but first HELLO!! Nadya ardianti aka naya Account Director at Kantar Worldpanel used to be: Head of Digital Technology group at GfK Sales Manager for MONSANTO always be: Storyteller data cruncher cat lover stand-up comedian Amateur cook certified diver (expired license)
I am always be my daddy s girl.
Challenging the status quo
CHALLENGING THE STATUS QUO IN THE FMCG MARKET Nadya Ardianti
AGENDA This Presentation covers the following sections - Should we have more role for small pack size? -Should we redefined the magic price definition?
SHOULD WE HAVE MORE ROLE FOR SMALL PACK SIZE?
Should we have something bigger?
By Despite economy slow down Indonesia is expected to continue growth in GDP per capita 2030, GDP per capita will reach 15,000 according to Goldman Sachs 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500-1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Average Volume per Buyer Change Most FMCG categories are seeing shoppers upsizing and this is delivering volume growth for many categories. Average Pack Size Change 23% of categories i.e. baby wipes, canned food 90% 70% 50% 52% of categories i.e. shampoo, RTD coffee, liquid milk 30% 10% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% -10% 13% of categories i.e. facial moisturizer and condensed milk -30% -50% 12% of categories i.e. talcum powder
Are you telling me that shampoo buyers upsizing? Wait.. shampoo? Isn t it category with a very high contribution from sachet? Nah. It must be wrong Kantar Worldpanel
Shampoo showing bigger volume contribution from bigger pack size MAT Rolling Volume Trend NON SACHET (> 10 ML) SACHET MAT P11 MAT P12 MAT P13 MAT P1 MAT P2 MAT P3 MAT P4 MAT P5 MAT P6 MAT P7 MAT P8 MAT P9 MAT P10 MAT P11 Volume Contribution Previous Year MAT Smaller pack size (less than 10 ml) 45 Bigger pack size 50 Volume Contribution This Year MAT Total Urban Indonesia, MAT ending 3 November 2013
and by the way.. among top 3 shampoo brands, the fastest growing brand is having less contribution from smaller pack size Volume Contribution Previous Year MAT Volume Contribution This Year MAT Smaller pack size (less than 10 ml) Bigger pack size 35 42 Total Urban Indonesia, MAT ending 3 November 2013
same with shampoo story among top 3 fabric conditioner brands, the fastest growing brand is having less contribution from smaller pack size Volume Contribution Previous Year MAT Volume Contribution This Year MAT Smaller pack size (less than 30 ml) Bigger pack size 18 23 Total Urban Indonesia, MAT ending 3 November 2013
is it coincidence? among top 3 laundry detergent brands, the fastest growing brand is having larger contribution from bigger pack size Volume Contribution Previous Year MAT Volume Contribution This Year MAT Smaller pack size (less than 100 gr) Bigger pack size 76 81 Total Urban Indonesia, MAT ending 3 November 2013
How about the more fragmented market like biscuit? when the market leader is getting stronger the contribution from bigger pack size is bigger Volume Contribution Previous Year MAT Volume Contribution This Year MAT Smaller pack size (less than 25 gr) Bigger pack size 68 73 Total Urban Indonesia, MAT ending 3 November 2013
not enough food for thought?
Shampoo Small Pack (5ml) It is hard for consumer to differentiate brands and for us to communicate the value added since the price range is similar.? BRAND A BRAND B Total Urban Indonesia, MAT ending 3 November 2013, Indonesia Shampoo Market
Shampoo Larger Pack (170 ml) It is easy for consumer to differentiate brands and for us to justify value added since the price gap between brands in larger pack is bigger A! compared to sachet format A BRAND IDR 21k IDR 15k BRAND B Total Urban Indonesia, MAT ending 3 November 2013, Indonesia Shampoo Market
three things to remember The purpose of small pack size is to making products affordable to the mass segment and induce trial but that s not all!! Small pack size should bridging consumer to upgrade to a bigger pack 1 2 3 Avoid physiological reluctant to launching bigger pack if needed. Launching different affordable larger packs, it help bridging the huge price gap between large pack and small pack, it help gradual upgradation and it has been help deliver growth for many brands Bigger pack size enable us to be creative in pricing to tell our value proposition
SHOULD WE REDEFINED THE MAGIC PRICE POINT DEFINITION?
Should we detained the spell of magic price point?
We have been feeling the heat of rising inflation over the past few periods Yearly Inflation Rate Trend 8.6 8.8 8.4 4.5 4.6 4.6 4.3 4.6 4.3 4.3 4.6 5.3 5.9 5.6 5.5 5.9 Jun 12 Jul 13 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sept 13 Source: Bank Indonesia
Half of FMCG category that we track have spending per trip around Rp. 5000 Rp. 10.000 Number of product % Based on spending per trip (IDR) Less than 5 K Around 5 K 25% Bigger than 5 K, less than 10 K Around 10 K Around 15 K 24% Bigger than 15 K Total Urban Indonesia, MAT ending 3 November 2013, Indonesia FMCG Market
How come the spending per trip skewed to Rp. 5000 Rp. 10,000? Wait.. Don t we have a lot SKU in the market with low magic price point such as Rp. 500, Rp, 1000 and Rp.2000? Kantar Worldpanel
CASE STUDY #1 : brand XYZ- fabric conditioner 15 ml with Rp. 500 magic price point Volume Contribution This Year MAT 15 ml with 500 IDR magic price point Other pack 61 Most buyer spend Rp. 1700 per single trip (3 units) and by the way Only 15% buyers spending Rp. 500 in a single trip (only buy one unit) Total Urban Indonesia, MAT ending 3 November 2013, Indonesia Fabric Conditioner Market
CASE STUDY #2 : brand XYZ- shampoo 7 ml with Rp. 300 magic price point Volume Contribution This Year MAT 7 ml with 300 IDR magic price point Other pack 82 again most buyer spend Rp. 1500 per single trip (5 units) and even smaller Only 6% buyers spending Rp. 300 in a single trip (only buy one unit) Total Urban Indonesia, MAT ending 3 November 2013, Indonesia Shampoo Market
CASE STUDY #3 : brand XYZ- health food drink 14 gr with Rp. 1000 magic price point Volume Contribution This Year MAT 14 gr with 1000 IDR magic price point Other pack 32 Most buyer spend Rp. 3000 per single trip (3 units) a little bit different 37% buyers spending Rp. 1000 in a single trip (only buy one unit) but they only contribute 17% of volume Total Urban Indonesia, MAT ending 3 November 2013, Indonesia RTD Health Food Drink
for future thought
three things to think of Most SKU with magic price point are often bought not in a single unit per trip, consumer rarely spend the money equal to the value magic price point. Rethinking the magic price point, magic 1 spending point?? 2 3 Avoid hesitation to increase magic price point if needed our price point not necessary has to be Rp. 500, it can be gradually upsizing > Rp. 550, Rp. 575, etc. Rethinking to execute downsizing when the pressure is on just because we want to keep the static magic price point
three things to sum up Small pack size is important but the purpose of small pack size shouldn t be only for driving penetration and making products affordable to the mass segment but also small pack size should bridging consumer to upgrade to a bigger pack 1 2 3 Rethinking the magic price point, should we have magic spending point? Shouldn't magic price point becoming more dynamic in number? It s only the beginning
Nadya Ardianti nadya.ardianti@kantarworldpanel.com