REFRIGERATED’ YOGURT’ › 2015 › 05 › segunda-presentac… ·...

Sergio A. Or+z Intern Client Service

REFRIGERATED YOGURT

Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

2 Page 2

CATEGORY OVERVIEW Increase in Volume vs. decrease in Sales Value due to price strategy that lowered prices which reflected in more sales for lower prices products

Source: Nielsen Retail Index (100% Refrigerated Yogurt)

TOTAL PUERTO RICO – REFRIGERATED YOGURT

Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

3

TOTAL PUERTO RICO & OTHER UTT - VALUE SHARE (100% REF. YOGURT) YOPLAIT WITHIN CATEGORY-‐ VALUE SHARE Category growth drove by Yoplait & La Yogurt with a strategy that lowered their prices a[er re-‐launching all products as probio+c


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

4

MARKET STRUCTURE: HIGHLY DEPENDANT ON C.S. Relevance of over 70% in top 3 brands


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

5

100% CHAINSUPERMARKET

REPRESENTS +70% TOTAL MARKET

SERVING PERFORMANCE: MULTIPACK SINGLES

CREATING DIFFERENT CONCLUSIONS

STUDYING DIFFERENT VARIABLES

FLAVOR PERFORMANCE: MULTIPACKS INDIVIDUAL

Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

6

CHAIN SUPERMARKETS - VALUE SHARE (100% REF. YOGURT) CHAIN SUPERMARKETS VALUE SHARE The brands that are developing are Yoplait (+4.1pp) & La Yogurt (+5.8pp) thanks to price strategy, at Dannon’s expense (-‐7.2pp) which increased prices


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

7

CHAIN SUPERMARKETS - VOLUME SHARE CHAIN SUPERMARKETS VOLUME SHARE La Yogurt (+9.5) & Yoplait (+4.3pp) show a higher volume share due to price strategy that lowered prices per unit resul+ng in a more significant share increase


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

8

CHAIN SUPERMARKETS - $ SHARE 100% REFRIG. YOGURT YOPLAIT VALUE SHARE PERFORMANCE IN CSM Yoplait’s success comes from a stronger performance with Original and Light


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

9

MULTIPACK SIZE PERFORMANCE IN CHAIN SUP. Mul+pack servings showing decrease in the long trend due to significant Dannon increase in mul+pack price per unit Chart + TableCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015

Average Price Handling Distribution Max (Wtd) Out Of Stock % Distribution (Wtd)

RY'13 RY'14 RY'13 RY'14 RY'13 RY'14

CSM MULTIPACKS

DANNON MULTIPACK

YOPLAIT MULTIPACK

$ 0

$ 0

$ 0

$ 0.18

$ 0.18

$ 0.18

100

100

97

100

100

98

16%

18%

18%

9%

9%

11%

Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015

Copyright © Page 1 of 1

Quickfacts v2.0 .Dictionary v



RY'13 RY'14 RY'13 RY'14 RY'13 RY'14MULTIPACKS 0.17$ 0.18$ 3.62$ 4.00$ 22 23DANNON MULTIPACK 0.17$ 0.18$ 3.86$ 4.24$ 23 24 YOPLAIT MULTIPACK 0.19$ 0.18$ 3.12$ 3.17$ 16 17

PRICE*OZ PRICE*UNIT OZ*UNIT

T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – VALUE SHARE– T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

10

MULTIPACK SERVINGS DECREASING IN THE LONG TREND Decreasing paiern is no+ceable driven by Dannon’s price increase. Yoplait increasing within this serving with lower prices & 6 oz, 8 pack, mul+pack Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC -

Source: Nielsen l HELP ON THIS REPORTTo Close this window, double click the title bar



Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015


HELP ON THIS REPORTTo Close this window, double click the title bar



T. CSM – VALUE SHARE– T. REFRIGERATED

RY'13 RY'14 RY'13 RY'14 RY'13 RY'14DANNON 12 PACK 0.14$ 0.14$ 6.29$ 6.51$ 46 45DANNON 4 PACK 0.19$ 0.20$ 3.42$ 3.58$ 18 18DANNON 6 PACK 0.25$ 0.31$ 3.15$ 3.30$ 13 11DANNON OTHER SIZE MULTI P. 0.16$ 0.17$ 4.03$ 4.46$ 26 26YOPLAIT 4 PACK 0.17$ 0.16$ 2.92$ 2.93$ 17 18YOPLAIT 6 PACK 0.15$ -‐$ 3.65$ -‐$ 24 0YOPLAIT 8 PACK -‐$ 0.14$ -‐$ 6.87$ 0 48YOPLAIT OTHER SIZE MULTI P. 0.23$ 0.21$ 3.02$ 3.01$ 13 14

OZ*UNITPRICE*OZ PRICE*UNIT



Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

11

OUT OF STOCK DIST. REFLECTS DIRECTLY ON VALUE SHARE Opportuni+es shown within out of stock distribu+on along with handling distribu+on which if not dealt would reflect nega+vely in value share.

3-Panel ChartValue Share - CHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015





T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – HANDLING DIST. – T. REFRIGERATED T. CSM – OUT OF STOCK DIST. – T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

12

VARIETY MULTIPACKS OPPORTUNITY Yoplait concentra+ng efforts on single flavor mul+packs leaving an opportunity for variety mul+packs with favorite flavors in the market

2-Panel ChartCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015





T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – HANDLING DIST. NET HANDLING DIST. T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

13

FLAVOR COMPOSITION FOR DANNON AND YOPLAIT Combina+ons with more value share are Strawberry/Blueberry/Rasberry & Strawberry Banana/Blackberry/Vanilla

Pie ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015

Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. DANNON,DANNON COMPANY l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015





Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. YOPLAIT,GENERAL MILLS l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015









DANNON YOPLAIT CSM

Strawberry flavor favorites: Strawberry Strawberry Banana Strawberry Kiwi

Other flavor favorites: Vainilla Peach Blueberry/Blackberry



Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

14

TAKE AWAYS

Opportunity to increase handling distribution

Increase inventory in out of stock point of sales to increase value share

Opportunity to increase promotion distribution

Development of variety multipacks with favorite flavors

Opportunity to increase handling & promotion distribution for variety multipacks

MULTIPACK YOPLAIT

Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

15

SINGLE SIZE PERFORMANCE IN CHAIN SUP. Single servings showing increase in the long trend due to Mul+pack price increase by Dannon & La Yogurt price strategy lowering single serving price * unit

Chart + TableCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015

Average Price Handling Distribution Max (Wtd) Out Of Stock % Distribution (Wtd)

RY'13 RY'14 RY'13 RY'14 RY'13 RY'14

CSM SINGLES

DANNON SINGLES

YOPLAIT SINGLES

LA YOGURT SINGLES

$ 0

$ 0

$ 0

$ 0

$ 0.16

$ 0.21

$ 0.16

$ 0.12

100

100

100

89

100

100

99

75

11%

16%

15%

15%

7%

10%

7%

13%






RY'13 RY'14 RY'13 RY'14 RY'13 RY'14SINGLES 0.17$ 0.16$ 1.13$ 1.06$ 7 7DANNON SINGLE 0.19$ 0.21$ 1.54$ 1.86$ 8 9 YOPLAIT SINGLE 0.16$ 0.16$ 0.97$ 0.98$ 6 6 LA YOGURT SINGLE 0.14$ 0.12$ 0.81$ 0.69$ 6 6




Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

16

SINGLE SERVINGS INCREASING IN THE LONG TREND 6 oz single servings responsible for this increase due to La Yogurt & Yoplait prices under $1.00 which represent 72% of the current value share Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC -

Source: Nielsen l HELP ON THIS REPORTTo Close this window, double click the title bar



Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015





RY'13 RY'14 RY'13 RY'14 RY'13 RY'14DANNON 6 OZ 0.17$ 0.17$ 1.00$ 1.01$ 6 6YOPLAIT 6 OZ 0.15$ 0.15$ 0.93$ 0.92$ 6 6LA YOGURT 6 OZ 0.14$ 0.12$ 0.81$ 0.69$ 6 6DANNON 32 OZ 0.14$ 0.15$ 4.39$ 4.69$ 32 32YOPLAIT 32 OZ -‐$ 0.15$ -‐$ 4.69$ 0 32




Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

17

YOPLAIT & LA YOGURT GAINING VALUE SHARE IN SINGLE SERVINGS La Yogurt poses a risk with price decrease that reflects in substan+al value share increase and affects, along with Yoplait’s $0.90, Dannon value share Column Chart

CHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015





RY'13 RY'14 RY'13 RY'14 RY'13 RY'14DANNON LIGHT N' FIT 6 OZ SINGLES 0.17$ 0.17$ 1.02$ 1.04$ 6 6DANNON LIGHT N' FIT OTHER SIZE SINGLES 0.24$ 0.23$ 1.43$ 1.34$ 6 6DANNON FRUIT ON THE BOTTOM 6 OZ SINGLES 0.16$ 0.16$ 0.95$ 0.94$ 6 6YOPLAIT LIGHT 6 OZ SINGLES 0.15$ 0.15$ 0.90$ 0.90$ 6 6YOPLAIT ORIGINAL 6 OZ SINGLES 0.15$ 0.15$ 0.92$ 0.90$ 6 6LA YOGURT LIGHT 6 OZ SINGLES 0.13$ 0.11$ 0.78$ 0.68$ 6 6LA YOGURT ORIGINAL 6 OZ SINGLES 0.14$ 0.11$ 0.83$ 0.69$ 6 6


Dannon 6oz 4.5pp -1.5pp Yoplait 6oz 13pp +2.1pp La Yogurt 6oz 12.6pp +5.9pp



Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

18

Yoplait needs to manage out of stock distribu+on by distribui+ng more inventory to these out of stock points of sale with a steady promo+on strategy

OPPORTUNITIES WITHIN OUT OF STOCK & PROMOTION DIST.

3-Panel ChartHandling Distribution Max (Wtd) - CHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015





T. CSM – HANDLING DIST. – T. REFRIGERATED T. CSM –OUT OF STOCK DIST. – T. REFRIGERATED T. CSM – PROMOTION DIST. – T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

19

STRAWBERRY FLAVORS IMPORTANCE IN SINGLE SERVINGS La Yogurt showing importance on other flavors in original probio+c while Yoplait shows more importance in strawberry flavors with a combined 6.4pp for light & original

Chart + TableValue Share - CHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015

Average Price Handling Distribution Max (Wtd)

RY'13 RY'14 RY'13 RY'14

DANNON LIGHT N' FIT STRAWBERRY SINGLES

DANNON LIGHT N' FIT OTHER FLAVORS SINGLES

DANNON FRUIT ON THE BOTT STRAWBERRY SINGLES

DANNON FRUIT ON THE BOTT OTHER FLAVOR SINGLES

YOPLAIT LIGHT STRAWBERRY SINGLES

YOPLAIT LIGHT OTHER FLAVOR SINGLES

YOPLAIT ORIGINAL STRAWBERRY SINGLES

YOPLAIT ORIGINAL OTHER FLAVOR SINGLES

LA YOGURT LIGHT STRAWBERRY SINGLES

LA YOGURT LIGHT OTHER FLAVOR SINGLES

LA YOGURT ORIGINAL OTHER FLAVOR SINGLES

$ 0.16

$ 0.18

$ 0.16

$ 0.16

$ 0.15

$ 0.15

$ 0.15

$ 0.15

$ 0.13

$ 0.13

$ 0.14

$ 0.15

$ 0.18

$ 0.16

$ 0.17

$ 0.15

$ 0.15

$ 0.15

$ 0.15

$ 0.11

$ 0.11

$ 0.11

100%

100%

100%

100%

100%

100%

100%

100%

70%

67%

89%

99%

93%

99%

48%

99%

99%

99%

99%

74%

75%

74%




Chart + TableCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015

Average Price Handling Distribution Max (Wtd)

RY'13 RY'14 RY'13 RY'14

DANNON LIGHT N' FIT STRAWBERRY SINGLES

DANNON LIGHT N' FIT OTHER FLAVORS SINGLES

DANNON FRUIT ON THE BOTT STRAWBERRY SINGLES

DANNON FRUIT ON THE BOTT OTHER FLAVOR SINGLES

YOPLAIT LIGHT STRAWBERRY SINGLES

YOPLAIT LIGHT OTHER FLAVOR SINGLES

YOPLAIT ORIGINAL STRAWBERRY SINGLES

YOPLAIT ORIGINAL OTHER FLAVOR SINGLES

LA YOGURT LIGHT STRAWBERRY SINGLES

LA YOGURT LIGHT OTHER FLAVOR SINGLES

LA YOGURT ORIGINAL OTHER FLAVOR SINGLES

$ 0.16

$ 0.18

$ 0.16

$ 0.16

$ 0.15

$ 0.15

$ 0.15

$ 0.15

$ 0.13

$ 0.13

$ 0.14

$ 0.15

$ 0.18

$ 0.16

$ 0.17

$ 0.15

$ 0.15

$ 0.15

$ 0.15

$ 0.11

$ 0.11

$ 0.11

100%

100%

100%

100%

100%

100%

100%

100%

70%

67%

89%

99%

93%

99%

48%

99%

99%

99%

99%

74%

75%

74%





T. CSM – VOLUME SHARE– T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

20

LA YOGURT & DANNON INCREASING PROMOTION & NET HANDLING DIST. La Yogurt posing a risk due to steady promo+on strategy and increasing net handling distribu+on which reflects in its increase of +5.9pp of value share within other flavors






T. CSM – HANDLING DIST. – NET HANDLING DIST – T. REFRIGERATED T. CSM – PROMOTION DIST. – T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

21

OPPORTUNITIES WITHIN NET HANDLING & PROMOTION DIST. Yoplait covering 99% CSM distribu+on points. Opening an opportunity for steady promo+on strategies & increase net handling distribu+on with inventory strategies






T. CSM – HANDLING DIST. – NET HANDLING DIST – T. REFRIGERATED T. CSM – PROMOTION DIST. – T. REFRIGERATED


Copyrig

ht ©

2013 The

Nielse

n Co

mpany. Con

fiden

+al and

proprietary.

22

TAKE AWAYS

Opportunity to develop a strategy to lower price per unit

Increase inventory in out of stock point of sales to increase value share

Opportunity to increase net handling distribution

Development of handling & promotion strategies for other flavors

Opportunity to increase net handling distribution for strawberry & other flavors

SINGLES YOPLAIT

Date post:	30-Jan-2021
Category:	Documents
Upload:	others
View:	1 times
Download:	0 times

REFRIGERATED’ YOGURT’ › 2015 › 05 › segunda-presentac… ·...

Documents