refrigerated’ yogurt’ › 2015 › 05 › segunda-presentac… ·...
TRANSCRIPT
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Sergio A. Or+z Intern Client Service
REFRIGERATED YOGURT
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CATEGORY OVERVIEW Increase in Volume vs. decrease in Sales Value due to price strategy that lowered prices which reflected in more sales for lower prices products
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
TOTAL PUERTO RICO – REFRIGERATED YOGURT
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TOTAL PUERTO RICO & OTHER UTT - VALUE SHARE (100% REF. YOGURT) YOPLAIT WITHIN CATEGORY-‐ VALUE SHARE Category growth drove by Yoplait & La Yogurt with a strategy that lowered their prices a[er re-‐launching all products as probio+c
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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MARKET STRUCTURE: HIGHLY DEPENDANT ON C.S. Relevance of over 70% in top 3 brands
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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100% CHAINSUPERMARKET
REPRESENTS +70% TOTAL MARKET
SERVING PERFORMANCE: MULTIPACK SINGLES
CREATING DIFFERENT CONCLUSIONS
STUDYING DIFFERENT VARIABLES
FLAVOR PERFORMANCE: MULTIPACKS INDIVIDUAL
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CHAIN SUPERMARKETS - VALUE SHARE (100% REF. YOGURT) CHAIN SUPERMARKETS VALUE SHARE The brands that are developing are Yoplait (+4.1pp) & La Yogurt (+5.8pp) thanks to price strategy, at Dannon’s expense (-‐7.2pp) which increased prices
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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CHAIN SUPERMARKETS - VOLUME SHARE CHAIN SUPERMARKETS VOLUME SHARE La Yogurt (+9.5) & Yoplait (+4.3pp) show a higher volume share due to price strategy that lowered prices per unit resul+ng in a more significant share increase
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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CHAIN SUPERMARKETS - $ SHARE 100% REFRIG. YOGURT YOPLAIT VALUE SHARE PERFORMANCE IN CSM Yoplait’s success comes from a stronger performance with Original and Light
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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MULTIPACK SIZE PERFORMANCE IN CHAIN SUP. Mul+pack servings showing decrease in the long trend due to significant Dannon increase in mul+pack price per unit Chart + TableCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Average Price Handling Distribution Max (Wtd) Out Of Stock % Distribution (Wtd)
RY'13 RY'14 RY'13 RY'14 RY'13 RY'14
CSM MULTIPACKS
DANNON MULTIPACK
YOPLAIT MULTIPACK
$ 0
$ 0
$ 0
$ 0.18
$ 0.18
$ 0.18
100
100
97
100
100
98
16%
18%
18%
9%
9%
11%
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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RY'13 RY'14 RY'13 RY'14 RY'13 RY'14MULTIPACKS 0.17$ 0.18$ 3.62$ 4.00$ 22 23DANNON MULTIPACK 0.17$ 0.18$ 3.86$ 4.24$ 23 24 YOPLAIT MULTIPACK 0.19$ 0.18$ 3.12$ 3.17$ 16 17
PRICE*OZ PRICE*UNIT OZ*UNIT
T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – VALUE SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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MULTIPACK SERVINGS DECREASING IN THE LONG TREND Decreasing paiern is no+ceable driven by Dannon’s price increase. Yoplait increasing within this serving with lower prices & 6 oz, 8 pack, mul+pack Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC -
Source: Nielsen l HELP ON THIS REPORTTo Close this window, double click the title bar
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Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – VALUE SHARE– T. REFRIGERATED
RY'13 RY'14 RY'13 RY'14 RY'13 RY'14DANNON 12 PACK 0.14$ 0.14$ 6.29$ 6.51$ 46 45DANNON 4 PACK 0.19$ 0.20$ 3.42$ 3.58$ 18 18DANNON 6 PACK 0.25$ 0.31$ 3.15$ 3.30$ 13 11DANNON OTHER SIZE MULTI P. 0.16$ 0.17$ 4.03$ 4.46$ 26 26YOPLAIT 4 PACK 0.17$ 0.16$ 2.92$ 2.93$ 17 18YOPLAIT 6 PACK 0.15$ -‐$ 3.65$ -‐$ 24 0YOPLAIT 8 PACK -‐$ 0.14$ -‐$ 6.87$ 0 48YOPLAIT OTHER SIZE MULTI P. 0.23$ 0.21$ 3.02$ 3.01$ 13 14
OZ*UNITPRICE*OZ PRICE*UNIT
T. CSM – VALUE SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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OUT OF STOCK DIST. REFLECTS DIRECTLY ON VALUE SHARE Opportuni+es shown within out of stock distribu+on along with handling distribu+on which if not dealt would reflect nega+vely in value share.
3-Panel ChartValue Share - CHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – HANDLING DIST. – T. REFRIGERATED T. CSM – OUT OF STOCK DIST. – T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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VARIETY MULTIPACKS OPPORTUNITY Yoplait concentra+ng efforts on single flavor mul+packs leaving an opportunity for variety mul+packs with favorite flavors in the market
2-Panel ChartCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – HANDLING DIST. NET HANDLING DIST. T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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FLAVOR COMPOSITION FOR DANNON AND YOPLAIT Combina+ons with more value share are Strawberry/Blueberry/Rasberry & Strawberry Banana/Blackberry/Vanilla
Pie ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. DANNON,DANNON COMPANY l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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Pie ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. YOPLAIT,GENERAL MILLS l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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Pie ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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DANNON YOPLAIT CSM
Strawberry flavor favorites: Strawberry Strawberry Banana Strawberry Kiwi
Other flavor favorites: Vainilla Peach Blueberry/Blackberry
T. CSM – VALUE SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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TAKE AWAYS
Opportunity to increase handling distribution
Increase inventory in out of stock point of sales to increase value share
Opportunity to increase promotion distribution
Development of variety multipacks with favorite flavors
Opportunity to increase handling & promotion distribution for variety multipacks
MULTIPACK YOPLAIT
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SINGLE SIZE PERFORMANCE IN CHAIN SUP. Single servings showing increase in the long trend due to Mul+pack price increase by Dannon & La Yogurt price strategy lowering single serving price * unit
Chart + TableCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Average Price Handling Distribution Max (Wtd) Out Of Stock % Distribution (Wtd)
RY'13 RY'14 RY'13 RY'14 RY'13 RY'14
CSM SINGLES
DANNON SINGLES
YOPLAIT SINGLES
LA YOGURT SINGLES
$ 0
$ 0
$ 0
$ 0
$ 0.16
$ 0.21
$ 0.16
$ 0.12
100
100
100
89
100
100
99
75
11%
16%
15%
15%
7%
10%
7%
13%
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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RY'13 RY'14 RY'13 RY'14 RY'13 RY'14SINGLES 0.17$ 0.16$ 1.13$ 1.06$ 7 7DANNON SINGLE 0.19$ 0.21$ 1.54$ 1.86$ 8 9 YOPLAIT SINGLE 0.16$ 0.16$ 0.97$ 0.98$ 6 6 LA YOGURT SINGLE 0.14$ 0.12$ 0.81$ 0.69$ 6 6
PRICE*OZ PRICE*UNIT OZ*UNIT
T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – VALUE SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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SINGLE SERVINGS INCREASING IN THE LONG TREND 6 oz single servings responsible for this increase due to La Yogurt & Yoplait prices under $1.00 which represent 72% of the current value share Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC -
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Stacked Column ChartCHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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RY'13 RY'14 RY'13 RY'14 RY'13 RY'14DANNON 6 OZ 0.17$ 0.17$ 1.00$ 1.01$ 6 6YOPLAIT 6 OZ 0.15$ 0.15$ 0.93$ 0.92$ 6 6LA YOGURT 6 OZ 0.14$ 0.12$ 0.81$ 0.69$ 6 6DANNON 32 OZ 0.14$ 0.15$ 4.39$ 4.69$ 32 32YOPLAIT 32 OZ -‐$ 0.15$ -‐$ 4.69$ 0 32
PRICE*OZ PRICE*UNIT OZ*UNIT
T. CSM – VALUE SHARE– T. REFRIGERATED T. CSM – VALUE SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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YOPLAIT & LA YOGURT GAINING VALUE SHARE IN SINGLE SERVINGS La Yogurt poses a risk with price decrease that reflects in substan+al value share increase and affects, along with Yoplait’s $0.90, Dannon value share Column Chart
CHAIN SUPERMARKETS - Value Share l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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RY'13 RY'14 RY'13 RY'14 RY'13 RY'14DANNON LIGHT N' FIT 6 OZ SINGLES 0.17$ 0.17$ 1.02$ 1.04$ 6 6DANNON LIGHT N' FIT OTHER SIZE SINGLES 0.24$ 0.23$ 1.43$ 1.34$ 6 6DANNON FRUIT ON THE BOTTOM 6 OZ SINGLES 0.16$ 0.16$ 0.95$ 0.94$ 6 6YOPLAIT LIGHT 6 OZ SINGLES 0.15$ 0.15$ 0.90$ 0.90$ 6 6YOPLAIT ORIGINAL 6 OZ SINGLES 0.15$ 0.15$ 0.92$ 0.90$ 6 6LA YOGURT LIGHT 6 OZ SINGLES 0.13$ 0.11$ 0.78$ 0.68$ 6 6LA YOGURT ORIGINAL 6 OZ SINGLES 0.14$ 0.11$ 0.83$ 0.69$ 6 6
PRICE*OZ PRICE*UNIT OZ*UNIT
Dannon 6oz 4.5pp -1.5pp Yoplait 6oz 13pp +2.1pp La Yogurt 6oz 12.6pp +5.9pp
T. CSM – VALUE SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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Yoplait needs to manage out of stock distribu+on by distribui+ng more inventory to these out of stock points of sale with a steady promo+on strategy
OPPORTUNITIES WITHIN OUT OF STOCK & PROMOTION DIST.
3-Panel ChartHandling Distribution Max (Wtd) - CHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – HANDLING DIST. – T. REFRIGERATED T. CSM –OUT OF STOCK DIST. – T. REFRIGERATED T. CSM – PROMOTION DIST. – T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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STRAWBERRY FLAVORS IMPORTANCE IN SINGLE SERVINGS La Yogurt showing importance on other flavors in original probio+c while Yoplait shows more importance in strawberry flavors with a combined 6.4pp for light & original
Chart + TableValue Share - CHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Average Price Handling Distribution Max (Wtd)
RY'13 RY'14 RY'13 RY'14
DANNON LIGHT N' FIT STRAWBERRY SINGLES
DANNON LIGHT N' FIT OTHER FLAVORS SINGLES
DANNON FRUIT ON THE BOTT STRAWBERRY SINGLES
DANNON FRUIT ON THE BOTT OTHER FLAVOR SINGLES
YOPLAIT LIGHT STRAWBERRY SINGLES
YOPLAIT LIGHT OTHER FLAVOR SINGLES
YOPLAIT ORIGINAL STRAWBERRY SINGLES
YOPLAIT ORIGINAL OTHER FLAVOR SINGLES
LA YOGURT LIGHT STRAWBERRY SINGLES
LA YOGURT LIGHT OTHER FLAVOR SINGLES
LA YOGURT ORIGINAL OTHER FLAVOR SINGLES
$ 0.16
$ 0.18
$ 0.16
$ 0.16
$ 0.15
$ 0.15
$ 0.15
$ 0.15
$ 0.13
$ 0.13
$ 0.14
$ 0.15
$ 0.18
$ 0.16
$ 0.17
$ 0.15
$ 0.15
$ 0.15
$ 0.15
$ 0.11
$ 0.11
$ 0.11
100%
100%
100%
100%
100%
100%
100%
100%
70%
67%
89%
99%
93%
99%
48%
99%
99%
99%
99%
74%
75%
74%
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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Chart + TableCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Average Price Handling Distribution Max (Wtd)
RY'13 RY'14 RY'13 RY'14
DANNON LIGHT N' FIT STRAWBERRY SINGLES
DANNON LIGHT N' FIT OTHER FLAVORS SINGLES
DANNON FRUIT ON THE BOTT STRAWBERRY SINGLES
DANNON FRUIT ON THE BOTT OTHER FLAVOR SINGLES
YOPLAIT LIGHT STRAWBERRY SINGLES
YOPLAIT LIGHT OTHER FLAVOR SINGLES
YOPLAIT ORIGINAL STRAWBERRY SINGLES
YOPLAIT ORIGINAL OTHER FLAVOR SINGLES
LA YOGURT LIGHT STRAWBERRY SINGLES
LA YOGURT LIGHT OTHER FLAVOR SINGLES
LA YOGURT ORIGINAL OTHER FLAVOR SINGLES
$ 0.16
$ 0.18
$ 0.16
$ 0.16
$ 0.15
$ 0.15
$ 0.15
$ 0.15
$ 0.13
$ 0.13
$ 0.14
$ 0.15
$ 0.18
$ 0.16
$ 0.17
$ 0.15
$ 0.15
$ 0.15
$ 0.15
$ 0.11
$ 0.11
$ 0.11
100%
100%
100%
100%
100%
100%
100%
100%
70%
67%
89%
99%
93%
99%
48%
99%
99%
99%
99%
74%
75%
74%
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – VALUE SHARE– T. REFRIGERATED
T. CSM – VOLUME SHARE– T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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LA YOGURT & DANNON INCREASING PROMOTION & NET HANDLING DIST. La Yogurt posing a risk due to steady promo+on strategy and increasing net handling distribu+on which reflects in its increase of +5.9pp of value share within other flavors
3-Panel ChartCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – HANDLING DIST. – NET HANDLING DIST – T. REFRIGERATED T. CSM – PROMOTION DIST. – T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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OPPORTUNITIES WITHIN NET HANDLING & PROMOTION DIST. Yoplait covering 99% CSM distribu+on points. Opening an opportunity for steady promo+on strategies & increase net handling distribu+on with inventory strategies
3-Panel ChartCHAIN SUPERMARKETS l Period Ending: DEC - JAN 2015
Source: Nielsen l Country: l Total Market: TOTAL PUERTO RICO l Shared to: T. REFRIGERATED l Condition: Defined Market: TOTAL PUERTO RICO l Defined Product: T. YOGURT l Defined Fact: SALES VOLUME OUNCES ('000) l Defined Period: DEC - JAN 2015
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T. CSM – HANDLING DIST. – NET HANDLING DIST – T. REFRIGERATED T. CSM – PROMOTION DIST. – T. REFRIGERATED
Source: Nielsen Retail Index (100% Refrigerated Yogurt)
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2013 The
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TAKE AWAYS
Opportunity to develop a strategy to lower price per unit
Increase inventory in out of stock point of sales to increase value share
Opportunity to increase net handling distribution
Development of handling & promotion strategies for other flavors
Opportunity to increase net handling distribution for strawberry & other flavors
SINGLES YOPLAIT