Case Study
Face-to-Face Consumer Interviews For Havering Council
\r\noffering you all the retail insights to\u2026","icon":"iconNewprojectuZonline","slug":"online-price-promotion-tracking","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"}]},"insight":{"id":4,"title":"Insight","subtitle":"Through our range of services and programmes, Assosia can provide you and your
\r\ncompany with the insight you need to plan your pricing and promotional strategies, in-store
\r\nactivities and keep ahead of your competition.","icon":"iconProjectGraph","slug":"insight","url":"https:\/\/www.assosia.com\/services\/insight","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"},{"id":1873,"title":"Retail Competitor Analysis","url":"https:\/\/www.assosia.com\/product\/retail-competitor-analysis"},{"id":100,"title":"Price & Promotion Tracking In-Store","url":"https:\/\/www.assosia.com\/product\/price-promotion-tracking"},{"id":104,"title":"Consumer Insight","url":"https:\/\/www.assosia.com\/product\/consumer-insight"},{"id":105,"title":"Consumer Research For Retailers","url":"https:\/\/www.assosia.com\/product\/consumer-research"},{"id":106,"title":"Retail Market Research","url":"https:\/\/www.assosia.com\/product\/retail-market-research"},{"id":107,"title":"Promo Dynamic Surveys","url":"https:\/\/www.assosia.com\/product\/promo-dynamic"},{"id":108,"title":"Mystery Shopping Services","url":"https:\/\/www.assosia.com\/product\/mystery-shopping"},{"id":109,"title":"Online Consumer Surveys","url":"https:\/\/www.assosia.com\/product\/online-consumer-surveys"}]},"retail-auditing":{"id":5,"title":"Retail Auditing","subtitle":"Working in collaboration with both retailers, manufacturers and suppliers, Assosia are able to provide full retail auditing solutions including in-store monitoring and compliance services, all to meet your exact needs.
\r\n","icon":"iconProjectSearch-engine","slug":"retail-auditing","url":"https:\/\/www.assosia.com\/services\/retail-auditing","products":[{"id":111,"title":"Retail Audits","url":"https:\/\/www.assosia.com\/product\/retail-auditing-company"},{"id":112,"title":"Promotional Compliance Audits","url":"https:\/\/www.assosia.com\/product\/promotional-compliance-audits"},{"id":113,"title":"On-Shelf Availability Studies","url":"https:\/\/www.assosia.com\/product\/on-shelf-availability-studies"},{"id":114,"title":"Retailer Range Reviews","url":"https:\/\/www.assosia.com\/product\/retailer-range-reviews"},{"id":115,"title":"Merchandising \/ POS Placement","url":"https:\/\/www.assosia.com\/product\/merchandising-pos-placement"},{"id":102,"title":"Retail Analysis","url":"https:\/\/www.assosia.com\/product\/retail-analysis"}]},"benchmarking":{"id":6,"title":"Retail Benchmarking","subtitle":"Focus on brand positioning, gap analysis & sales vs space studies","icon":"iconProjectRuler","slug":"benchmarking","url":"https:\/\/www.assosia.com\/services\/benchmarking","products":[{"id":116,"title":"Range Benchmarking","url":"https:\/\/www.assosia.com\/product\/range-benchmarking"},{"id":117,"title":"Competitive Price Benchmarking","url":"https:\/\/www.assosia.com\/product\/price-benchmarking"},{"id":118,"title":"Space vs Sales Studies","url":"https:\/\/www.assosia.com\/product\/space-vs-sales-studies"}]},"quality-assurance":{"id":7,"title":"Quality Assurance","subtitle":"Total support for crisis management, product recalls & customer complaint management","icon":"iconProjectProtected","slug":"quality-assurance","url":"https:\/\/www.assosia.com\/services\/quality-assurance","products":[{"id":119,"title":"Retail Crisis Management","url":"https:\/\/www.assosia.com\/product\/retail-crisis-management"},{"id":120,"title":"Product Recall Assistance","url":"https:\/\/www.assosia.com\/product\/product-recall-assistance"},{"id":121,"title":"Customer Complaint Collections","url":"https:\/\/www.assosia.com\/product\/customer-complaint-collections"}]},"sampling-monitoring":{"id":8,"title":"Product Sampling and Monitoring","subtitle":"We are global specialists in product sampling and competitor monitoring. We go to stores and collect product samples so our clients can accurately evaluate their national and international brand integrity. Our in-depth analyses also provide critical insights for new product development (NPD) initiatives and trade age studies.","icon":"iconProjectEye","slug":"sampling-monitoring","url":"https:\/\/www.assosia.com\/services\/sampling-monitoring","products":[{"id":123,"title":"Product Sampling Across Global Trade Markets","url":"https:\/\/www.assosia.com\/product\/global-trade-sampling"},{"id":124,"title":"Global Ad-Hoc Product Procurement","url":"https:\/\/www.assosia.com\/product\/global-ad-hoc-product-procurement"},{"id":125,"title":"Product Retrieval","url":"https:\/\/www.assosia.com\/product\/product-retrieval"},{"id":126,"title":"Competitor Monitoring and Sampling Activity","url":"https:\/\/www.assosia.com\/product\/competitor-monitoring-and-sampling"},{"id":127,"title":"Finished Product Quality Monitors","url":"https:\/\/www.assosia.com\/product\/finished-product-quality-monitors"},{"id":128,"title":"Product Trade Age Studies","url":"https:\/\/www.assosia.com\/product\/product-trade-age-studies"},{"id":129,"title":"New Product Development","url":"https:\/\/www.assosia.com\/product\/new-product-development"},{"id":130,"title":"Sensory\/Evaluation Testing","url":"https:\/\/www.assosia.com\/product\/sensory-evaluation-testing"}]}};
Shop staff could have been forgiven for becoming a little fed up with building Easter egg displays this year – confectioners ran almost twice as many off-aisle promotions as in 2013.
A total of 391 featured space promotions – those in sites such as gondola ends and pallets – were offered on Easter confectionery (excluding pouches and tubes) in the eight weeks leading up to Easter Sunday. Only 224 had been offered in the eight weeks running up to Easter 2013, according to data from Assosia, and every confectioner – except Lindt – was running the same number or more promos as a year ago.
The sharpest rise in activity came from Nestlé, which offered more than five times the number of deals this year, at 106 versus 19. This gave it a 26.9% share of all Easter confectionery offers, up from 8.5% in 2013. It offered shallower deals than last year, however, with the typical saving falling from 36% to 29.9%. Mars and Cadbury ran deeper promotions, and the average saving across the category rose from 27% to 31.4%.
Cadbury continued to offer the lion’s share of deals, with its 126 promotions accounting for 32.2% of all activity – though this was down from the 49.6% share it held last Easter. Several brands that offered no featured space Easter egg activity last year ran promotions this time, including Kinder and Bon Bon Buddies, while Thorntons more than doubled the number of deals.
Another big change this year was increased activity on own-label lines, with total deal numbers up from six to 28, with own-label product growing its category value share from 8.5% to 10.9% [Kantar Worldpanel 52 w/e 1 March 2014] as retailers focus on this segment.
For example, this Easter, Sainsbury’s pushed a new range of By Sainsbury’s eggs (they even featured in Coronation Street’s The Kabin – sourced from the grey market presumably), and Waitrose new Woodlands Creatures chocolate animals.
Number of promotions | % of promotions | Average Pre Promotion Unit Price | Average of % saving | |||||
Generic Brand Name | 2013 | 2014 | 2013 | 2014 | 2013 | 2014 | 2013 | 2014 |
Cadbury | 111 | 126 | 49.55% | 32.23% | £1.94 | £2.98 | 27.19% | 35.62% |
Nestle | 19 | 105 | 8.48% | 26.85% | £3.45 | £2.96 | 35.99% | 29.91% |
Mars | 36 | 36 | 16.07% | 9.21% | £2.56 | £2.92 | 25.46% | 35.19% |
Thornton’s | 14 | 36 | 6.25% | 9.21% | £5.00 | £3.33 | 33.35% | 19.45% |
Own Label | 6 | 28 | 2.68% | 7.16% | £7.50 | £1.25 | 33.33% | 20.00% |
Galaxy | 0 | 18 | 0.00% | 4.60% | £0.00 | £4.33 | 0.00% | 37.04% |
Kinnerton | 5 | 13 | 2.23% | 3.32% | £1.50 | £3.31 | 50.00% | 34.62% |
Kinder | 0 | 6 | 0.00% | 1.53% | £0.00 | £5.00 | 0.00% | 33.34% |
Beacon Confectionery | 0 | 6 | 0.00% | 1.53% | £0.00 | £5.00 | 0.00% | 33.34% |
Rowntrees | 0 | 6 | 0.00% | 1.53% | £0.00 | £4.00 | 0.00% | 38.89% |
Lindt | 16 | 6 | 7.14% | 1.53% | £1.33 | £5.00 | 11.46% | 33.34% |
Bon Bon Buddies | 0 | 5 | 0.00% | 1.28% | £0.00 | £4.00 | 0.00% | 36.67% |
Grand Total | 224 | 391 | 100.00% | 100.00% | £2.45 | £3.07 | 26.97% | 31.43% |
Published in The Grocer, 02 May 2014