营销策略品类管理与消费者关系

CategoryManagementUnderstandingtheconsumeraskeytosuccess

DionisioSeissusGarcíaAnaCláudiaFiorattiESOMAR,México–October2004ConsumerPanelMethodologyContinuousResearchthathasthemainobjectivetounderstandthesamegroupofhouseholds,thespontaneouspurchasebehaviorofconsumers.DiaryPurchasesofmorethan70massconsumptioncategories(Food,HouseholdCleaning,PersonalCareandNonAlcoholicBeverages)LatinAmericanCoverageCoverage:14CountriesSample:25,000HouseHoldsCategoryManagementAnalysis Opportunitiesformanufacturesandretailerspermitingto

:IdentifythecustomersofaChainA,evaluatinginwhichotherchannelsofdistributionandsupermarketchainstheyalsodotheirpurchases

KnowthebuyersloyaltylevelofaChainA,searchingforpossiblecategoriesorproductportfoliosmixedbusinessopportunities

Quantifythe“lostbusiness”ofChainA:Whotherealcompetitorisattheconsumermomentofdecidingtopurchase?

Howmuchcouldbegainedinsales,whenaconcretemarketingstrategyisdevelopedtorecoverthelostexpense?BenefitsofthetoolspresentedPhasesofCategoryManagement10million100million40millionCategoryVolumeoftheChain:Chain’smarketshareCategoryVolumeinallchannelsofdistributionCategoryVolumemadebythechains’customers10millionOnlyasmallproportionoftheChain’sconsumers,buythecategoryatthesamechainAssessmentoftheChain’sSalesVolume1.Knowthebusinessvolume,thechains’smarketshare,andthecustomersoftheespecificchainTheloyaltyis25%thentotalpotentialis30million.LoyaltyoftheChain’sSalesVolume2.Measurechainloyaltyindeterminedcategoryandtheexpensecompetitor’slossWhichchainsandchannelsofdistributionarethe“receivers”ofConsumersChainXlostexpenses?51015202030ChainAChainBChainCChainDChainEOthersAssessmentofthelostexpensesofChainX(%)3.Expenseanalysis7525LoyaltyLostExpensesWheredoestheChainXstandatthemoment?Whatshouldwefocusontoattractmorecustomersorkeeptheloyalcurrentone?HIGHPOTENTIALLOWPOTENTIALManycategorybuyers,whobuyelsewhere.Fewcategorybuyers,whobuyelsewhere.Manycategorybuyers,buyingatChainXFewcategorybuyers,whohoweverbuyatChainX.OPPORTUNITIESSTRENGTHSWEAKNESSPROFIT/GAINSLOWLOYALTYHIGHLOYALTY4.Knowthechainandcompetitors´positioningMarketPotencialEvaluation5.MeasurethemainfactorswhichgeneratelossesItestablisheswhethertheseslossesaretheresultsofsensitivitytoprices,promotionsandadvertisingactivities,etc.Thisanalysisisbasedontimeperiodsthathaveshownsignificantchangesinthechainmarketshare,whenevaluatingone’schainactionsandcompetitors.6.Knowdifferentcustomergruopsinthechain(targets)Asthemarketisincreasinglycompetitiveitisclearlyimportanttoidentifythecustomergroupswhicharecontributingnegativelyforthechain’sresultsandfocusone’saimonthesespecificconsumers,attractingandmakingthemloyal.7.Makethecorrectdecisionstokeepandimprovethechainmarketshare,andworkmorecloselywithmanufacturerstoenhancebettersalesandprofitresults.TheLatinAmericanConsumer:ComparingtheArgentinean,BrazilianAndChileanAnalysisThroughtheConsumerPanelinformation,theCategoryManagementmethodologyisanalizedfor:HairCareCategory(ShampooandHairConditioners)InArgentina,BrazilandChileinaspecificChain,mentioned:ChainADuringtheperiodbetweenJuly2003andJune2004Sample:11,100householdsRelativeimportanceofPersonalCarebetween9%-10%oftheFMCGtotalHairCarerepresentbetween2%-3%ofthetotal,beingofgreatrelativeimportanceinChileDifferentmarketshareofShampooinHairCareperCountry:Brazil46%;Argentina35%andChile29%1.GeneralDiagnosisShareofMarket:FMCG,PersonalCareandHairCare(%Value)ArgentinashowsasmallermarketshareforSupermarketsBrazilandinChilemorethan60%ofpurchasesaredonebythischannel1.GeneralDiagnosisShareofMarket––DistribuitionChannelsFMCG(%Value)Greatparticipationofpharmacies/drugstores,directSalesanddoortodoorchannelinallcountries1.GeneralDiagnosisShareofMarket––DistribuitionChannelsPersonalCare(%Value)AthirdpartofpurchasesinthesecategoriesoccursoutofthesupermarketchannelInArgentinatheimportanceofTraditionalChannelisconsiderablyhighShareofMarket––DistribuitionChannelsHairCare(%Value)1.GeneralDiagnosisConsumersbuyHairCareinChainA:42%inArgentina27%inBrazil51%inChile2.ImportanceofBuyersatChainAandHairCare(%)3.LostExpensesandLoyaltyBuyersofChainALoyaltyinHairCarebuyersofChainA:17%inArgentina10%inBrasil27%inChileTraditionalChannelandPharmacies/Drugstoresrepresentalmost50%oflostexpenseinHairCare.ThemostimportantsupermarketcompetitorisChainB,withonly8%oftotalexpense4.LostExpensesinHairCareBuyersofChainAArgentina31%ofthelostexpensesisoutofSupermarkets;Pharmacies/Drugstores,Departmentstoresanddoor-to-doorchannels4.LostExpensesinHairCareBuyersofChainABrasilCompetitionisamongdifferentsupermarketschains.34%oflostexpensecomefromChainB4.LostExpensesinHairCareBuyersofChainAChileTheChainAisplacedwithafewbuyersofHairCare,butthesupplyhappensinsidethechain.Goodrelativeloyalty5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationArgentinaSTRENGTHSPROFIT/GAINSOPPORTUNITIESWEAKNESSLowloyaltyandlowpotential,HairCarepurchaseisdoneoutofChainA5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationBrasilSTRENGTHSPROFIT/GAINSOPPORTUNITIESWEAKNESSSimilarpositionofArgentina,butmuchcloserinpotentialwiththeirmaincompetitors––ChainBandOtherSupermarkets5.ChainandChannelsPositioningofHairCare’sMarketPotentialandLoyaltyEvaluationChileSTRENGTHSPROFIT/GAINSOPPORTUNITIESWEAKNESS6.LostExpensesDistributionofChainAamongHairCare’sbuyersandnonbuyersBrazil––opportunityinbuyerofChainAandnonbuyerHairCarewhichconcentrate76%oflostexpenseis19,1%ofhouseholds7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersArgentinaGreaterconcentrationofmiddleclasspeopleHousewifeswhoboughtHairCareinthechainareyoungerthanthosewhodidn’tbuyMosthouseholdsdidn’tbuyHairCareinthechainwithoutchildren7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersBrazilBuyernotboughtHairCareinChainA:HigherLowLevelHouseholdswithoutchildrenTwodifferentgroupsofbuyers:BuyersnotboughtHairCareinChainA:lowersocial-economiclever,olderhousewives,withchildren,housewivesseekingforbalancedbetweenqualityandpriceBuyersboughtHairCareinChainA:highersocial-economiclever,youngerhousewives,indifferentpurchasestyle7.SocialEconomic,demographicProfileandLifeStyleofChainAbuyersChileObjectiveContinuousComparativeResults(periodsandcountries)Microanalysis(onecategory)andMacroanalysis(groupofcategories)EasyAdvantagesofCategoryManagementfromConsumerPanel9、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Thursday,January5,202310、雨中黄叶叶树，灯下下白头人。。。03:04:0203:04:0203:041/5/20233:04:02AM11、以我独沈久久，愧君相见见频。。1月-2303:04:0203:04Jan-2305-Jan-2312、故故人人江江海海别别，，几几度度隔隔山山川川。。。。03:04:0203:04:0203:04Thursday,January5,202313、乍见翻疑疑梦，相悲悲各问年。。。1月-231月-2303:04:0203:04:02January5,202314、他乡生白发发，旧国见青青山。。05一月20233:04:02上午03:04:021月-2315、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。一月月233:04上上午午1月月-2303:04January5,202316、行动出出成果，，工作出出财富。。。2023/1/53:04:0203:04:0205January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。3:04:02上午3:04上上午03:04:021月-239、没有失败败，只有暂暂时停止成成功！。1月-231月-23Thursday,January5,202310、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。03:04:0303:04:0303:041/5/20233:04:03AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2303:04:0303:04Jan-2305-Jan-2312、世间成成事，不不求其绝绝对圆满满，留一一份不足足，可得得无限完完美。。。03:04:0303:04:0303:04Thursday,January5,202313、不知香积积寺，数里里入云峰。。。1月-231月-2303:04:0303:04:03January5,202314、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。05一一月月20233:04:03上上午03:04:031月-2315、楚塞三湘湘接，荆门门九派通。。。。一月233:04上上午1月-2303:04January5,202316、少少年年十十五五二二十十时时，，步步行行夺夺得得胡胡马马骑骑。。。。2023/1/53:04:0303:04:0305January202317、空山新雨雨后，天气气晚来秋。。。3:04:03上上午3:04上上午03:04:031月-239、杨柳散和风风，青山澹吾吾虑。。1月-231