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TURNING RESEARCH INTO SMART BUSINESS DECISIONS
GfK. Growth from Knowledge
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1 2 3 4 Agenda Your Growth from Knowledge GfK Point of Sales Tracking
Working with GfK data 3 Facts & Figures – an example: Powered Gardening – EU5 4
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1. Your Growth from Knowledge
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GfK. Growth from Knowledge. Trusted for quality. For 80 years.
13,000 passionate experts Thought leader in the industries we serve …enable our clients to create winning strategies to enrich consumers’ lives We are the trusted source of relevant market and consumer information We deliver globally vital insights into local markets – in 100 countries
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Increasingly complex consumer experiences with rising expectations
Consumers can access multiple products and walk away when price, choice, service or delivery fall short. Brands must find new routes to connect and influence. TOTAL I am now less loyal to any one brand as I need to shop around more to find the best value. 56% Retailers, advertisers, and brands have less influence on my purchase decisions than ever before. 46% My social networks have become as important as other information sources for me to make the best product choices. 38% Today’s consumers are rising their expectations. With the growing transparency and the increase of product choices, consumer loyalty is dramatically declining. It’s simple to walk away when price, service or delivery don’t match expectations. According to our GfK FutureBuy survey from 2016, 56% of respondents state that they are less loyal to any one brand. The influence on purchase decisions is moving away from ads and promotional activities; today, social media platforms have a much bigger impact. Brands need to react to this quickly and find innovative ways to re-connect with their consumers. Source: GfK FutureBuy 2016, online survey with 20,000 consumers 18+ in 20 countries
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To succeed, businesses need to…
…leverage the most relevant data to gain the best insights on what and why consumers buy to optimize experiences along the journey. Gain a “full picture” market view and granular consumer insights to understand consumers’ demands and purchasing behavior, today and tomorrow. Translate these insights into action by converting big data into smart data. Apply proven market research approaches in innovative ways, covering all sources of relevant data to obtain the most holistic view. At GfK, we believe that businesses can be successful if they understand what and why consumers buy. And if they can translate those insights into action. They can optimize consumers’ purchase journey if they use the most relevant data to gain the best insights on consumers’ purchasing decisions. And they can do all this in the most efficient way by applying proven market research approaches in innovative ways.
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A Strong Global Retailer Network
Cooperating Retailers - Example shops / retailers worldwide deliver data every month/week to represent a universe of 2.3 million shops 7
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World map of our Home & Living tracking
Existing Austria The Netherlands Belgium Poland China Portugal Croatia Russia Czech Republic Serbia Denmark Slovakia France Slovenia Germany South Africa Great Britain Spain Greece Switzerland Hungary Taiwan Italy Sweden Kenya Morocco
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Home & Living – Channel structure Belgium
DIY Superstores Mass Merchandisers Garden Centers Leaderpanel Hypermarkets, Cash & Carry Supermarkets Variety Stores Internet Generalists Department Stores/Mail Order Houses etc. 445 1.767 ca. 105
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Home & Living – Channel structure Belgium
Ironmongers DIY Shops etc. etc. 214 320
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2. GfK Point of Sales Tracking
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GfK Point of Sales Tracking provides insights into what products are selling…
When, where, and at what price... enabling manufacturers to offer the right products through best channels and drive innovation Where When Price Track market share, brand performance and competition and analyze global and local market trends Optimize product assortment, distribution and pricing strategy Enhance sales planning & product marketing through accurate forecasts of future demand Tracking data
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The characteristics of the GfK POS Panel
GfK POS Tracking measures sales directly at the Point of Sale. Direct transactions from manufacturers to the end consumer or to end consumers via wholesalers are not being considered in GfK’s POS Panel. However, sales of mono brand shops of manufacturers are included. Supply chain Tracking methods Information Import Export Production data Shipment data Import/export Manufacturer POS Consumer Wholesale Industry/government statistics GfK POS Panel Import Export Retail data POS data Import Export
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Market research along the supply chain
Manufacturer Retailer/ internet/ operator Consumer Wholesale GfK POS Tracking facts Globally defined distribution channels Globally defined product groups Representative and constant samples based on information systems/audits Regular data collection by single articles (SKU* level) counted data (EPOS* or manual shop visits) hard facts: sales units, price, distribution… regular data collection, e.g. monthly, weekly, daily or other time frames Extrapolation by distribution channel to the GfK Panel Market 760+ product groups audited 425,000 retail point-of-sales audited worldwide 1,500,000 new SKUs* per year 120+ channels of distribution *SKU = stock keeping unit, EPOS = electronic point of sales
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We help you track performance and optimize product strategy
425,000 retail partners Manufacturers Retailers automatically + manually 90+ countries local + global INSIGHTS DELIVERY Regular reporting – weekly, monthly, quarterly… QUALITY CHECK 14.5 million products in our database What sold where at which price? DATA COLLECTION
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How do we establish a Retail Panel?
DEFINITION OF SAMPLE Universe sample based on statistical methods 4 DATA COLLECTION 5 What sold where at which price? 14.5 million products in our database 6 QUALITY CHECK 7 INSIGHTS DELIVERY Regular reporting weekly, monthly, quarterly 5125 1 3 DEFINITION OF CORRESPONDING UNIVERSES e.g.: Identification of all DIY Superstores in Belgium e.g.: Powered Lawnmowers 1 DEFINITION OF PRODUCT GROUPS e.g.: DIY Superstores 2 DEFINITION OF CHANNELS
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3. Working with GfK data
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Examples for a marketing mix analysis
The market success of a brand depends on a successful marketing mix. The 4 P’s – namely product, price, place and promotion, are key areas determining the performance of a brand. With GfK POS Panel information, you can analyze the marketing mix and set the base for a successful marketing strategy. Do you have the right products on the market? Development of technical features Your market share in key segments Product lifecycle Are your products positioned at the right price point? Development of price classes Your market share in important price classes Price positioning Product Price Is your distribution on target to reach your marketing goals? Distribution KPIs: numerical/weighted distribution In-shop share / turnover share Place Promotion Does your marketing communication support your marketing strategy?* E.g. weekly reporting enables promotion tracking on short-term basis *The GfK POS Panel does not measure promotion activities in terms of financial input and advertising. This analysis requires internal information on marketing communication activities to compare with the brand‘s performance according to the GfK POS Panel.
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Information about product group segmentation
Following feature splits can be available: Plant Protection Household Insecticides Herbicides Insecticides Fungicides Slug Killers Tree Wax Sprout Suppression Biotechnical Products Technical Products Rat & Mice Traps Ant-Killer Plant Strengthening Products Rodenticides Stone Clear Repellents Herbicide Type Lawn Moss Paths Non Selective ... Consistence Concentrate Ready to use Type of packing Traps Spray Spraying & Drain Granulates & Powder Natural Product Natural Non-Natural Crawling Insects Flying Insects Technical Products Flying Type Wasp Mosquito Multi Targets ... Crawl Type Cockroach Maggot Spider Multi Purpose Attranct Trap (yes/no) Type of packing Consistence Natural Product Plant Protection products are applied directly at the plant. Products which protect plants by controlling and repelling destructive weeds or noxious insects by ingredients. Also in the same category are products which encourage the recovery of plants as well as those which reduce the germination capacity of grains in storage. To be monitored are chemical and bio-technical products. Household Insecticides are used for selective protection against insects in the home. They also can be used in rooms, in which food is processed or sold. Mainly these types of products are not used directly at the plant.
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Information about product group segmentation
Following feature splits can be available: Fertilizers Growing Media General Indoor Special Indoor General Outdoor Special Outdoor Lawn Food Cut Flowers Indoor / Outdoor Type Orchid Green Plant Balcony/Basket ... Lawn Treatment Four action Triple action With weedkiller With mosskiller Consistence Liquid Solid Type of packing Package size Natural Product Potting Soil Bark Mulch Compost soil Granulates Humus Hydroponics Peat Potting soil type Universal Special Rose Orchid Seed&Cutting ... Package size Natural product
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Information about product group segmentation
Following feature splits can be available: Powered Gardentools Garden Handtools Blow Vacs Chain Saws Grass Shears Hedge Trimmers Lawn Mowers Shredders Trimmers / Brush cutters Lawn Mowers Walk behind Robot mower Sit on (zero turn / rider / tractor) Drive Petrol Corded Cordless Petrol Drive 2-stroke 4-stroke Accu pack technology Lithium based Nickel based Voltage Wattage Garden Stick Tools Pruning Saws Grass Shears Garden Stick Tools Aerators/Scarifiers Cultivators Lawn Edgers Garden Claws Rakes Spades Trowels Shovels
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4. Powered Gardening – EU 5
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Stay in touch Kristof Scheys Business Analyst kristof.scheys@gfk.com
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In a landscape characterized by more and more complex markets, exploding touch-points and increasingly demanding and less loyal consumers, manufacturers are under significant pressure to develop best products and services and ensure their efficient commercialization. Successful businesses need the most up-to-date sales data and granular insights on product performance in order to set clear strategies for commercial growth. GfK Point of Sales Tracking provides insights into what products are selling, when, where and at what price, enabling manufacturers to offer the right products through best channels and drive innovation. Based on the world’s largest sample of point-of-sales tracking data, we help our clients create powerful product strategies that drive profitable sales.
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