© Kantar Worldpanel
Topics of Today
1. Spending Steps Up While Consumers
Want A Deal
2. Dynamic & Diverse Channel Shopping
Trend
3. - How Do Consumers Shop
Your Category?
乘著iConsumer的翅膀
David Shang Kuan(Commercial Director of Kantar Worldpanel Taiwan)
Spending Steps Up While Consumers Want A Deal
© Kantar Worldpanel
4045
5055
606570
7580
8590
Jan-0
8
Feb-0
8
Mar-
08
Apr-
08
May-0
8
Jun-0
8
Jul-08
Aug-0
8
Sep-0
8
Oct-
08
Nov-0
8
Dec-0
8
Jan-0
9
Feb-0
9
Mar-
09
Apr-
09
May-0
9
Jun-0
9
Jul-09
Aug-0
9
Sep-0
9
Oct-
09
Nov-0
9
Dec-0
9
Jan-1
0
Feb-1
0
Mar-
10
Apr-
10
May-1
0
Jun-1
0
Jul-10
Aug-1
0
Sept-
10
Oct-
10
Nov-1
0
Dec-1
0
Jan-1
1
Feb-1
1
Mar-
11
93
93.5
94
94.5
95
95.5
96
96.5Taiwan Consumer Confidence Index
Taiwan Employment Rate%
CCI source: The Research Center For Taiwan Economic Development, National Central University
Unemployment Rate source: Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C. (Taiwan)
200000
210000
220000
230000
240000
250000
260000
270000
280000
290000
300000FMCG Spending $NT$MM
Source: Worldpanel Taiwan
”
TRADING DOWN FROM
OUT OF HOME DURING
RECESSION
“
SENSIBLE RECOVERY DUE TO
LOWER UMPLOYMENT &
DOMESTIC NEEDS HELPS
HOME CONSUMPTION
“
”
Financial Crisis Stock market rebound Disposable income up
© Kantar Worldpanel
–HOW:
–More shopping trips in both family
and individual needs
–Tier upgrade overrides price up
impact
–WHAT:
–Beauty, Health, Convenience
–WHO:
–Young Family
–Middle & Lower income outpaced
higher income
© Kantar Worldpanel
98
99
100
101
102
103
104
105
106
107
52 w
/e 2
2 M
ar
09
52 w
/e 1
9 A
pr
09
52 w
/e 1
7 M
ay 0
9
52 w
/e 1
4 J
un 0
9
52 w
/e 1
2 J
ul 0
9
52 w
/e 1
6 A
ug 0
9
52 w
/e 1
3 S
ep 0
9
52 w
/e 1
1 O
ct 09
52 w
/e 0
8 N
ov 0
9
52 w
/e 0
6 D
ec 0
9
52 w
/e 0
3 J
an 1
0
52 w
/e 3
1 J
an 1
0
52 w
/e 2
8 F
eb 1
0
52 w
/e 2
8 M
ar
10
52 w
/e 2
5 A
pr
10
52 w
/e 2
3 M
ay 1
0
52 w
/e 2
0 J
un 1
0
52 w
/e 1
8 J
ul 1
0
52 w
/e 1
5 A
ug 1
0
52 w
/e 1
2 S
ep 1
0
52 w
/e 1
0 O
ct 10
52 w
/e 0
7 N
ov 1
0
52 w
/e 0
5 D
ec 1
0
52 w
/e 0
2 J
an 1
1
52 w
/e 3
0 J
an 1
1
52 w
/e 2
7 F
eb 1
1
52 w
/e 2
7 M
ar
11
Shopping
Frequency
Unit per Trip
Price per Unit
Source: Worldpanel Taiwan, FMCG by 2500 household panel
MOMENTUM INCREASED WITH
SHOPPING TRIPS, MORE IMPULSE,
MORE BROWSINGREDUCE USAGE
June’09 the lowest period
as base time index 100
A->A+ TRADE UP TO PREMIUM
IN MOST SECTORS OVERRIDES
PRICE UP IMPACT
Consumer behavior
change YOY
#93
© Kantar Worldpanel
90
100
110
120
90 95 100 105 110 115 120
Source: Worldpanel Taiwan, MAT 2011Q1 YOY
FMCG tracked by household panel, Baby products by baby panel
Sp
en
din
g p
er
Bu
ye
r G
row
th Y
OY
Purchase Occasion Growth YOY
HEALTH SUPPLEMENT
Growth fits in each age
functional benefits: Beauty
and energy boost for the
middle age; Joint-protect
for the elders.
PERSONAL CARE
High tier e.g. derma and
more sophisticated usage
on facial moisturizer e.g.
BB cream. White space for
hair conditioner / treatment
/ coloring.
FROZEN MEAL
Easy meal to
address life style of
convenience
BABY PRODUCTS
Subject to low birth rate
in spite of the increasing
indulgence
Household care
Beverage
Liquid Dairy
Dry Food
© Kantar Worldpanel
consumers resumed spending
and hiked over the previous high
7306
6923
6109
7200
7935
2006 2007 2008 2009 2010
Avg Spending NT$
Source: Worldpanel Taiwan Beauty,
Skincare Counter Brands by 3000 ladies
Promotion periods = Mothers Day (P4-P6) + Anniversary
(P10-P13)
planned until promotion period,
also a favorable time to
maximize spending…
66
70
68
72 72
2006 2007 2008 2009 2010
val% of promotion period in a year
Counter skincare
Difference between:
$1412 in normal days;
$2270 in promotion season
(packed up with stretched usage).
© Kantar Worldpanel
premium defined the trend
3435
36
42
MAT08Q1 MAT09Q1 MAT10Q1 MAT11Q1
Premium Tier Sales%
Source: Worldpanel Taiwan Beauty,
Shampoo+ Hair Conditioner by 4000 ladies
upgrade trend also being
stimulated by under-the-line
activities…
31
32
3737
MAT08Q1 MAT09Q1 MAT10Q1 MAT11Q1
% of promotion sales within
premium tier
Promotion = Consumer perceived promotion
hair care
Chicken or egg:
60% promotion perceivers are
trial buyers.
© Kantar Worldpanel
Taking advantage of promotion
occasion - not only pushing volume,
but also a chance to upgrade buyers.
THINKING:
Product portfolio to reach maximum
penetration
© Kantar Worldpanel
1.02
1.03
1.04
1.05
1.06
1.07
1.08
1.09
1.1
470 480 490 500 510 520 530 540
Buying Occasions (in million)
RTD Tea,
Volume ML per trip
09Q1
09Q2
09Q3
09Q4 10Q1
10Q2
10Q3 10Q4
11 Feb.
Source: Worldpanel Taiwan Beverage, RTD Tea by 4800 individuals
Time by Moving Annual base
NOT GOING BACK TO NORMAL
More impulse drinking occasion while
accompanied with more volume consumed
During recession the impulse purchase
cut down (conservative)
© Kantar Worldpanel
Impulse!!
Occasion%
Growth%
39.5% 7.8% 8.6%
+7% -7% +44%
+ -> expandability of consumption
@CVS @CVS@CVS @PX-Mart
1.0%
-15%
Source: Worldpanel Taiwan Beverage, beverage by 4800 individuals
top 2 brands (茶裏王&御茶園) in 500-600 ML RTD tea market
© Kantar Worldpanel
Actual Case : COFFEE
If purchase size goes up by 100%, the consumption rate will go up by 68%
y = 0.6789x - 0.0036
R2 = 0.2294
-100.00%
0.00%
100.00%
200.00%
300.00%
400.00%
500.00%
600.00%
700.00%
800.00%
900.00%
1000.00%
-200.00% -100.00% 0.00% 100.00% 200.00% 300.00% 400.00% 500.00% 600.00% 700.00% 800.00%
Axis Title
Axi
s Ti
tle
Linear (Diff consumption)
© Kantar Worldpanel
Trip loading encouraged faster
consumption, as long as not delayed
next purchase.
THINKING: what else applied?
Health drink, Moist Mask, Snacks, Oral etc.
Engage consumers to better treat
themselves
© Kantar Worldpanel
90
95
100
105
110
115
120
80 100 120 140 160 180
Sp
en
din
g p
er
trip
Gro
wth
YO
Y
Bubble size = value share%
Source: Worldpanel Taiwan, FMCG by 2500 household panel, MAT 2011Q1 YOY
Purchase Traffics Growth YOY
Hypermarket
Super
CVS
PCS
Pharmacy
Direct Sales
Traditional
TV order
Department
Store
PX
Internet
Among increased traffics….
no. of retailers shopped increased to #16
More shopping trips spared to
Internet, Pharm, PX, CVS, Dpt, PCS
© Kantar Worldpanel
Shopping around for deal…
Liberty times7 Eleven
To support retailers out of red sea:
Category growth & bringing in
shoppers
and also for pleasure !
23
Mini pack brought females to Sparkling
Drinks, in convenience store
0
10000000
20000000
30000000
40000000
50000000
60000000
52 w
/e 2
2 F
eb 0
9
52 w
/e 2
2 M
ar
09
52 w
/e 1
9 A
pr
09
52 w
/e 1
7 M
ay 0
9
52 w
/e 1
4 J
un 0
9
52 w
/e 1
2 J
ul 0
9
52 w
/e 1
6 A
ug 0
9
52 w
/e 1
3 S
ep 0
9
52 w
/e 1
1 O
ct 09
Female
Male
Shopping occasions
Sparkling Drinks in CVS
Mini Coke
Launched
Buyer %
for Mini Coke
in CVS
67%
33%
Source: Worldpanel Taiwan Beverage, RTD Tea by 4800 individuals
24
Beauty Drink (incl. Berry, 4 herbs, Bird’s Nest etc)
Buying Occasion by Age
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
MAT 09Q1 MAT
09Q2
MAT
09Q3
2009 MAT 10Q1 MAT 10Q2 MAT 10Q3 2010 MAT 11Q1
Age 46-55
Age 36-45
Age 26-35
Age 15-25
Source: Worldpanel Taiwan Health, 3000 lady individuals
Four-herbs revamped the demand of
wellness for the younger. Bringing new buyers from chinese herb stores…
25
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
52 w
/e 2
2 M
ar
09
52 w
/e 1
7 M
ay 0
9
52 w
/e 1
2 J
ul 0
9
52 w
/e 1
3 S
ep 0
9
52 w
/e 0
8 N
ov 0
9
52 w
/e 0
3 J
an 1
0
52 w
/e 2
8 F
eb 1
0
52 w
/e 2
5 A
pr
10
52 w
/e 2
0 J
un 1
0
52 w
/e 1
5 A
ug 1
0
52 w
/e 1
0 O
ct 10
52 w
/e 0
5 D
ec 1
0
52 w
/e 3
0 J
an 1
1
52 w
/e 2
7 M
ar
11
No kids family
Family with Kids
Shopping occasions
Wet wipe
Wet Wipe extended usage for adult.
© Kantar Worldpanel
New initiatives to renovate product life
cycle, and to support retailers with
category growth (instead of EDLP)
27
Key Take-away
3. Leverage the promotion occasion to reach the
trial buyer. Loading up can encourage
consumption. Smart Promotion
1. Trading up and stretched usage is the opportunity. Justify product portfolio
2. New initiatives to drive category growth. Innovation
乘著iConsumer的翅膀
Yvonne Wang(General Manager of Kantar Worldpanel Taiwan)
Dynamic & Diverse Channel Shopping Trend
© Kantar Worldpanel
© Kantar Worldpanel
© Kantar Worldpanel
20
27
41
45
57
66
82
Vietnam
Philippine
Thailand
China
Korea
Malaysia
Taiwan
Bigger Share for Modern Trade
Taiwan
Malaysia
Korea
China
Thailand
Phili.
VN
© Kantar Worldpanel
91
84
82
82
82
German
French
Netherland
UK
Taiwan
Modern Trade Share Comparison
Taiwan
UK
Netherland
French
German
© Kantar Worldpanel
Top 3 distributors accounted for
more than 50% or even 70%
share in developed countries in
Europe.
27 27 20 20
1524
14 20
15
20
1115
0
30
60
90
UK Netherlands France Germany
© Kantar Worldpanel
Highly scattered and competitive
Top 3 distributors in Taiwan only
accounted for 30% share
1327 27 20 20
9
1524
14 207
15
20
1115
0
30
60
90
TW UK Netherlands France Germany
RT Mart
Carrefour
PX Mart
© Kantar Worldpanel
With more then 2.3 billion population in a small island
Highly scattered but competitive channel environment
What kind of consumers are made of?
What channels are those cannot be missed?
© Kantar Worldpanel
PX Mart
7-Eleven
Carrefour Group
Family Mart
Watsons
RT Group
Costco
Hi-Life
A. Mart
Wellcome
In average, consumers purchasing FMCG in 5 Key Accounts
Shopping channel highly
overlapped
Top10Penetration (47% val.)
© Kantar Worldpanel
How about the repertoire size within
Top 10 Hyper and Super in TW?
6 %11 %
21 %
30 %
22 %
11 %
1 store 2 stores 3 stores 4 stores 5 stores 6 stores and
above
3.3 Key Accounts in average.
© Kantar Worldpanel
ShopaholicGreat Taipei
Great Area
Age under 35
High Income
3-5 People HH
With Kids
Who purchase FMCG
in so many different
Key Accounts?
6 %
11 %
21 %
30 %
22 %
11 %
1 KA 2 KAs 3 KAs 4 KAs 5 KAs 6 KAs above
© Kantar Worldpanel
Why shop FMCG in so
many different stores?
Check up DM!see which shop has the discount on the product I need and go for it.
Something rare or special that cannot be found in other stores,such as Japanese
seasoning in Matsusei
PX-Mart is nearby and convenient, got smaller packsize with good deal
Membership points collection can exchange discounts when shopping
RT-Mart has a Comfortable Environment, nice smell of fresh bread, will take kids
for shopping
Will go get milk from 7-11 if needed in urgent for making coffee
Will shop in Costco for things that last longer because of its big packsize with cheap
price
© Kantar Worldpanel
Who shops FMCG
in only 1 store?
6.2%2.1%
1.6%
6 %11 %
21 %
30 %
22 %
11 %
1 store 2 stores 3 storess 4 stores 5 stores 6 stores
and above
“its close to home and convenient
Its cheaper and often with promotion activities
I didn’t like the small supermarket nearby, I prefer the
neat layout in PX-Mart which helps me easier to find
what I want
Carrefour is closer with almost everything I need
Loyal Group
Countryside
Age above 50
Lower household income
Young/Old single couple
1-2 members small family
© Kantar Worldpanel
Shoppers shop around
Key retailers own its unique strengths
Multiple Key Account Strategies
© Kantar Worldpanel
13 13
12 12
7
54
43
34
21 21 2
5
3
21
MAT10Q1 MAT11Q1
中友百貨
太平洋百貨
漢神百貨
雅芳
寶雅精品百貨
康是美
SOGO百貨
遠東百貨
屈臣氏
新光三越
Top 10 Key RetailersSales Value Share
12 13
9
7 7
5
4 4
3 3
2 21 1
1 1
10
4
11
MAT10Q1 MAT11Q1
寶雅精品百貨
頂好超市
全家便利
屈臣氏
愛買
統一超商
好市多
大潤發
家樂福
全聯福利中心
7
5 7
33
33
2
33
32
33
21
2
1
2
8
MAT10Q1 MAT11Q1
Pchome
宜兒樂 . 育子園
大潤發
營養銀行
全聯福利中心
佑全保健藥妝
家樂福
好市多
啄木鳥
丁丁
TTL FMCG(Home Panel)
Skincare(Lady Panel)
Infant(Baby Panel)
38.1% 39.5% 20.3%
© Kantar Worldpanel
SpaciousVariety
Unique
MembershipInnovative
DM
Discount
Quality
Value
Saving
Neighboring
Convenient
Support your Key Account Evenly
© Kantar Worldpanel
Categories with High Loyalty
Fresh Milk
Liquid Yogurt
Frozen Foods
Toilet Paper
Laundry
Penetration 38% (about 3 million
households)
4th in Value Share
6 Store (by end 2011 with 8 stores)
Higher income shoppers
American style
Selected brands
Big packsize
Great price
Profit Concern
Unique for Retailer
Premium Products
© Kantar Worldpanel
209952219651
195372191959
217753
255197
298358
316992329242
2873235131
27389
61989
137555
235897
289728 293852
267923
0
50000
100000
150000
200000
250000
300000
350000
2008 2009 2010
96
106 104 100
128
152
186
203
172
11 147
17
33
54
67 6862
0
20
40
60
80
100
120
140
160
180
200
220
2008 2009 2010
7-ELEVEN Multi-Serve Purchase
Buyer Base Spending
RTD Tea:Extra demand
Toilet Paper:Channel switching
and
Stretch usage
© Kantar Worldpanel
Increasing demand from 7-11
heavy buyer is the main
reason brought up multipack.
57% Increasing
demand
18% Channel
Switching
7-ELEVN Multi-Pack RTD Tea growth rate
76%
Why shop who box of RTD Tea
in 7-11?
“its got discount and makes it
cheaper then Hyper! ……I like
this tea anyway, don’t mind
purchase more during discount,
can put in the fridge and drink
it anytime, eventually drink
more then I used to
be……wouldn’t drink that much
without CVS discount”
“I like to drink tea, shop in CVS
could also collect points to
exchange the promotion gift.
Its close by and easy to carry
home.”
© Kantar Worldpanel
Consumers shop around、retailers each with specialty
Multi-channel strategy is essential
Set Costco as the channel to
promote premium products
WHAT ARE THE
KEY
TAKEOUT?
7-ELEVEN promote with hyper price
Business opportunity is limited with strong
categories:enlarge but not erosion the market pieManufactures need not worry, could consider join competition
Limited impact to household FMCGGrowth is evenly switching from other channel
Yet, it isn’t easy to change consumer’s channel habits
However, determination of 7-ELEVEN will decide
whether current channel habit can be break
through or not!
53
With fast developing retailers
What are the impacts towards the
market as well as the consumers?
What characters are observed within
Taiwan market?
Internet Shopping
Private Label
© Kantar Worldpanel
What is the future of Private Label
in Taiwan?
Is it a threat to Manufacture Brand?
© Kantar Worldpanel
% of PL in total FMCG 2% 2% 1.9%
The financial crisis was still unable to push
up the development of Private Label
The importance is only 2%
6978
Private Label
Penetration
2006 2010
2,9323,366
4,804 4,966
5,503
2006 2007 2008 2009 2010
+11%+ 3%
+43%+14%
Average Spending
© Kantar Worldpanel
Monopoly retailers
bring up the growth
of Private Label
13 11 10
27 2720 20
9 9 8
1524
1420
7 75
15
20
11
15
52
4
11
7
10
12
4
1 3
7
6
8
7
0
30
60
90
Taiwan South Korea Malaysia UK Netherlands France Germany
Private Label Value Share
1.9% 2.6% 2.6% 46.3% 35% 32% 30.8%
© Kantar Worldpanel
0
500
1000
1500
2000
2006 2007 2008 2009 2010
Only Costco and 7-Eleven
Private Label keep growing
58
Low Price is not the only consideration.
Brand Image and Emotional Appeal of
retailers are more important!
59
Low Price is not the only consideration.
Building Trust is the smart way!
Selected Brand
© Kantar Worldpanel
WHAT ARE THE
KEY
TAKEOUTS?Packed retailers as well as average
market importance is the barrier for
private label
Maintain the balance of channel power
to avoid monopoly
However, opportunities lies in…
Brand image and client relationship
building are the keys to break through
current situation
Keep monitor future development of 7-
Select
What are the future for private
label in Taiwan?
Will it threaten market brands?
© Kantar Worldpanel
Penetration of internet
in household
48% Household Internet
shopping penetration
82% 2010
2%Value Share of total FMCG
through Internet Shopping
33%
2011Est.
3.3%
24%Household Internet shopping
for FMCG penetration
© Kantar Worldpanel
2011-05-30
65
19
25
30
10
51
Value share
Buyer Share
Source: Kantar Worldpanel Taiwan, Household panel
Heavy online
shopper
Medium online
shopper
Light online
shopper
North、East
Younger Housewife
High household income
Family with kids or teen
Avg yearly spending:NTD17,096
Yearly shopping frequency:15 times
Middle to South
Housewife age above 50
Middle to low household income
1~2 people small family
Avg yearly spending:NTD968
Yearly shopping frequency:2 times
Internet
Shopping
PioneerFollower
© Kantar Worldpanel
Convenience
Why preferred Internet Shopping?
Price
Variety
Comparable
Relatives and children
Influencer?
Internet rating/comments
Trial on premium items
Purchase potential?
Trial on new product
© Kantar Worldpanel
Frozen food
RTD drink / food
Ladies
underwear
Feminine care
Skincare
Cook related
Frozen food
Ladies underwear
Household
cleansing
Haircare products
Health food
Oral care
Everyone go for online
shopping However
Demand differently by age
Young generation
Older family
couple
Family with kids
Change of demanded
category
No time or physically
unavailable to visit stores
© Kantar Worldpanel
Internet Shopping
vs.
Physical Channel
INDEX
Average volume
per Trip123 76 185 197 146 179 275 176
Big difference in choosing brands through Internet and
physical channels
Market Top 10 brands accounted lower importance on Internet
0
10
20
30
40
50
60
70
Total
FMCG
Cooked
Food
Dried
Food
Instant
Food &
Drink
Health
Drink
HH
Cleansing
HH Paper Personal
Care
Total FMCG Market Physical Channel
Internet
Fast-g
row
ing
Cate
go
ries
on
Inte
rnet
$$ Price per Unit 251 238 149 132 192 165 78 107
© Kantar Worldpanel
Does Internet Shopping affect Physical
Channels?
6705 6666 6716 6933 6816 7304 7679 7821 7619
30462 30747 30325 3072832128 32787
33826 34436 35074
0
5000
10000
15000
20000
25000
30000
35000
40000
2008 MAT
09Q1
MAT
09Q2
MAT
09Q3
2009 MAT
10Q1
MAT
10Q2
MAT
10Q3
2010
Average spending of Internet shoppers in
Physical Channel grow together with the
market
© Kantar Worldpanel
-500000000
0
500000000
1000000000
1500000000
2000000000
2500000000
3000000000
13-S
ep-0
9
11-O
ct-
09
8-N
ov-0
9
6-D
ec-0
9
3-J
an-1
0
31-J
an-1
0
28-F
eb-1
0
28-M
ar-
10
25-A
pr-
10
23-M
ay-1
0
20-J
un-1
0
18-J
ul-10
15-A
ug-1
0
12-S
ep-1
0
12-S
ep-1
0
10-O
ct-
10
7-N
ov-1
0
5-D
ec-1
0
2-J
an-1
1
Period 2
Change -
Colu
mns
Total Switching Shoppers Held Shoppers Won/Lost
Source: Kantar Worldpanel Taiwan, Household panel
Partly switch from other channelsBut stimulate the additional demand is main
growth driver of Online Shopping
Internet shoppers increase
demands on Internet
Shopping
Switch from other channels
Physical Channel Buyers Start to shop
via Internet Shopping
© Kantar Worldpanel
WHAT SHOULD BE
eCOMMERCE
STRATEGY?
High expectation on
development of internet
shopping
Premium products with price promotion
encourages upgrade
Big packsize fulfill or expand shopping
needs
Targeting busy(working ladies)and
shoppers with issue accessing to stores
(mums with babies、elder)
Limited product online or new launch
PR marketing is the king
© Kantar Worldpanel
Scattered Retailers with high competition
Expand store numbers to maximize sales performance
Avoid monopoly to prevent growth of private label
Premium product development in COSTCO
Everyone go for online shopping, high expectation on
future development
Capture the chance of product upgrade
Online limited edition as well as new product launch
PR marketing using internet rating
Targeting shoppers ask for convenience
Learning from 7-ELEVEN
Continue monitor the effectiveness for promoting
private label brand image
Big pack size is likely to stimulate more demand
Family FMCG is likely to switch from other channel,
benefit to profit is minor. Should promote products
with good quality and higher price.
乘著iConsumer的翅膀
Fay Chuang (Account Director of Kantar Worldpanel Taiwan)
-How Do Consumer Shop Your Category
© Kantar Worldpanel
Being a ConsumerYou have your own thoughts, and I have my own logics.
Channel
Brand
Price tier
Package
Vegetarian or not
Individual vs. Family
Promotion
© Kantar Worldpanel
I am a consumer, also a marketer
How does the consumer Choose? (Marketing)
Sophisticated
Consumer!
How does the shopper Buy my category? (Trade)
© Kantar Worldpanel
Not only brand;
channel is also
applicable
Actual purchase-not claimed
Large sample supporting
detailed SKU level
portfolio insights
Continuous tracking-can be applied
in any category
Flexibility to Filter-
In-depth Analysis
© Kantar Worldpanel
Identify a sequence of purchases of Instant noodle
What is the common selection criteria?
Pack
Soy bean paste
Uni-President
$24
Week 1 Week 8 Week 19 Week 27 Week 38Extended family
Pack
Beef
Ve Wong
$17
Pack
Beef
Uni-President
$18
Pack
Beef
Ve Dan
$13
Pack
Bak kut teh
Uni-President
$18
Week 1 Week 8 Week 16 Week 29 Week 35
Pot
Beef
Wei Lih
$45
Cup
Kimchi
Uni-President
$35
Pot
Beef
Uni-President
$53
Pot
Beef
Ve Wong
$50
Pot
Sesame oil chicken
TTL
$58
Single lady
© Kantar Worldpanel
Product Affinity Tree
Pack
Pot/Cup
Products with a close tree
connection have a strong
inter-relationship (interchanging)
with each other.
Example
© Kantar Worldpanel
Exploration 1: Optimize Product Portfolio
What should I select for my brand portfolio to satisfy the most
decisions and shoppers?
Are there growth opportunities for NPD or range extensions?
After understanding the purchase decision order…
© Kantar Worldpanel
Exploration 1: Optimize Product PortfolioI need 6 Products to make sure I can reach enough buyers
Instant Noodle
Pack42%
Pot/Cup58%
Beef20%
Non Beef22%
Prepared Meal
26%
Non Prepared Meal
32%
Meat DryNo Meat Soup Dry Beef Non Beef Beef Non Beef10% 10% 1% 18% 4% 23% 3% 14% 18%
Example
© Kantar Worldpanel
Exploration 1: Optimize your portfolioAre there growth opportunities?
Example
Total Instant Noodle
Pack Pot/Cup
Beef
Flavor
Non-Beef
Flavor
With Prepared
Meal
No Prepared
Meal
With
Meat
Dried
Noodle
No
Meat
NoodleSoup
Dry
Noodle
Beef
Flavor
Non-Beef
Flavor
Beef
Flavor
Non-Beef
Flavor
The Manufacturer does not cover this decision
so needs a new SKU to meet this need for full
market coverage; this could either be a entirely
new range or a brand expansion
© Kantar Worldpanel
Identify your true competitors and how closely related they are to your
existing portfolio?
When do shoppers leave without buying and when do they
switch to a rival?
Exploration 2: Gain Competitive Advantage
After understanding the purchase decision order…
© Kantar Worldpanel
InstantNoodle
Pack 碗/杯裝
Beef Non BeefPrepared
MealWO Prepared
Meal
With Meat
Dried Noodle
WithoutMeat
Noodle Soup
Dried Noodle
Beef Non Beef Beef Non Beef
Exploration 2: Gain Competitive Advantage
Who is my true competitor?
Example
© Kantar Worldpanel
InstantNoodle
Pack Pot/Cup
Beef Non BeefPrepared
MealWO Prepared
Meal
With Meat
Dried Noodle
WithoutMeat
Noodle Soup
Dried Noodle
Beef Non Beef Beef Non Beef
112 105 98
Exploration 2: Gain Competitive AdvantageIdentify key differentiator within the same competitive set
Price is the next key decision.
And in this case is the most effective method
to raise share in the competitive set. Example
© Kantar Worldpanel
Exploration 3: Develop shopper focused planogram strategies
Can shoppers clearly see my products?
What product attributes and features should we highlight on shelf?
How to collaborate with my retailers to plan the most optimal strategy?
Where should my category display?
After understanding the purchase decision order…
© Kantar Worldpanel
Multi packs
(Family Size)
Individual
pack
Pot/ Cup
(Individual)
1st: Package
Exploration 3: Develop shopper focused planogram strategiesIs it easy for the shopper to find what they are looking for?
Can the shelf be organised in line with purchase behaviours?
Pot/ Cup
(Multi serve )
2nd: Flavor 2nd: With prepared meal or not
Beef Pork
Chicken Vegetable
With prepared meal
Non-prepared meal
Example
Beef Pork
Chicken Vegetable
Helping Shoppers find your brand/ products
With prepared meal
Non-prepared meal
© Kantar Worldpanel
Instant
Noodle
Pack
97
Pot/Cup
103
Beef Non BeefPrepared
Meal
113
w/o prepared
meal
57
With
Meat
Dried
Noodle
Without
Meat
Noodle
Soup
Dried
Noodle
Beef
128
Non Beef
96
Beef
79
Non Beef
45
Premium
146
Value
100
Brand A
150
Brand D
148
Brand C
102
Brand B
145
Brand E
98
Brand A
150
100 = Average Price
Exploration 3: Develop shopper focused planogram strategiesMake sure my product has been positioned in right space
LocalImported
Example
© Kantar Worldpanel
Exploration 3: Develop shopper focused planogram strategiesDifferences of decision order can be seen in various channels
Hyper
Packaging
CVS
Individual Serve
Super
Packaging
Super
Imported Area
PX
Shelf Design
© Kantar Worldpanel
Exploration 3: Develop shopper focused planogram strategiesPlanogram recommendation for modern trade: Skincare
Actual Example
© Kantar Worldpanel
– Between Shampoo and Toothpaste would have the most beneficial
impact for skincare. They offer optimum basket overlap, high penetration
and high frequency. They would aid the potential frequency of buying
Skincare.
Exploration 3: Develop shopper focused planogram strategiesWhere should skin care be located in store?
Skin CareShampoo &
Liquid BathOral Care
Actual Example
© Kantar Worldpanel
Exploration for Purchase Decision
Develop shopper
focused planogram
strategies
Optimize Product
Portfolio
Gain Competitive
Advantage
© Kantar Worldpanel
Yahoo!奇摩購物中心PChome線上購物momo富邦購物網
ETMall東森購物PayEasy線上購物-康迅數位整合
樂天市場網路購物露天拍賣
快樂購-Go Happy
歡樂點網站-HiNet
ViVaTV
國泰購物-Treemall
郵政商城(網路開店服務)
7net統一超商-7-ELEVEn
萊爾富購物網淘寶網
新光三越線上購物-shopping.skm
中友YO購站-中友百貨網購站誠品網路書店-eslite
森森百貨購物網-( u-mall / u-life )
長榮樂e購FUJIDINOS-日本生活購物網
哇!拍賣-WOW-(需先購競標點數)
廣華電子商城(電子零件)-敦華電子iCshop-(電子零件)
蕃薯藤購物中心-yam
維他廣場-VitaSquare
今華電子(電子零件)
名佳美美華泰
博客來網路書店-books.com.tw
民視購物網燦坤實業
Yahoo!奇摩拍賣台塑購物網
順發3C數位服務大買家量販網路店
Yahoo!奇摩超級商城
© Kantar Worldpanel
Work closely with you to deliver impact to your business
成為您的夥伴,協助您業務成長
Name and surname
Date
© Kantar Worldpanel
Kantar Worldpanel
Understanding the shopper throughout their journey
Choose a
store
Explore the
store
Select a
Category
Select a
Product
Decide to go
shopping
Buy the
product
What motivates the shopper at each stage?
What influences the choices they make?
LinkQPurchase panel Marketing
© Kantar Worldpanel
OUR COMMITMENT 我們的承諾
102
High Definition
Inspiration
高清晰啟發
Consumer Insight
Center Of
Excellent
卓越中心Expert Service
Online
Deliverables
網路版報告
WPO.com
Online Behavior
Monitoring
網路行為Online Communication
Targeting & Evaluation
© Kantar Worldpanel
Investigating unique
behavior
Purchase motivations
Building segmentations
Price Targeter
Decision Tree
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