With consumer focus on value and customers wanting to drive differentiation, there has never been a bigger opportunity for private label brands. But with opportunity comes new expectations most private label manufacturers have never faced. Demand for insights, true innovation, first to market product ideas and category leadership from private label manufacturers.
18. 1. Conduct A Customer Analysis
‣ Plot key customer metrics to prioritize customer opportunities.
‣ Goal is to identify 4 customer clusters:
‣ Tier 1: Strategic investment - forward thinking; dedicated customer teams; proprietary solutions and innovation
‣ Tier 2: Focused growth - sales force invests time vs customer teams; service oriented; tool box to solutions and innovation
‣ Tier 3: Manage for profit - maintenance service to maintain sales
100
Customer 1 Customer IV
80 Customer B
Customer 3
Customer I Customer III
Customer A
60
Customer 2
Growth
Customer C
40
Customer II Customer 4
20 Customer V
0
0 10 20 30 40 50 60 70 80 90 100
Sales
19. 2. Conduct A Portfolio Analysis
‣ Plot key customer metrics to prioritize your product segments within your portfolio.
‣ Goal is to identify where to invest resources vs where to manage for profits
Maintain Position Aggressive Growth
100
Product Product
Segment 1 Segment IV
80
Product Product
Segment B Segment 3
Product Product Product
Segment I Segment A Segment III
60
Product
Brand Attractiveness
Segment 2
Product
40 Segment C
Product Product
Segment II Segment 4
20 Product
Segment V
Assess Potential
Minimize Support
(Change the Game)
0
0 10 20 30 40 50 60 70 80 90 100
Category Attractiveness
20. 3. Develop A Perceptual Map Attribute
Attribute
‣ Plot the brands within each product
segment with the attributes they own. Brand A
Attribute
Brand C Attribute
‣ Identify opportunities within each product
segment for growth.
‣ Allows you to have frank conversations Attribute
with customers on what brands have the
strength to be in the set.
Brand B
Attribute Brand D
Attribute
Your Brand
Attribute
21. Find Your Soul Mate
‣ Identify the consumer segments within the category
‣ Attitudinal beliefs
‣ Product segment usage
‣ Brand usage
‣ Consumption dollars and lbs.
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22. Important Emotional Elements Important Functional Elements
Overview
Description of consumer segment
Important Characteristics
Occasion Characteristics
Product segment usage
B
Beta All Others Gap
Prod Seg #1 6%
Prod Seg #2 2% Demographics All
Prod Seg #3 Beta Others Gap
A 2% Average Age:
Prod Seg #4 0% Female:
Prod Seg #5 Household Income:
-8% Have Children:
Work Part-time
Ethnicity:
23. Map Ownership Of Consumer Segments By
Product Segment And Brand
Consumer Segment Consumer Segment Consumer Segment
Product
Segment Competitor Y
Competitor X
Product
Segment
Product Your
Segment Brand Competitor Y
Product
Segment
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24. Provides...
‣ Consumer segments
‣ Consumer need states
‣ Product segment usage by segment and need state
‣ Brand/product usage by segment and need state
‣ Size of price by segment and need state
‣ Brand perceptual maps for each product segment
‣ Factors motivating purchase by product segment
‣ Etc.
24
25. Be Disruptive
‣ Insights drive true break through solutions with customers
and consumers
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29. Re-Define Your Role With Customers
Category Expert ‣ Knowledge of facts and data for:
‣ Brand
‣ Category
‣ Competition
‣ Customers
‣ The Customers Competition
Fact Based Selling ‣ Able to gather data and facts to review
and make recommendations
Relationship Selling ‣ Close ties to individual(s) and your
Brand that helps you get things done
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30. Re-Define Your Role With Customers
Category Captain ‣ Everything in Category Consultant
and…
‣ Partnership with Customer on Category
Decisions
‣ Plan-o-Gram Leadership
Category Consultant ‣ Able to find ‘INSIGHTS’ and
Communicate with Compelling Selling
Stories
‣ Play Teacher/Mentor/Expert
Role with Customer
31. Category Definition Process
Step 4: Develop the category
structure with shopper insight
Step 3: Determine the
consumer purchase
hierarchy
Step 2: Determine the
products that meet the
consumer need
Step 1: Determine consumer
needs for the category
35. Identifies A Product Hierarchy
Differentiation
What makes it different? (Limits price sensivtivity)
Relevance
Why should the consumer care? (Benefits to particular users)
FTLQ
Why should the consumer believe? (Familararity, Trust,
Leadership, Quality)
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37. Disciplined NPD Process
‣ Build upon an understanding of the:
‣ Consumer segment insights
‣ Consumer need sate
‣ Size of prize opportunity
Identify Filter & Commercialization
Facilitate Validate
Business Refine Of
Ideation Concepts
Opportunities Concepts Concept
37