New Century Shopper Insights

Times are Tough..Times are Tough..
Shoppers are spending less..
Retailers and Manufacturers are competing harder..
An Increased Focus on Price and Promotion..
Shorter term thinking..
A difficult environment for Collaborative Category
Management!
4 ECR Europe 2009 – Barcelona Category Management

Category Management is about building Triple Win
Business plans..
• Good Category Management
ensures a balanced focus
between business and
Shopper needs
• Good Category Management
helps keeps a focus on the
broader needs of the
shopper..
5 ECR Europe 2009 – Barcelona Category Management

BO1.2 Category
g y Management
g
A New Approach To Driving Category Growth

U i shopper
Using h research
h tto re define
d fi ththe category
t structure
t t &d
drive
i sales
l
Simon Miles
Head of Intelligence & Planning
Coca Cola Enterprises
Coca-Cola
Category Management
Who was involved?
• Steve Micklethwaite, • Trading teams

Trading Manager • Category Planning Manager
• Debbie Roberts, • Range and Space team
Soft Drinks Buyer • Insights team
• G
Gary Cooper,
C
Soft Drinks Merchandiser
Category Management
Summary of the situation
• The Soft Drinks Category in Great
Britain is worth €12bn
– +4% value (5yrs CAGR)
• Morrisons is a key customer and

growing in importance
– Growing at 5% per year
– Index 90%of fair share
– Morrisons 9th biggest Category*
* Denotes this is Neilsen MAT to April 09
Category Management
The process that was followed

Category Management
Key insight areas leading to category growth opportunities
Category Management
Key insight areas leading to category growth opportunities
Enabled by…
1. Focus on Health & Wellness 2. New Segmentation
3 CRS
3.
Category Management
Background
The Challenges faced by the team…

How to…
1. Translate
1 T l t th
the work
k into
i t better
b tt on shelf
h lf solutions?
l ti ?
2. Inspire Morrisons?
3. Drive brand growth?
4. Get shoppers to see Soft Drinks in a new way?
5. Improve shopper experience?
Category Management
Background
• We jjointly
y identified key
y opportunities
pp
for the Soft Drinks Category in
Morrisons
1. Re-align shelves to shopper thinking

2. Address availability issues
3. Make Soft Drinks in Morrisons
interesting and unique to shoppers
Category Management
Background
Previously, Soft Drinks = Wall of Product, segmented by Pack Format
Cans Bottles
Category Management
A new shopper focused category structure
Category Management
Which led to a new needs based segmentation of products
Category Management
Which led to a new shopper focused category structure
FROM:
Category Management
Which led to a new shopper focused category structure
TO:
Category Management
We then developed and executed a trial of the new approach
Category Management
Key features and benefits of the new approach
• Summary
y of changes
g made
– Range review with new Structure
– Category re-merchandised
– M
Macro S
Space maintained
i t i d
– New POS & Communication material
to communicate to Shoppers
Category Management
Key features and benefits of the new approach
Additional bay in Cola Creation of a ‘Still’

Still Additional bay in
PETs to improve Drink Bay to recognise ‘Energy’ to allow for
Availability for increased shopper growth
Shoppers demand
Category Management
The results have been significant
Category Management
Key learning
1. Be prepared to take a few risks

2. Have confidence in your vision and articulate it with style
3. Don’t underestimate how complex it will be to implement change
4. Listen, understand and anticipate the shopper
Insights that make a difference
Speakers:
ECI Colgate-Palmolive
César Diaz Cláudia Lucas
Implementation Manager Customer Marketing Manager Iberia
CONFIDENTIAL - This Document contains COLGATE PALMOLIVE proprietary material. It is intended only for the use of ECR.
Any review, transmission, dissemination or other use of, or taking action in reliance upon, this information by persons or entities other than ECR is prohibited.
ECI and Colgate are collaborating closely to
provide an enhanced Oral Care shopping
experience in stores, to improve ECI shopper
satisfaction
Oral Care… A Major Consumer Need
Personal Care Needs:

To look and feel their best
Health Care Needs:

Healthy Mouth
Healthy Mouth…
Brushing is not enough!!
•Oral Heath Routine: 4 Steps to a Healthy Mouth
•Oral Health Routine 3 times a day

•Change the Toothbrush every 3 months
•Dental check up, at least, 1 a year
Less than 40% brush three times a day
% Brushing Frequency per day

50
44
45
40 37
35
30
25
20
15
15
10
0
Once a day Twice a day Three times a day
Source: Albemarle, Spain Equity Image Study 2005
Huge Opportunity To Increase
Toothbrush Consumption
Average per Capita Consumption (pieces)
4,5
Dentists’ recommendation (4X per Year)
4,0
3,5
3,0
2,5 OPPORTUNITY
OPPORTUNITY
2,0 1,6
1,2
1,5 1
0,7
1,0
0,5
0,0
WORLD EUROPE SPAIN PORTUGAL
Source: 2007 Euro monitor, Per Capita Consumption (pieces)
Huge Opportunity To Increase
Penetration of Mouthwash & Floss
Penetration
86%
50% 49%
7%
Toothpaste Toothbrush Mouthwash Dental Floss

Source: Spain Nielsen 2008
Oral Care… Important for
Retailers and Manufacturers
+5%
+4%
+4%
Other H&B Categories +12%
Source: Spain Nielsen 2008
High Levels Of Category Pre-planning
% of Shoppers that Pre-planned
87 87 85 88 91 87 95
83 82
76
UK France Italy Germany Portugal

TP TB
Euro Source: MCA, European OC PDH study, 2002
Portugal data: MCA OC PDH Study , Portugal 2003
ECI and Colgate
Growth Opportunity
To provide an enhanced Oral Care shopping

experience in Hipercor, by encouraging mainly
toothpaste shoppers to purchase the right oral
care regimen and establishing an emotional and
educational connection to key segments
Oral Care Boutique
• Brand Block
• Subcategory (toothpaste, toothbrush, mouthwash and Floss)
• Segmentation by Benefit (whitening, sensitive, etc)
Oral Care Boutique New Generation
Main Changes
Oral Hygiene Oral Health
Clear Shopper Segmentation
Regular Protection, Advanced Protection, Sensitive and
Whitening & Freshness
Enhance 4 Step Communication in the Fixture
Systems
What the Shoppers Thinks ?
Step forward in the Oral Health direction
Systems Identified as "windows” of 4 Steps

combinations
Better information on the Products/Benefits
Better Awareness for the other OC products
Source: Quaestio Shopper Reserch May 2008

Strategy To Life At The Shelf
Easier, more
Informative and
Rewarding Experience
Encourages Regime
and Trade Up
Results: Pilot Store vs. Rest of
Hipercor Stores
+15 ppt
+14 ppt 15
14
+ 66ppt
3
+3 ppt
+2 2ppt
TOOTH TOOTH MOUTH DENTAL

OH Category PASTE BRUSH WASH FLOSS
Source: Hipercor Sales

Systems Results: Pilot Store vs Rest of
Hipercor Stores
+32 ppt +32 ppt

32 +3227ppt 31
+ 23
23
ppt
+ 1414ppt
Oral Health TOOTH MOUTH TOOTH DENTAL

Category PASTE WASH BRUSH FLOSS
Source: Hipercor Sales

Key Conclusions and Next Steps
Main achievements Next steps

Positive impact for Roll Out
Oral Health Category Improve solutions:
Excellent results Educational TV message
Mouthwash and Dental
Floss
Key Success Factors
Trust, Openness and Commitment
Top Management Involvement
Common Objective: Shopper Satisfaction
Actionable Shopper Insights and Information sharing
Multifunctional Collaboration
Hipercor Colgate-Palmolive
Cesar Díaz Claudia Lucas
Miguel A. Cámara Alba Labarca
Virginia Pérez Lourdes Solis
Building Brands In A Tough Climate:
Using Shopper Insights To Drive Joint
Growth
Vicki Belcher, Oxford Strategic Marketing

Joao Abecasis, Unilever Europe
© Oxford Strategic Marketing 2008

Agenda
Economic Context : Challenging Conditions
Solutions : Strategic Activation Platforms
Case Study : Unilever & Albert Heijn
Key Success Factors

Significant Changes In Shopper
Behaviour In Last 12 Months
Out
Out Of
Of Store…
Store…
29% “I spend more time

comparing prices”
31% “I use discount stores
more often”
And
And At
At the
the Fixture…
Fixture…
“I’ve cut down on

34% Premium ranges”
“I’ve switched to
41% cheaper brands”
“I’m hunting
66% for deals”
Source : Mintel
As A Result, The Point Of
Purchase Is Getting Very
Noisy!

Solution?
Shopper
Strategic Activation
Platform:
Insight Led, Joint
Retailer Marketing Programme Manufacturer
Delivering Sustained
Growth & Long Term
Competitive Advantage

Why Work On Strategic
Activation Platforms?
*Source : Milward Brown Brand Rank*

Home Mkt Global
9 13
2 25
3 33
Retailers
Retailers Are
Are Becoming
Becoming Mega
Mega Brands
Brands In
In Enable
Enable privileged
privileged contact
contact with
with shoppers
shoppers &
&
Their
Their Own
Own Right
Right consumers
consumers
Unique
Unique to
to the
the Partnership
Partnership –– difficult
difficult for
for Reflect
Reflect speed
speed and
and flexibility
flexibility of
of retail
retail
competitors to replicate
competitors to replicate environment
environment

Case Study
Creating Loyal Fans Together

Barcelona - a great place to talk about
football!
Developing Shopper
Insights
At
At aa macro
macro level,
level, understanding
understanding the
the impact
impact of
of economic
economic downturn
downturn on
on
consumer
consumer values
values &
& behaviour
behaviour is
is key
key
Meal Time
““Cooked
Cooked from
from scratch”
scratch” shared
scratch” shared
Quick
Quick fix
fix individual
individual meal
meal solutions
solutions occasion
occasion
Leisure Time
Cash
Cash Rich,
Rich, Time
Time Poor
Poor Value
Value of
of spending
spending time
time together
together
In this context, we considered the
specific challenges & opportunities
faced by core target shoppers -
young families
Shopper Insight
“How can I get my

kids actively playing
• At home outside - away from
the computer!”
• On my own
• Passive
• Outside
• With friends
• Active
This shopper insight is aligned
with Ahold and Unilever aims
“How can I get my

outside - away from
the computer!”
“Is there an
innovative way to “How can I find new
attract families to my ways to deliver my
hypermarkets for brand promise of
bulk trips through Vitality? ”
local marketing?”

Solution : Work together on a
strategic activation platform,
leveraging sponsorship
“How can I get my
outside - away from
the computer!”
“Is there an Strategic Activation

innovative way to Platform “How can I find new
attract families to my ways to deliver my
Dutch National
hypermarkets for Team brand promise of
bulk trips through Vitality? ”
local marketing?” Dutch Premier League
Albert Heijn Unilever

Three Key Pillars To
Activation Platform
Premier
Premier League
League World
World Cup
Cup Qualifiers
Qualifiers Street
Street Soccer
Soccer
•54 Street Soccer events for

• Sustained Joint
•Weekly TV Competition kids in community locations
Programme
•Integration of key Unilever at Albert Heijn car parks
• Benchmark from 2006: +/-
brands in Albert Heijn • Unilever 2 week cross
50% Albert Heijn market
Premier League Activity category promotion in 800
share
stores
Strategic Activation Platform
Drives A Sustained, Long
Term Approach
2009
Q1 Q2 Q3 Q4
Premier League Premier League
World Cup Qualifiers x 5
Street Soccer
In Store, Cross Category
Activation
Street Soccer Created A Real
Opportunity To Connect With
Families
Results
Shopper
Shopper Impact
Impact
54 tournaments with 3,240 kids

participating – plus their fans!
Albert
Albert Heijn
Heijn Impact
Impact Unilever
Unilever Impact
Impact
173
150 142
“Next year, we’d like 3x 120 119
102 106
as many events 78
please!”
Omo
Lipton Ice
Knorr
Rexona
Conimex
Calve
Shampoo
Band
Andrelon
Blue
Deo
“…and we already
Tea
have a waiting list of
stores!” Sales index vs est
and if you really want to know how to play

“keepy-uppy” go to : www.calvestraatvoetbal.nl
Summary : Key Success
Factors
Reach
Reach Out
Out to
to Shoppers
Shoppers Leverage
Leverage Joint
Joint Portfolio
Portfolio
Link
Link Local
Local &
& Global
Global Build
Build Partnership
Partnership
Key Questions To Consider
In
In challenging
challenging times
times……
Are
Are you
you working
working together
together with
with your
your
partners…
partners … ..or
..or heading
heading in
in different
different directions?
directions?
partners…
Are
Are you
you struggling
struggling to
to walk
walk in
in your
your
partners shoes…
shoes
partners shoes… … ..or
..or leveraging
leveraging your
your joint
joint potential?
potential?

New Century Shopper Insights

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Times are Tough..Times are Tough..

4 ECR Europe 2009 – Barcelona Category Management

5 ECR Europe 2009 – Barcelona Category Management

A New Approach To Driving Category Growth

• Steve Micklethwaite, • Trading teams

• Morrisons is a key customer and

The process that was followed

The Challenges faced by the team…

1. Re-align shelves to shopper thinking

Additional bay in Cola Creation of a ‘Still’

1. Be prepared to take a few risks

Personal Care Needs:

Health Care Needs:

•Oral Heath Routine: 4 Steps to a Healthy Mouth

•Oral Health Routine 3 times a day

% Brushing Frequency per day

Source: Albemarle, Spain Equity Image Study 2005

Source: 2007 Euro monitor, Per Capita Consumption (pieces)

Toothpaste Toothbrush Mouthwash Dental Floss

Source: Spain Nielsen 2008

UK France Italy Germany Portugal

To provide an enhanced Oral Care shopping

Enhance 4 Step Communication in the Fixture

 Step forward in the Oral Health direction

 Systems Identified as "windows” of 4 Steps

 Better information on the Products/Benefits

 Better Awareness for the other OC products

Source: Quaestio Shopper Reserch May 2008

TOOTH TOOTH MOUTH DENTAL

Source: Hipercor Sales

+32 ppt +32 ppt

Oral Health TOOTH MOUTH TOOTH DENTAL

Source: Hipercor Sales

Main achievements Next steps

Top Management Involvement

Common Objective: Shopper Satisfaction

Actionable Shopper Insights and Information sharing

Vicki Belcher, Oxford Strategic Marketing

© Oxford Strategic Marketing 2008

 Economic Context : Challenging Conditions

 Solutions : Strategic Activation Platforms

 Case Study : Unilever & Albert Heijn

 Key Success Factors

© Oxford Strategic Marketing 2008

29% “I spend more time

“I’ve cut down on

© Oxford Strategic Marketing 2007

© Oxford Strategic Marketing 2008

*Source : Milward Brown Brand Rank*

© Oxford Strategic Marketing 2008

Creating Loyal Fans Together

“How can I get my

“How can I get my

© Oxford Strategic Marketing 2008

“Is there an Strategic Activation

Albert Heijn Unilever

© Oxford Strategic Marketing 2008

•54 Street Soccer events for

World Cup Qualifiers x 5

54 tournaments with 3,240 kids

and if you really want to know how to play

S-ar putea să vă placă și

Enhance 4 Step Communication in the Fixture

Step forward in the Oral Health direction

Systems Identified as "windows” of 4 Steps

Better information on the Products/Benefits

Better Awareness for the other OC products

Top Management Involvement

Common Objective: Shopper Satisfaction

Actionable Shopper Insights and Information sharing

Economic Context : Challenging Conditions

Solutions : Strategic Activation Platforms

Case Study : Unilever & Albert Heijn

Key Success Factors

Source : Milward Brown Brand Rank