行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問商務總監...

行銷研究之實務 -洞察消費市場

by 上官榮為TNS模範市場研究顧問商務總監

June 3rd, 2009

行銷研究 - 消費市場分析

Today’s Agenda

實例 1. 不景氣時之市場契機

實例 2. 美妝市場之目標族群

行銷企劃及行動建議

who is tns?

全球涵蓋逾 70個國家 , 為行銷研究之領導公司全球涵蓋逾 70個國家 , 為行銷研究之領導公司

healthcareautomotive informationtechnology

TV & radio

telecoms

interactivesocial &

government

finance& business

services

media

About Worldpanel A dedicated sector of TNS

Worldpanel

行銷研究之範幬

Understanding data measured at different sources

5

製造商

零售點

消費者

What is a

Consumer Panel?消費者指數

6

7

© Worldpanel™, TNS 2009

What is a Consumer Panel? – basic ingredients

We take a population of people / households調查的母體

8


We take a population of people / households

We then take a representative sample 代表性樣本

..and record their purchasing behavior on a weekly basis. 持續性追蹤 .

What is a Consumer Panel? – basic ingredients

9


About WorldpanelCountries and Banners

28 UKFrance Spain Portugal IrelandGreece

100% TNS ownership

BulgariaRomania

Joint venture with BBSS

Germany, Italy BeneluxScandinavia Central and Eastern EuropeTurkey

Europanel Partnership

Costa RicaEl Salvador Guatemala, Panama HondurasNicaragua

100% TNS ownership

Brazil, ArgentinaChile, MexicoBolivia, EcuadorPeru, Colombia Venezuela

Joint venture with Ibope and NPD

Malaysia Thailand, Taiwan Philippines, Korea Vietnam Saudi Arabia

100% TNS ownership

China

Joint venture with CVSC

Japan

Marketing agreement with Intage

15

9

10


Fieldworkers

Weekly data collection

Incentives points collection

diaries or scanning

recruiting new panelists/training

Client Service

Quality control

Production teams weighting, database creation

monitoring data accuracy

making the data insightful

10

How do we do this?

11


The data:

What bought?

Where?

When?

How much?

By who?

Brand, variant

Retailer

4 –weekly cycle

Pack size, number of packs

Demographic/regional profile

12


How do we fit in with the rest of your information suppliers?

Retail audit

What is happening in the market?Brand shares and salesCompetitor performance

Customisedresearch

What do my consumers think?Attitudes, opinions, intents..

Consumer panel

Who is causing change?How important are my consumers?Who are my core buyers?Who is my target group?

Shipment data

What are my sales?

13


Volume

Value

Price

Channel

Segment

Share

• Buyer Base

• Frequency & Basket Size • Source of business

• Consumer diagnostics: Profile, Switching, Repurchase...

• Named Key Account

• Distribution

• Sales Rate

• Out of stock

Shoppers Stores

TNS Worldpanel Positioning of Panel Vs. Retail Audit

© 2007 WorldpanelTM Slide 13

14


(Population covered)Household/ Individual within studied universe

(Population NOT covered)Hospital, military, catering, tourists…

(Channel NOT covered)PX, Dept. Store, Wet Market, Direct Sale, TV & Internet Shopping

Both covered

ONLY covered by Consumer Panel

ONLY covered by Retail Audit

Consumer Panel

Retail Audit

(Channel covered)Hyper, Super, CVS, Pharmacy, Trad. Store, P/C Store

TNS Worldpanel Positioning of Panel Vs. Retail Audit

15


2006WP Beverage

Based on Household& individual age 20-44

Late 1997Worldpanel

Based on Household

Shampoo Conditioner Femcare Oral Care PCC Detergent

2000WP Baby

Based on Household with Baby <3yr old

Diaper Wet Tissue

2001WP Beauty

Based on individual Female age 15-55

*Categories currently not purchased by P&G TW

2008WP Pet

Based on Household with Pet Dog/Cat

Worldpanel TWVariety of Panels Vs. P&G product portfolio

Skincare Makeup Styling/Colorant

Pet Food

16


Worldpanel (WP) Worldpanel Baby Worldpanel Beauty Worldpanel Beverage Worldpanel Male

Universe All TW Households Baby age<3 Lady age 15~55 Individuals age 15-55 Male age 15~45

Size 2,500 900 3,000 4,800 700

Collection Diary Diary Diary Diary + Online Online

Sampling / Weighting

Criteria

Region

Habitat Size

Family Stage

HH Income

HH with Child

Work Status

Region

Baby Age

HH Income

Baby Gender

Region

Habitat

Age

HH Income

(Superwomen for Cosmetics)

Region

Age

Habitat

Gender

Region

Habitat

Age

Categories Covered

FMCG Baby Milk, Baby Foods

Baby Diaper, Wet Wipes

Baby Toiletries

Personal Care

Toiletries & Cosmetics

Underwear

Beverage

Dairy drinks

Men’s Care

Grooming

Year Launch Y1997 Y2000 Y2001 Y2006 Y2008

Worldpanel Taiwan

17


TNS Worldpanel Household Sampling Structure

Family LifestageYoung Single/Couple 1.5Yong Family 20.5Mixed Family 12.2Older Family 26.6Older Single/Couple 11.6Adult Household 27.5Household Size1+2 People 17.83 People 17.64 People 28.55+ People 36.1

<40,000 19.440,001-60,000 23.860,001-80,000 24.780,001-100,000 12.6>100,001 19.5

Household Income

RegionGreater Taipei 24.9North 20.8Central 22.9South 28.7East 2.7Habitat SizeGreat Area 32.4> 2000,000 20.650,000~200,000 26.9<50,000 20.1With Kids <14

Source: Government Data, and TNS Census

Photography by Taipei Walker© 2009 WorldpanelTM Slide 17

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TNS Worldpanel HouseholdMain Characteristics

Household Panel (Measuring Home Consumption)

Sample size 2500 (Taiwanese households universe representative)

Criteria: Region, Habitat Size, Household Income and Family Life-stage)

Data collection: Weekly via Diary

Around 100 FMCG categories

More than 8 years of full service after pilot & set up

© 2009 WorldpanelTM Slide 19

For P&G Hair Care & Feminine Care Categories

WorldpanelWorldpanel Taiwan – 2009 Universe & Demographic

Worldpanel (WP) Worldpanel Baby Worldpanel Beauty Worldpanel Beverage Worldpanel Male

Universe All Households Baby age<3 Lady age 15~55 Individuals age 15-55 Male age 15~45

Advertise Size 2,500 900 3,000 4,800 900

Collection Diary Diary Diary Diary + Online Online

Sampling / Weighting

Criteria

Region Habitat Size Family Stage HH Income HH with Child Work Status

Region Baby Age HH Income Baby Gender

Region Habitat Age Superwomen

Region Age Habitat Gender

Region Habitat Age

Categories Covered

FMCG Baby Milk, Baby FoodsBaby Diaper, Wet WipesBaby Toiletries

Personal CareToiletries & CosmeticsUnderwear

BeverageDairy drinks

Men’s CareGrooming

Year Launch Y1997 Y2000 Y2001 Y2006 Y2008

Worldpanel Taiwan

誰是我的買者 ? Income class, working statue, child presence, HH size

買了什麼產品 ? Brand name, segment, flavor, size, variant..

在哪裡購買 ?Area differences, Importance of trade channels and individual retailers, Market share per retailer…

花費金額多少 ? Value & volume size & trends, Market share, Structural trends, Average expenditure per buyer…

何時買的 ? Seasonality of sales, times on month...

What will Consumer Panel’s Standard

Data tell you ?

2008 is an extraordinary year

物價上漲…

金融風暴… .

25


© Worldpanel™, TNS 2009 Slide .25

SAVE SAVE SAVE!

During Times of economic uncertainties, shoppers will find ways to cut th

eir spending!消費者如何因應

Matthew FroggattManaging Director, TNS Global Technology Sector

© WorldpanelBeverage™, TNS 2009 27

85

86

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No. of shopping trips

在不穩定的大環境中，消費者減少購物次數 !

通貨膨脹金融海嘯每年平均購買次數

In Home Consumption

Up!Up!Up!

麥片穀物早餐塗醬& 起士

食用油

方便 / 即食性食品

冷凍食品

沖泡式飲品

休閒食品

+21%

+14%

+31%

+13%

+19%

+20%

* 年度比較

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Prevailing of 宅經濟

x3x3 x2x2

2008 2009

GR% +8.8% +8.6%

Sales NT$10.4B NT$11.3B

Data source: MIC( 資策會市場情報中心 )

On-line game

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網路購物

8281037

1193

115

257

307

89

55

216

28

31

98

42

51

96

41

32

95

5

6

68

93

87

244

0

500

1000

1500

2000

2500

2006 2007 2008

Skin care Health food Hot Fusion Beverage

Hair care Textile Oral Care Others

Sales Value M.NT$

More than x5 times growth:

Cooking related 烹煮食品Oral care 口腔保健Liquid dairy 乳類飲品Frozen food 冷凍調理

x2 to x5 times growth:

Paper products 紙類產品Grocery 家用品Hot fusion 沖泡飲品Beverage 飲料Textile 衣服Pet food 寵物食品

Skin care and Health food are still the most important categories, while it is food categories that shows faster expansion.

In an economic Downturn… Seize the moment市場之機會點

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© Worldpanel ™ Baby, TNS 2009 32

Related Market Information台灣寶寶數及出生率

8.7

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No. of Birth

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In spite of baby universe shank,

Spending per baby had been increasing ever, compensated the volume loss

花費在每個寶寶的金額卻大幅增加 , 彌補寶寶出生數減少的市場衰退

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MassBrands

Counter

美妝保養品趨勢Face are

NT$ MM

2005 2006 2007 2008

歷年度均持續呈現二位數快速成長

06 年底週年慶的強度衝至高點；但促銷檔期後的購買明顯減少

07/08 明顯檔期之後的購買衰退至最低點

08Q4 較去年同期呈現衰退 , 雖然促銷活動提早展開

35


美妝保養品趨勢

2333 1875 2250 2280 2663 30571943 1716 1863

1103 1362 1575

3074

2284 2090

8453 79556479

41963713 3541 4727

4932 4867

608

449 555

1324 1435

1189

1762

1588 15241217

1293 1171974

848 784

2471 2150

2108

2264

1880 2254 23662299 2605

0

2000

4000

6000

8000

10000

12000

14000

16000

M06

Q4

M07

Q4

M08

Q4

M06

Q4

M07

Q4

M08

Q4

M06

Q4

M07

Q4

M08

Q4

M06

Q4

M07

Q4

M08

Q4

SALON &OTHERS

DIRECTSALE

COUNTER

MASSBRANDS

NT$ MMAGE 15-25 AGE 26-35 AGE 36-45 AGE 46-55

-9%

+20%

- 19%

+15%

- 5%

+9%

- 1%

+16%

開架品牌於所有年齡層成長，特別在 26-35歲取代專櫃品牌的現象最為明顯。

© Worldpanel™, TNS 2006 36

Commonly asked questions

1 Causes of brand growth/decline?Measure Trees 成長衰退因素

2 Winning from/losing to?Gains/Loss 消長移轉分析

3 Who buys my brand?Demographic profiles 目標族群掌握

4 What else do my brand buyers buy?Duplication analysis 跨品類競品分析

5 Is my new brand going to succeed? Depth of Trial 試用 / 重覆頻率


37

think differently

思考機會點

Looking behind the numbers,

beyond the trends,between the lines

Thank you. Any questions?

39


Cyber Panel (線上消費者指數研究 )

- http://www.ixpanel.com/index.jsp

行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問商務總監...

Documents

Transcript of 行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問商務總監...

行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問 商務總監...

Documents

Transcript of 行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問 商務總監...

行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問商務總監...

Transcript of 行銷研究之實務 - 洞察消費市場 by 上官榮為 TNS 模範市場研究顧問商務總監...