1. TURNING RESEARCH INTO SMART BUSINESS DECISIONS
GfK. Growth from Knowledge

2. 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

3. 1. Your Growth from Knowledge

4. 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

5. 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

6. 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.

7. 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

8. 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

9. 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

10. Home & Living – Channel structure Belgium
Ironmongers
DIY Shops
etc.
etc.
214
320

11. 2. GfK Point of Sales Tracking

12. 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

13. 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

14. 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

15. 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

16. 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

17. 3. Working with GfK data

18. 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.

20. 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.

21. 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

23. 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

24. 4. Powered Gardening – EU 5

25. Stay in touch Kristof Scheys Business Analyst kristof.scheys@gfk.com

26. 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.