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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 l.jpg

Introductie tot AC Nielsen

2de Lic Toegepaste Economische Wetenschappen

A.O. Meertalige bedrijfscommunicatie

12 Oktober 2004

27 Oktober 2004


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


A c nielsen company worldwide l.jpg
A.C. Nielsen Company Worldwide tijdens de Grote Depressie een Food & Drug Index op te bouwen?

  • 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


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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.


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Supply Chain more than 100 countries. Around half of our EUR 3.9 billion in total revenues is generated in North America.

Retailers

The fundamental problem

Brand

Manufacturers

Performanceof myproductsversusmarket &competitors?


Retailers and manufacturers need information and insight into four key areas l.jpg
Retailers and manufacturers need information and insight into four key areas

MARKET DYNAMICS

?

MARKET SIZE? SHARES? DISTRIBUTION? PRICE?


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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?


Retailers and manufacturers need information and insight into four key areas9 l.jpg

CONSUMER into four key areasDYNAMICS

Retailers and manufacturers need information and insight into four key areas

MARKET DYNAMICS

KEY COMPETITORS

WHO? WHAT? WHY? WHEN? WHERE?


Retailers and manufacturers need information and insight into four key areas10 l.jpg

CONSUMER into four key areasDYNAMICS

Retailers and manufacturers need information and insight into four key areas

MARKET DYNAMICS

KEY COMPETITORS

  • Advertising

  • Coupons

  • Promotions

EXTERNAL INFLUENCES


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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


Tracking what happens at the retailer point of sale l.jpg

1. service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives.

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


An output example of retailer point of sales data cream cheese in europe l.jpg
An output example of service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives.Retailer Point of Sales Data: Cream Cheese in Europe

167 Millions KG

% Evol:+4%


In welk land is roomkaas het goedkoopst l.jpg
In welk land is roomkaas het goedkoopst? service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives.


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2. service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives.

But for a More Complete Picture . . .

  • Volumetrics by Retailer

  • Market Share

  • Price

  • Causal Factors

RetailMeasurement


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Link Store Information to . . . service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives.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


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Consumer Panel service expertise, tools and high quality data can play a significant part in helping our clients achieve its strategic priorities and associated business objectives.

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



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An example: Consumer spending data in France


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3. spending data in France

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?


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A Little Step Beyond spending data in France

An example: what is my optimal price?


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A Big Step Beyond spending data in France

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


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AGENDA spending data in France

  • What does AC Nielsen Marketing Research stand for ?

  • Retailing in Belgium and Europe

  • Structure of AC Nielsen information

  • Business Case


A c nielsen company belgium l.jpg

50 years on the market! spending data in France

25 Million €

170 full time persons

200 regular clients

A.C. Nielsen Company Belgium


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The Retail index spending data in France

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


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Disproportionate sample spending data in France


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Retailing spending data in FranceSome facts and some figures


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Turnover of the ACNielsen food universe spending data in France

+ 4.9%


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2003: ACNielsen Food Universe = spending data in France64 % 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


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Retail is losing market share in total private consumption...

Source: Fedis & INS



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Evolution of the number of stores consumption...(000 stores)

8770 8629

= - 141 stores


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MARKET consumption...

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


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New Shoptypes consumption...

Market share by new shoptype

03 vs. 02


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New Shoptypes consumption...

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


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New Shoptypes consumption...

Evolution number of Hard Discounter stores

+52



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European Retailing consumption...


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Europe today consumption...

  • 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%)


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Hypermarkets consumption...

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€


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… however consumption...Europe is still a mosaic



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Retailing Holland? Private Labels in Belgium


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Global Market Share of Private Labels Holland?in Belgium

Food + Non-food (value share)


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Value Share of Private Labels YTD P09/04 Holland?

PAPER

PETFOOD/CARE

HOT BEV.

NON ALC BEV

CONFECT.

FABRICS



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Growth of discounters in Europe Holland?

Market share (value)

Source: Euromonitor, NatWest Securities and AIM estimates


Is there a country which is not threatened by pan european discounts l.jpg

Italy Holland?

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


Magine l.jpg

i Holland?

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!


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BREAK Holland?


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AGENDA Holland?

  • What does AC Nielsen Marketing Research stand for ?

  • Retailing in Belgium and Europe

  • Structure of AC Nielsen information

  • Business Case


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Structure of the information Holland?

AC Nielsen information is always structured around the same four dimensions.


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The 4 AC Nielsen dimensions : Markets Holland?

Markets

1. Markets


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MARKET Holland?

2

1

1. ACNielsen shoptypesF1F2NIF2IF3

3

4

5

2. AC Nielsen Areas

Area 1 = Oost- en West-Vlaanderen

Area 2 = Limburg, Antwerpen en Vl. Brabant

Area 3 = 30 gemeenten rond Brussel

Area 4 = Henegouwen en Waals Brabant

Area 5 = Luik, Namen en Luxemburg


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MARKET Holland?

3. AC Nielsen Chain Data

Currently coöperating distributors :

Carrefour, Colruyt, Delhaize, Match, Mestdagh, AD Delhaize, Battard, Profi, Intermarché, Spar, Prima.

Aldi & Lidl:

Based on ticket collection at exit through field team.


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The 4 ACNielsen dimensions : Holland?Products

Markets

Products

1. Markets

2. Products


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PRODUCTS Holland?

  • CLIENT databases are structured according to the clients wishes, based upon the ACNielsen characteristics.

  • Total Market

    • Manufacturer

      • Brand

        • Size

          • Flavor


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The 4 ACNielsen dimensions : Periods Holland?

Markets

Products

1. Markets

2. Products

Facts

3. Periods


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PERIOD Holland?

  • Data are received on a weekly basis and can be produced and delivered weekly (9 days delay).

  • However most clients receive 4-weekly data delivered from 1 to 13 times per year.

  • In the database periods are defined by the last day included in the period :

    • SEP1704 : starts August 23 2004, ends September 17 2004

    • Cumulation of 13 periods = One year (MAT).

    • Other cumulation -> (YTD, season, …)


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The 4 ACNielsen dimensions : Facts Holland?

Markets

Products

1. Markets

2. Products

Facts

Periods

3. Periods

4. Facts


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FACTS Holland?

A. SALES (not for chains)

1. Sales units equivalized

- sales expressed in the equivalized unit the client has chosen (liters, kilos, ...)

2. Sales units

- sales expressed in “Number of EAN’S”

12 Pick Up singles = 12 (EAN’S scanned)

1 Pick Up 12 pack = 1 (EAN scanned)

3. Sales value

- Sales expressed in Euro


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FACTS Holland?

B. DISTRIBUTION (not for chains)

1. Numeric Distribution

- % of shops in the market breakdown that have sold the product (at least once) during the considered period 4 weeks)

2. Weighted Distribution

- % of turnover those shops represent within the total turnover of the product class


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FACTS Holland?

C. SHARES and PRICES

1. Average Retail Price Equivalized

- Sales Value / Sales Units Equivalized

2. Share Units

- Market Share expressed in Units.

3. Share Units Equivalized

- Market Share expressed in Kg...

4. Share Value

- Market Share expressed in euro



Let s practice l.jpg
Let ’s practice ... Holland?

  • WD : 20

  • ND : 40

  • WD : 50

  • ND : 45

  • What can you say about our distribution ?


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Let ’s practice ... Holland?

  • Sales Value : 2.000.000

  • Sales Units : 20.000

  • Sales Volume (kg) : 40.000

  • Sales Value : 3.000.000

  • Sales Units : 20.000

  • Sales Volume (kg) : 70.000

  • What did we do ?


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Let ’s practice ... Holland?

  • Sales Value : 2.000.000

  • Sales Units Equivalized: 20.000

  • Share in Value : 25 %

  • Share in Units Equivalized: 15 %

  • What can you say about our pricing?


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Let ’s practice ... Holland?

  • Sales Value : 4.000.000

  • Any Promo WD : 10

  • Sales Unit Equivalized : 20.000

  • Sales Value : 5.000.000

  • Any Promo WD : 40

  • Sales Unit Equivalized: 30.000

  • What happened ?



Input l.jpg
INPUT Holland?

  • Products :

    • One Market

    • besides PL, three important brands and one booming new brand

  • Markets :

    • Total Belgium

    • All Shop Types

    • 3 Regions

  • EXCEL Files with data on a certain market :

  • Periods :

    • 4-weekly periods

    • 3 years backdata

  • Facts :

    • Sales

    • Distribution

    • Shares & Prices

    • Promo & shelf


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INPUT Holland?

  • 11 EXCEL Files

    • UG-SU Sales Units

    • UG-SUE Sales Units Equivalized

    • UG-SV Sales Value

    • UG-WD Weighted Distribution

    • UG-ND Numeric Distribution

    • UG-PWD Promo WD

    • UG-P Price

    • UG-SHU Share Units

    • UG-SHUE Share Units Equivalized

    • UG-SHV Share Value

    • UG-SHELF Shelf Space


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INPUT Holland?


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OUTPUT Holland?

  • A written report (including charts) to be submitted on 21/12/04 (MTB) or 22/12/2004 (lic TEW)

  • In 2 copies

  • Maximum 10 pages (no appendix)

  • What are the major market trends ?

  • What is the position of our brand ?

  • What are the major trends for our brand ?

  • What are your recommendations ?


Contact jo lle lontie plejadenlaan 73 1200 brussel e mail joelle lontie@belgium acnielsen com l.jpg
Contact: Joëlle Lontie Plejadenlaan 73 1200 Brussel Holland?E-mail: Joelle.Lontie@Belgium.acnielsen.com