本ウェブサイトのすべての機能を使用するためには、ブラウザーのJavaScriptを有効にする必要があります

Möchten Sie zur deutschen Seite wechseln?JaNeina
閉じる
Smart Automotive Insights image

スマート・インサイト: 食品・飲料・雑貨・化粧品

マルチチャネル顧客、価格を比較する意欲と能力の向上、オンラインのレビューやおすすめの影響など、食品・飲料・雑貨・化粧品業界はさまざまな課題に直面しています。

 

市場の好機を見定め、競合他社に先んじるためには、市場トレンドの「全体像」を把握し、消費者の需要と購買行動を細かく理解することが欠かせません。 

GfKは食品・飲料・雑貨・化粧品の購入や購買行動に影響を及ぼす消費者トレンドやファクターに関する有益なデータとインサイトを提供します。
革新的な調査手法②複数のデータセットを組み合わせる能力 (POSトラッキング調査を含む)③エキスパートの分析力。これらが当社の強みです。この強みを生かし、ビジネスチャンスの特定と成功戦略の策定を支援します。

Yoko Nitobe
Japan
FMCG Talk ニュースレター

最新の業界インサイトや市場動向、さらに顧客や消費者の動向がどのようにビジネスに影響を及ぼすのか。GfK FMCG Talk Newsletterよりご覧いただけます。

最新インサイト

最新のFMCGのインサイトはこちらからご覧いただけます。 View all insights

    • 04/19/17
    • 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', {});
    • 04/19/17
    • 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', {});
    • 03/31/17
    • 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.
    • 02/28/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Market Opportunities and Innovation
    • Global
    • English

    UK Consumer Confidence drops one point in February to -6

    GfK’s long-running Consumer Confidence Index has decreased one point this month to -6. Three of the five measures saw decreases in February, and two measures saw increases.
Solutions
  • ブランド&カスタマー・エクスペリエンス (BaCE)

    ブランド&カスタマー・エクスペリエンス (BaCE)

    ブランドには今、消費者や企業の経営層との間に感情面でのつながりや関係性を築くことが求められています。

    消費者がブランド、製品、サービスを体験するあらゆる段階で、ターゲット層の共感を呼ぶエクスペリエンスを提供することが成功の鍵です。

  • コンシューマーパネル

    コンシューマーパネル

    ビジネスにおいて最も重要なのはお客さまです。顧客を理解することは、ニーズを満たす製品やサービスを提供し、成長機会を特定する上で欠かせません。

    グローバル消費者パネル調査の知識を豊富に有するGfKは、ターゲット層が誰で、彼らが何を考え、どのような行動をとっているか、というインサイトをあらゆるチャネルで提供します。

  • デジタルマーケティング・インテリジェンス(DMI)

    デジタルマーケティング・インテリジェンス(DMI)

    オンライン上での買い物や情報収集で企業やブランドと関わりを持つ際、消費者は使用している端末や画面によって異なった行動をとります。一方で、彼らは使用しているチャネルや端末に関係なく、同じ体験を得たいと考えています。

  • POSトラッキング(小売店パネル調査)

    POSトラッキング(小売店パネル調査)

    売上と利益を最大化する製品・サービスを開発し、顧客のリピート率を高めることが小売店およびメーカーの命題となっています。

    最新の販売実績データにより、市場でどの製品・サービスが好調なのか、あるいは不調なのかを理解することが、成功の鍵です。こうした知識は、企業が売り上げの増加や投資の効率化を図る上で欠かせません。

  • マーケット・オポチュニティ&イノベーション (MOI)

    マーケット・オポチュニティ&イノベーション (MOI)

    市場競争が激しさを増す中、ブランドは常に高い影響力を発揮するよう迫られています。消費者とブランドの双方にとって付加価値を生む魅力的なエクスペリエンスをいつ、どこで、どのように提供すべきか。これらを把握することが重要です。

  • ショッパー

    ショッパー

    デジタル時代の到来で、新たな購入経路が次々と生まれています。そして、人々が買い物をする場所と方法は変化しています。毎日の膨大な情報量の中で、消費者はマルチチャネルのブランド・エクスペリエンスを求めています。

    このようなビッグデータ、マルチチャネル環境において競争力を維持するために、企業は購入経路における有用なデータを特定し、ショッパー・ジャーニーの各ステップを最適化する必要があります。

  • ユーザー・エクスペリエンス(UX)

    ユーザー・エクスペリエンス(UX)

    今日の消費者には、魅力的な体験を約束する案内が大量に送られてきます。消費者の目は肥え、求める内容も厳しくなっています。このような状況下で成功するためには、新しい製品やサービスは直観的で使いやすく、興味をひく魅力的なものでなくてはなりません。記憶に残るユーザー・エクスペリエンスは、感情に訴えかけるものでなくてはなりません。

    GfK のユーザー・エクスペリエンス (UX)のエキスパートは、製品やサービスのカスタマー・エクスペリエンスを構築し、改善します。

クライアントの声

„GfKは素晴らしいサービスを提供してくれました。GfKの調査は付加価値が高く、自信をもって推薦できます。“

インターナショナル食品メーカー
Your GfK Contact
Yoko Nitobe
Japan
General