Strategii de promovare la raft si impactul lor asupra consumatorilor

Daniel Enescu

ABORDARE

CONSUMATORII

Produse, preturi

PROMOTII

Producatori

Retail-eri

CONSUM Cumparaturi

CRIZARecesiune

Mediu economic

Mediu economicRecesiune

CRIZA

CONSUMATORII

Produse, preturi

PROMOTII

Producatori

Retail-eri

CONSUM Cumparaturi

CRIZARecesiune

Mediu economic

Mediu economicRecesiune

CRIZA

CRIZASegmentarea consumatorilor in functie de

atitudinea fata de criza

Segmentarea consumatorilor in 2009

Orientati catre trecut/ vad amenintari

Orientati catre viitor/ vad oportunitati

Activi

Pasivi

conservatorii

23.6%

oportunistii

27.8%

Nostalgicii

22.4%

In functie de atitudinea fata de criza

Sursa: Daedalus Millward Brown, baza 2000 respondenti, CATI august 2009

26.3%

Detasatii

Schimbari IN 2010 FATA DE 2009Activ

Pasiv

Detasatii

oportunistiiconservatorii

Nostalgicii

CRESTE ORIENTAREA CATRE TRECUT /

AMENINTARI 12.3%

DEVIN USOR MAI

ACTIVI2.5%%

Segmentarea consumatorilor In functie de atitudinea

fata de criza

Orientati catre trecut/ vad amenintari

Orientati catre viitor/ vad oportunitati

DIMENSIUNEA SEGMENTELOR IN 2010

Orientati catre trecut/ vad amenintari

Orientati catre viitor/ vad oportunitati

Activi

Pasivi

Detasatii

oportunistiiconservatorii

Nostalgicii

30.4% 23.4%

18.4%27.9%

23.6% 27.8%

26.3%22.4%

Sursa: Daedalus Millward Brown, baza 2000 respondenti, august 2010

Segmentarea consumatorilor In functie de atitudinea

fata de criza

Total

conservatorii

oportunistii

Nostalgicii

Detasatii

Frecventa de Mers la Cumparaturi Fata de Anul Trecut - Hipermarketuri/ Supermarketuri

2009 2010

Sursa: Daedalus Millward Brown, CATI august 2009, august 2010

Cos de Cumparaturi Fata de Anul Trecut - Hipermarketuri/ Supermarketuri

Sursa: Daedalus Millward Brown, CATI august 2009, august 2010

1 3 . 5 %

1 3 . 8 %

7 . 6 %

3 . 1 %

2 0 . 4 %

1 3 . 9 %

1 4 . 4 %

9 . 9 %

1 4 . 3 %

9 . 7 %

4 7 . 3 %

3 9 . 5 %

3 8 . 0 %

2 0 . 9 %

4 8 . 6 %

4 2 . 4 %

3 7 . 2 %

3 0 . 4 %

4 3 . 2 %

3 2 . 3 %

3 9 . 2 %

4 6 . 7 %

5 4 . 4 %

7 6 . 0 %

3 1 . 0 %

4 3 . 7 %

4 8 . 4 %

5 9 . 7 %

4 2 . 5 %

5 8 . 0 %

0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 %

D e t a s a t i ( 2 0 0 9 )

D e t a s a t i ( 2 0 1 0 )

N o s t a l g i c i ( 2 0 0 9 )

N o s t a l g i c i ( 2 0 1 0 )

O p o r t u n i s t i ( 2 0 0 9 )

O p o r t u n i s t i ( 2 0 1 0 )

C o n s e r v a t o r i ( 2 0 0 9 )

C o n s e r v a t o r i ( 2 0 1 0 )

2 0 0 9

2 0 1 0

M a i m u l t d e c a t a n u l a n t e r i o r L a f e l c a i n a n u l a n t e r i o r M a i p u t i n d e c a t i n a n u l a n t e r i o r

CONSUMUL si PROMOTIILE

CONSUMATORII

Produse, preturi

PROMOTII

Producatori

Retail-eri

CONSUM Cumparaturi

CRIZARecesiune

Mediu economic

Mediu economicRecesiune

CRIZA

CONSUMATORII

Produse, preturi

PROMOTII

Producatori

Retail-eri

CONSUM Cumparaturi

CRIZARecesiune

Mediu economic

Mediu economicRecesiune

CRIZA

CONSUMATORII

Produse alimentare

de baza

Bauturi

DulciuriProduse de

ingrijire personala

Cafea

Produse proaspete

Produse de ingrijirea locuintei

Produse de panificatie

INCIDENTA DE CONSUMEvolutie August 2008 – August 2010

y = -0.0093x + 416.37

0102030405060

Aug-08

Oct-08

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

CIOCOLATA - TABLETE

y = 0.0074x - 218.026065707580859095

100

Aug-08

Oct-08

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

ULEI

y = 0.0017x - 25.45202530354045505560

Aug-08

Oct-08

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

IAURT SIMPLU

y = 0.0052x - 153.22303540455055606570

Aug-08

Oct-08

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

APA PLATA

y = -0.0045x + 204.17

15

20

25

30

35

Aug-08

Oct-08

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

IAURT CU FRUCTEy = -0.0015x + 89.603

101520253035404550

Aug-08

Oct-08

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

NECTAR &100% JUICE

Se mentine si chiar creste usor la categoriile de baza

In scadere mai mult sau mai putin accentuata la produsele “Nice to Have”

Sursa: BrandExpress, Daedalus Millward Brown

CONSUMATORIIProduse

alimentare de baza

Bauturi

Dulciuri

Produse de ingrijire

Cafea

Produse proaspete

CONSUMPROMOTIICONSUMATORII

Produse alimentare de

baza

Bauturi

Produse de impuls

Produse de ingrijire

Produse dependente

Produse proaspete

PROMOWATCH®

PROMOTII LA RAFT

ULEI

CAFEACIOCOLATA

IAURT

STUDIU DE CAZ: DETERGENTI DE RUFE

33% off

2 + 1

17% off

15% off

24% off

5 + 1

20% off

1 kg zahar Coronita

8% off

6% off

3% off

10% off

Ulei – Floarea Soareluiy = 0.0074x - 218.02

6065707580859095

100

Aug-08 Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10

ULEI

Promotii la raft – investitia in PRPs

mai – aug2010

ian – apr2010

sept – dec2009

mai – aug2009

Total PRPs

Pret initial nespecificat

Pret initial specificat

Mai multe produse la acela si pret

Cadou

12+1 (dupa casa de marcat)

8% off

14 + 1

250g vegeta de legume

10% off

TOP PROMOTII in PRPs

5 + 1

Faina Dobrogea 1 kg

14 + 1

7% off

12% off

10% off

Sursa PROMOWATCH®

91.8%65.5% 80.4% 85.1%

1.9%24.6% 6.8% 11.4%

3.1%8.2% 8.1% -

0.6%1.7% 4.7% 3.5%

9,130 10,174 7,564 7,417

*Brosuri

Iaurt SimpluPromotii la raft – investitia in PRPs

mai – aug2010

ian – apr2010

sept – dec2009

mai – aug2009

Total PRPs

Mai multe produse la acela si pret

Pret initial nespecificat

Pret initial specificat

Second product discounted

Cadou

TOP PROMOTII in PRPs

y = 0.0017x - 25.45202530354045505560

Aug-08

Oct-08

Dec-08 Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09 Feb-10

Apr-10

Jun-10

Aug-10

IAURT SIMPLU

10 + 2

6 + 2

2 + 1

5 + 1

3 + 1

9 + 3

6 + 2

3 + 1

50% off at second item

11 + 1

10 + 2

2 + 1

3 + 1

6 + 2

5 + 1

50% off at second item

11 + 1

7 + 1

6 + 2

10 + 2

2 + 1

9 + 3

1 + 1

5 + 1

14.2% 18.0% 14.6% 7.1%

Sursa PROMOWATCH®

12,03414,539

12,23618,888

77.5% 73.9% 71.4% 72.3%

4.1% 5.4% 5.5% 8.0%

1.3% 2.6% 6.6% 9.1%

2.1% - 0.1% 1.8%

CafeaPromotii la raft – investitia in PRPs

mai – aug2010

ian – apr2010

sept – dec2009

mai – aug2009

Total RPs

Pret initial nespecificat

Pret initial specificat

Mai multe produse la acela si pret

Cadou

Second product discounted

TOP PROMOTII in PRPs

y = -0.002x + 138.58

010203040506070

Aug-08

Oct-08

Dec-08 Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09 Feb-10

Apr-10

Jun-10

Aug-10

CAFEA

50% off at second item

5+1

15% off

25% off

1+1

20% off

20% off

11+1

3+1

50% off at second item

2 cups

22+2

20% off

50% off at second item

11+1

22+2

20+4

17% off

50% off at second item

metallic box

2 mugs

2+1

11+1

5+1

40,11048,149

42,972 39,266

17.3%42.7% 30.4% 29.8%

38.9%20.4% 12.4% 26.4%

25.8%16.3% 21.4% 23.1%

8.0%10.4% 25.5% 16.3%

8.3%8.8% 7.3% 4.1%

Sursa PROMOWATCH®

4+1

9+1

2+1

120g la pret de 100g

1+1

18+2

4+1

9+1

50% off at second item

10% off

20% off

15% off

10% off

125g la pret de 100g

4+1

9+1

50% off at second item

2+1

9+1

4+1

18+2

5+1

50% off

50% off at second item

Ciocolata - TabletePromotii la raft – investitia in PRPs

mai – aug2010

ian – apr2010

sept – dec2009

mai – aug2009

Total PRPs

Pret initial nespecificat

Mai multe produse la acela si pret

Pret initial specificat

Mai multa cantitate la acelasi pret

Al doialea produs la pret redus

TOP PROMOTII in PRPs

y = -0.0093x + 416.37

0102030405060

Aug-08

Oct-08

Dec-08 Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09 Feb-10

Apr-10

Jun-10

Aug-10

CIOCOLATA - TABLETESursa PROMOWATCH®

25,808 30,01541,132 39,393

32.7%61.7% 48.9% 41.5%

10.6%21.7% 33.3% 24.1%

28.9%7.9% 13.4% 24.2%

15.9%7.1% 0.2% 1.0%

11.6%0.3% 2.4% 4.7%

Studiu de cazDETERGENTI de RUFE

Structura PRPs

Mai – August2010

Ianuarie – Aprilie2010

Septembrie – Decembrie2009

Total PRPs Septembrie 2009 – August 2010

72%

23%

2%3%

Cash&Carry HypermarketSupermarket Discounter

66%

26%

4% 4%

Cash&Carry HypermarketSupermarket Discounter

68%

26%

4% 2%

Cash&Carry HypermarketSupermarket Discounter

67,58872,021

77,449

Promotii la raft – investitia in PRPs

Sursa PROMOWATCH®

Detergent de rufePromotii la raft – investitia in PRPs

Mai – August2010

Ianuarie – Aprilie2010

Septembrie – Decembrie2009

Mai multe produse la acelasi pret

Mai mult detergent la acelasi pret

Pret initial nespecificat

Pret initial specificat

Cadou

Al doilea produs la pret redus

Discount Vizibil: evolutie sept 2009 – august 2010

Sursa PROMOWATCH®

47.2% 43.9% 47.8%

19.2% 24.1% 24.0%

14.2% 16.9% 10.5%

5.6% 6.8% 4.3%

11.7% 2.7% 9.7%

2.8% 5.0% 3.9%

18.9% 17.9% 17.4% 17.8%14.1%

16.6% 18.0%16.0% 16.7% 16.1%

19.8% 18.6%

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10

Ariel(2+1, 1+1, 50%off second, +1kg,

20%,9+1)(21-26)

Ariel(6+1, 50%off second, +5Kg, +Fairy,

+1kg,+3x400g)(27-30)

Ariel(6+1, 1+1, 2+1, +5kg, +Fairy,

+Lenor)(30-35)

Bonux(+3x400, )(21-23)

Bonux(+Ace, 4x400g, 9+1, +1kg)(24-29)

Bonux(+5kg, 1+1, +Ace, 6+1, 1x400g, 4x400g40%off second)(31-35)

Dero(2+1, +1kg, 8+1, +2kg, +900g, )(19-22)

Dero(8+2, 20+4, +3kg, 50%off second,

+1kg, +900g, clama pachet)(23-26)

Dero(8+1, 8+2, +3kg, )(27-32)

Dero(8+2, 8+1, 50%off second, +3kg, 5+1,

2kg, +cocolino)(33-37)

Persil(5kg la pret de 4kg, 50%off, SP-U,

5+1)(19-26)

Persil(3+1, 5kg la pret de 4kg, +1kg, +2kg,

50% off second, 25%)(27-31)

Persil(3+1, 5kg la pret de 4kg, +1kg,

+2kg,)(32-37)

Tide(SP-U)(19-22) Tide

(6+1, +4x400g, +1kg, +ACE)(23-29)

Tide (+4x400g, 6+1, 18+2, +1kg, )(30-37)

REX(SP-U)(19-26)

REX(+2kg, SP-U, +2kg)(27-30)

REX(+2kg, 3+1, SP-U, 6kg la pret de

5kg)(31-35)

OMO(9+1, 20+4, 8+1)(29-32)OMO(+2kg, 9+1)(33-36)

-3.00

-2.50

-2.00

-1.50

-1.00

-0.50

0.00

0.50

1.00

1.50

2.00

0% 5% 10% 15% 20% 25% 30% 35% 40%

Schimbari inP7D consumption (pp)

Share of PRPs (%)

Eficienta - P7D Consumption

Sursa PROMOWATCH®

Perioada Mai – August 2010

Sursa PROMOWATCH®

Eficienta - analiza 4 luni

18800 PRPs (iaurt simplu)

27800 PRPs(Carbonatate)

34900 PRPs (sampoane)

39400 PRPs (tablete)

77500 PRPs (detergenti)

39400 PRPs (cafea)

-3

-2.5

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

2.5

3

0% 5% 10% 15% 20% 25%-3

-2.5

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

2.5

3

0% 5% 10% 15% 20% 25%

-3.0

-2.5

-2.0

-1.5

-1.0

-0.5

0.0

0.5

1.0

1.5

2.0

2.5

3.0

0% 5% 10% 15% 20% 25%-3

-2.5

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

2.5

3

0% 5% 10% 15% 20% 25%

Schimbari in P7D Consumption (pp)

Share of PRPs (%)

CONCLUZII

CONCLUZII

ØPromotiile care aduc ceva nou/special pe piata au eficienta sporita fata de cele clasice

ØExista o legatura directa intre evolutia pietei si investitiile in promotii. Cu cat piata are o

tendinta mai accentuata de scadere, cu atat promotiile au o tendinta mai clara de crestere

ØAcolo unde au fost facute investitii masive in promotii, impactul acestora asupra

consumatorilor scade vizibil

ØConsumatorii din ce in ce mai educati si mai atenti “tind sa elimine” promotiile de tip pret

special cu pretul inainte de promotie nespecificat

ØDesi exista variatii de la piata la piata, am identificat o tendinta vizibila de mutare a

promotiilor de volum/loializare catre promotiile de activare/achizitie

Ø Pe masura ce criza se adanceste, tipologia consumatorilor migreaza catre segmentele cu

atitudine mai pesimista, influentand modul in care acestia percep activitatile de marketing.

INTREBARI?

Multumesc!

Daniel EnescuPresedinte Daedalus Group

0213179731office@visionwise.ro

www.visionwise.ro