Presentation on theme: "Country Manager Consumer Research. Country ManagerConsumer Research2 Overview All of the Background, Environment, Consumer, Competition, and Internal."— Presentation transcript:
Country ManagerConsumer Research2 Overview All of the Background, Environment, Consumer, Competition, and Internal information in CM is important and should be analyzed each period. Analysis of consumer research information is critical, each period, to develop and implement effective strategies: Target market Product Channel Pricing Advertising, promotion, and sales force This presentation guides you through the Consumer research
Country ManagerConsumer Research3 Consumers Menu Select the country you want to analyze (Venezuela is used here) Click on Consumers There are four types of consumer research: Shopping Habits Decision Criteria Awareness Brands Purchased
Country ManagerConsumer Research4 Shopping Habits There are four types of retail stores in LA: Traditional Self serve (convenience) Hypermarket Web/Other Home Each column shows what percentage of each demographic shops in each type of retail, and sums to 100% E.g., 46% of all Younger consumers shop in Traditional stores (54% shop somewhere else) Thus if you want to target Younger customers in VEN, selling only in Traditional stores will limit your sales potential to 46% of this group.
Country ManagerConsumer Research5 Decision Criteria - 1 Research shows how much weight consumers place on: Price Effectiveness (benefit or type of toothpaste) Size Vehicle (paste, gel) Delivery (tube, pump) This is for the entire VEN market. Use the “XSection” button to study specific customer segments
Country ManagerConsumer Research6 Decision Criteria - 2 You can click on any combination of demographic and benefit segments To the left Younger and White are selected The following slides will focus on analysis of the Younger White segment
Country ManagerConsumer Research7 Decision Criteria - 3 This segment represents 8.4% of the VEN population, and buys 10.6% of all toothpaste Effectiveness (whitening toothpaste) and size are very important to this segment They very much prefer small sizes They prefer tubes and gels
Country ManagerConsumer Research8 Awareness of Competition Brands 53% of this segment are aware of Local 1 (compared to 55% of all VEN consumers) 22% of this segment are aware of Regional 1 (compared to 27% of all VEN consumers) They are not at all aware of Local 2
Country ManagerConsumer Research9 Brands Purchased 72% buy Local 1 toothpaste 28% buy Regional 1 toothpaste Go to Competition – Market Share to see who sells the most White toothpaste Go to Competition – Brand Formulations to see what types of toothpaste Local 1 and Regional 1 sell in VEN that this segment are buying
Country ManagerConsumer Research10 Competition – Market Share Local 2 has 100% market share of White toothpaste – that is, of all toothpaste labeled as offering whitening benefits, Local 2 has 100% share Why does Local 2 have 100% White share, but the Young White segment buys Local 1 (72%) and Regional 1 (28%), and not Local 2 (0%)?
Country ManagerConsumer Research11 Competition – Brand Formulations Local 2 is the only company that sells White toothpaste (but offers no small sizes) Local 1 and Regional 1 sell Economy and Healthy (including some small sizes) Why are Young White consumers not buying Local 2’s White toothpaste? Why are Young White consumers buying toothpaste they really don’t want (i.e., something other than White)?
Country ManagerConsumer Research12 Competitive Analysis – Why Younger White Consumers Are Not Buying Local 2 Check their advertising – are they generating awareness? Check their Distribution Coverage – are they selling where Younger consumers shop? Do they have Sales Force allocated to the right channels? Check their Pricing – consumers are willing to pay more if it is what they want Etc. Do any of the available formulations really give this segment what they want? Can AllStar Brands do a better job targeting Younger White consumers than the current competitors? If so, develop a strategy to do so!