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Introductie tot AC Nielsen

Introductie tot AC Nielsen. 2de Lic Toegepaste Economische Wetenschappen A.O. Meertalige bedrijfscommunicatie 12 Oktober 2004 27 Oktober 2004. AGENDA. What does AC Nielsen Marketing Research stand for ? Retailing in Belgium and Europe Structure of AC Nielsen information Business Case.

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Introductie tot AC Nielsen

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  1. Introductie tot AC Nielsen 2de Lic Toegepaste Economische Wetenschappen A.O. Meertalige bedrijfscommunicatie 12 Oktober 2004 27 Oktober 2004

  2. AGENDA • What does AC Nielsen Marketing Research stand for ? • Retailing in Belgium and Europe • Structure of AC Nielsen information • Business Case

  3. Hoe heet de Amerikaanse zakenman die het presteerde om tijdens de Grote Depressie een Food & Drug Index op te bouwen?

  4. A.C. Nielsen Company Worldwide • Founded in 1923 by Arthur Charles Nielsen in Chicago • Currently active in more than 100 countries • Employs 20.000 full time persons • Turnover: 1,75 billion euro • N°1 marketing research company in the world • Part of VNU since beginning of 2001

  5. VNU employs some 38,000 people worldwide, and is active in more than 100 countries. Around half of our EUR 3.9 billion in total revenues is generated in North America.

  6. Supply Chain Retailers The fundamental problem Brand Manufacturers Performanceof myproductsversusmarket &competitors?

  7. Retailers and manufacturers need information and insight into four key areas MARKET DYNAMICS ? MARKET SIZE? SHARES? DISTRIBUTION? PRICE?

  8. Retailers and manufacturers need information and insight into four key areas MARKET DYNAMICS KEY COMPETITORS ? What’s My Competition Doing? Are They Winning?How Can I Succeed Versus My Competitors?

  9. CONSUMERDYNAMICS Retailers and manufacturers need information and insight into four key areas MARKET DYNAMICS KEY COMPETITORS WHO? WHAT? WHY? WHEN? WHERE?

  10. CONSUMERDYNAMICS Retailers and manufacturers need information and insight into four key areas MARKET DYNAMICS KEY COMPETITORS • Advertising • Coupons • Promotions EXTERNAL INFLUENCES

  11. Our Mission: we strongly believe that our package of client service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives. TOOLS PEOPLE EXPERTISE

  12. 1. Retail Measurement Tracking What Happens at the Retailer Point of Sale . . . • ACNielsen Collects Data: • Of more than 500 product categories • In over 150,000 retail outlets (±50.000 in Europe) • In over 80 countries • On six continents • Through Scanning and Auditing

  13. An output example of Retailer Point of Sales Data: Cream Cheese in Europe 167 Millions KG % Evol:+4%

  14. In welk land is roomkaas het goedkoopst?

  15. 2. But for a More Complete Picture . . . • Volumetrics by Retailer • Market Share • Price • Causal Factors RetailMeasurement

  16. Link Store Information to . . .The Consumer Behind the Purchase - Who buys what? - Where they shop? - How often they shop? • Volumetrics by Retailer • Market Share • Price • Causal Factors Consumer Panel RetailMeasurement

  17. Consumer Panel Over 128,000 Households Worldwide CountryHouseholds Service Type U. S. 52,000 Homescan U.K. 10,450 Homescan France 8,000 Homescan Canada 9,600 Homescan Germany 9,000 Homescan South Africa 4,000 Homescan Australia 5,000 Homescan New Zealand 1,500 Homescan Italy 6,000 Homescan Mexico 4,000 Homepanel Colombia 3,000 Homepanel Spain 2,500 Homepanel Finland 1,600 Homepanel Greece 1,250 Homepanel Israel 2,000 Homepanel Switzerland 3,750 Homescan

  18. Hoeveel keer koopt een gemiddeld Frans gezin een pakje roomkaas aan?

  19. An example: Consumer spending data in France

  20. 3. Advanced analytics & modeling One Step Beyond • Which drivers influence items, brands or category results? • Which drivers influence store or chain results? • What is the marginal contribution of each marketing mix driver on item, brand, category, store or chain?

  21. A Little Step Beyond An example: what is my optimal price?

  22. A Big Step Beyond Specific Issues; Specific AnswersDecomposing historical brand sales ensures clients can quantify return on investment Buy 1 Get 1 Free Offer Return On Investment Analysis Incremental Volume: 1 million litres Incremental Contribution: £400,000 Cost Of Promotion: £300,000 Return On Promotion Investment: £100,000

  23. AGENDA • What does AC Nielsen Marketing Research stand for ? • Retailing in Belgium and Europe • Structure of AC Nielsen information • Business Case

  24. 50 years on the market! 25 Million € 170 full time persons 200 regular clients A.C. Nielsen Company Belgium

  25. The Retail index Desk Research Field Research Sample Universe one time only continuous Individuals households retail stores wholesalers with the sample stores we count 12.5% of total turnover or the purchases of 500,000 households

  26. Disproportionate sample

  27. Retailing Some facts and some figures

  28. Turnover of the ACNielsen food universe + 4.9%

  29. 2003: ACNielsen Food Universe =64 % of food retailing =23 % of retailing =11 % of total private consumption Private consumption (Billions Euro) = 28.3 Billions Euro 98.7 121.6 169.3 6% 11% 53% 30% 17% 7% 11% 50% 32% 18% 8% 12% 46% 34% 20% Source: Fedis & ACNielsen

  30. Retail is losing market share in total private consumption... Source: Fedis & INS

  31. Hoeveel voedingswinkels waren er in 1970 in België?

  32. Evolution of the number of stores(000 stores) 8770 8629 = - 141 stores

  33. MARKET AC Nielsen SHOPTYPES F1 : Mass Retail (limited list) Colruyt, Delhaize Le Lion, Carrefour (CRF, Super GB), Match, Mestdagh (Super M Champion) & Cora F2 : Medium Non-Integrated Distribution AD Delhaize, Spar, GB-Partner, GB-Contact, Alvo, Samgo, Intermarché F1 : GROTE SUPERMARKTEN Ruim assortiment, nationale merken en PL. F2 : ONAFHANKELIJKE WINKELS Ruim assortiment, nationale merken (en PL). HD:HARDDISCOUNTERS. Beperkt assortiment, PL, lage prijs. HD : Hard Discount Aldi & Lidl F3 : Small Distribution All Self-Service Shops with a surface < 400 m² (and not belonging to one the shop types above. F3 : WINKEL OP DE HOEK Beperkt assortiment, nationale merken. Independant Company Owned

  34. New Shoptypes Market share by new shoptype 03 vs. 02

  35. New Shoptypes Average turnover per store in 1994-2003:(en 000 Euro) - current prices

  36. New Shoptypes Evolution number of Hard Discounter stores +52

  37. Wie behoort tot de Top 3 in retail?

  38. European Retailing

  39. Europe today • 3 602 900 km² 378 million inhabitants ( 77% = urban) 426.900 food stores (01/01/1999) • 4.900 hypermarkets { >2500m² } ( = 1.1%) • 13.950 Large supermarkets { >1000m² } ( = 3.3%) • 42.800 Small supermarkets { >400m² } (= 10%) • 102.700 Superettes { >100 m² } ( 24.1%) • 262.550 Clerk service shops (61.5%)

  40. Hypermarkets 32.4€ L Supermarkets 23.3€ S Supermarkets 25.1€ Conv. SM 13.1€ Hyper- & Supermarkets take most of the EURO’s(Turnover split by shoptype) Trad 6.1€

  41. … howeverEurope is still a mosaic

  42. How different are France, Belgium & Holland?

  43. Retailing Private Labels in Belgium

  44. Global Market Share of Private Labelsin Belgium Food + Non-food (value share)

  45. Value Share of Private Labels YTD P09/04 PAPER PETFOOD/CARE HOT BEV. NON ALC BEV CONFECT. FABRICS

  46. Hard Discount in Europe

  47. Growth of discounters in Europe Market share (value) Source: Euromonitor, NatWest Securities and AIM estimates

  48. Italy Bubble Size: Discount sales per capita Greece Spain Austria UK Portugal France Germany Netherlands Belgium Denmark Is there a country which is not threatened by pan european discounts? Growth in No. of stores 1997-2002 + Value Market Share

  49. i magine! • Purchase power of €50 million per item! • Attracting 35% of shoppers weekly! • Spending €30 per trip, while saving €30! • Selling €200 million in 12 minutes! • 1 Hard discount store per 10.000 inhabitants! • Discount retailers capture 50% of the market growth! • 80% of consumers judge hard discount product quality equal to supermarkets! • Price reduction strategy of the brands do not work! This is not imagination: each statement is true!

  50. BREAK

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