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

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Presentation on theme: "© 2004 ACNielsen 1 Introductie tot AC Nielsen 2de Lic Toegepaste Economische Wetenschappen A.O. Meertalige bedrijfscommunicatie 12 Oktober 2004 27 Oktober."— Presentation transcript:

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

3 © 2004 ACNielsen 2 AGENDA > What does AC Nielsen Marketing Research stand for ? > Retailing in Belgium and Europe > Structure of AC Nielsen information > Business Case

4 © 2004 ACNielsen 3 Hoe heet de Amerikaanse zakenman die het presteerde om tijdens de Grote Depressie een Food & Drug Index op te bouwen?

5 © 2004 ACNielsen 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

6 © 2004 ACNielsen 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.

7 © 2004 ACNielsen 6 The fundamental problem Brand Manufacturers Supply Chain Retailers Performance of my products versus market & competitors ?

8 © 2004 ACNielsen 7 MARKET SIZE? SHARES? DISTRIBUTION? PRICE? ? MARKET DYNAMICS Retailers and manufacturers need information and insight into four key areas

9 © 2004 ACNielsen 8 ? KEY COMPETITORS What’s My Competition Doing? Are They Winning? How Can I Succeed Versus My Competitors? MARKET DYNAMICS Retailers and manufacturers need information and insight into four key areas

10 © 2004 ACNielsen 9 KEY COMPETITORS MARKET DYNAMICS CONSUMER DYNAMICS WHO? WHAT? WHY? WHEN? WHERE? Retailers and manufacturers need information and insight into four key areas

11 © 2004 ACNielsen 10 EXTERNAL INFLUENCES Retailers and manufacturers need information and insight into four key areas KEY COMPETITORS MARKET DYNAMICS CONSUMER DYNAMICS Advertising Coupons Promotions

12 © 2004 ACNielsen 11 TOOLS PEOPLE EXPERTISE 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.

13 © 2004 ACNielsen 12 > 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 Tracking What Happens at the Retailer Point of Sale... Retail Measurement

14 © 2004 ACNielsen 13 An output example of Retailer Point of Sales Data: Cream Cheese in Europe 167 Millions KG % Evol:+4%

15 © 2004 ACNielsen 14 In welk land is roomkaas het goedkoopst?

16 © 2004 ACNielsen 15 But for a More Complete Picture... Retail Measurement Volumetrics by Retailer Market Share Price Causal Factors

17 © 2004 ACNielsen 16 Link Store Information to... The Consumer Behind the Purchase Retail Measurement Consumer Panel - Who buys what? - Where they shop? - How often they shop? Volumetrics by Retailer Market Share Price Causal Factors

18 © 2004 ACNielsen 17 Over 128,000 Households Worldwide CountryHouseholdsService Type U. S.52,000Homescan U.K. 10,450Homescan France 8,000Homescan Canada 9,600Homescan Germany 9,000Homescan South Africa 4,000Homescan Australia 5,000Homescan New Zealand 1,500Homescan Italy 6,000Homescan Mexico 4,000Homepanel Colombia 3,000Homepanel Spain 2,500Homepanel Finland 1,600Homepanel Greece 1,250Homepanel Israel 2,000Homepanel Switzerland 3,750Homescan Consumer Panel

19 © 2004 ACNielsen 18 Hoeveel keer koopt een gemiddeld Frans gezin een pakje roomkaas aan?

20 © 2004 ACNielsen 19 An example: Consumer spending data in France

21 © 2004 ACNielsen 20 Advanced analytics & modeling > 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? One Step Beyond

22 © 2004 ACNielsen 21 An example: what is my optimal price? A Little Step Beyond

23 © 2004 ACNielsen 22 Specific Issues; Specific Answers Decomposing 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 A Big Step Beyond

24 © 2004 ACNielsen 23 AGENDA > What does AC Nielsen Marketing Research stand for ? > Retailing in Belgium and Europe > Structure of AC Nielsen information > Business Case

25 © 2004 ACNielsen 24 A.C. Nielsen Company Belgium 50 years on the market! 25 Million € 170 full time persons 200 regular clients

26 © 2004 ACNielsen 25 The Retail index Desk ResearchField Research SampleUniverse one time only continuous Individualshouseholdsretail stores wholesalers with the sample stores we count 12.5% of total turnover or the purchases of 500,000 households

27 © 2004 ACNielsen 26 Disproportionate sample

28 © 2004 ACNielsen 27 Retailing Some facts and some figures

29 © 2004 ACNielsen 28 Turnover of the ACNielsen food universe + 4.9%

30 © 2004 ACNielsen 29 Private consumption (Billions Euro) = 28.3 Billions Euro Source: Fedis & ACNielsen 46% 34% 20% 98.7 121.6 169.3 2003: ACNielsen Food Universe = 64 % of food retailing = 23 % of retailing = 11 % of total private consumption 50% 32% 18% 7% 11% 8% 12% 53% 30% 17% 6% 11%

31 © 2004 ACNielsen 30 Retail is losing market share in total private consumption... Source: Fedis & INS

32 © 2004 ACNielsen 31 Hoeveel voedingswinkels waren er in 1970 in België?

33 © 2004 ACNielsen 32 Evolution of the number of stores (000 stores) 8770 8629 = - 141 stores

34 © 2004 ACNielsen 33 HD : Hard Discount Aldi & Lidl HD: HARD DISCOUNTERS. Beperkt assortiment, PL, lage prijs. F1 : Mass Retail (limited list) Colruyt, Delhaize Le Lion, Carrefour (CRF, Super GB), Match, Mestdagh (Super M Champion) & Cora F1 : GROTE SUPERMARKTEN Ruim assortiment, nationale merken en PL. AC Nielsen SHOPTYPES F2 : Medium Non-Integrated Distribution AD Delhaize, Spar, GB-Partner, GB- Contact, Alvo, Samgo, Intermarché F3 : Small Distribution All Self-Service Shops with a surface < 400 m² (and not belonging to one the shop types above. Company Owned Independant F3 : WINKEL OP DE HOEK Beperkt assortiment, nationale merken. MARKET F2 : ONAFHANKELIJKE WINKELS Ruim assortiment, nationale merken (en PL).

35 © 2004 ACNielsen 34 Market share by new shoptype 03 vs. 02

36 © 2004 ACNielsen 35 Average turnover per store in 1994-2003: (en 000 Euro) - current prices

37 © 2004 ACNielsen 36 Evolution number of Hard Discounter stores +52

38 © 2004 ACNielsen 37 Wie behoort tot de Top 3 in retail?

39 © 2004 ACNielsen 38 European Retailing

40 © 2004 ACNielsen 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%)

41 © 2004 ACNielsen 40 Hyper- & Supermarkets take most of the EURO’s ( Turnover split by shoptype) Hypermarkets 32.4 € L Supermarkets 23.3 € Conv. SM 13.1 € S Supermarkets 25.1 € Trad 6.1 €

42 © 2004 ACNielsen 41 … however Europe is still a mosaic

43 © 2004 ACNielsen 42 How different are France, Belgium & Holland?

44 © 2004 ACNielsen 43 Retailing Private Labels in Belgium

45 © 2004 ACNielsen 44 Global Market Share of Private Labels in Belgium Food + Non-food (value share)

46 © 2004 ACNielsen 45 Value Share of Private Labels YTD P09/04 PAPERPETFOOD/CARE HOT BEV. NON ALC BEV CONFECT.FABRICS

47 © 2004 ACNielsen 46 Hard Discount in Europe

48 © 2004 ACNielsen 47 Source: Euromonitor, NatWest Securities and AIM estimates Growth of discounters in Europe Market share (value)

49 © 2004 ACNielsen 48 Is there a country which is not threatened by pan european discounts? Value Market Share Growth in No. of stores 1997-2002 Italy Germany Spain UK Portugal Greece Austria Bubble Size: Discount sales per capita France Belgium Netherlands Denmark +

50 © 2004 ACNielsen 49 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!

51 © 2004 ACNielsen 50

52 © 2004 ACNielsen 51 AGENDA > What does AC Nielsen Marketing Research stand for ? > Retailing in Belgium and Europe > Structure of AC Nielsen information > Business Case

53 © 2004 ACNielsen 52 Structure of the information AC Nielsen information is always structured around the same four dimensions.

54 © 2004 ACNielsen 53 The 4 AC Nielsen dimensions : Markets Markets 1. Markets

55 © 2004 ACNielsen 54 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 MARKET 1. ACNielsen shoptypes F1 F2NI F2I F3

56 © 2004 ACNielsen 55 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. MARKET

57 © 2004 ACNielsen 56 MarketsProducts The 4 ACNielsen dimensions : Products 1. Markets2. Products

58 © 2004 ACNielsen 57 PRODUCTS > CLIENT databases are structured according to the clients wishes, based upon the ACNielsen characteristics. > Total Market 1 Manufacturer 2 Brand 3 Size 4 Flavor

59 © 2004 ACNielsen 58 Markets Facts Products The 4 ACNielsen dimensions : Periods 1. Markets2. Products 3. Periods

60 © 2004 ACNielsen 59 > 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, …) PERIOD

61 © 2004 ACNielsen 60 Markets FactsPeriods Products The 4 ACNielsen dimensions : Facts 1. Markets2. Products 3. Periods4. Facts

62 © 2004 ACNielsen 61 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 FACTS

63 © 2004 ACNielsen 62 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 FACTS

64 © 2004 ACNielsen 63 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 FACTS

65 © 2004 ACNielsen 64 En nu even oefenen!

66 © 2004 ACNielsen 65 Let ’s practice... > WD : 20 > ND : 40 > WD : 50 > ND : 45 > What can you say about our distribution ?

67 © 2004 ACNielsen 66 Let ’s practice... > 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 ?

68 © 2004 ACNielsen 67 Let ’s practice... > 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?

69 © 2004 ACNielsen 68 Let ’s practice... > 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 ?

70 © 2004 ACNielsen 69 En nu de finale: the business case!

71 © 2004 ACNielsen 70 INPUT > EXCEL Files with data on a certain market : > Products : -One Market -besides PL, three important brands and one booming new brand > Markets : -Total Belgium -All Shop Types -3 Regions > Periods : -4-weekly periods -3 years backdata > Facts : -Sales -Distribution -Shares & Prices -Promo & shelf

72 © 2004 ACNielsen 71 INPUT > 11 EXCEL Files > UG-SUSales Units > UG-SUESales Units Equivalized > UG-SVSales Value > UG-WDWeighted Distribution > UG-NDNumeric Distribution > UG-PWD Promo WD > UG-PPrice > UG-SHU Share Units > UG-SHUE Share Units Equivalized > UG-SHVShare Value > UG-SHELF Shelf Space

73 © 2004 ACNielsen 72 INPUT

74 © 2004 ACNielsen 73 OUTPUT > 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 ?

75 © 2004 ACNielsen 74 Contact: Joëlle Lontie Plejadenlaan 73 1200 Brussel E-mail: Joelle.Lontie@Belgium.acnielsen.com


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