Identifying the growth opportunities for your retail brands. Strategic Brand Planning. ConversionModel Customer dynamics redefined TNS 2013

Transcription

1 Identifying the growth opportunities for your retail brands Strategic Brand Planning TNS 2013 ConversionModel Customer dynamics redefined

2 Maximising your growth with ConversionModel With brand planning in mind, TNS has launched a powerful approach to prioritise and focus your marketing spend for maximum return. TNS ConversionModel can help you identify and size the growth opportunities and risks for your brand. It then goes further to tell you what you need to do to unlock the opportunity and mitigate the risk. So whether you are a Brand Manager, an Insight Manager, or Marketing Director, we can help you understand the priorities and trade-offs you need to make to grow your business. And you can trust it. ConversionModel has been validated against Kantar Worldpanel and has shown to be a more accurate predictor of consumer behaviour than any equivalent product on the market. ConversionModel works by revealing each brand s Power in the Mind and Power in the Market. A brand s Power in the Mind is the level of desire/demand for it the share it would achieve if the consumer could choose what they wanted to and nothing was standing in their way. Power in the Market measures the situational factors like price and accessibility which can help or hinder consumers to choose your brand. Together, they provide you with the hard numbers you need to quantify the opportunities and risks for your brand and the direction you need to create robust plans for growth. power in the mind in the market

3 Drive growth and mitigate risk Is the brand at risk, or does it have an opportunity to grow? The first and most important analysis is to compare each brand s Power in the Mind with its market share. If the Power in the Mind is greater, there is a natural opportunity for the brand to grow further and leverage the latent desire for the brand that exists. If its market share is greater, the brand is at risk from brands which are more attractive to consumers. The size of the difference allows us to calculate the size of that risk or opportunity. And by looking across your portfolio you can identify and justify where your investment should be made to have maximum impact. From TNS R&D in the supermarket category for example we have identified a way for Waitrose to more than double growth if market factors can be overcome. Waitrose 2.5% Market Share 7.4% Power in the Mind 7.1bn opportunity A retail case study Current market share Projected share based on Power in the Mind

4 Identifying the opportunity Understanding the competition What is the nature of the risk or opportunity? For each brand we also develop an Equity Signature which quantifies the size of: 1. Steady share 2. Opportunity from both acquiring new users and gaining greater share of wallet from existing users 3. Risk from both defection and lower share of wallet from existing users The Equity Signature for Waitrose is shown below. The greatest opportunity comes from acquiring new users, but there is also a significant growth opportunity by increasing share of wallet among existing users. The threat of defection or decreased share of wallet is minimal. Identifying the competitive shows the share flows that Waitrose threat or opportunity would benefit from if it can convert ConversionModel is able to understand the opportunity to grow. The analysis the likely share flow between brands shows that a significant proportion to understand where share may of the share gain for Waitrose would be lost to and gained from. Below come from the big four chains. Potential Market Share Flows (net gain) Waitrose +4.9% 1.2% 1.2% 0.8% 0.6% 2% Current market share 7% Implicit market share 2.5% Sainsbury s Tesco Asda Morrisons Acquisition Share gained from new users 3.9% Opportunity 5.4% Gains are most likely to come from new users Understanding masterbrand and department levers In the context of a retailer spanning multiple departments or markets, ConversionModel has a particular strength in that it can be deployed at both the Defection Decreased spend by existing users -0.3% Decrease At risk -0.5% Share lost due to defections -0.2% Steady 2.0% Increased spend from existing users 1.5% Increase master brand and department level. This leads to the identification of the areas of greatest potential growth in both contexts and also enables an analysis of the equity flow between the master brand and the department. This output would inform decisions on investment priorities for the departments within the brand, their subsequent impact on the master brand and vice versa. At risk Steady Opportunity This simplified example was selected by TNS UK to illustrate how TNS ConversionModel works. The analysis was not commissioned by Waitrose. Other case studies are available on request.

5 Driving Power in the Mind Providing clear direction The share of mentions that the brand scores on each attribute is compared to the brand s market share to identify relative areas of weakness and strength. Attributes Your Business For Waitrose the core strengths are fresh and good quality produce, worth paying more for and excellent customer service. Freshness and worth paying more among the key levers Your Competitors Waitrose Tesco Asda Sainsbury s Morrisons Understanding how to unlock growth ConversionModel identifies the main levers to optimise growth by investigating motivators of desire and market barriers. In the case of Waitrose, desire already exists and it is the affordability and convenience levers which together represent a potential share of 2.8% points. In turn we can then apply these insights to optimise the messages that will attract customers and drive Power in the Mind. Produce is fresh and good quality Worth paying a bit more to shop there Potential market share released (net gain) Waitrose Prices are reasonable Excellent customer service A place I enjoy browsing 1.5% 1.3% 0.6% 0.3% 0.3% Strong Weak Affordability Convenience Proximity to other shops Offered good specials Offered factors measured ConversionModel Provides powerful information to underpin your plans for growth. Knowing the size of the prize and where to invest will make your 2014 brand planning more powerful and evidence based than ever.

6 TNS ConversionModel is fast and cost efficient We can determine the growth opportunities for your brands in under three weeks. With studies costing from 15,000*, it could be the most effective investment you make this year. For more information contact: Amy Cashman Managing Director, Retail, Technology & Finance Ivan Browne UK Head of Retail & Shopper * Estimated timings and costs based on a 500 sample size study covering one category with sample penetration approximately 50% TNS 6 More London Place London SE1 2QY United Kingdom t +44 (0)