品类管理与消费者关系研究.pptxVIP

品类管理与消费者关系研究第1页/共32页 Consumer PanelMethodologyContinuous Research that has the main objective to understand the same group of households, the spontaneous purchase behavior of consumers. Diary Purchases of more than 70 mass consumption categories (Food, Household Cleaning, Personal Care and Non Alcoholic Beverages) 第2页/共32页 Latin American CoverageCoverage: 14 CountriesSample: 25,000 HouseHolds第3页/共32页 Category Management Analysis第4页/共32页 Opportunities for manufactures and retailers permiting to :Identify the customers of a Chain A, evaluating in which other channels of distribution and supermarket chains they also do their purchases Know the buyers loyalty level of a Chain A, searching for possible categories or product portfolios mixed business opportunities Quantify the “lost business” of Chain A: Who the real competitor is at the consumer moment of deciding to purchase? How much could be gained in sales, when a concrete marketing strategy is developed to recover the lost expense ?Benefits of the tools presented第5页/共32页 Phases of Category Management第6页/共32页 10 million100 million40 millionCategory Volume of the Chain: Chain’s market shareCategory Volume in all channels of distributionCategory Volume made by the chains’customers 10 millionOnly a small proportion of the Chain’s consumers, buy the category at the same chainAssessment of the Chain’s Sales Volume1. Know the business volume, the chains’s market share, and the customers of the especific chain第7页/共32页 The loyalty is 25% then total potential is 30 million.Loyalty of the Chain’s Sales Volume2. Measure chain loyalty in determined category and the expense competitor’s loss第8页/共32页 Which chains and channels of distribution are the “receivers” of Consumers Chain X lost expenses ?51015202030Chain AChain BChain CChain DChain E OthersAssessment of the lost expenses of Chain X (%)3. Expense analysis7525LoyaltyLost Expenses第9页/共32页 Where does the Chain X stand at the moment? What should we focus on to attract more c