Introductie tot AC Nielsen
2de Lic Toegepaste Economische
Wetenschappen
A.O. Meertalige bedrijfscommunicatie
12 Oktober 2004
27 Oktober 2004
© 2004 ACNielsen
1
AGENDA
> What does AC Nielsen Marketing Research stand for ?
> Retailing in Belgium and Europe
> Structure of AC Nielsen information
> Business Case
© 2004 ACNielsen
2
Hoe heet de Amerikaanse
zakenman die het presteerde om
tijdens de Grote Depressie een
Food & Drug Index op te bouwen?
© 2004 ACNielsen
3
A.C. Nielsen Company Worldwide
> Founded in 1923 by Arthur Charles Nielsen in Chicago
> Currently active in more than 100 countries
> Employs 20.000 full time persons
>Turnover: 1,75 billion euro
> N°1 marketing research company in the world
> Part of VNU since beginning of 2001
© 2004 ACNielsen
4
VNU employs some 38,000 people worldwide, and is active in
more than 100 countries. Around half of our EUR 3.9 billion in
total revenues is generated in North America.
© 2004 ACNielsen
5
The fundamental problem
Brand
Manufacturers
Performance
of my
products
versus
market &
competitors?
Supply Chain
Retailers
© 2004 ACNielsen
6
Retailers and manufacturers need information and insight into four key
areas
MARKET DYNAMICS
?
MARKET SIZE? SHARES? DISTRIBUTION? PRICE?
© 2004 ACNielsen
7
Retailers and manufacturers need information and insight into four key areas
MARKET DYNAMICS
KEY COMPETITORS
?
What’s My Competition Doing? Are They Winning?
How Can I Succeed Versus My Competitors?
© 2004 ACNielsen
8
Retailers and manufacturers need information and insight into four key areas
MARKET DYNAMICS
KEY COMPETITORS
CONSUMER
DYNAMICS
WHO? WHAT? WHY? WHEN? WHERE?
© 2004 ACNielsen
9
Retailers and manufacturers need information and insight into four key areas
MARKET DYNAMICS
•Advertising
KEY COMPETITORS
CONSUMER
DYNAMICS
•Coupons
•Promotions
EXTERNAL INFLUENCES
© 2004 ACNielsen
10
Our Mission: we strongly believe that our package of client service
expertise, tools and high quality data can play a significant part in helping
our clients achieve its strategic priorities and associated business
objectives.
TOOLS
PEOPLE
EXPERTISE
© 2004 ACNielsen
11
Retail Measurement
Tracking What Happens at the
Retailer Point of Sale . . .
> ACNielsen Collects Data:
> Of more than 500 product
categories
> In over 150,000 retail outlets
(±50.000 in Europe)
> In over 80 countries
> On six continents
> Through Scanning and Auditing
© 2004 ACNielsen
12
An output example of Retailer Point of Sales Data: Cream Cheese in Europe
TOTAL FROMAGES PATES FRAICHES
CAM P8 2003
1%
167 Millions KG
% Evol:+4%
2%
3%
2%
3%
3%
GERMANY
5%
FRANCE
ITALY
GREAT BRITAIN
8%
SPAIN
BELGIUM
53%
NETHERLANDS
AUSTRIA
SWEDEN
8%
DENMARK
NORWAY
12%
© 2004 ACNielsen
13
In welk land is roomkaas het goedkoopst?
© 2004 ACNielsen
14
But for a More Complete
Picture . . .
•Volumetrics
by Retailer
•Market
Share
•Price
•Causal
Factors
Retail
Measurement
© 2004 ACNielsen
15
Link Store Information to . . .
The Consumer Behind the Purchase
- Who buys what?
•Volumetrics
by Retailer
•Market
Share
•Price
•Causal
Factors
Consumer
Panel
Retail
Measurement
- Where they
shop?
- How often
they shop?
© 2004 ACNielsen
16
Consumer Panel
Over 128,000 Households Worldwide
Country
U. S.
U.K.
France
Canada
Germany
South Africa
Australia
New Zealand
Italy
Mexico
Colombia
Spain
Finland
Greece
Israel
Switzerland
Households Service Type
52,000
10,450
8,000
9,600
9,000
4,000
5,000
1,500
6,000
4,000
3,000
2,500
1,600
1,250
2,000
3,750
Homescan
Homescan
Homescan
Homescan
Homescan
Homescan
Homescan
Homescan
Homescan
Homepanel
Homepanel
Homepanel
Homepanel
Homepanel
Homepanel
Homescan
© 2004 ACNielsen
17
Hoeveel keer koopt een gemiddeld Frans gezin een
pakje roomkaas aan?
© 2004 ACNielsen
18
An example: Consumer spending data in France
T
E UR
PE
N
N
B
E
S
TR
O
D
C
99.
8
99.
7
58
99.
1
98.
7
FL
S
57
FR
OMAGE
PAT
ES
67.
8
67.
7
FR
13.
8
13.
2
28
28
4.
1
4.
0
6
2.
0
1.
9
6
©
2004 ACNielsen
190
0
0
0
/
/
1
6
0
4
0
0
/
2
/
6
3
0
0
/
/
1
0
6
0
0
2
/
2
0
6
0
/
1
/
0
1
0
0
/
6
2
0
2
0
/
/
6
1
0
0
0
/
/
2
6
2
0
Advanced analytics & modeling
One Step Beyond
> Which drivers influence items, brands or category results?
> Which drivers influence store or chain results?
> What is the marginal contribution of each marketing mix
driver on item, brand, category, store or chain?
© 2004 ACNielsen
20
A Little Step
Beyond
An example: what is my optimal price?
100% :
Ligne Principale :
Période(s) :
MBD :
4 Monopraline Perm+ Mn Tab
TOTAL KRAFT IMAGINE 200G
3
200239 A 200330
Hypermarches
2.8
2.5
2
2
2
Part de Marché en
Vol ume
1.9
1.5
1.5
1
0.5
0
MAG. FILTRES
VARIAB LE DE TRI INDICE
% NB OBS.DETE NTEUR
INDICE DE VALIDITE
VE NTES HEBDO
STRUCT. DES VENTE S
PRIX M OYEN
NB REFERENCE S
% NB REFERENCES
% OBS ME A
% OBS QTES GRATUI TES
% OBS PROS PECTUS
CA / 1500 CAT P
CATP
100
89
3
9.7
100
3.95
1
3.2
0
0
0
0.05
58204
<= 3.80
94
32
3
7.41
36
3.73
1
3.5
0
0
0
0.05
42359
3. 80 < <=3. 99
100
24
3
11.01
27.8
3.94
1
3.1
0
0
0
0.05
67 735
3.99 < <=4.06
102
15
3
13.05
17.6
4.01
1
3
0
0
0
0.06
72607
Etu d e en a cte d'a cha t
> 4.06
110
18
3
11.82
18.5
4.34
1
2.9
0
0
0
0.05
79617
ETUDE EN EUR
© 2004 ACNielsen
21
A Big Step
Beyond
Specific Issues; Specific Answers
Decomposing historical brand sales ensures clients can quantify return on investment
Buy 1 Get 1 Free Offer Return On Investment Analysis
Incremental Volume: 1 million litres
Incremental Contribution: £400,000
Cost Of Promotion: £300,000
Return On Promotion Investment: £100,000
Loyalty Card Offers
Multi Pack Deal
Buy 1 Get 1 Free
TV Advertising
Loss To Competitor Activity
Volume
Base Sales
Weeks
© 2004 ACNielsen
22
AGENDA
> What does AC Nielsen Marketing Research stand for ?
> Retailing in Belgium and Europe
> Structure of AC Nielsen information
> Business Case
© 2004 ACNielsen
23
A.C. Nielsen Company Belgium
50 years on the market!
25 Million €
170 full time persons
200 regular clients
© 2004 ACNielsen
24
The Retail index
Desk Research
Field Research
Sample
one time
only
Individuals
Universe
continuous
households
retail
stores
wholesalers
with the sample stores we count 12.5% of total turnover
or the purchases of 500,000 households
© 2004 ACNielsen
25
Disproportionate sample
Sample
# stores % turnover Sample ratio
prop. Sample
sample ratio
Cel N°1
200
50%
50
1/4
8
1/25
Cel N°2
400
25%
25
1/16
16
1/25
Cel N°3
900
15%
15
1/60
36
1/25
Cel N°4
1000
10%
10
1/100
40
1/25
2500
100%
100
1/25
100
1/25
© 2004 ACNielsen
26
Retailing
Some facts and some figures
© 2004 ACNielsen
27
Turnover of the ACNielsen food universe
+ 4.9%
in Billion Euro
7.1 7.5
6.1 6.6
5.7
5.1
9.5 10 10.1
8.9
8.3
14.8
14 14.3
13.5
13 13.1
11.9 12.5
11.3
10.4 10.8
15.3 15.6
16
16.7
17.4
18.2
76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03
© 2004 ACNielsen
28
2003: ACNielsen Food Universe =
64 % of food retailing =
23 % of retailing =
11 % of total private consumption
Private consumption (Billions Euro) =
200
98.7
121.6
169.3
25
160
90.1
120
80
40
0
28.3 Billions Euro
30
45.4
60.8
46%
34%
38.9
19.7
20%
21.9
Retail Food
7.7
1994
Retail Non Food
28.3
11%
8%
30%
5
18%
18.2
7%
10
33.6
1989
8
53%
15
50.9
6%
20
50%
32%
10.1
11.3
13.5
11%
12%
17%
0
2003
Non retail
1989
1994
Univ ACNielsen
2003
Other Food
Source: Fedis & ACNielsen
© 2004 ACNielsen
29
Retail is losing market share in total private consumption...
57.8
56.3
57
56.5 56
55.5
54.4
53.9 53.6 53.5 53.9
53.3
52
50.5
50.0
49.0
48.5
48.4 48.2 48.9
48.0 48
47.8
46.8
80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03
Source: Fedis & INS
© 2004 ACNielsen
30
Hoeveel voedingswinkels waren er in 1970 in België?
© 2004 ACNielsen
31
Evolution of the number of stores
(000 stores)
34.9
23.9
18.4
15.6
13.8
13
9.9 9.2 8.8 8.6
70
75
80
85
90
95
'00 '01 '02 '03
8770 8629
= - 141 stores
© 2004 ACNielsen
32
MARKET
AC Nielsen SHOPTYPES
F1 : Mass Retail (limited list)
Colruyt,
Le Lion,
GROTE Delhaize
SUPERMARKTEN
Carrefour (CRF, Super GB),
Match,
Mestdagh (Super
M
Ruim assortiment,
nationale
Champion)
& Cora
merken en PL.
F2 : Medium Non-Integrated
Distribution
ONAFHANKELIJKE WINKELS
AD Delhaize, Spar, GB-Partner, GBContact,
Alvo, Samgo,
Intermarché
Ruim assortiment,
nationale
merken
(en PL).
HD:
HD :HARD
Hard Discount
DISCOUNTERS.
F3 : Small
Distribution
WINKEL
OP DE HOEK
Aldi & Lidl
Beperkt assortiment, PL, lage
prijs.
All
Self-Service
Shopsnationale
with a surface
Beperkt
assortiment,
<
400 m² (and not belonging to one
merken.
the shop types above.
Company Owned
Independant
© 2004 ACNielsen
33
Market share by new shoptype
03 vs. 02
47.6 46.6 45.9 45.7 45.8 45.9 45.9 46.8 46.8 48.3 48.3 48.5 49.1 49.7 50.3 51.1 51.5
52.2 52 52.8 53.3
29.5 30.1 29.7 30.6 30.1 29.9 30.1 31.4 31.2 30.7 30.4 30.2 29.7
29.3 28.7 28.3 28.2 27.9 27.6
27.6 26.9
2.9 4.1 5.5 6.2
7
7.7 7.6
7.6 7.7 8.3 8.9 9.2 9.8 10.2
10.7 10.7 10.9 11.2 12.4
12.4 12.8
20.1 19.2 18.9 17.5 17 16.5
15.7 14.2 13.5 12.8 12.4 12
11.4 10.8 10.3 9.8 9.4 8.7 7.9
7.3 7
83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03
F3
Hard Discounters
F2
F1
© 2004 ACNielsen
34
Average turnover per store in 1994-2003:
(en 000 Euro) - current prices
Average
F1
HD
F2
F3 per type:
Total
Self Service Trad. Service
1994
1042 13630
4472
2610
153
330
101
1995
1080 14117
4422
2647
150
329
98
1996
1128 14315
4402
2721
150
332
92
1997
1206 14666
4190
2821
153
332
92
1998
1330 15348
4085
3036
164
343
95
1999
1466 15542
3973
3186
176
352
100
2000
1613 16108
3955
3410
183
359
104
2001
2002
2003
1819 16903
1982 17543
2114 18209
4053
4007
3966
3629
3835
4195
192
196
202
376
383
388
107
108
107
© 2004 ACNielsen
35
Evolution number of Hard Discounter stores
+52
588
536
510
450
429
401
378
184 204
222 235
244 255 262
268 271 278
333
310
143
101
83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03
© 2004 ACNielsen
36
Wie behoort tot de Top 3 in retail?
© 2004 ACNielsen
37
European Retailing
© 2004 ACNielsen
38
Europe today
>
3 602 900 km²
378 million inhabitants ( 77% = urban)
426.900 food stores (01/01/1999)
>
4.900 hypermarkets { >2500m² } ( = 1.1%)
>
13.950 Large supermarkets { >1000m² } ( = 3.3%)
>
42.800 Small supermarkets { >400m² } (= 10%)
>
102.700 Superettes { >100 m² } ( 24.1%)
>
262.550 Clerk service shops (61.5%)
© 2004 ACNielsen
39
Hyper- & Supermarkets take most of the EURO’s
(Turnover split by shoptype)
Hypermarkets
L Supermarkets
S Supermarkets
Conv. SM
32.4€
23.3€
25.1€
13.1€
32.1
23.4
24.8
13.5
Trad
6.1€
6.2
© 2004 ACNielsen
40
… however
Europe is still a mosaic
© 2004 ACNielsen
41
How different are France, Belgium & Holland?
ACV in million Euro & number of shops
2001
140.000
132.993
120.000
100.000
80.000
Belgium
Netherlands
France
60.000
37.637
40.000
21.822
20.000
16.720
9.891
5.229
1.690 4.173 3.534
Number of shops
Euro (x 1.000) per avg. shop
0
ACV in mln. Euro
© 2004 ACNielsen
42
Retailing
Private Labels in Belgium
© 2004 ACNielsen
43
Global Market Share of Private Labels
in Belgium
Food + Non-food (value share)
25.1
27.6
30.1 30 30.1 30.5
YT 200
3
D
P0
9/
04
20
01
20
02
19
98
19
99
20
00
19
96
19
97
*
22.6
19
94
19
95
19.8
19
92
19
93
17.3
19
90
19
91
19
87
19
88
19
89
14.7 15.2
19
85
19
86
19
83
19
84
11.4
13 13.7
16.3 16.7
18.4
20.9
26.3
28.8 28.6 29.1
© 2004 ACNielsen
44
Value Share of Private Labels YTD P09/04
49.5
43.2
39.6
36.5
33.7
30.3 31.3
25.6
22.1
17.9 16.4 17.2
9.9
FROZEN
DAIRY
PAPER
GROCERY
PETFOOD/CARE
HOT BEV.
BAK.&BISC.
HOUSEK.
NON ALC BEV
ALC. BEV.
CONFECT.
HEALTH&B
FABRICS
© 2004 ACNielsen
45
Hard Discount in Europe
© 2004 ACNielsen
46
Growth of discounters in Europe
Market share (value)
35
30
1988
1993
1997
2000
25
20
15
10
5
0
Ge
rm
an
y
Be
De
Au
l gi
nm
str
um
ia
ar k
Ne
t he
UK
rla
n
ds
Sw
i tz
Fin
lan
erl
d
an
d
Sp
ain
Fra
nc
e
It a
ly
Eu
r op
e
Source: Euromonitor, NatWest Securities and AIM estimates
© 2004 ACNielsen
47
Is there a country which is not threatened by pan european
discounts?
80
Italy
70
Growth in No. of stores 1997-2002
Bubble Size:
Discount sales per
capita
Greece
Spain
60
Belgium
France
Greece
Netherlands
Austria
50
Spain
United Kingdom
UK
40
Austria
Portugal
France
20
Netherlands
30
10
Denmark
Belgium
0
0,0
10,0Value
20,0 Share
Market
Denmark
Germany
+
30,0
Germany
Italy
Portugal
40,0
© 2004 ACNielsen
48
magine!
> Purchase power of €50 million per item!
> Attracting 35% of shoppers weekly!
> Spending €30 per trip, while saving €30!
> Selling €200 million in 12 minutes!
> 1 Hard discount store per 10.000 inhabitants!
> Discount retailers capture 50% of the market growth!
> 80% of consumers judge hard discount product quality equal to
supermarkets!
> Price reduction strategy of the brands do not work!
This is not imagination: each statement is true!
© 2004 ACNielsen
49
© 2004 ACNielsen
50
AGENDA
> What does AC Nielsen Marketing Research stand for ?
> Retailing in Belgium and Europe
> Structure of AC Nielsen information
> Business Case
© 2004 ACNielsen
51
Structure of the information
AC Nielsen information is
always structured around
the same four dimensions.
© 2004 ACNielsen
52
The 4 AC Nielsen dimensions : Markets
Markets
1.
Markets
© 2004 ACNielsen
53
MARKET
1. ACNielsen shoptypes
F1
F2NI
F2I
F3
2. AC Nielsen Areas
Area 1 = Oost- en West-Vlaanderen
Area 2 = Limburg, Antwerpen en Vl. Brabant
Area 3 = 30 gemeenten rond Brussel
Area 4 = Henegouwen en Waals Brabant
Area 5 = Luik, Namen en Luxemburg
© 2004 ACNielsen
54
MARKET
3. AC Nielsen Chain Data
Currently coöperating distributors :
Carrefour, Colruyt, Delhaize, Match, Mestdagh,
AD Delhaize, Battard, Profi, Intermarché, Spar,
Prima.
Aldi & Lidl:
Based on ticket collection at exit through field
team.
© 2004 ACNielsen
55
The 4 ACNielsen dimensions : Products
Markets
1. Markets
Products
2. Products
© 2004 ACNielsen
56
PRODUCTS
> CLIENT databases are structured according to the clients wishes,
based upon the ACNielsen characteristics.
> Total Market
1 Manufacturer
2
Brand
3
Size
4 Flavor
© 2004 ACNielsen
57
The 4 ACNielsen dimensions : Periods
Markets
1.
Markets
Products
2. Products
Facts
3. Periods
© 2004 ACNielsen
58
PERIOD
> Data are received on a weekly basis and can be produced and
delivered weekly (9 days delay).
> However most clients receive 4-weekly data delivered from 1 to 13
times per year.
> In the database periods are defined by the last day included in the
period :
> SEP1704 : starts August 23 2004, ends September 17 2004
> Cumulation of 13 periods = One year (MAT).
> Other cumulation -> (YTD, season, …)
© 2004 ACNielsen
59
The 4 ACNielsen dimensions : Facts
Markets
1.
Markets
Facts
3. Periods
Products
2. Products
4.Periods
Facts
© 2004 ACNielsen
60
FACTS
A. SALES (not for chains)
1. Sales units equivalized
- sales expressed in the equivalized unit the client has chosen
(liters, kilos, ...)
2. Sales units
- sales expressed in “Number of EAN’S”
12 Pick Up singles = 12 (EAN’S scanned)
1 Pick Up 12 pack = 1 (EAN scanned)
3. Sales value
- Sales expressed in Euro
© 2004 ACNielsen
61
FACTS
B. DISTRIBUTION (not for chains)
1. Numeric Distribution
- % of shops in the market breakdown that
have sold the product (at least once)
during the considered period 4 weeks)
2. Weighted Distribution
- % of turnover those shops represent
within the total turnover of the product
class
© 2004 ACNielsen
62
FACTS
C. SHARES and PRICES
1. Average Retail Price Equivalized
- Sales Value / Sales Units Equivalized
2. Share Units
- Market Share expressed in Units.
3. Share Units Equivalized
- Market Share expressed in Kg...
4. Share Value
- Market Share expressed in euro
© 2004 ACNielsen
63
En nu even oefenen!
© 2004 ACNielsen
64
Let ’s practice ...
> WD : 20
> ND : 40
> WD : 50
> ND : 45
> What can you say about our distribution ?
© 2004 ACNielsen
65
Let ’s practice ...
> Sales Value : 2.000.000
> Sales Units : 20.000
> Sales Volume (kg) : 40.000
> Sales Value : 3.000.000
> Sales Units : 20.000
> Sales Volume (kg) : 70.000
> What did we do ?
© 2004 ACNielsen
66
Let ’s practice ...
> Sales Value : 2.000.000
> Sales Units Equivalized: 20.000
> Share in Value : 25 %
> Share in Units Equivalized: 15 %
> What can you say about our pricing?
© 2004 ACNielsen
67
Let ’s practice ...
> Sales Value : 4.000.000
> Any Promo WD : 10
> Sales Unit Equivalized : 20.000
> Sales Value : 5.000.000
> Any Promo WD : 40
> Sales Unit Equivalized: 30.000
> What happened ?
© 2004 ACNielsen
68
En nu de finale: the business case!
© 2004 ACNielsen
69
INPUT
EXCEL Files with data on a certain market :
>
> Products :
> Markets :
- One Market
- Total Belgium
- besides PL, three important
brands and one booming new
brand
- All Shop Types
> Periods :
- 4-weekly periods
- 3 years backdata
- 3 Regions
> Facts :
- Sales
- Distribution
- Shares & Prices
- Promo & shelf
© 2004 ACNielsen
70
INPUT
> 11 EXCEL Files
> UG-SU
Sales Units
> UG-SUE
Sales Units Equivalized
> UG-SV
Sales Value
> UG-WD
Weighted Distribution
> UG-ND
Numeric Distribution
> UG-PWD
Promo WD
> UG-P
Price
> UG-SHU
Share Units
> UG-SHUE
Share Units Equivalized
> UG-SHV
Share Value
> UG-SHELF
Shelf Space
© 2004 ACNielsen
71
INPUT
TOTAL BELGIUM
SHARE VALUE
TOTAL MARKET
BRAND 1
BRAND 2
BRAND 3
BRAND 4
BRAND 5
BRAND 6
BRAND 7
BRAND 8
BRAND 9
PL
OTHER BRANDS
TOTAL MARKET
FLAVOR 1
FLAVOR 2
FLAVOR 3
TOTAL MARKET
BRAND 1
BRAND 1 FLAVOR 1
BRAND 1 FLAVOR 2
BRAND 1 FLAVOR 3
BRAND 2
BRAND 2 FLAVOR 1
BRAND 2 FLAVOR 2
BRAND 2 FLAVOR 3
BRAND 3
BRAND 3 FLAVOR 1
BRAND 3 FLAVOR 3
AUG2700 SEP2400 OCT2200 NOV1900 DEC1700 JAN1401 FEB1101 MAR1101 APR0801 MAY0601
100.0
2.2
0.1
0.0
17.2
14.6
16.8
6.1
2.1
0.0
35.2
5.6
100.0
50.6
44.1
5.4
100.0
2.2
1.1
1.1
0.0
0.1
0.0
0.1
0.1
0.0
0.0
0.0
100.0
2.5
0.5
0.0
17.1
15.5
17.0
9.2
2.3
0.0
30.2
5.7
100.0
50.1
43.6
6.3
100.0
2.5
1.2
1.3
0.0
0.5
0.0
0.2
0.3
0.0
0.0
0.0
100.0
2.8
0.3
0.0
16.8
15.1
18.2
6.6
2.3
0.3
32.4
5.4
100.0
51.1
44.0
4.9
100.0
2.8
1.3
1.4
0.0
0.3
0.0
0.1
0.2
0.0
0.0
0.0
100.0
3.3
0.1
0.0
16.3
14.4
17.7
6.7
1.9
1.3
33.2
5.0
100.0
51.5
43.8
4.8
100.0
3.3
1.8
1.6
0.0
0.1
0.0
0.1
0.1
0.0
0.0
0.0
100.0
2.9
0.2
0.0
15.7
15.1
16.7
6.7
1.9
1.3
34.1
5.5
100.0
51.2
43.8
5.1
100.0
2.9
1.5
1.4
0.0
0.2
0.0
0.1
0.1
0.0
0.0
0.0
100.0
2.2
0.2
0.0
16.9
13.3
17.2
6.6
1.9
1.4
34.9
5.4
100.0
51.6
43.4
5.0
100.0
2.2
1.2
1.1
0.0
0.2
0.0
0.1
0.1
0.0
0.0
0.0
100.0
2.7
0.2
0.0
15.6
15.1
17.3
6.7
1.9
1.6
33.6
5.2
100.0
52.0
43.3
4.7
100.0
2.7
1.4
1.4
0.0
0.2
0.0
0.1
0.1
0.0
0.0
0.0
100.0
3.4
0.2
0.0
16.4
13.9
15.5
7.8
1.8
1.7
33.6
5.7
100.0
52.3
42.5
5.2
100.0
3.4
1.8
1.7
0.0
0.2
0.0
0.1
0.1
0.0
0.0
0.0
100.0
2.5
0.2
0.0
16.8
14.6
16.8
6.3
1.7
1.5
34.3
5.4
100.0
51.6
43.7
4.6
100.0
2.5
1.3
1.2
0.0
0.2
0.0
0.1
0.1
0.0
0.0
0.0
100.0
2.8
0.2
0.0
16.2
13.4
17.0
6.7
1.7
1.4
35.4
5.3
100.0
50.7
44.3
5.0
100.0
2.8
1.4
1.4
0.0
0.2
0.0
0.1
0.1
0.0
0.0
0.0
© 2004 ACNielsen
72
OUTPUT
> A written report (including charts) to be submitted on 21/12/04
(MTB) or 22/12/2004 (lic TEW)
> In 2 copies
> Maximum 10 pages (no appendix)
> What are the major market trends ?
> What is the position of our brand ?
> What are the major trends for our brand ?
> What are your recommendations ?
© 2004 ACNielsen
73
Contact: Joëlle Lontie Plejadenlaan 73 1200 Brussel
E-mail: Joelle.Lontie@Belgium.acnielsen.com
© 2004 ACNielsen
74