Brand Store Impact. White Paper LAUNCHING IN THE USA. Advantage International 20 Toronto Street Toronto M5C288 Canada

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1 Store Impact White Paper LAUNCHING IN THE USA 2015 Advantage International 20 Toronto Street Toronto M5C288 Canada Author Roger Jackson Global Program Director USA Cell This report and supporting materials contain information of Advantage Shopper intelligence. These materials may be printed or photocopied for use in evaluating the information, but are not to be shared with other parties or publicised in any way without explicit approval of Advantage International

2 Store Impact: Executive Summary A new way to think about brands in the supermarket Each year Advantage Shopper Intelligence interviews thousands of shoppers about their experience buying products in supermarkets. We ask questions about the category, but we can also look at the dynamics of the purchasing decision process for each major brand and own label product line. This report is a first analysis of how brands impact the store using two different dimensions derived from our measures: * The extent to which they demonstrate shopper behaviours that brings shoppers to the store with the intent to buy (in a category) The extent to which they demonstrate shopper behaviours that encourages shoppers to spend more (in a category) We can use a matrix to plot each brand using its score on our two dimensions Fig 1: Summary of outcome Spend drivers High on Low on intentionality So What? Priority for instore feature and display High on both measures So What? will deliver best ROI of the combination of out of store and in store activity Hero s Staples Low on and High on Low on Footfall drivers So What? Focus on full value sales, ease of navigation, usage ideas So What? Priority for out of store promotion and advertising 2

3 Store Impact Matrix Select brands illustrated 70 Ben and Jerry's Luxury Ice Cream INCREMENTALITY Haagan Dazs Pizza Express Cadbury Countlines Magnum Ice Cream Penguin Bulmers Carte D'or Luxury Ice Dr Oetker Pizza Mr Kipling Cakes Nivea Cosmetics Belvita New Covent Garden Soup Haribo The Saucy Fish Company Innocent Chicago Town Pizza Old Speckled Hen Muller Corner Goodfellas Pizza Birds Eye Fish Huggies Wipes Kingsmill Baked Snacks Comfort Conditioner Coke Singles Branston Beans/spaghetti Febreze Rimmer Discovery Mexican Foster's Youngs Fish Muller Light Quorn Chilled Lynx Male Deo Flash Pataks Whiskas Jus Rol Douwe Egberts R&G Robinsons Colgate Toothpaste Thirst Pockets Glade Dairylea Kingsmill Bread Wrapped Shockwaves Gillette Ladies Razors Compeed E-Lites Nescafe Taylors R&G Nutella Tetley Smirno Yorkshire Vodka Tea Scholl Nicotinelle Bic Razors Domestos Lurpak Spreadable Andrex Bathroom PG Tips Ambre Solaire Yakult Knorr Mixes Head and Shoulders Lemsip Cold and Flu Oxo Weetabix Cereal Elmlea McCain Oven Chips Corsodyl Mouthwash Schwartz Spices Olbas Aptamil Immodium Bisto Calpol Hovis Bread Marmite Daktarin Warburtons bread Allinson Flour Sudafed Nurofen Pain Relief Covonia Silver Spoon Sugar Tate and Lyle Sugar INTENTIONALITY 3

4 Winning Store Impact summary: s that are outliers on the matrix have very distinctive roles to play for the store Distinctive brand profiles (selected examples) Footfall Driver s: strong on intentionality but not incrementality Spend s: strong on incrementality but not intentionality Store Hero s: demonstrating both Staples s: demonstrating neither SMA Baby Milk Cow and Gate Baby Milk Scotts Porridge Oats Sensodyne Toothpaste Gillette Razors Marmite Penguin Choc Biscuits New Covent Garden Soup Saucy Fish Company Maggi Packet Mix Mr Kipling cakes Carte D Or Ben and Jerry s Dr Oetker Huggies Coke Pepsi Max Pampers Chicago Town Pizza Branston Beans/Spaghetti Schwartz Spices Benylin Cough Scholl Foot Allinson Flour Silver Spoon Sugar Focus on pre store decisions, leverage in store wide traffic driving theme activity, usage based themes, added valye activity Focus on instore feature, leveraging display and impulse promotion Maximise exposure with pre and in store linked themes Move focus from promotion to usage and non price theme activity These distinctive brands should be treated in marketing strategy terms to their particular capability for the store. Next steps Shopper Intelligence has measured around 0 brands in the top 4 UK supermarkets. To know exactly how your brand and category rated please contact us. 4

5 Britain s top 100 Store Impact Proprietary and Store Own Label ranking report: SMA 74 1 Ben and Jerry s Luxury Ice Cream 2 Aptamil 71 2 Haagan Dazs 61 3 Asda regular Nappies 70 3 Kettle Chips 60 4 Sensodyne Toothpaste 70 4 Cadbury Desserts 59 5 Bonne Maman Marmalade 69 5 Tesco Finest Luxury Ice Cream 6 Lenor Conditioner 69 6 Pringles 59 7 Cow and Gate Baby Milk 69 7 Pizza Express 59 8 Pampers Nappies 69 8 Nescafe Azera 59 9 Just for Men Colouring 67 9 Sainsbury Taste the difference Packaged Cakes 10 Bacardi Rum Ben and Jerry s Ice Cream Scott s Porridge Oats Burton Biscuits Gillette Mens Razors Cadbury Countlines Chocolate Confectionery 13 Lurpak Spreadable Magnum Ice Cream Lea and Perrins Sauce Mars Countlines Kids Confectionery & Chocolate 15 Asda regular Baby Wipes Gu Desserts Yorkshire Tea Blue Riband Tesco regular Instant Coffee Tesco regular Chilled Pizza Nescafe Tesco Finest 19 Sainsbury regular Roast & Ground Coffee Mars Countlines Chocolate Confectionery 20 Pepsi Max Sainsbury regular Chilled Vegetarian 21 Nescafe Gold Blend Tesco Finest Chilled Pizza 22 Tesco regular Nappies Sainsbury s own label By Sainsbury s Fish Counter Fish 23 Marmite Copella 24 Flora Proactive Drink Morrisons M Savers Pastry & Ready to Bake goods 25 Pedigree Tesco own label Ready to Cook Fish

6 Britain s top 100 Store Impact Proprietary and Store Own Label ranking report: Sudocrem Tesco own label Fish Counter Fish 27 Famous Grouse Whisky Penguin 28 Tesco Cholesterol Reducing Bulmers 29 Head and Shoulders Shampoo Nestle Desserts 30 Felix Cadbury Dairy Milk PG Tips Dr Oetker Pizza Butchers Club Biscuits Shockwaves Maggi Packet Mix Elvive Styling Sainsbury Taste the difference Frozen Ready Meals 35 Sainsbury regular Nappies Magnum Luxury Ice Cream Lurpak Butter McCoys Pantene Shampoo Morrisons regular Packaged Cakes 38 Benecol Yogurt Drink Sanex Female Deo L Oreal Shampoo Carte D or Luxury Ice Cream Tesco regular Baby Wipes Nivea Cosmetics Oats so Simple cereal Sainsbury s own label By Sainsbury s Ready to Cook Fish 42 Morrisons regular Nappies Mr Kipling Cakes Elnette Fanta Diet Coke Belvita Ten Motives Birds Eye Poultry Heinz Beans/Spaghetti Tesco Finest Sausages 51 Tesco regular Laundry products 64 Tesco Ready Meals 51 Smirnoff Vodka 64 Mars Bars 49 Relentless Asda Chosen by you Lynx Male Deo 64 Cadbury Biscuits

7 Britain s top 100 Store Impact Proprietary and Store Own Label ranking report: Bakers Complete Morrisons own label M Kids Confectionery & Chocolate 52 Sainsbury regular Squash/Cordial Tesco Finest Chilled Desserts 53 Huggies Nappies Cadbury Cakes Douwe Egberts 64 Haribo 55 Cost Coffee R&G New Covent Garden Soup 56 Heinz Sauce Kit Kat Chocolate Biscuit Bars 57 Coke Regular Twix CBBs 58 Nestle Cereal Morrisons regular 59 Warburtons bread Angel Delight Tetley Tesco Finest Chilled Soup Bisto Lenor Conditioner Ella s Kitchen Baby Morrisons Ready Meals Head and Shoulders Conditioner Grant s Whisky Weetabix Cereal The Saucy Fish Company Nivea Male Deo Rocky Sainsbury regular Cold Cereals Breakaway Tesco regular Squash/Cordial Galaxy Chocolate Knorr Mixes Tesco regular Frozen Pizza 69 Daz Laundry Shape Gillette Male Deo Aussie Kelloggs Cereal Garnier Cosmetics Whiskas McVities Bars/breakfast Bold Laundry Detergent Original Source Soap Corsodyl Mouthwash Ginsters Pasties Branston Beans/spaghetti Koppaberg 49 7

8 Britain s top 100 Store Impact Proprietary and Store Own Label ranking report: Tesco regular Beans or Spaghetti Innocent 77 Stella Artois Asda Chosen by you Wrapped Bakery Snacks 78 Bassett s vitamins Morrisons own label M Plants & Flowers 79 Sainsbury regular Tea Morrisons own label M Pastry & Ready to Bake goods 80 Budweiser Tesco Finest Frozen Ready Meals 81 Asda Chosen by you Cooked/Sliced Meats 82 Tesco regular Longlife Desserts/Custards Morrisons The Best Sainsbury s Be good to yourself Frozen Ready Meals 83 Danone Activia Sainsbury regular 84 Sure Female Deo Asda Extra Special Sausages 85 Asda regular Baby Toiletries Morrisons own label M Pre-packed Fish 86 Morrisons regular Wrapped bread Activia 87 Coke Zero Muller Vitality 88 Carte Noire Weight Watchers Frozen Ready Meals 89 Oxo Cornetto 90 Ribena Asda Chosen by you Deli Counter Cheese 91 Clover Margerine & Spreads Weetabix Bars/breakfast 92 Quaker Oats Asda own label Ready to Cook Fish 93 Clover Butter Tesco own label Deli Counter Cheese 94 HP Sauce Tesco regular Frozen Vegetarian Food 95 Benecol Spread Muller Corner 96 Flora Proactive Birds Eye Vegetarian 97 Anchor Spreadable Asda own label Pre-packed Fish 98 Schweppes Chicago Town Pizza 99 Hipp Baby Morrisons regular Chilled Desserts 100 Clearasil Dove Shower 8

9 Appendix II: Methodology Now in its third year of tracking in the UK, Advantage Shopper Intelligence invites shoppers to take part in the study after their most recent shopping visit (within hours of the last trip), carried out on line to ensure depth and consideration. Shoppers are asked to rate just this one most recent retailer and one category bought only for fair comparison between retailers/categories and to ensure simplicity and clarity. Minimum sample quotas are sought for each category in each retailer to ensure reliability. Sample size overall in 2013 was more than 72,000. Fieldwork was carried out April July Some important things to bear in mind in reading this report: We measured 126 categories in 2013, based on sponsor requirements. Some were the major categories, others were small more specialist categories. We therefore are not presenting this list as being the largest brands in the store, nor a complete list of brands. The list will get larger each year as the program grows. Sample size for different brands varies. Around 0 brands were measured but for this report we have excluded brands with a sample of less than. Statistical significance of the gap between brands on any individual measure will of course vary depending on the sample size and the quantum gap being looked at. We are happy to quote the confidence level for any pair of measures if you require this. The time period for the fieldwork is worth noting because specific brand activities in this time period will have impacted the results. However, the data collection was spread evenly over the period for each category to mimimise the effect of any one or more typical two week promotion. Building the dimensions from our data Each of our two dimensions is built from specific category and brand questions in our database How we build the dimension Measure Questions Category Component 1.s whose shoppers most agree with Traffic category measures One of the main reasons I go shopping is to buy XXX 2a Shoppers of the brand indicate high level of brand planning pre store Category planned before store visit I particularly don t want to run out of XXX And specific brand purchase planned One of the reasons I go to [RETAILER] is because it does XXX particularly well Promotions in XXX encourage me to go shopping to [RETAILER] Components 2b Shoppers of the brand show low propensity to change their mind ( Loyalty ) I stuck to brands I know and like I had a good look around to see what was new (negative correlation) How we build the dimension Category Component Components Measure 4.Is this a Spend driving Category? 5a Purchase was unplanned 5b Shows greatest incremental response to Promotion Study Questions I m often persuaded to buy extra XXX in [RETAILER] eg by special offers I might sometimes buy an additional item in XXX because I want to try something new or different I don t mind paying a it more for some types of XXX in [RETAILER] for better quality/something different I sometimes buy XXX just because I feel like it Decision to buy this product was made in store When bought on deal, the Promotion was the reason to buy or led to greater volume of purchase 9