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Smart Insights: FMCG

Multi-Channel-Verbraucher, die permanente Suche der Verbraucher nach den besten Angeboten sowie der Einfluss von Online-Bewertungen und -Empfehlungen sind nur einige der Herausforderungen, denen sich die FMCG-Branche zu stellen hat.

Um der Konkurrenz einen Schritt voraus zu sein, benötigen Unternehmen im Konsumgüterbereich zweierlei: eine Gesamtsicht auf die Entwicklungen des Marktes genauso wie ein granulares Verständnis der Kundennachfrage und des Kaufverhaltens.

Wir liefern Ihnen aktuelle und relevante Daten und Erkenntnisse zu Verbrauchertrends und den Faktoren, die FMCG-Käufe und das Kaufverhalten beeinflussen. Drei Faktoren machen uns dabei unverwechselbar: unsere innovativen Forschungsmethoden, unsere Fähigkeit, multiple Daten (einschließlich Point-of-Sale-Tracking) zu kombinieren, und die klaren Analysen unserer FMCG-Branchenexperten. Damit helfen wir Ihnen, Geschäftschancen zu identifizieren und erfolgreiche Strategien zu entwickeln.

GfK FMCGTalk

Bei uns erhalten Sie aktuelle Branchenneuigkeiten und Marktdaten. Wir informieren Sie darüber, wie Käufer- und Konsumententrends auf Ihr Geschäft wirken.

Abonnieren Sie hier den Newsletter GfK FMCGTalk.

Aktuelle Insights

Finden Sie hier aktuelle Insights der FMCG-Branche.

    • 28/04/17
    • Press
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence drops to -7: Is pre-Brexit economic turbulence brewing?

    GfK’s long-running Consumer Confidence Index dropped one point to -7 in April.  Four of the five measures decreased, leaving only the Major Purchase Index showing an increase.
    • 19/04/17
    • Technology
    • Consumer Goods
    • FMCG
    • Connected Consumer
    • Global
    • English

    From “mission impossible” to “mission accomplished”: How tech manufacturers can maximize the media mix

    As a marketer of durable goods, your likely mission is to build brand image, optimize your media budget and ultimately to generate profit. While that might sound like “mission impossible”, the good news is that there is a tested research technique that can help. Marketing mix modeling offers a way for marketers to successfully overcome the mounting challenges they face. In this blog, we explore four reasons why marketing mix modeling is as relevant to manufacturers of durable goods as it is to the consumer goods industry. In doing so, we will help you navigate from “mission impossible” to “mission accomplished”.

    Mission one: Harness the digitization of media

    Put simply, in the digital age, there are more media channels and more connected devices. Consequently, Connected Consumers are exposed to more advertising messages than ever before. This media fragmentation makes it difficult for manufacturers to know where, when and how to reach consumers. In addition, the immediacy of the digital channel has placed more pressure on marketing campaigns to deliver short-term sales. Add to this the proven decline in consumers’ average attention span, and you have a challenge that even the Impossible Missions Force’s Ethan Hunt might be happy to see self-destruct in five seconds. The success of any campaign depends on getting your media mix right. In order to maximize your budget, it is essential to have accurate insights on how your ads are performing at any given moment. What you need to understand is which campaigns on which media platforms positively impact sales of your product. Marketing mix modeling evaluates the contribution of the different media channels – both online and offline – enabling you to allocate your budget so that it delivers maximum ROI.

    Mission two: Think omnichannel

    In the technical consumer goods (TCG) sector, e-commerce is an extremely important channel, and its share of sales is growing annually. According to our Point of Sales (POS) Tracking data, online accounted for 23.1% of overall sales in 2016 (see infographic). Shoppers have adopted an omnichannel approach to shopping in the TCG sector. The message couldn’t be clearer: if your products aren’t available across all channels, you are losing sales. Omnichannel shopping is becoming the norm across many categories % of shoppers reporting having shopped online and in store for a product, GfK FutureBuy, 2016 Online has also given consumers the power to check prices and compare products. This, in turn, has amplified the importance of both the manufacturer’s and retailer’s promotional activities. Marketing mix modeling enables you to understand exactly which of your promotions work, providing you with the intelligence you need to support your marketing decisions. Measuring the effectiveness of your executions gives you the power to fully optimize your activity for each channel.

    Mission three: Dealing with product feature commoditization

    When technology is new, success can be built on product features. However, as tech markets mature, all brands and models become very similar. In this type of market, it becomes virtually impossible to stand out for having a “great product”. Commoditization is rife, and manufacturers and retailers must find new ways to differentiate themselves from their competitors. Today’s Connected Consumers will only engage with, relate to and buy your product when they’ve had a brand experience. And they’ll only return to your brand if their experience of it was memorable. Consequently, we’re seeing the trend for marketing campaigns that focus more on product benefits and less on features spread across the globe. It is becoming more common for technology manufacturers to focus on a compelling brand experience in their advertising. Source: GfK Consumer Life A clear communications campaign is required if you are to succeed in conveying your product and brand values, and provide a memorable experience as well. Marketing mix modeling measures the sales impact of these campaigns and the media used to distribute them. It identifies the ROI for each channel and evaluates cross-media and cross-channel synergies.

    Mission four: Tackling the shorter product life cycle

    In consumer tech, the product life cycle is getting faster while the re-purchase ability slows down. At the same time, for almost all brands, advertising campaigns tend to be short-lived and focused specifically on new product launches. Ultimately, this means there is less time to deliver a margin. When planning your next advertising campaign, you may need to choose between investing in an intensive short-term but high-impact, high-cost TV spot versus a longer-term digital execution delivered via social networks. The commercial success or failure of your campaign may rest on this decision. This is where marketing mix modeling can provide directional insight. By providing weekly sales contributions for the different elements of your campaign, it can help you identify the most appropriate media plan to drive sales at the crucial moment. At the same time, it can also support your brand’s growth in the longer term.

    Summary: Mission accomplished

    We’ve addressed four of the key challenges faced by TCG marketers and manufacturers. Marketing mix modeling can help you understand how your above- and below-the-line marketing activities are driving your sales. We believe it is the way to accomplish your mission in today’s highly competitive global marketplace. Bjoern Kroog is Global Director of GfK POS Analytics. To share your thoughts, please email bjoern.kroog@gfk.com or leave a comment below. hbspt.cta.load(2405078, '0e591424-2780-48f3-9850-174d860e088d', {});
    • 19/04/17
    • Technology
    • Consumer Goods
    • FMCG
    • Connected Consumer
    • Global
    • English

    From “mission impossible” to “mission accomplished”: How tech manufacturers can maximize the media mix

    As a marketer of durable goods, your likely mission is to build brand image, optimize your media budget and ultimately to generate profit. While that might sound like “mission impossible”, the good news is that there is a tested research technique that can help. Marketing mix modeling offers a way for marketers to successfully overcome the mounting challenges they face. In this blog, we explore four reasons why marketing mix modeling is as relevant to manufacturers of durable goods as it is to the consumer goods industry. In doing so, we will help you navigate from “mission impossible” to “mission accomplished”.

    Mission one: Harness the digitization of media

    Put simply, in the digital age, there are more media channels and more connected devices. Consequently, Connected Consumers are exposed to more advertising messages than ever before. This media fragmentation makes it difficult for manufacturers to know where, when and how to reach consumers. In addition, the immediacy of the digital channel has placed more pressure on marketing campaigns to deliver short-term sales. Add to this the proven decline in consumers’ average attention span, and you have a challenge that even the Impossible Missions Force’s Ethan Hunt might be happy to see self-destruct in five seconds. The success of any campaign depends on getting your media mix right. In order to maximize your budget, it is essential to have accurate insights on how your ads are performing at any given moment. What you need to understand is which campaigns on which media platforms positively impact sales of your product. Marketing mix modeling evaluates the contribution of the different media channels – both online and offline – enabling you to allocate your budget so that it delivers maximum ROI.

    Mission two: Think omnichannel

    In the technical consumer goods (TCG) sector, e-commerce is an extremely important channel, and its share of sales is growing annually. According to our Point of Sales (POS) Tracking data, online accounted for 23.1% of overall sales in 2016 (see infographic). Shoppers have adopted an omnichannel approach to shopping in the TCG sector. The message couldn’t be clearer: if your products aren’t available across all channels, you are losing sales. Omnichannel shopping is becoming the norm across many categories % of shoppers reporting having shopped online and in store for a product, GfK FutureBuy, 2016 Online has also given consumers the power to check prices and compare products. This, in turn, has amplified the importance of both the manufacturer’s and retailer’s promotional activities. Marketing mix modeling enables you to understand exactly which of your promotions work, providing you with the intelligence you need to support your marketing decisions. Measuring the effectiveness of your executions gives you the power to fully optimize your activity for each channel.

    Mission three: Dealing with product feature commoditization

    When technology is new, success can be built on product features. However, as tech markets mature, all brands and models become very similar. In this type of market, it becomes virtually impossible to stand out for having a “great product”. Commoditization is rife, and manufacturers and retailers must find new ways to differentiate themselves from their competitors. Today’s Connected Consumers will only engage with, relate to and buy your product when they’ve had a brand experience. And they’ll only return to your brand if their experience of it was memorable. Consequently, we’re seeing the trend for marketing campaigns that focus more on product benefits and less on features spread across the globe. It is becoming more common for technology manufacturers to focus on a compelling brand experience in their advertising. Source: GfK Consumer Life A clear communications campaign is required if you are to succeed in conveying your product and brand values, and provide a memorable experience as well. Marketing mix modeling measures the sales impact of these campaigns and the media used to distribute them. It identifies the ROI for each channel and evaluates cross-media and cross-channel synergies.

    Mission four: Tackling the shorter product life cycle

    In consumer tech, the product life cycle is getting faster while the re-purchase ability slows down. At the same time, for almost all brands, advertising campaigns tend to be short-lived and focused specifically on new product launches. Ultimately, this means there is less time to deliver a margin. When planning your next advertising campaign, you may need to choose between investing in an intensive short-term but high-impact, high-cost TV spot versus a longer-term digital execution delivered via social networks. The commercial success or failure of your campaign may rest on this decision. This is where marketing mix modeling can provide directional insight. By providing weekly sales contributions for the different elements of your campaign, it can help you identify the most appropriate media plan to drive sales at the crucial moment. At the same time, it can also support your brand’s growth in the longer term.

    Summary: Mission accomplished

    We’ve addressed four of the key challenges faced by TCG marketers and manufacturers. Marketing mix modeling can help you understand how your above- and below-the-line marketing activities are driving your sales. We believe it is the way to accomplish your mission in today’s highly competitive global marketplace. Bjoern Kroog is Global Director of GfK POS Analytics. To share your thoughts, please email bjoern.kroog@gfk.com or leave a comment below. hbspt.cta.load(2405078, '0e591424-2780-48f3-9850-174d860e088d', {});
    • 31/03/17
    • Press
    • Financial Services
    • Health
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence stays at -6 in March

    GfK’s long-running Consumer Confidence Index remains stable at -6 in March.  Three of the five measures stayed at the same level and two measures saw increases.
Lösungen
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Marken müssen heute mehr denn je Emotionen bei den Verbrauchern wecken, aber auch bei Entscheidungsträgern auf Unternehmensseite emotionale Verbindungen schaffen.

    Unternehmen können nur dann erfolgreich sein, wenn sie ihrem Zielpublikum besondere Markenerlebnisse bieten – und das über alle Punkte hinweg, an dem der Verbraucher mit der Marke, dem Produkt oder der Dienstleistung in Kontakt tritt.

  • Verbraucherpanel

    Verbraucherpanel

    In Ihrem Unternehmen dreht sich alles um Ihre Kunden. Deshalb ist es wichtig, dass Sie Ihre Kunden verstehen, um deren Bedürfnisse zu erfüllen und Wachstumsmöglichkeiten erkennen zu können.

    Mithilfe unserer internationalen Verbraucherpanels bieten wir Ihnen unverzichtbare Einblicke in das Verbraucherverhalten, und zwar über alle Kanäle hinweg. Wir wissen über das Einkaufsverhalten der Verbraucher Bescheid: Wo suchen Verbraucher nach neuen Produkten? Wie suchen und vergleichen sie diese? Wie verwenden sie neue Produkte und welche Faktoren beeinflussen ihre Entscheidungen und den gesamten Prozess bis zum Kauf?

  • Digital Market Intelligence

    Digital Market Intelligence

    Verbraucher verhalten sich beim Suchen und Sammeln von Informationen sowie beim Einkaufen unterschiedlich – und zwar je nach verwendetem internetfähigem Gerät. Ganz gleich jedoch, welcher Kanal genutzt wird: Verbraucher erwarten eine einheitliche Erfahrung.

  • Point of Sales Tracking

    Point of Sales Tracking

    Händler und Hersteller stehen unter dem ständigen Druck, umsatz- und profitsteigernde Produkte und Dienstleistungen zu entwickeln sowie Kunden dauerhaft zu binden.

  • Market Opportunities & Innovation

    Market Opportunities & Innovation

    Unternehmen stehen vor der Herausforderung, in zunehmend umkämpften Märkten relevant zu bleiben und ihre Marktposition zu behaupten. Zu wissen, wann, wo und wie man überzeugende Markenerfahrungen bieten kann, die sowohl für die Verbraucher als auch die Marke einen Mehrwert schaffen, ist unverzichtbar.

  • Shopper- und Handelsstrategie

    Shopper- und Handelsstrategie

    Das digitale Zeitalter eröffnet neue Wege des Einkaufens. Es verändert nicht nur die Art und Weise, sondern auch den Ort, an dem eingekauft wird. Verbraucher erfahren Marken heute über viele verschiedene Kanäle. Tagtäglich sind so neue Daten verfügbar.

    Um in diesem Umfeld wettbewerbsfähig zu bleiben, müssen Unternehmen relevante Daten über den gesamten Einkaufsprozess hinweg kennen und nutzen. Nur so ist es möglich, jeden Schritt im Entscheidungsprozess des Käufers bis zum tatsächlichen Kauf zu optimieren.

  • User Experience (UX)

    User Experience (UX)

    Um als Unternehmen erfolgreich zu sein, muss ein neues Produkt oder eine neue Dienstleistung intuitiv verstanden werden. Nur emotionale Erfahrungen der Nutzer bleiben in Erinnerung.

    Unsere Experten im Bereich User Experience helfen Ihnen dabei, die Erlebnisse mit bestehenden oder neuen Produkten und Dienstleistungen zu schaffen oder sie zu verbessern. Dabei steht der Nutzer von Beginn an im Mittelpunkt der Entwicklung. So werden das Risiko des Misserfolgs eines Produkts und kostenaufwändiger Änderungen nach der Markteinführung verringert.

  • Geomarketing

    Geomarketing

    Wir bieten Ihnen umfassende Einblicke in standortspezifische Faktoren, die Auswirkung auf den Erfolg von Unternehmensstandorten, Geschäften, Verkaufsgebieten, Zielgruppen sowie Handelsketten und Vertriebsnetzen haben.

Kundenzitat

„Wir haben sehr gute Erfahrungen mit GfK gemacht. Das Unternehmen steht für Forschung mit hohem Nutzen. Ich würde es jederzeit empfehlen.“

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Kontakt
Mag. Johannes Eckner
Austria
+43 171710 299
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