1. GfK Retail Panel

2. © GfK 2012 | Global Uniform Panel Guide | 2012 2 Introduction  The Characteristics of a Retail Panel The Characteristics of a Retail Panel  Market Research along the Supply Chain Market Research along the Supply Chain Retail Panel Setup  Retail Panel Setup Overview Retail Panel Setup Overview  Definition of Product Groups Definition of Product Groups  Definition of Channels Definition of Channels  Definition of corresponding Universes Definition of corresponding Universes  Sample Definition Sample Definition  Data Syndication from Sample Data Syndication from Sample  Data Check, Identification & Extrapolation to the Universe Data Check, Identification & Extrapolation to the Universe  Communication of Results Communication of Results Working with GfK Data  Examples for a Marketing Mix Analysis – Product, Price, Place, Promotion Examples for a Marketing Mix Analysis – Product, Price, Place, Promotion Content 2 3 1

3. © GfK 2012 | Global Uniform Panel Guide | 2012 3 1 Introduction

4. © GfK 2012 | Global Uniform Panel Guide | 2012 4 The Characteristics of a Retail Panel: Defined Distribution Channels Defined Product Groups Representative and constant Samples Regular Data Collection -by single articles (SKU level) -counted data (EPOS or manual shop visits) -hard facts: selling-out, price … Extrapolation by Distribution Channel (GfK Panel Market) Reporting and Presentations for Customers

5. © GfK 2012 | Global Uniform Panel Guide | 2012 5 The GfK Retail Panel Market Research along the Supply Chain Information Tracking Methods Industry / Government Statistics GfK Retail Panel GfK Household Panel Production Data Shipment Data Import / Export Retail Data POS Data Product Data Buyer Data Purchase Data Equipment Data Supply Chain (simplified) Manufacturer Retail Consumer Import Export Import Export Import Export Wholesale

6. © GfK 2012 | Global Uniform Panel Guide | 2012 6 2 Retail Panel Setup

7. © GfK 2012 | Global Uniform Panel Guide | 2012 7 Retail Panel Setup How is a Retail Panel established?

8. © GfK 2012 | Global Uniform Panel Guide | 2012 8 Tourism Stationery Telecom- munication DIY/Light bulbs Gardening Entertainment Mobile Content Information technology AutomotiveOptics Photo SDA/MDA Consumer electronics Watches Home textiles Clothing/Textiles Luggage COMING SOON… Steel Jewels Audited Sector by GfK Retail Panel

9. © GfK 2012 | Global Uniform Panel Guide | 2012 9 3 Working with GfK Data

10. © GfK 2012 | Global Uniform Panel Guide | 2012 10 Working with GfK Data

11. © GfK 2012 | Global Uniform Panel Guide | 2012 11 Working with GfK Data Examples for a Marketing Mix Analysis The market success of a brand depends on a successful marketing mix. The 4 P – namely Product, Price, Place, and Promotion are key areas determining the performance of a brand. With GfK Retail Panel information you can analyze the Marketing Mix and set the base for a successful marketing strategy. Product: Do you have the right products on the market? Development of technical features – your market share in key segments – product lifecycle Price: Are your products positioned at the right price point? Development of price classes – your market share in important price classes – price positioning Place: Is your distribution on target in order to reach your marketing goals? Distribution KPIs: numerical/weighted distribution – distribution overlap – in-shop share / turnover share Promotion: Does your marketing communication support your marketing strategy?* e.g. weekly reporting enables promotion tracking on short-term basis *The GfK Retail Panel does not measure promotion activities in terms of financial input and advertising. This analysis requires internal information on marketing communication activities to compare with the brand‘s performance according to the GfK Retail Panel.

12. © GfK 2012 | Global Uniform Panel Guide | 2012 12 In the following you will learn how GfK data can help you getting a deeper understanding of the market. The case study will cover some aspects that are worth to be looked at for a Marketing Mix Analysis. Chart: Brand A gains significant brand share in the LCD market in country x. It is mainly taken from brand B. We will examine the performance of both brands. Working with GfK Data Examples for a Marketing Mix Analysis

13. © GfK 2012 | Global Uniform Panel Guide | 2012 13 3.1 Product

14. © GfK 2012 | Global Uniform Panel Guide | 2012 14 Product: One of the key features of a LCD TV set is the inch size. The slide below clearly highlights which inch sizes a brand should consider in order to be successful on the market. Chart: Certainly the most promising inch size classes are 31-32 inches, 33-39 inches, and 40-42 inches. Particularly the latter two are the ones that have become more and more important over the last periods. Working with GfK Data Examples for a Marketing Mix Analysis

15. © GfK 2012 | Global Uniform Panel Guide | 2012 15 3.2 Price

16. © GfK 2012 | Global Uniform Panel Guide | 2012 16 Price: A straight forward analysis of the average price point of a brand in a specified segment easily reveals the brands price position and changes over time. How to read: The blue line marks a brand with a premium price position. To stick with our example, Brand B has in general a higher average price point than A. This is a first indicator that A is more price-aggressive. Working with GfK Data Examples for a Marketing Mix Analysis

17. © GfK 2012 | Global Uniform Panel Guide | 2012 17 3.3 Place

18. © GfK 2012 | Global Uniform Panel Guide | 2012 18 Distribution: One of the first steps in analysing the distribution is to identify strengths and weaknesses on channel level. The question is if particular problems can be traced back to particular channels. How to read: In this overview it becomes clear that Brand A could increase their market share in all channels. Regarding Brand B it can be stated that only within Traditional Independents they could improve their performance. It seems a problem which cannot be traced back to just one single channel. Working with GfK Data Examples for a Marketing Mix Analysis

19. © GfK 2012 | Global Uniform Panel Guide | 2012 19 3.4 Promotion / Weekly Data

20. © GfK 2012 | Global Uniform Panel Guide | 2012 20 Weekly: The GfK Weekly Reports allow for even more detailed tracking of technical consumer goods markets. They serve as trend monitors or early warning systems. Promotions or special events are easy to track and analyse. How to read: In the example on the left you can see the effect of selective promotions of particular brands on their market share before, during, and after the promotions. Working with GfK Data Examples for a Marketing Mix Analysis

21. © GfK 2012 | Global Uniform Panel Guide | 2012 21 Retailers Brick&Mortar Retailers Click&Mortar Retailers Pure Players offline online Internet Sales

22. © GfK 2012 | Global Uniform Panel Guide | 2012 22 Thanks for your Time