MOSCOW How Do Producers activate Sales in DIY with Consumer Behaviour Research Francois CORDA 26 May 2011

WHO IS THE DIY CONSUMER IN EUROPE ? What are the Consumer Profiles?

Fediyma’s first European Consumer study was issued in After studies in 2005 and 2007 with Q&A Research & Consulting to define the DIY consumers profiles, we have started in 2010 a cooperation with GfK, the European leading market research company to understand the consumer behaviour. fediymaactivities fediyma activities

4 Methodology Desk research Field research – executed in June 2005 – Internet survey – non DIY-ers and DIY-ers – 10 European countries – random sample of 7658 consumers

Five consumer segments defined in DIY With 2 key criteria: – Value: average amount spent in the last five years – Frequency: average number of jobs in the last five years

Five consumer segments in DIY We have identified five segments of DIY-ers Based on their attitude and behaviour

Active DIY-ers (21%) A-Brands oriented interested in promotions and buy more to take advantage attitude towards DIY – like to do it – to improve their skill level – to experience appreciation from others

Home improvers (16%) A-Brands oriented search for certainty attitude towards DIY – don’t like DIY – but they have to do it more represented in older age groups

9 Decorators (26%) buy A-brands & store brands attitude towards DIY – to demonstrate skills – fill free time – and help others highly represented in younger age groups

Discounters (16%) buy unknown brands buy lowest price products interested in promotions but only buy what they need attitude towards DIY: – reducing costs – save money females more represented

Smeasers (21%) buy lowest price products buy unknown brands attitude towards DIY – do it the easy way – not interested in DIY products – do DIY to save money

Not ‘one’ DIY consumer market BelgiumDenmarkFrance United Kingdom Europe ItalyNorwaySpainSweden Germany The Netherlands

UNDERSTAND THE DIY CONSUMER BEHAVIOUR GFK FEDIYMA STUDY 2010

Spain Germany UK France Belgium Denmark International fediyma DIY ConsumerStudy 2010 by GfK Living & Retail in 6 European countries n = 500

WHO ARE THE DIYERS IN EUROPE IN 2010?

ARE PEOPLE MORE INTERESTED IN DIY BY QUALITY OR PRICE ?

ARE PEOPLE INTERESTED IN DIY BY BRANDS IN EUROPE?

WHERE DO THE DIY CONSUMERS BUY IN EUROPE?

WHAT IS THE SIZE OF THE DIY MARKET IN EUROPE

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BHETA DIY Forum, Birmingham_Sept. 14,

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Western GSB DIY Chains in Russia

WHICH DIY PRODUCTS ARE BOUGHT IN EUROPE?

HOW TO COMMUNICATE IN DIY?

ARE GREEN PRODUCTS IMPORTANT IN DIY IN EUROPE?

ARE INNOVATIONS IMPORTANT IN DIY?

EXAMPLES MANUFACTURERS INNOVATIONS

BOIS INTERIEURS 50 NEW NATURAL PAINTS BONDEX

51 Merchandising

XWINTERIEURS 1 er WOOD TREATMENT 100% ECOLOGICAL INNOVATION

1 ST WOOD TREATMENT « ECOLOGICAL »100% NATURAL packaging THE RANGE 100% recyclable In KRAFT Ecological Interior Wood 1L 2,5L 5L Eco Idea : the empty can to draw from the 5L Bag in Box THE CAN 1L 56

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DESIGNATION DU SERVICE (à modifier) LEGRAND INNOVATION

THE TRADITIONAL SWITCHES

LEGRAND CELIANE NEW SWITCH RANGE

WHAT LESSONS FOR THE MANUFACTURERS IN RUSSIA ?

large markets request powerful players 1. How to Grow in RUSSIA! large markets need large suppliers

2. BEST MANUFACTURERS OFFER FULL SERVICE Top quality product: 100 % compliance to specs no consumer complaints Top logistics: % on time, complete Source of information: consumer, market, legislation Marketing services: training, merchandising, promotions Low costs: Keep it simple ! High prices: Based on value Build your brand: priority, build awareness

3. BEST MANUFACTURERS INNOVATE Comprehensive: product, packaging, information, logistics, administration Permanent & systematic: Value for money Double focus consumer and retailer Important & relevant: Know the consumer

CONCLUSION IN DIY, THERE IS A HIGH POTENTIAL IN RUSSIA THE BESTMANUFACTURERS WILL GROW WITH THE RETAILERS Understand Consumer Behaviour Renovators,women,DIFM Create Value for money with Quality Products And not on prices only Develop Innovation,easy to use products green technologies and Service Build Strong Brands with all multicanal media

66 Thank you for your attention !