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					GfK. Growth from Knowledge
The role of marketing research
in developing business in Moldova
Dr. Tomas Krasny; VEF Moldova, June 25, 2010
GfK CEE       The Role of Marketing Research   Tomas Krasny   June 25, 2010


Market Economy and Free Society Needs More
than Just Liquidation of Iron Curtain…
                                                                              2
GfK CEE            The Role of Marketing Research   Tomas Krasny             June 25, 2010



Citizen-Centric Society is the Foundation of Prosperity…..
                                                                                             3
                                                       Citizen = client of
 Citizen-Centric
                                                        companies
  The centre of advanced society
   must be (WO)MAN - citizen                              There is no real market
                                                           w/o empowered clients
  If we accept this mantra we
                                                          Companies need to base
   define automatically also the
                                                           their decisions on deep
   role of opinion and market
                                                           understanding their
   research
                                                           clients
Understanding                                                Citizen = client of
 the Citizen                                                  politicians
 Tools of research help to                                     The same applies for
  understand the believes,                                       public sphere….
  wishes, dreams, needs
  of citizens
 What they see, believe,
  buy….
GfK CEE            The Role of Marketing Research   Tomas Krasny   June 25, 2010



Mission of the Research Company (an GfK Example)
                                                                                   4




          We help our clients to create new futures.
          Companies need to make decisions, and knowledge
          is the basis for decision-making. We help our
          clients to ask the right questions and to find the
          right answers. We make the difference between
          success and failure.
GfK CEE             The Role of Marketing Research                              Tomas Krasny                 June 25, 2010

In Central & Eastern Europe Fulfills GfK This Mission Since 1989
Our 1 500 Local Experts Support Both Domestic and Global Clients
We Are More Than Happy to Do So Also in Moldova
                                                                                                                             5




          Austria                                                                                      Croatia
           1950                                                                                         1999
      Hungary                                                                                          Slovenia
        1989                                                                                             2001
          Poland                                                                                        Serbia
           1990                                                                                          2002
      Slovakia                                                                                         Bosnia
                                                        EST                RUS
        1990                                                                                            2004
                                                            LV
      Czechia                                                                                        Kazakhstan
                                                       LT
       1991                                                                                             2005
                                                                 BY
          Russia                                                                                     Baltic States
                                                 PL
           1991                                                                                KAZ       2006
      Bulgaria                        CZ                              UA                             Macedonia
       1994                                 SK                                                         2007
                                      A
      Romania                                    H
                                     SLO                    RO                                         Albania
        1996                          HR                                                                2008
                                           BiH
      Ukraine                                    SRB
                                                            BG                                          Egypt
       1998                                        MK                                                    2008
                                                 AL
                                                                           TR
GfK CEE                         The Role of Marketing Research   Tomas Krasny                           June 25, 2010

The Role of Research is to Support the Whole Product Cycle:
From Basic Market Understanding, via Product Development up to
Advertising and Sales                                                                                                   6

                                                                       GfK Roper Trends
                                                                       GfK Category Influentials
                                                                       GfK Ethnography
                                                                       GfK Shopper Insight
                                                                       GfK Consumer Journey
                                                                       GfK SegMentor
                                                                       GfK Navigator
  GfK Loyalty Plus                                                     GfK EmoSensor
  GfK KDA
  GfK Mystery Shopping




                                                                                           GfK   Genius
                                                                                           GfK   Concept Challenger
                                                                                           GfK   Product Challenger
                                                                                           GfK   Pack Challenger
                                                                                           GfK   Price Challenger
  GfK   Target Positioning                                                                 GfK   Test Markets
  GfK   Ad*Vantage Multimedia                                                              GfK   Volumetric TESI
  GfK   BVT                                                                                GfK   Volumetric Price
  GfK   ATS                                                                                GfK   Hilca Conjoint
  GfK   ConsumerScan
  GfK CEE                           The Role of Marketing Research                    Tomas Krasny               June 25, 2010


  Some of the Research Outputs Are Basic
  (Example: Share of Modern Trade Top 10 in CEE)
                                                                                                                                 7
       Top 10
                                                           Bosnia&Herzegovina
                                                                                                     Russia
       Others
                                                                                                                       14%
                                                                            38%                         86%
                                                                62%
    Poland

       53%
                    48%



                                                                                                     Slovakia

                                                                                                                19%
                                                                                                                      82%
    Czech
            28%
                  72%



                                                                                                     Ukraine
                                                                                                                       9%
                                                                                                          91%

    Hungary

        37%
                  63%


                                                                                                     Romania

                                                                                                                        30%
                        Croatia                       Serbia                      Bulgaria              70%

                          33%                                         37%                      26%
                                  67%                     63%                         74%




Source: GfK Consumer Tracking ; Measure: value share (%); Period: 2009
GfK CEE                          The Role of Marketing Research                  Tomas Krasny                           June 25, 2010


Some Outputs Have Even Predictive Power
(Example: GfK-Indicator EURO-Climate, Business Cycle Expectations)
                                                                                                                                        8

                   Indicator points                                                                  Indicator points
              80                                                                                                 80


              60                                                                                                    60


              40                                                                                                    40

                                                                                                         Austria
              20                                                                                         Poland 20


               0                                                                                                    0


                                                                                                         Bulgaria
             -20                                                                                                    -20


             -40                                                                                               -40
                                                                                                        Romania

             -60                                                                                                    -60


             -80                                                                                                    -80
                       01             02    03        04          05   06   07         08       09      10




          Source: Consumer Survey for EU Commission, GfK Marktforschung (D)
GfK CEE                   The Role of Marketing Research                        Tomas Krasny            June 25, 2010


Predictions Based on Trend Research Are Sometimes Quite
Powerfull (See Chart from GfK US of Oct 2007)
                                                                                                                        9

 Those with lower incomes are most likely to experience credit and job distress,
 but housing woes affect a broader base
% of online adults 18+ whose household has experienced following in past six months, by income
                                                                                    47
      <$50K HHI                 Any (Net)                                      39
                                                                     24
      $50-75K HHI
                                                                          31
      $75K+ HHI           Credit distress
                                                                     26
                              (Net)
                                                           12
                                                                     25
                             Job distress                       19
                                                           13
                                                       9
                          Home distress
                                                   6
                             (Net)
                                                       10
                                                   4
                               Personal
                                                   4
                              bankruptcy
                                               0
                                                                                         53
                              None of the
                                                                                              61
                                above                                                              76

Source: GfK Roper Reports US 10/2007
 GfK CEE                   The Role of Marketing Research                  Tomas Krasny           June 25, 2010


Still the Key Role of Research is to Understand What & Why is Happening
(Example: Ukraine, Drivers of One Food Category Value 2009 vs 2008)
                                                                                                                  10




                                          Value

                                                                                          Inflation rate
                                                            +13.4%
                                                                                               +15.9%
     Volume                                         x         Paid price
                                                                                          Up\Down trading
                  -1.1%                                            +14.7%
                                                                                                -1.1%




   Source: GfK Consumer Tracking
GfK CEE                   The Role of Marketing Research              Tomas Krasny               June 25, 2010



What & Why is Happening
(Example: Ukraine; Drivers of Volume 2009 vs 2008)
                                                                                                                 11




                                         Market volume
                                         in value terms
                                                                                         Inflation

    Market volume
    accounting on the basis
    of quantities
                                                   x        Price
                                                                                         Up\Down trading
                 -1.1%


             Buyers share                    x         Volume per buyer

                     -2.8%                                  +1.8%

                           Frequency
                                                                     Size of purchases
                           of purchases                     x
                                   -2.9%                                     +4.8%
  Source: GfK Consumer Tracking
GfK CEE            The Role of Marketing Research   Tomas Krasny             June 25, 2010



Instead of Conclusion: Please Remember This Chart
                                                                                             12
                                                       Citizen = client of
 Citizen-Centric
                                                        companies
 The centre of advanced society
  must be (WO)MAN - citizen                                   There is no real market
                                                               w/o empowered clients
 If we accept this mantra we                                 Companies need to base
  define automatically also the                                their decisions on deep
  role of opinion and market                                   understanding their
  research                                                     clients
Understanding                                                Citizen = client of
 the Citizen                                                  politicians
 Tools of research help to                                     The same applies for
  understand the believes,                                       public sphere….
  wishes, dreams, needs
  of citizens
 What they see, believe,
  buy….
GfK. Growth from Knowledge
Dr. Tomas Krasny, GfK Austria/CEE
tomas.krasny@gfk.com

				
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