可口可乐市场分析.pptVIP

* DIFFERENT SEGMENTS CAN HAVE DIFFERENT PRICE RATINGS FOR THE SAME RETAILER Price ratings can be uneven across segments Retailer in Buenos Aires Retailer in S?o Paulo Retailer in Santiago Quality seekers and time savers High income bargain hunters High income bargain hunters Quality seekers and time savers Frustrated shoppers on a budget Quality seekers and time savers Source: Consumer survey, team analysis % of consumers who rated retailer as inexpensive or very inexpensive * KEY TAKEAWAYS FROM STUDY Latin America: diversity of consumers, and not just in the depth of their pockets The few key levers that matter in building price perception – and the one that doesn’t Consumers (mostly) getting it right in their search for value Retailers have an opportunity to get it right more often in their search for a better price proposition * MAPPING OUT THE COMPETITIVE CHARACTERISTICS OF EACH PLAYER Promotionalactivity Proact index Pricereality Source: Team analysis 100 More expensive retailers Less expensive retailers Less promotional retailers (stable prices) Highly promotional retailers (variable prices) Marketaverage Every daylowest price EDLP (Every day low prices) working definition EDLP retailers are those that consistently have lower and more stable prices * CALCULATING PRICE REALITY (INDEX OF ACTUAL PRICES) The time frame 32-week period The source Weekly audit of SKU prices per retailer AC Nielsen database The scope Common items across all retailers Average of ~1,400 SKUs per market The methodology Simple average of the SKU price for a 32-week period Weighted average to reach category average indexed to overall market Simple average of category index to reach retailer index Does not include perishables and produce* * Given the scope of the study and the products included in the AC Nielsen database, price reality does not include produce and other perishables (e.g., vegetables, meat, fish) Source: AC Nielsen, McKinsey analysis * HOW DID WE ARRIVE AT T