSDiscounters
Loia
lDISCOUNTERS
Boutiques
-5-10-15 0 5 10 15 20 25
BOUTIQUES
Relative Propensity+Potential relativ-
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI & PRODUCATORULUI
20
Succesul de a atrage consumatorii de Cereale la raft
Discounter: „doar 3 din 10 clienti potentiali cumpara categoria de la mine, restul de 7doar din alta partedoar din alta parte.
52,9HypermarketsHYPERMARKETS 52,9
26,2DiscountersDISCOUNTERS 26,226,2Discounters
0 10 20 30 40 50 60
DISCOUNTERS 26,2
Closure
0 10 20 30 40 50 60
Rata de succes
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI & PRODUCATORULUI
21
Cum se cumpara Cerealele din Hipermarket fata de Discounter?
Mai des si la o valoare mai mare la un act de cumparere.
5
HYPERMARKETS
Hypermarkets
r in
Sto
re
3
4
ta d
e ra
reO
cc p
er B
uye
1
2
3
DISCOUNTERS
Frec
ven
cum
pa
Discounters
O
Spend per Occ in Store
0
1
0 2 4 6 8
Ch lt i li t d
F
Spend per Occ in StoreCheltuieli pe act de cumparare
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI & PRODUCATORULUI
22
„Cat de loiali magazinului sunt clientii in general?“„Dar cand cumpara Cereale?“
Hipermarket: La mine cheltuiesc 28% din banii pe care ii dau ei pe CerealeHipermarket: „La mine cheltuiesc 28% din banii pe care ii dau ei pe Cereale.Mai mult decat in general (FMCG) ma ajuta sa imi construiesc loialitatea.“
28,2HypermarketsHYPERMARKETS
7%
28%
Loyalty
7,1Discounters
0 5 10 15 20 25 30DISCOUNTERS
7%
Loialitate
HypermarketsHYPERMARKETS
Loialitate
+DiscountersDISCOUNTERS
HYPERMARKETS +-
Relative Loyalty
-10-20-30-40 0 10 20 30
Loialitate relativa
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
PERSPECTIVA RETAILERULUI:
23
„Cum variaza nivelul de loialitate fata de magazin in functie de varsta cumparatorilor?“
Hypermarkets30 - 39 years
up to 29 years
30-39 years
Up to 29 years
40 - 49 years
30 39 years30 39 years
40-49 years
50 - 59 years50-59 years
Discountersover 60 incl. years
-10-20-30 0 10 20 30 40 HYPERMARKETS
Over 60 years
Relative Loyalty
-10-20-30 0 10 20 30 40
Loialitate relativaHYPERMARKETS
DISCOUNTERS
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
NEVOIA RETAILERULUI & PRODUCATORULUI
24
„Cat de importanta este loialitatea cumparatorilor pentru vanzarile Discounterului?“
Discounter: „daca reusesc sa cresc loialitatea clientilor mei atunci cand cumparaCereale (pana la nivelul Hipermaketului) cota mea de piata va creste de la 4% la 17%!Cereale (pana la nivelul Hipermaketului), cota mea de piata va creste de la 4% la 17%!
Cereale pt mic dejun
17%
Cereale pt. mic dejun
17%
4%
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
PERSPECTIVA RETAILERULUI & PRODUCATORULUI
25
„Cum se comporta clientii mei in magazin si cum in afara magazinului?“
25
30 HYPERMARKETS
or
Hypermarkets
tore 20
25
mpa
rato
inA
WP
in S
10
15 DISCOUNTERS
i pe
cum
n m
agaz
Discounters
A
5
10
helt
uiel i n
AWP Outside
00 10 20 30 40 50 60
Cheltuieli pe cumparator
C
AWP OutsideCheltuieli pe cumparatorin afara magazinului
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
MULTIMI SI INTERSECTII DE BAZA
26
RetailerP d t Univers = 100
Cereale in Discounteri
RetailerProducator Univers = 100
Penetrare Cereale = 39/100 = 39%
Penetrare Discounter = 43/100 = 43%
4039/100 = 39%
40
40
21
5
21
Potentiali cumparatori= 21/39 = 55% Rata de succes = 5/21 = 26%
Potential Vanzari = 60% Loialitate = 7%
= 10 gospodarii
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
27
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Mediile pot fi periculoaseMediile pot fi periculoase…
Daca ai capul in cuptor si i i l i l tpicioarele in congelator,
atunci esti OK
….in medie
GfK Consumer Tracking “Consumatorul – multime sau intersectie?” Raluca Raschip March 2008
Cli t d iGrowth from Knowledge O lInnovationGl b l tiL l k l dGrowthClient drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowthCli t d iO lI tiGl b l tiL l k l dGrowthCli t d iO lI tiGl b l tiL l k l dGrowthClient-drivenGrowth from Knowledge Our peopleInnovationGlobal expertiseLocal knowledgeGrowthClient-drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowthClient-drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowthClient-drivenOur peopleInnovationGlobal expertiseLocal knowledgeGrowth
Raluca Raschip
Thank you for your attention
Raluca RaschipConsumer Tracking DirectorGfK Romania