STRATEGII SI ABORDARI ALE PROMOTIILOR IN...
Transcript of STRATEGII SI ABORDARI ALE PROMOTIILOR IN...
STRATEGII SI ABORDARI ALE
PROMOTIILOR IN ROMANIAMARTIE – SEPTEMBRIE 2009
STRATEGII DE PROMOVARE
2
3
PromoWatch, Octombrie 2009
4
STRUCTURA PE TIPURI DE PROMOTII, MARTIE – SEPTEMBRIE 2009
PromoWatch, Octombrie 2009
STRUCTURA PROMOTIILOR
7.9%12.6%15.0%
20.4%48.6% 65.8%
12.5%
58.5%
39.2%28.6%
67.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cafea (R&G) Bere Iaurturi Sucuri
necarbonatate
Special price
Multiple products -
same price
Free gift
Extra quantity - same
price
Second product
discounted
(Share of PRPs)
5
STRUCTURA PE TIP PE MAGAZIN, MARTIE – SEPTEMBRIE 2009
PromoWatch, Octombrie 2009
STRUCTURA PROMOTIILOR (2/2)
(Share of PRPs)
13%3% 3%
16%
4%
37% 33%
36%
34%
58% 62%
35%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cafea (R&G) Bere Iaurturi Sucuri
necarbonatate
Cash & Carry
Hypermarket
Supermarket
Discounter
17%14%
18%16%
18% 17%15%
Average 16.7%
0%
5%
10%
15%
20%
25%
30%
Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
Bere
6
EVOLUTIA DISCOUNTULUI MEDIU , MARTIE – SEPTEMBRIE 2009
*nu sunt incluse promotiile de tip cadou sau pret special in care pretul inaintea promotiei nu este specificat
PromoWatch, Octombrie 2009
DISOUNTURI IN PROMOTII
11%13%
15%
20%
13% 14%15%
Average 14.8%
0%
5%
10%
15%
20%
25%
30%
Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
Cafea (R&G)
17% 18%
22% 22%
18%20% 20%
Average, 19.6%
0%
5%
10%
15%
20%
25%
30%
Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
Iaurturi
16%
21%
16%
20% 20%
12%
18%Average 18.6%
0%
5%
10%
15%
20%
25%
30%
Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
Sucuri …
EFICIENTA PROMOTIILOR
7
EFICIENTA PROMOTIILOR DUPA TIPOLOGIE8
PromoWatch, Octombrie 2009
Nota: Au fost icluse 4 piete:
44%32%
44%
-31%-44%
-56%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
Free Gift Extra quantity -
same price
Multiple products
at the same price
Eficienta sub medie Eficienta peste medie
Covalact2+1 (36-38)
Cremosso 5 + 1/17% off (18-20)
Cremosso 9+3 (29-31)
Nutriday6+2 (28-31)
Nutriday 6+2 (36-40)
Tnuva6+2 (10-14)
Tnuva 6+2 (34-40)
Tnuva11+1 (15-18)
Zuzu free gift (20-24) Zuzu
50% off at second
item (13-15)
Activia
2+1/ 6+2 (23-28)
Activia6+2 (31-36)
Milli 1000g at the price
of 900g (23-25)
Napolact Special price (30-31)
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
0% 5% 10% 15% 20% 25% 30%
Change in P7D
consumption (pp)
Share of PRPs
9
IAURT SIMPLU*, MARTIE – SEPTEMBRIE 2009
*Include si Activia
PromoWatch, Octombrie 2009
IAURTURI
(saptamani)
Cappy(2.5l at the price of 2l, 50%
off at second item ) (8-17)
Cappy(only special price
unspecified) (27-29)
Prigat (50% off at second item &
8+1) (11-19)
Prigat(50% off at second item &
7+2) (27-32)Tymbark
(5+1) (23-25)
Tymbark(42+6) (31-33)
Granini (Special Price - price before
specified) (29-37)
Granini (Special Price - price before
unspecified) (15-23)Santal
(free gift) (20-22)
-6
-4
-2
0
2
4
6
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Change in P7D
consumption (pp)
Share of PRPs (%)
10
SUCURI NECARBONATATE (STILL DRINKS), MARTIE – SEPTEMBRIE 2009
(saptamani)
PromoWatch, Octombrie 2009
SUCURI NECARBONATATE
Beck's(5+1,20+4) (7-13)
Beck's(5+1) (15-18)
Bergenbier(10+1, 21+3, 18+6,
8+1) (13-31)
Burger (Free gift -
Viva Chips) (20-22)
Burger (3+1)(27-32)
Carlsberg(4+2) (30-32)
Carlsberg (5+1) (21-23)
Ciuc(20% off at second
item) (27-32)
Golden Brau(5+1)(11-19)
Holsten
(1+1)(19-21)
Lowenbrau(2.5l at the price of 2l)(29-
30)
Skol (2.5l at the price of 2l &
free gift -CD Directia 5)
(21-31)
-4
-3
-2
-1
0
1
2
3
4
5
0 1 2 3 4 5 6
Change in P7D
consumption (PP)
Share of PRPs (%)
11
BERE, MARTIE – AUGUST 2009
PromoWatch, Octombrie 2009
BERE
Jacobs (free gift - Milka,
15+1) (13-16)
Jacobs (550g at the price
of 500g & 1+1) (33-36)
Doncafe (50% off at second item) (17-
19)
Doncafe(50% off at second item)
(29-34)
Tchibo(19% off) (35-37)
Jacobs (free gift - Poiana (C&C - 18
Poiana Delicii ),
11+1) (25-27)
Jacobs (1+1) (34-35)
Tchibo(free gift (mug),
3+1,5+1) (28-31)
Doncafe(free gift - Doncafe 50g)
(26-29)
-3
-2
-1
0
1
2
3
0% 5% 10% 15% 20% 25% 30% 35%
Change in P7D
consumption (pp)
Share of PRPs (%)
12
CAFEA (R&G), MARTIE – SEPTEMBRIE 2009
PromoWatch, Octombrie 2009
CAFEA
(saptamani)
13
Discount mic
Meca
nismSim
plu
Mecanism
ComplicatNeutr
a
Creativ
PromoWatch, Octombrie 2009
Re
lev
an
taN
ere
lev
an
ta
Discount mare
Generozitatea este doar o premiza. Ea nu este nici necesara nici suficienta. Efectul puternic
de ware-out limiteaza eficienta promotiilor generoase in timp, si afecteaza brandul atunci
cand acestea sunt folosite excesiv.
Creativitatea si/sau relevanta sunt elemente critice pentru succesul uneii promotii. Timingul
ales pentru o promotie poate influenta semnificativ efectul acesteia.
Detaliile de executie pot face diferenta intre o promotie eficienta si una ineficienta.
Desi nu pare la prima vedere, promotiile au un grad de complexitate comparabil
publicitatatea. Ele merita asadar un nivel de atentie comparabil cu cel alocat publicitatii.
PromoWatch, Octombrie 2009
14
3 CONCLUZII SI O RECOMANARE
DE RETINUT
STUDIU DE CAZ – CAFEA (R&G)
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EFORT INVESTIT IN PROMOTII LA RAFT16
PromoWatch, Octombrie 2009
EFORT INVESTIT (MASURAT IN PRPs), MARTIE – SEPTEMBRIE 2009
0%
20%
40%
60%
80%
100%
W 8 W 9 W 10 W 11 W 12 W 13 W 14 W 15 W 16 W 17 W 18 W 19 W 20 W 21 W 22 w23 W 24 W 25 W 26 W 27 w 28 w 29 w 30 w 31 w32 w 33 w 34 w 35 w36 w 37 w 38 w 39 YTD
Tchibo
Strauss
Kraft Foods
Other
23%2% 14% 6%
24%
20%
27%16%
30%7%
36%
30% 19%
46% 50%
29%
56% 59%
0%
20%
40%
60%
80%
100%
Tchibo Strauss Kraft Foods Lavazza Total R&G
Special price
Multiple products - same price
Free gift
Second product discounted
Extra quantity - same price
Nota: Tchibo (Tchibo,Davidoff,Eduscho); Strauss (Doncafe,Fort,Boutique Coffee); Kraft Foods (Jacobs,Nova Brasilia)
March April May June July August September
JACOBS
March April May June July August September
Activitati Pachet cadou de
primavara de la Kraft
Lansare pachet
promotional, editie
limitata
Share of PRPs (%)
PromoWatch, Octombrie 2009
19%17%13%6% 3%
12%15%11% 7%14%17%14%
5% 7% 10% 8% 5% 7%13%13%10%12%12% 7%
1%
16%
55%
22%
7% 4% 4% 6%
-8.0
0.0
0
200
400
600
800
1000
1200
1400
1600
1800
2000
W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39
JACOBS (PRPs) JACOBS (P7D Consumption - pp)
Efortul de promovare la raft vs. schimbarile in consum
17
-8.0
0.0
0
200
400
600
800
1000
1200
1400
1600
1800
2000
W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39
JACOBS (PRPs) JACOBS (P7D Consumption - pp)
JACOBS
March April May June July August September
Activitati Pachet cadou de
primavara de la Kraft
Lansare pachet
promotional, editie
limitata
Share of PRPs (%)
PromoWatch, Octombrie 2009
19%17%13%6% 3%
12%15%11% 7%14%17%14%
5% 7% 10% 8% 5% 7%13%13%10%12%12% 7%
1%
16%
55%
22%
7% 4% 4% 6%
Efortul de promovare la raft vs. schimbarile in consum
18
550g at the
price of 500g
mugFree gift
(2 Milka chocolates)
Free gift10 Poiana
chocolates
Free gift2 Milka
chocolates
Free gift18 Poiana Delicii
Free gift(12 Poiana Rom)
mugFree gift
1 Milka
chocolate 100g
15+1 15+1 11+1 15+1 11+1 1+1
Special priceSpecial
priceSpecial Price – unspecified
TCHIBO
March April May June July August September
Activitati Lansare pachet aniversar
Share of PRPs (%)
PromoWatch, Octombrie 2009
Efortul de promovare la raft vs. schimbarile in consum
-8.0
0.0
0
200
400
600
800
1000
1200
1400
1600
1800
2000
W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39
TCHIBO (PRPs) TCHIBO (P7D Consumption pp)
7% 5% 3%
41% 39%
15%10%
19%29%
20% 21% 21%11% 12%
17% 19%12%
20% 24%17%
10%
34%44% 39%
25% 27%19%
8% 6% 7% 8% 9%
Prelungeste-ti momentele de
rasfatLansare produsConcursuri
19
TCHIBO
March April May June July August September
Activitati Lansare pachet aniversar
Share of PRPs (%)
PromoWatch, Octombrie 2009
Efortul de promovare la raft vs. schimbarile in consum
-8.0
0.0
0
200
400
600
800
1000
1200
1400
1600
1800
2000
W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39
TCHIBO (PRPs) TCHIBO (P7D Consumption pp)
7% 5% 3%
41% 39%
15%10%
19%29%
20% 21% 21%11% 12%
17% 19%12%
20% 24%17%
10%
34%44% 39%
25% 27%19%
8% 6% 7% 8% 9%
Prelungeste-ti momentele de
rasfatLansare produsConcursuri
FREE GIFT metalic BOX &MUG
FREE GIFTMUG
11+1 2+1 5+1 2+1; 3+1; 5+1 3+1; 5+1
12% off20%; 25%
off15% off 19% off
Special Price - unspecified
20
DONCAFE
March April May June July August September
ActivitatiPachet cadou de
Paste
Lansare produs -
Doncafe Decaf
Share of PRPs (%)
PromoWatch, Octombrie 2009
Efortul de promovare la raft vs. schimbarile in consum
20%19%13%12%13%
28%27%28%33%
18%17%24%
11%5% 8% 8% 8%
16%28%29%
37%33%
20%20%
35%25%
11%13%14%13%10%11%
-8.0
0.0
0
200
400
600
800
1000
1200
1400
1600
1800
2000
W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39
DONCAFE (PRPs) DONCAFE (P7D Consumption pp)
21
DONCAFE
March April May June July August September
ActivitatiPachet cadou de
Paste
Lansare produs -
Doncafe Decaf
Share of PRPs (%)
PromoWatch, Octombrie 2009
Efortul de promovare la raft vs. schimbarile in consum
20%19%13%12%13%
28%27%28%33%
18%17%24%
11%5% 8% 8% 8%
16%28%29%
37%33%
20%20%
35%25%
11%13%14%13%10%11%
-8.0
0.0
0
200
400
600
800
1000
1200
1400
1600
1800
2000
W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39
DONCAFE (PRPs) DONCAFE (P7D Consumption pp)
50% off at second item 39
cup and plateDoncafe Elita
50g
11+1 11+1
25% off 33%off 20% off 16%off
Special Price – unspecified
22
EFICIENTA PROMOTIILOR PE PRODUCATOR
PromoWatch, Octombrie 2009
23
52%
14%
51%
18%
19%
16%
4%
19%
4%
7%
3%
8%
19%
45%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
P7D Consumption
Jul-08 - Feb 09
PRPs
Mar 09 - Aug 09
P7D Consumption
Mar 09- Aug 09
Others
Lavazza
Tchibo
Strauss
Kraft
Nota: Tchibo (Tchibo,Davidoff,Eduscho); Strauss (Doncafe,Fort,Boutique Coffee); Kraft Foods (Jacobs,Nova Brasilia)
DESPRE PROMOWATCH
25
-10.00
0.00
10.00
W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27
Changes in P7D
consumption (PP)*
Brand A - YTD 14069 PRPs
MASURAREA EFICIENTEI PROMOTIILOR
PromoWatch, Octombrie 2009
26
Q: A:
Cum masuram
eficienta
promotiilor la
raft? PRPs (Promo Reach Points) = F(Expunere, Relevanta)
Display = F(suprafata expusa, durata promotiei)
Relevance = F(SKU, probabilitatea de a schimba SKU in promotie)
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Efect
Schimbari in consum (pp)
PRPs
Luna 1 Luna 2
Examplu ( date reale):
Brand A
* Date saptamanale
PRPs*
Martie 2009 Aprilie 2009 Mai 2009Februarie 2009 Iunie 2009
!
Legenda: PRPs = Promo Reach Points P7D= Past 7 Days; YTD = Year To Date; pp = puncte procentuale
INSTRUMENTUL: PROMOWATCH
PromoWatch, Octombrie 2009
27
�Efortul investit de fiecare jucator din piata in
promotii, la nivel de brand
�Structura promotiilor dupa brand si dupa tipul
promotiei
�Efortul de promovare (exprimat in PRPs) pentru
fiecare brand la nivel de SKU (ambalaj / unitate de
masura).
�Lista lanturilor de retail unde au avut loc
promotiile, dupa jucator si brand.
Suplimentar: Fisa de Observatie
� Activitatile de Sampling
� Cadouri primite pe baza bonului de casa (in afara ariei de vanzare din magazin)
� Plasarile secundare
� Promotiile neacoperite de brosuri
Livrabile
saptamanale
Livrabile
saptamanale
�Evaluarea eficientei promotiilor
�Comparatie intre promotiile competitorilor
in termeni de eficienta
�Identificarea strategiei competitorilor in
spatiul de retail
�Imagine de ansablu asupra tuturor
activitatilor din spatiul de retail care
determina o schimbare in consum (include
si monitorizarea concursurilor, tragerilor la
sorti, etc.)
Rapoarte
trimestriale
Rapoarte
trimestriale
2 componente: