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JML Consumer Insight 2006JML Consumer Insight 2006
Method
• TNS – Consumer Panel circa. 20,000 households
• Outlook – Exit Polls in Woolworths stores 400 interviewees
TNS Results – Brief Summary (1)
• 2.4 million households buy JML products (10% of UK households)
• The average JML consumer purchases 1.5 times per year
• Average spend on JML products per year is £11.39 per consumer
• JML have in the past 2 years– Increased JML buyers by 11.4%– Increased average price per unit by 3.6%– Increased average trip volume (packs) by 2.7%
TNS Results – Brief Summary (2)
Non Foods - Demographic Map - Buyer Profile %
JML 2005
JML 2004
JML 2006
Homebase
Pound Stretcher
B&Q
Focus/Do It All
Costco
WH SmithWilkinson
Woolw orth
Marks and Spencer
Boots
Independents and Symbols
Co-Op
Hard DiscountersWaitrose
Iceland
Kw ik Save Somerfield
Morrisons
Asda
Sainsbury
Tesco
Total Non Foods
20
25
30
35
40
45
50
20 25 30 35 40 45 50 55 60 65 70
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 we Aug 06
TNS Results – Brief Summary (3)
• Who is buying?– Overall the JML buyer has got younger and less
downmarket than in 2004.– Heavy buyers (top 20%): Older & more mass market,
account for 40% of spend. Majority in the midlands. Shop in Boots, Woolworths, Wilkinsons & £stretcher
– Medium buyers (30%): 40% are under 45 years old, mass market. More than 40% live in the North. Shop in Boots, Woolworths, Homebase & Morrisons.
– Light buyers (50%): Account for just 26% of spend. Younger & more upmarket. 48% live in the North. Shop in Asda, £stretcher, Homebase and Co-op.
TNS Results – Brief Summary (4)
• Asda is a great case study to show to target retailers
• Total Non-Foods is grew by 5% last year, worth £19.2bn - Morrisons has no share in this, Asda & Tesco could miss out by not stocking JML in all stores
JML Growth in Major Retailers
0.5 0
10.4
0.3 0 0.5
8.1
38.7
9
0.54 3.4
Tesco
Sainsb
uryAsd
a
Mor
rison
s
Co-Op
Indep
ende
nts a
nd S
ymbols
Boots
Wool
worth
Wilk
inso
n
Focus/D
o It A
ll
Pound S
tretc
her
Homeb
ase
% G
row
th
52 w/e 14 Aug 05 52 w/e 13 Aug 06
Outlook - Method
• Exit Poll Questionnaire in Woolworths stores – 15 questions, 7 minutes each, 400 people
• Focused on 10 key products, but also accounted for other product bought in the past
• Key Purposes:– To identify impact of JML advertising on incremental
footfall at Woolworths– To establish whether sales of additional (non JML)
products can be directly related to JML activity
Outlook Results (1)
JML Purchase JML PurchaseToday Ever Never Today Ever Never% % % % % %
Gender Male 17 17 19 SEG ABC1 58 56 55Female 83 83 81 C2 24 27 20
DE 18 16 25Age 18-24 9 12 14
25-44 44 41 45 Age of kids 0-9 23 20 2545-54 22 20 17 at home 10-17 21 26 1355plus 25 27 26 18plus 10 8 6
None 46 46 56Visits 1+Weekly 51 46 30
1or2 a month 35 38 38Less 14 15 33
Base 86 253 212 Base 86 253 212
Outlook Results (2)JML Purchase JML Purchase
Today Ever Never Today Ever Never% % % % % %
Store Boots 72 76 68 Store Wilkinsons 35 40 24M&S 70 68 52 House of Fraser 20 29 18Tesco 63 63 50 Homebase 20 26 19Argos 60 65 48 Somerfield 28 26 17Asda 56 57 51 Co-op 20 21 16Debenhams 49 52 33 £stretcher 15 21 16B&Q 41 42 40 Focus 14 11 2Sainsburys 36 41 39 Robert Dyas 2 6 4BHS 37 43 25 Kwik Save 5 6 4Morrisons 31 36 29
Base 86 253 212 Base 86 253 212
TNS reported that retailers are now gaining market share through ‘switching’. This is therefore a good chart to show store groups we are hoping to get into.
Outlook Results (3)
• High degree of repeat purchase - almost half of purchasers on day had also purchased ‘non featured’ products in the past
Ever bought any otherJML products in the
past
Yes - 23%
DK - 7%
Among purchasers of featured products
today 45% had bought in
the past
Base: all respondents (465
Outlook Results (4)High levels of awareness across the range amongst JML
purchasers. Significant minority of non purchasers also aware and reflects JML profile and the success of marketing activity
64
5662
69
55
33
4641
3439
2117 17
23
14
5
1410
7 8
0
10
20
30
40
50
60
70
80
Ever Purchased Any JMLProduct
Never Purchased
Base: all purchasers (253) non purchasers (212)
% Aware of JML Products (prompted)
52
39
45
50
44
20
3937
35
28
52
2529
24
48
17
23
18 17
25
0
10
20
30
40
50
60
Aware TV Ad
Aware In-Store
Base: all aware of each product
% Aware of Marketing Activity (amongst those aware of product)
Outlook Results (5)
Outlook Results (6)
53
38
7
4547
6
0
10
20
30
40
50
60
Great Extent Some Extent No Extent
TV AdIn-Store Video
Extent of Influence on Purchase Decision
Base: all purchased today and saw TV ad/in-store video (45/47)
Yes & MAIN REASON forVisiting Woolworths - 44%DK - 6%
No - 41%
Intention to PurchasePrior to Visit Today
Base: all purchased today (86)
Yes but NOT main reason forVisiting Woolworths - 9%
Total Planned53%
Outlook Results (7)
• For almost half of JML purchasers, the purchase is pre planned AND the main reason for the visit to Woolworths on the day
Outlook Results (8)
• 69% of purchasers on the day also purchased other products
• Among purchasers whose main reason For visiting store was the purchase of JML product - 66% bought something else as well
Type of Products Purchased
%Household/homeware 42Cards/gift wrap 22Sweets/confectionery22CDs/DVDs 10Toys/Games 8Stationery 8Children’s clothing 7Electrical 3
Outlook Results (9)
53 55 52 4749
36 36 36 42 46
38 5 8 60
20
40
60
80
100
Value formoney
Innovation Quality Solvingproblems
Availability
Don't know Very poor Poor Neither Good Very good
Rating of JML on Key Performance Criteria (%)
Outlook Results (10)
• The research confirms that JML activity - both TV and in-store video presentations - is positively influencing purchasing decisions
• In addition, there is strong evidence to suggest that incremental visits to Woolworths are being generated and that these frequently result in additional purchases beyond the target JML product– Half of JML purchasers had planned the purchase before arrival– For most of these, this purchase was the main reason for visiting
on that day– Two thirds of those whose main reason for visiting the store was
to buy a JML product ended up buying other products