Gfk partnership - Boss Federation

Transcription

GFK PARTNERSHIP
Carl West
Greg Allen
© GfK 2013 | Title of presentation | DD. Month 2013
Business Group Director | carl.west@gfk.com | +44 (0)870 603 8271
Account Director | greg.allen@gfk.com | +44 (0)870 603 8121
1
Agenda
(Background)
Who is GfK?
GfK – Methodology & Business Model
Partnership – current position
(Data)
Example report – Office Total Store Report (OTSR)
BOSS OTSR Level 1
2
GfK – Background
3
The GfK Group
(Divisions)
Consumer
Choices
Quantitative sales
oriented tracking
Retail and Technology
Boutique Research
GeoMarketing
Chart Track
Ascent
Etilize
IFR
Consumer
Experiences
Qualitative opinion
based tracking
Roper Consulting
Field Marketing
Mystery Shop
Bridgeend
Kynetec
NOP
GfK divisions are working closer together to
provide holistic (quantitative and qualitative)
views of the markets you operate in.
4
GfK – who we are and what we do
•
World leader in Non-food sales research (Over 90 countries
worldwide)
•
Track over 500 different product categories
•
Track POS data for each individual SKU/ Item line
•
GfK UK Retail & Technology division tracks over 80,000 outlets
across 27 channels
•
Partner with independent and multiple retailers, resellers,
distributors & manufacturers
•
GfK Tracking sales...
Manufacturers
Distribution
We track what the end user buys and the price they pay for it
Retail/Reseller
END USER
5
5
Define the Channels/ Universe – stationery sector
Example Retailers for
illustrative purposes only
“Business”
GB Panel Market
“Retail”
OER
CSP/TCR
OES/STAT
CSS
Cartridge
World
Carphone
Refill 24
Ink Express
Phones4U
Staples
Lyreco
Supplies-Te
am
Ryman
Osbornes
Integra
NEMO
Office Club
Insight
SCC
RM
PC World
Maplin
Misco
XMA
Synaxxon
Grocers
Tesco
Sainsburys
Asda
Morrisons
Waitrose
=Reported Channels
MM/DIY
MM Excl. Grocers
Argos
Boots
John Lewis
Makro
Amazon
Wilkinsons
Debenhams
B&Q
Homebase
WHSmith
=Local Reported Channels
6
The Partnership- The offer, benefits & details
The offer
•
GfK are offering a FREE to BOSS OTSR Level 1 - Custom
•
Category-led insight and understanding of key market dynamics on product areas that BOSS are active in
•
An Objective third party view of monitored areas.
•
Phase 1 B2B only. Retail to be added at year end.
The benefits
•
Track size and movements in different product markets – Maximise Revenue
•
Understand pricing differences, retail vs business channel, competitors and your own positioning – Sell rate success
•
Negotiate with stakeholders with an objective view of the market – Level playing field
•
Identify growth opportunities and develop strategy – Test market before investment to save money
•
Select best performing models and increase ROI from selection choices – reduce aged stock and wasted margin
•
Run Category Management efficiently – turnover stock quicker and with greater volume of sale
8
Example Reporting – GfK OTSR
(In Association with the BOSS Federation) – British Office Supplies & Services Federation
9
Office Total Store Report (OTSR)
What are the benefits of this kind of category report?
Market Performance
•
Monitor your performance versus the market on a
regular basis
•
Understand market sizes and react to seasonality
•
Understand & identify growth opportunity
Product Performance
•
Understand category performance
•
Build an effective product range
•
Measure promotional impact
Pricing Policy
•
Compare the average selling prices within the market
to your own in order to develop your pricing strategy
10
Office TSR Retailer Deliverable - Premium
Advanced level (Detailed category segmentation) – Available on subscription
TOTAL EOS
TOTAL Computer Media
Supplies
•Disks
•Postal Scales
•PC Keyboards
TOTAL PAPER
•Storage Boxes
•PC Mice
•Tools DIY
•Other Input Devices
TOTAL Paper
TOTAL Safety & Security
•Data Tapes &
Cartridges
•First Aid
•Memory Cards
•I D Badges
•USB Sticks
TOTAL Printer/Fax/Copier
Supplies
•Inkjet Cartridges
•Laser Toners
TOTAL FM
TOTAL Catering
•Torches
•Cash Boxes/Safes
•Security Systems
•Fire
Extinguishers/Blankets
TOTAL FURNITURE
TOTAL Furniture
•Desks
•Beverages
•Screens
•Food
•Tables
•Kitchen Appliances
•Filing Cabinets
•Catering
•Bookcases
TOTAL Janitorial
•Cleaning Products
•Cleaning Equipment
•Rubbish Bins
•Sanitary Dispensers
and refills
TOTAL Mailroom & Warehouse
•Packing Equipment
•Office Storage
•Seating
•Switches/Connectors/A
dapters
•Internal Expansion
Cards (SCSI Cards)
•Coated/Photo paper
•Office Uncoated paper
•Listing Paper
•Pre-Printed Paper
•Servers
TOTAL TRADITIONAL
•Multimedia Equipment
(Audio Visual
Entertainment,
Headphones)
TOTAL Adhesives & Tapes
•Mobile Broadband
•Webcams
•Adhesive tape
•Adhesives
•DIY Tape
TOTAL Arts & Crafts
•Modems/Routers
•Cutting
•Cables
•Colouring Pens
•Drives - Hardware
(Backup drives)
•Colouring pencils
•Monitors
•Crayons Chalk &
Charcoal
•UPS/Power Filters
•Brushes & Rollers
TOTAL Personal Electronic
Equipment
TOTAL Books, Pads & Albums
•Duplicate Books
TOTAL HARDWARE
•Mobile Phones
•Blotting pad
TOTAL Computer Hardware
•Mobile Phone
Accessoires
•Note books and Pads
•PC/Workstation
•Portable PCs
•Printers
•Postal Tube
•Multifunctional Devices
(all in one printers)
•Rubber Bands
•Scanners
•Media Player
•Media Player
Accessoires
•Car Navigation
•Repositional Notes
•Specialist Books
•Electronic books
•Albums
•Radios
•Image Displays
11
Office TSR Retailer Deliverable - Premium
continued....
TOTAL Computer Accessories
•Computer Bags
•Screen Filters
•Wrist Rests/Mouse
mats
•Copyholders
•Dust Covers
TOTAL Desktop Accessories
•Desk organisation
•Book Racks / Mag
Files
•Perforators
•Staplers/Removers
•Staples
•Clipboards
•Pins/Clips/Fasteners
•Stamps and
accessories
•Letter Openers
TOTAL Envelopes
•Envelopes
TOTAL Files Pockets Binders
•Ring Binders and
display books
•Lever Arch files
•Suspension filing
•Archive filing
•Card Index & Supplies
•Dividers/Indexes/Tabs
All other filing/folders/binding
•Copiers
TOTAL Labels
•Fax Machines
•Labels
TOTAL Legal & Personnel
Supplies
•Legal supplies
TOTAL Office Environment
•Label makers (Label
printers)
•Shredders (Document
Disposal)
•Typewriters WPs
•Binding machines
•Stools
•Laminators
•Clocks
•Literature Holders
•Telephones and
accessories
•Picture Frames
•Cash Register/Tills
•Plants
•Answer Machines
•Lamps
•Laminating pockets
•Air Conditioners
•Office Machines Other
(Bar-Coding, Binding
Systems)
•Fans
•Heaters
•Mats
•Bulbs
TOTAL Office Machine Supplies
•Office machine rolls
•Shredder Supplies
•Binding machine
supplies
•Batteries
TOTAL Office Machines
TOTAL Office Planning
•Planners and planner
accessories
TOTAL Personal Planning &
Accessories
•Diaries and organisers
•Luggage
TOTAL Presentation
Equipment
•Calculators/Adding
Machines
•Flipchart Easels
•Dictation Machines and
accessories
•Projectors
•Projection Screens
•TV and Video
•Cameras/Camcorders
TOTAL Wall/Notice Boards
•Dry wipe Boards
(White Boards)
•Dry wipe Board
Accessories
•Notice/Pin Boards
TOTAL WRITING
INSTRUMENTS
TOTAL Pens, Pencils &
Writing Supplies
•Ball Point Pens
•Rollerball Pens
•Fine liner Pens
•Fountain Pens
•Highlighters
•Refill Ink
•Correction Media
(Correction Fluid)
•Pencils (Wood Case)
•Sharpeners
•Mechanical Pencils
(Propelling Pencil)
•Refill Leads
•Erasers
•Rulers
•OHP Pens
•Marker pens
•Compass'
•Pencil cases
12
13
14
15
EXTRACT: Value – Basic level Office Total Store – B2B track
(Chart describing strength and seasonality of topline categories)
100%
TOTAL Others
2%
2%
1%
2%
2%
1%
4%
2%
4%
2%
2%
2%
2%
TOTAL Pens, Pencils & Writing Supplies
TOTAL Wall/Notice Boards
90%
5%
3%
5%
3%
4%
2%
5%
3%
80%
70%
12%
10%
10%
11%
7%
11%
4%
5%
3%
4%
3%
TOTAL Presentation Supplies
TOTAL Presentation Equipment
TOTAL Personal Planning & Accessories
TOTAL Office Machines
12%
7%
4%
5%
9%
10%
12%
4%
3%
6%
11%
TOTAL Office Machine Supplies
TOTAL Office Environment
TOTAL Legal & Personnel Supplies
4%
6%
TOTAL Labels
TOTAL Files Pockets Binders
60%
TOTAL Envelopes
TOTAL Desktop Accessories
50%
TOTAL Computer Accessories
30%
30%
36%
32%
37%
35%
40%
34%
34%
40%
TOTAL Books, Pads & Albums
TOTAL Arts & Crafts
TOTAL Adhesives & Tapes
TOTAL Paper
TOTAL Personal Electronic Equipment
30%
3%
TOTAL Computer Software
3%
1%
4%
3%
2%
3%
3%
TOTAL Furniture
2%
20%
TOTAL Computer Hardware
TOTAL Safety & Security
TOTAL Personal Protection Equipment
10%
21%
21%
17%
21%
18%
15%
19%
18%
18%
TOTAL Mailroom & Warehouse
TOTAL Janitorial
TOTAL Catering
0%
TOTAL Printer/Fax/Copier Supplies
Jan12
Feb12
Mar12
Apr12
Ma12
Jun12
Jul12
Aug12
Sep12
TOTAL Computer Media Supplies
16
GfK Latest Trends
OTSR
17
£2.3 billion market value in 2012
Office Total Store Reporting – overall market performance using BOSS categorisation.
£300
£265
£250
£37
£230
£219
£12
£3
£31
Sales Value £millions
£200
£198
£32
£39 £174
£12
£3
£12
£3
£17
£19
£46
£0
£41
£60
£15
£13
£3
£20
£21
£27
£27
£77
£66
£18
£13
£3 £153
£181 £178
£11
£3
£13
£16
£10
£3
£26
£30
£11
£2
£129 £12
£3
£95
£25
£31
TOTAL
FURNITURE
£13
£3
TOTAL
HARDWARE
TOTAL PAPER
£73
£92
£20
£10
£3
£60
£19
£15
£67
£61
TOTAL
TRADITIONAL
£42
£17
£88
£17
£13
£81
£65
£63
£62
£16
£61
£46
£39
TOTAL FM
£170
£9
£2
£63
£102
£36
£28
£11
£2
£47
£15
£45
£34
TOTAL EOS
£57
£17
£53
£10
£3
£18
£69
£47
£7
£3
£209
£178
£34 £175
£9
£2
£20
£60
£53
£23
£73
£78
£183
£12
£3
£85
£210
£198
£162 £28
£33
£11
£3
£62
£50
£14
£3 £161 £88
£27
£73
£20
£34
£34
£11
£3 £114
£100
£27
£9
£2
£10 £184
£2
£38 £157
£150
TOTAL OTSR
£230 £226
£15
£15
£57
£36
£15
£30
TOTAL WRITING
INSTRUMENTS
Exclusions
£43
£51
£45
£3
£3
£3
£3
£3
£3
£3
£3
£3
£3
£2
£3
£3
£2
£2
£2
£3
£3
£2
£2
£2
£2
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
£1
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
2011 2011 2011 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2013 2013 2013 2013 2013 2013 2013
18
How does the year-on-year picture compare?
April 2012 there was a change in the Leader Market as Equanet taken over by Kelway.
£300
£265
£250
£230
£230
£226
£219
Sales Value £millions
£200
£198
£210
£209.3
£184
£198.0
£183
£174
£175.1
£177.9
£161
£157
£150
£181.4
£178.2 £162
£170.4
TOTAL OTSR 2011-12
£153.1
TOTAL OTSR 2012-13
£128.7
£100
£50
£0
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
19
A £2.3 billion market split into categories
Hardware and Traditional contributed around a third of the yearly value of the OTSR total
market in 2012. EOS, FM, Hardware and Paper have been more prominent so far in 2013.
2012
1.3%
2013 YTD
0.6%
1.5%
15.5%
TOTAL EOS
0.6%
16.2%
TOTAL FM
TOTAL FURNITURE
32.3%
5.5%
1.4%
26.1%
6.5%
TOTAL HARDWARE
1.6%
TOTAL PAPER
TOTAL TRADITIONAL
9.1%
8.7%
34.7%
TOTAL WRITING
INSTRUMENTS
Exclusions
38.4%
20
Q1 year-on-year
Hardware and Traditional increased in 2013 driving positive OTSR performance year-onyear for Q1.
£700.0
£600.0
£500.0
£400.0
£300.0
£200.0
£100.0
£0.0
TOTAL OTSR
TOTAL EOS
TOTAL FM
TOTAL
FURNITURE
TOTAL
HARDWARE
TOTAL PAPER
TOTAL
TRADITIONAL
TOTAL
WRITING
INSTRUMENTS
Exclusions
Leaderpanel Q1 2012
£559.2
£103.6
£37.4
£9.4
£191.1
£55.2
£150.5
£8.4
£3.7
Leaderpanel Q1 2013
£572.7
£87.6
£34.0
£8.5
£228.6
£49.1
£153.4
£8.1
£3.4
2.4%
-15.5%
-9.1%
-9.3%
19.6%
-11.0%
2.0%
-4.3%
-5.9%
% Change
21
Office Total Store Report (OTSR)
What are the benefits of this kind of category report?
Market Performance
•
Monitor your performance versus the market on a
regular basis
•
Understand market sizes and react to seasonality
•
Understand & identify growth opportunity
Product Performance
•
Understand category performance
•
Build an effective product range
•
Measure promotional impact
Pricing Policy
•
Compare the average selling prices within the market
to your own in order to develop your pricing strategy
Category Managment
22
Questions & Thank You
Please contact us if you want to know more.
23

Gfk partnership - Boss Federation

Transcription

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