See Your Consumers in High Definition

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Martin Thomas
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1 See Your Consumers in High Definition

OUR ASPIRATION IS TO KNOW MORE THAN ANYONE ABOUT WHEN, WHERE, WHAT AND WHY PEOPLE BUY AND USE For further information about Kantar Worldpanel in your country or region contact: 28F Finance Square 333

com 2 A few interesting facts about China China is of course the world s most populated country with over 1.3 billion people.

2 OUR ASPIRATION IS TO KNOW MORE THAN ANYONE ABOUT WHEN, WHERE, WHAT AND WHY PEOPLE BUY AND USE For further information about Kantar Worldpanel in your country or region contact: 28F Finance Square 333 Jiu Jiang Road Shanghai People s Republic Of China T: +86 (0) F: +86 (0) W: kantarworldpanel.com 2 A few interesting facts about China China is of course the world s most populated country with over 1.3 billion people. In terms of area, it is the 3rd largest country behind Russia and Canada and is very similar in size to the United States. China enjoys the 2 nd largest economy in terms of GDP, just behind US, having recently overtaken Japan. China has more internet users than any other country, including the US with around 400 million users, and this number is still growing rapidly. It also has the largest number of mobile phone users, demonstrating the Chinese consumers appetite to embrace new technologies. Some background about us To survive and grow in this rapidly developing and complex market place, businesses need access to the right information. That s why our aspiration is to know more than anyone about when, where, what and why people buy and use consumer products. Through our accurate market monitoring, advanced analytics and tailored market research solutions we have the depth and breadth of expertise and knowledge to deliver unrivalled sharpness and clarity of insight to both the big picture and the fine detail. It s called High Definition Inspiration and involves applying hindsight, foresight, insight and advice to make a real difference to the way our clients see their world as well as inspire and help them take the actions that will guide their business to new levels of success. We are privileged to count most of the major FMCG manufacturers in China as current clients, so it is likely that you will have already experienced what we have to offer. If not, we would welcome the chance to tell you more. 1

Our range of services Through our continuous consumer panels, we have been collecting information on what Chinese urban consumers buy and use (these two measures are not always the same!

Of course, the quality of our data is only as good as the valuable input from our panellists, so we are also always looking to make their involvement easier and more motivating, for example, by

3 Our range of services Through our continuous consumer panels, we have been collecting information on what Chinese urban consumers buy and use (these two measures are not always the same!) in China since the 1990 s. For more than 14 years we have been extending and refining our services to meet the ever-changing needs of our clients. Of course, the quality of our data is only as good as the valuable input from our panellists, so we are also always looking to make their involvement easier and more motivating, for example, by introducing scanning methodology to replace paper and pencil diaries in We now cover about 35% of the population which translates to about 65% of FMCG sales and a major proportion of China s economic activity. Clients benefit from a number of very special features of our services. These features combine to create unique insights that help them to manage their businesses better: 1. We have invested in industry leading panel sizes (currently 40,000 households in China), using the same respondents over time, to give the best possible quality of consumer panel information and data, in both absolute terms and in trend. 2. Because the sample is fixed, any change in behaviour from one period to the next is picked up precisely. 3. These benefits are reinforced by the simple fact that our panellists are asked to do a very simple task, and one with which they are very familiar. 4. Because we collect the data on an ongoing basis, our panellists do not need to recall their behaviour. 5. We now have the capability to cover the four most developed provinces with the possibility of adding more in the near future. 6. We also collect a range of information to supplement the fundamentals of purchasing and usage. These allow us to explore the attitudes behind the behaviours we measure, and track the influences on them from various marketing activities. The benefit to our clients is not just the richness of our data, but its robustness, giving them the confidence to trust and act on the insights we deliver. Our extensive portfolio now covers: FMCG/CPG Fresh Food Health and Beauty Household Products Confectionery Soft Drinks Baby Products Fashion For some of these sectors we measure both the purchasing behaviour and the subsequent usage patterns. Each service has a regular set of metrics that are used to monitor the performance of a market and the products within it to answer questions such as: What is driving the category growth, is it coming from more buyers or existing buyers? What price should I sell at? What pack sizes should I offer? Has my new launch grown the overall brand? Can my brand help a retailer increase its category sales? Will my new launch achieve year end sales targets? Which products should be placed near each other in store? We also have a suite of tried, tested and trusted analyses that consider a specific element of our information and insights in depth: Brand switching Demographic analysis Trial and repeat analysis Repertoire analysis Heavy/Medium/Light buyers New/Lost/Repeat buyers Tailor-made solutions The initial focus of our services is to measure the purchasing and usage behaviour around FMCG products. To gain an even deeper understanding and explain why people are doing what they do, we offer the following tailormade solutions: LinkQ This is our re-contact service where a proportion of panel members opt-in to respond from time to time to additional questions about their behaviour and attitudes. This service has multiple uses, and is often found at the heart of segmentation analyses for our most sophisticated and successful clients. 2 3

Expert Services We are also able to create tailored solutions that can be based on any of the information we have collected using the most advanced analytical and statistical tools.

Our Expert Services team would be pleased to discuss in depth any issue your business is facing.

4 Expert Services We are also able to create tailored solutions that can be based on any of the information we have collected using the most advanced analytical and statistical tools. By their very nature, such analyses are customised to a business need and are impossible to describe here. Our Expert Services team would be pleased to discuss in depth any issue your business is facing. Lifestyle and Media Services From time to time, we will ask our panellists about their lifestyle and media habits, which can then be cross referenced with their purchasing behaviour as an alternative and meaningful way to segment buyers. We are currently in the process of exploring the potential of online and other digital methodologies to collect additional information. How we collect and record our information The right methodology for the task is vital. Panel members need to be able to accurately collect and record the information we require, but in a way which is simple and easy to maintain motivation on an ongoing basis. We use a variety of approaches including in-home bar code scanning, till receipt harvesting, SMS and webbased methods where appropriate. come from our added value services and the experience and expertise of our people. Our real skill lies in the focus, precision and clarity we bring to the analysis and interpretation of our vast bank of information. It means we can see things in true high definition seeing the patterns and making the connections that can so easily be missed. Our insights can help you strategically and tactically in four main ways: Brand strategy Exploit your brand s assets. Shape a strategic plan for its growth. Marketing tactics Understand how consumers respond to marketing stimuli. Optimise your tactics. Retail and shopper dynamics Discover shopper behaviour and retailer performance. Identify opportunities to optimise both. Future territories Explore hot issues, emerging trends. Set new targets and opportunities. We prefer to work with our clients in partnership, spending time onsite, identifying the real issues and business needs, making sure our recommendations are relevant to and have an impact on their business and that they are used effectively. We offer a clear point-of-view, insight and advice in many areas, with some of the more frequent being: Understanding the price sensitivity of product(s) and how it can then help clients: Align and optimise pricing. Run effective promotions to maximise profit. Prevent or stop losing promotions. Test price points and their impact on sales Full promotional analysis that can answer critical questions, such as: How do promotions work in a category? Do certain types of shoppers drive promotional uplifts? Are promotional sales uplifts better than the competition? Do they change by account? Can promotions encourage shoppers to use the product faster? Are they truly incremental to the brand and/or particular store? Is it better to phase promotions or run them simultaneously? If the current promotional strategy were changed, what would happen? What mechanics should promotions be running (for example, bundle promotions, Y for X, 50% Off) and at what discount? How we give clients more We collect data, but our clients put more emphasis on the insights that 4 5

5 YOU CANNOT DEPEND ON YOUR EYES WHEN YOUR IMAGINATION IS OUT OF FOCUS. OUR FOCUS IS ON CONSUMERS AND SHOPPERS Getting closer to consumers through segmentation analyses Based on people Who is buying and/or using? Based on occasion What is the trip for? What else is being bought Based on product To what extent are different products bought together? (Our consumer decision hierarchy tool can also assist in merchandising and placement decisions Our clients In China, we enjoy very strong relationships with close to 50 clients in brand and private label manufacturing, fresh food supply, retailing and associated industries. For all of them our aim is to be their trusted partner; working with them to understand the business issues and opportunities they face; to answer these using the full range of services, knowledge and expertise we have; and to deliver High Definition Inspiration, through clarity of insights, that leads to positive action and even better business results. What makes us special? Because of the extent and scale of our business we believe we are uniquely placed to provide our clients with the best service in the industry. Why? Our data quality is unparalleled we have continually invested in our information source, our panel. Whether this is in sample sizes, data collection methodologies or our panel member relationships. We have taken a deliberate decision to improve our data quality rather than cut our costs. Our aim is to provide our clients with the best possible value. We are specialists in consumer panels (we do not do anything else), which means we are both very experienced and real experts in our field. In fact, we believe we are not only worldclass, but world leading as well. And finally, our services are the widest in the industry. No matter what the business subject, we are confident we have the tools to address the issue at hand, and the experience and expertise in how best to use them. Contact us You will almost certainly have some questions for us. We have a large team to support our clients. Please contact Jason Yu or Rachel Lee, who will ensure your questions are answered by the right person, and quickly. Their contact details are: Jason Yu General Manager, China jason.yu@ctrchina.cn T: +86 (0) Rachel Lee Business Development Director, China Rachel.lee@ctrchina.cn T: +86 (0)

A FEW INTERESTING FACTS ABOUT VIETNAM SOME BACKGROUND ABOUT US. Introduction to our services in Vietnam

A FEW INTERESTING FACTS ABOUT VIETNAM Vietnam has 90 million inhabitants living in around 20 million homes. Put into perspective, it is the 65th largest country in the world by surface area, and the 13th