可口可乐美国市场分析报告
合集下载
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Understand the relative importance of different drivers of consumer price perception, across major consumer segments, product categories, shopping occasions* and selected markets
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
90% of study focus
Understand how price ranks among the key factors in the consumer preferred store selection process*
Understand the drivers of consumer price perception in Latin America
interviews with executives of key retailers in the region
• Qualitative survey
– Focus groups to test initial hypothesis
• Quantitative survey
– ~3,000, 30-minute interviews
Latin America Council Members
Jonathan Berger
CIES USA
Howard Butt III
HEB Mexico
Guillermo D'Andrea
Council Research Director
Ana Maria Diniz
Grupo Pao de Acucar Brazil
Source: AC Nielsen, team analysis
Buenos Aires
• 600 consumer surveys • 11 retailers (70% market share) • 33 categories (~2,500 SKUs)
O N LY C O N S U M E R S W H O S H O P R E G U L A R LY I N ATConsidered for our analysis LEAST ONE MODERN FORMAT STORE ARE RELEVANT FOR OUR ANALYSIS
Match consumer price perception with reality to understand which are the most effective levers for retailers
Understand high level implications for retailers in terms of organization, supply chain and vendor relations
• Only respondents able to provide answers and
crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price
• C3
Low income
•D •E
• D1
• D/E
• D2
•E
Source: AC Nielsen, National Marketing Associations of each country
•D
• Clase baja
67% of modern format shoppers in São Paulo belong to classes B and C, classified as middle income
可口可乐美国市场分析 报告
2021年7月8日星期四
THE COCA-COLA RETAILING RESEARCH COUNCIL – LATIN
AMERICA
The Coca-Cola Retailing Research Council – Latin America (CCRRC LA) is dedicated to developing a better understanding of the food retailing and allied merchandise distribution business in Latin America. It concentrates in identifying and then studying selected relevant issues, presenting its findings to the manufacturing and retailing communities, in
Consumers who only shop in traditional format
• Typically low-end consumers
• Useful to gain insights on the low-end market,
already studied by CCRRC
• Analysis more useful in a study to increase the
penetration of modern format, what is not the scope of this project
Consumers who shop in it least one modern format* store regularly
• Primary population of interest for the CCRRC
COUNTRY-LEVEL ACCEPTED STANDARDS GUIDED OUR INCOME LEVEL CLASSIFICATION
We adopted the principles suggested by the National Marketing Associations of each country
perception building
Our sample is representative
of modern format shoppers
* Includes hypermarkets, supermarkets, mini-markets and suburban supermarkets Source: Team analysis
São Paulo
• 600 consumer surveys • 13 retailers (87% of the market) • 30 categories (~2,500 SKUs)
Santiago
• 600 consumer surveys • 11 retailers (95% market share) • 30 categories (~3,700 SKUs)
• Correlate consumer
research results with AC Nielsen scantrack information
Objective
• Understand retailer
perspective on consumer price perception
• Capture insights on
Eduardo Castro Wright
Wal*Mart Mexico
order to assist in
the development
REVIEWING THE STUDY GOALS AND OBJECTIVES
Overall goals and focus level
Specific objectives
KEY TAKEAWAYS FROM STUDY
1. Latin America: diversity of consumers, and not just in the depth of their pockets
2. The few key levers that matter in building price perception – and the one that doesn’t
40 36
35-49 years
Middle
* Based on AC Nielsen socio-economic classification for each market Source: Consumer survey
Results take into account the behavior and attitudes of low income consumers
3. Consumers (mostly) getting it right in their search for value
Team analysis
THE STUDY LEVERAGED THREE MAIN SOURCES OF I N F O R M AT I O N
In-depth interviews
Consumer survey*
ACNielsen database
Methodology • ~15 in-depth
Understand high level implications for manufacturers in terms of capabilities and requirements to deliver under different retailer price approaches**
Source:
São Paulo
Buenos Aires Mexico D.F.
Santiago
Bogotá
High
•A
income
• AB • C1
• ABC+
• ABC1
• Clase alta • Clase média
alta
Middle • B income • C
• C2
•C
• C3
• C2
• Clase média
CONSUMER SURVEY DETAILS
Bogotá
• 673 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,500 SKUs)
Mexico City
• 612 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,000 SKUs)
THE CONSUMER SURVEY IS REPRESENTATIVE OF THE MAIN SOCIO-ECONOMIC CLASSES AND AGE GROUPS
%
Age
50+ years
23 41
21-34 years
Socio-economic class* High
17
43
Low
consumer price
perception
• Segment consumers
• Enrich findings with AC
Nielsen proprietary
databases
• Match price perception
ቤተ መጻሕፍቲ ባይዱ
with actual prices
* AC Nielsen conducted the focus groups in São Paulo and the field research in all five markets Source: Team analysis
Understand the implications of pricing approaches on retailers and manufacturers
Understand the relative importance of different drivers of consumer price perception, across major consumer segments, product categories, shopping occasions* and selected markets
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
90% of study focus
Understand how price ranks among the key factors in the consumer preferred store selection process*
Understand the drivers of consumer price perception in Latin America
interviews with executives of key retailers in the region
• Qualitative survey
– Focus groups to test initial hypothesis
• Quantitative survey
– ~3,000, 30-minute interviews
Latin America Council Members
Jonathan Berger
CIES USA
Howard Butt III
HEB Mexico
Guillermo D'Andrea
Council Research Director
Ana Maria Diniz
Grupo Pao de Acucar Brazil
Source: AC Nielsen, team analysis
Buenos Aires
• 600 consumer surveys • 11 retailers (70% market share) • 33 categories (~2,500 SKUs)
O N LY C O N S U M E R S W H O S H O P R E G U L A R LY I N ATConsidered for our analysis LEAST ONE MODERN FORMAT STORE ARE RELEVANT FOR OUR ANALYSIS
Match consumer price perception with reality to understand which are the most effective levers for retailers
Understand high level implications for retailers in terms of organization, supply chain and vendor relations
• Only respondents able to provide answers and
crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price
• C3
Low income
•D •E
• D1
• D/E
• D2
•E
Source: AC Nielsen, National Marketing Associations of each country
•D
• Clase baja
67% of modern format shoppers in São Paulo belong to classes B and C, classified as middle income
可口可乐美国市场分析 报告
2021年7月8日星期四
THE COCA-COLA RETAILING RESEARCH COUNCIL – LATIN
AMERICA
The Coca-Cola Retailing Research Council – Latin America (CCRRC LA) is dedicated to developing a better understanding of the food retailing and allied merchandise distribution business in Latin America. It concentrates in identifying and then studying selected relevant issues, presenting its findings to the manufacturing and retailing communities, in
Consumers who only shop in traditional format
• Typically low-end consumers
• Useful to gain insights on the low-end market,
already studied by CCRRC
• Analysis more useful in a study to increase the
penetration of modern format, what is not the scope of this project
Consumers who shop in it least one modern format* store regularly
• Primary population of interest for the CCRRC
COUNTRY-LEVEL ACCEPTED STANDARDS GUIDED OUR INCOME LEVEL CLASSIFICATION
We adopted the principles suggested by the National Marketing Associations of each country
perception building
Our sample is representative
of modern format shoppers
* Includes hypermarkets, supermarkets, mini-markets and suburban supermarkets Source: Team analysis
São Paulo
• 600 consumer surveys • 13 retailers (87% of the market) • 30 categories (~2,500 SKUs)
Santiago
• 600 consumer surveys • 11 retailers (95% market share) • 30 categories (~3,700 SKUs)
• Correlate consumer
research results with AC Nielsen scantrack information
Objective
• Understand retailer
perspective on consumer price perception
• Capture insights on
Eduardo Castro Wright
Wal*Mart Mexico
order to assist in
the development
REVIEWING THE STUDY GOALS AND OBJECTIVES
Overall goals and focus level
Specific objectives
KEY TAKEAWAYS FROM STUDY
1. Latin America: diversity of consumers, and not just in the depth of their pockets
2. The few key levers that matter in building price perception – and the one that doesn’t
40 36
35-49 years
Middle
* Based on AC Nielsen socio-economic classification for each market Source: Consumer survey
Results take into account the behavior and attitudes of low income consumers
3. Consumers (mostly) getting it right in their search for value
Team analysis
THE STUDY LEVERAGED THREE MAIN SOURCES OF I N F O R M AT I O N
In-depth interviews
Consumer survey*
ACNielsen database
Methodology • ~15 in-depth
Understand high level implications for manufacturers in terms of capabilities and requirements to deliver under different retailer price approaches**
Source:
São Paulo
Buenos Aires Mexico D.F.
Santiago
Bogotá
High
•A
income
• AB • C1
• ABC+
• ABC1
• Clase alta • Clase média
alta
Middle • B income • C
• C2
•C
• C3
• C2
• Clase média
CONSUMER SURVEY DETAILS
Bogotá
• 673 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,500 SKUs)
Mexico City
• 612 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,000 SKUs)
THE CONSUMER SURVEY IS REPRESENTATIVE OF THE MAIN SOCIO-ECONOMIC CLASSES AND AGE GROUPS
%
Age
50+ years
23 41
21-34 years
Socio-economic class* High
17
43
Low
consumer price
perception
• Segment consumers
• Enrich findings with AC
Nielsen proprietary
databases
• Match price perception
ቤተ መጻሕፍቲ ባይዱ
with actual prices
* AC Nielsen conducted the focus groups in São Paulo and the field research in all five markets Source: Team analysis