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London | Cambridge | Birmingham | Manchester

London | Cambridge | Birmingham | Manchester. 3 yards in 3 seconds. 3 seconds!. the average purchase decision time. 18,000 different product lines across the multiples. 80% of purchase decisions are made at point of sale. 70% of all packaged grocery sales take place in the multiples.

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London | Cambridge | Birmingham | Manchester

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  1. London | Cambridge | Birmingham | Manchester

  2. 3 yards in 3 seconds

  3. 3 seconds!

  4. the average purchase decision time

  5. 18,000 different product lines across the multiples 80% of purchase decisions are made at point of sale 70% of all packaged grocery sales take place in the multiples

  6. who. what. when. where. how. why.

  7. 1| knowledge

  8. shopping local, convenience/express stores are favoured for our daily shopping and ‘treats’ we do a main food shop every week and are likely to do it at one of the multiples monthly shop of 10 years ago replaced by the weekly shop most working Mums do a top-up shop every day

  9. time we have become a last minuteculture we demand superlative value for time - 40% of consumers will spend money to save time we have the longest working hours in Europe we have more disposable income and enjoy more leisure pursuits than ever before we spend longer travelling to work than we did 15 years agoand we’re more mobile

  10. 24/7 we live lifeto the full Sunday is the new Saturday we have longer pub andclub opening hours international trade &the Internet has blurred & extended working hours we can shop until we drop

  11. fast food mid-week meals reduced to status of refuelling stop 75% of households own a microwave meal preparation time reduced by 50% in last 10 years we spend 15 minutes or less preparing mid-week main meals

  12. slow food quick, quick,slow at other times we want to savour food and the company of friends the Sunday Roast has seena resurgence mums see eating together at weekends as important family occasions

  13. no routine 55% of consumers regularly miss out on proper meals ‘eating on the go’ are traditional mealtimes a thing of the past? buzz words - ‘desk dining’, ‘flexi eating’ meal times are being replaced by ‘mini meals’ or constant snacking

  14. can’t cook 50% of 17-24 year olds can’t cook or won’t cook new houses are being built without traditional kitchens we lack a strong cuisine culture

  15. all change friends are becoming the ‘new family’ by 2010, 40% of households willbe single person households by 2021, 1 in 5 of the population will be over 65 lone parent households have trebled in the last 25 years to 23% of all households

  16. ‘for me’ we’re more individual we have different foods at different mealtimes we eat alone (37%) or eat something different at the same time we wantfood made ‘just for me’

  17. …and wants we want better quality we want maximum return on time we want healthier food we want new experiences we want fresher, tastier food

  18. 2| insight

  19. cash-rich, time-poor consumers want easy choices

  20. they want products ‘just for me’

  21. function - what it does rational conscious how I feel using it emotional what my close social group think social its effect on my cultural identity subconscious cultural

  22. changing consumer values INDIVIDUALITY ENJOYING LIFE PLEASURE WISDOM KNOWLEDGE HAVING FUN LEISURE IN TUNE WITH NATURE LIVE FOR TODAY HONESTY CREATIVITY AMBITION STATUS PUBLIC IMAGE MATERIAL SECURITY -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 % Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey

  23. INDIVIDUALITY ENJOYING LIFE PLEASURE WISDOM KNOWLEDGE HAVING FUN LEISURE IN TUNE WITH NATURE LIVE FOR TODAY HONESTY CREATIVITY AMBITION STATUS PUBLIC IMAGE MATERIAL SECURITY -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 % Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey

  24. ‘foodies’ INDIVIDUALITY ENJOYING LIFE PLEASURE WISDOM KNOWLEDGE HAVING FUN LEISURE IN TUNE WITH NATURE LIVE FOR TODAY HONESTY CREATIVITY AMBITION STATUS PUBLIC IMAGE MATERIAL SECURITY -8 -6 -4 -2 0 2 4 6 8 10 12 14 16 % Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey

  25. TraditionalOrganics Less Affluent Family Family Time Poor Cash Rich Typical Family Quality Foodies New Family Health Conscious Traditional Lads & Lasses Economy Budget

  26. TraditionalOrganics Less Affluent Family Family Time Poor Cash Rich Typical Family Quality Foodies New Family Health Conscious Traditional Lads & Lasses Economy Budget

  27. ‘foodies’ Waitrose PERCENTAGE OF POPULATION Sainsbury’s Tesco Tesco SOCIO-ECONOMIC GROUPS AGE TGI CONSUMER PROFILES OF STORES:TESCOSAINSBURYSWAITROSE

  28. “passionate about food” “fresh” “from scratch” “best cut” “service when needed” “adventurous” “friends coming around for dinner” “list” “wine to complement the meal” “exotic ingredients” “planned shop” “efficient” “shopping is the precursor to the main event – the meal”

  29. 3| expression

  30. gourmet

  31. convenience

  32. yum tum

  33. playful

  34. provocative

  35. danger zone!

  36. 1| identify your audience2| understand their needs3| satisfy their desires

  37. 4| colour & form attract5| words communicate6| packaging is 3d not 2d

  38. 7| less is more8| think about the hierarchy9| assess through research

  39. brilliant brand thinking

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